Today, in social networks, the changes in data distribution algorithms occur quite often, which requires the brands to change their promotion strategy. In order for the post to be seen by the user without any monetary investments, the company needs to work hard and thoroughly study all the existing tools and mechanics to promote an increase in organic coverage on its business page.
One of the important components that will make your publication in Facebook successful is the proper time to place this post on the social network. Facebook audience as a whole or a separate page of a brand can be quite diverse and have different preferences, opinions, and interests.
Follow the statistics
Thanks to Facebook statistics, we can track key parameters that unite the audience of each page. This function is available to editors, administrators and owners of the community page. In the “Statistics” section → “Publications” → the “When online fans” tab displays a graph with data for the last week at which time the largest number of subscribers of the page stayed online on a specific day of the week and at a certain time interval. These metrics can greatly facilitate the work of the SMM / content manager when planning the time and day of the week for publication of community content.
What do well-known Internet marketing companies think?
Some specialists in choosing the time for posting rely on research data from the famous Internet marketing companies or publications. For example, CoSchedule analyzed the studies of major American media on the optimal time of posting and determined in this way the most successful, in their opinion, time periods for posting posts. And so, according to the company Huffington Post the best time for publications is from 02:00 to 17:00. In MarketingProfs, the time is considered optimal from 13:00 to 14:00. Tuesday at 14:00 – CoSchedule determined that this is the best time to create traffic. According to SumAll, their received data from several sources report their best period – from 17:00 to 18:00 on weekdays and 20:00 on Monday. The conclusions of these companies are completely different, which allows us to understand that each company has its own statistics. Moreover, this does not mean that the given time indicators will be useful for your business page.
Small brands and companies that ignore or simply do not know that to effectively promote their business page need to analyze statistics, may face such a period when the publication at random can gain a huge coverage and involvement of subscribers. In this case, the type and quality of the published material can play a significant role. For example, a cute picture with a heart-rending quote, a contest (see screen 2) or a drawing of a valuable prize, etc.
(2) In the screenshot: the figure of coverage for the competitive publication
(1) In the screenshot: the number of coverage for regular publication
These situations are extremely rare, but this indicates that to achieve the maximum involvement of Facebook users to your publication and in general, to the page, it is not enough just to publish the post on a certain day and time. Especially if you know that every 20 minutes in a social network 4,86 million photos are uploaded, 763,888 publications are added and 1 million links are shared. Now there is no single opinion or algorithm for choosing the optimal time for posting for all kinds of pages and communities on Facebook. The above examples are just some of the options studied. In these conditions, it is important to remember that for users who see their publications in their news feed, it is important, first of all, their quality and content.
Thus, it is necessary to understand that if your content is uninteresting and cannot catch the audience, then at whatever time you have not published it – it may not get the expected result. This scheme works in both directions – if the publication contains virus information, if it is interesting to subscribers and if it is gaining popularity among the audience, it does not matter what time of day and day of the week you placed it.
What you need to pay attention to when creating a publication
There are a few more points when creating a publication that you should pay attention to: demographic indicators of subscribers of your business page, as well as indicators for the target audience, the number, type and quality of publications, as well as other indicators that you can always read in the community section “Statistics”.
In subsection “Types of publications” you can see which posts gain the greatest involvement and organic coverage among the subscribers. The type of published content: text, photos, videos, links to the site, gif-animations, polls – all this also affects the growth or fall of the statistics of your public pages.
All of the above items, in general, affect the content strategy of any community and when creating a media plan. To effectively promote the page in a social network, you are to take into account all these indicators and data. In order to further create your own model of working with the community and get high indicators in the form of involvement and organic coverage, you should not disregard the advice:
- Continue working on the quality of the published content;
- Have a single style of the page and draw up posts according to it;
- Adjust the publication output plan according to page statistics;
- Analyze the community indicators.
In general, Facebook is a social network in which the very place for experiments with the selection of the best time for posting, with types of publications and the development of a content plan strategy for the community. It is through testing that you can determine what kind of content, at what time it’s best to post. In addition to the statistics, the best response for you is the reaction of the audience. So, do not be afraid to experiment, analyze and act – it’s quite interesting and useful for the development of the page of your community.