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Digital PR Strategy: Building a Kickass Campaign



Digital PR Strategy: Building a Kickass Campaign

Since Google News debuted in September 2002, I’ve created or co-created the digital PR strategy that produced kickass campaign results for various clients.

That list includes The Christian Science Monitor, Get City Dealz, Harlequin Enterprises, Parents magazine, Search Engine Strategies (SES) Conference & Expo series, Southwest Airlines, and Rutgers University.

I initially used a five-step process for crafting digital PR strategies.

But, that’s evolved into a seven-step process as I’ve learned what worked (and what didn’t) from producing digital PR campaigns for clients with different business goals and marketing objectives.

Now, I wouldn’t describe this seven-step process as a digital PR strategy template.

Why? Because one size does not fit all.

However, it’s a tried-and-true framework for helping a wide variety of B2B and B2C organizations to:

  • Create brand awareness.
  • Generate demand and/or leads.
  • Increase sales and/or revenue.
  • Support the launch of a new product.
  • Build a subscribed audience.
  • Drive attendance to one or more in-person or virtual events, or
  • Provide a return on marketing investment (ROMI).

Now, I wish that I could claim authorship for this framework.

But, that honor goes to Aristotle, who wrote his classic “Nicomachean Ethics” in the 4th Century BCE.

His “elements of circumstance” were: who, what, when, where, why, in what way, and by what means.

All I’ve done is apply them to craft successful digital public relations strategies and campaigns in the 21st Century.

Let’s examine each of the seven steps.

1. Who Are Your Target Audiences?

When you create a digital PR campaign, the first question you should ask is: “Who are my target audiences?”

Your answer should include “the public” as well as “the press.”

Why? Because the best digital PR campaigns put “the public” into public relations.

Before the beta version of Google News was launched in September 2002, the press was the only target audience for traditional PR campaigns.

But, Google News did something that shifted the paradigm: For the English language, it crawled and indexed over 4,000 sites, including multiple press release distribution services.

That allowed the public, as well as the press, to use Google News to search for and discover product and company news based on their search intent and interests.

It’s worth noting that the vast majority of Google News users are not members of the press. They are members of the public.

Over time, this ratio has tilted even more towards the public.

According to a Pew Research Center analysis of Bureau of Labor Statistics data, “Newsroom employment in the United States has dropped by 26% since 2008.”

In 2008, there were about 114,000 total newsroom employees – reporters, editors, photographers, and videographers – in five industries that produce news: newspaper, radio, broadcast television, cable, and digital news publishers.

By 2020, that number had dropped to about 85,000: a loss of about 30,000 jobs.

So, consider why your target audiences should include the public – consumers or business buyers.

In April 2020, Rand Fishkin and Casey Henry launched SparkToro: an audience research tool that gives me crucial information about any online audience in seconds.

That information includes:

  • Demographics: Gender, age, and education.
  • Firmographics: Employment and skills.
  • Top words in bios: How they describe themselves.

For example, I used SparkToro and quickly found 844 people who frequently talk about “digital PR strategy.”

The tool provided a detailed breakdown of my audience by gender identity and age range.

Screenshot from SparkToro, August 2022

Beyond this, SparkToro provided me with data about my audience’s level of Education – whether they have an Associate’s degree, a Bachelor’s degree, a Master’s, a doctorate, or if their education is unknown – and their academic majors.

But demographics rarely tell the whole story. Fortunately, SparkToro also revealed this audience’s firmographics.

For example, 34% work in the marketing and advertising industry, while 31% work in public relations and communications. I can also see their years of experience in their respective fields.

In addition, 83% of this audience mentioned social media as one of their skills, 76% mentioned social media marketing, 74% mentioned marketing, and 73% mentioned public relations.

Finally, 17% of this audience use the word “agency” in their bio/profile/about fields on social platforms like Twitter, Instagram, Facebook, LinkedIn, etc.

And 11% use “digital PR,” 10% “marketing PR,” and 9.5% “communications.”

This gives me a clearer picture of who this target audience is.

And it works for other target audiences, too.

2. What Is Their News Search Intent?

Given the profile I’ve built of this target audience, they will likely know how to use Google News and Google’s other “news surfaces” to find press releases, images, and videos from some of the companies and organizations that matter to them.

And based on the keyword research and audience research that I’ve conducted, their news search intent is often different from their web search intent.

For example, if you use Google Trends to explore a search term or a topic like “digital PR strategy,” you’ll see sporadic interest in the US over the past 12 months.

But, if you click on the web search tab and select news search instead, you’ll see, “Hmm, your search doesn’t have enough data to show here.”

So, what’s the alternative?

Go to Google News and start typing the same search term or topic.

Google’s autocomplete feature will generate predictions that help people save time by allowing them to quickly complete the search they already intended to do.

As you will see from the image below, people not only search for “digital PR strategy,” but they also search for “digital PR strategy template” because they haven’t learned that they need a framework instead.

Google News autocompleteScreenshot from search for [digital pr strategy], Google, August 2022

But, it’s worth noting that many of autocomplete’s predictions are for variations of “digital marketing strategy.”


Because many educated and experienced users of Google News have discovered over time that there’s a dearth of relevant news or interesting stories about the topic of “digital PR strategy.”

So, they’ve learned to broaden their searches instead.

You can also use SparkToro to see a similar phenomenon.

Although the tool identified 844 people who frequently talk about “digital PR strategy,” when you examine the top hashtags that they’ve used on platforms like Twitter, Instagram, and Facebook over the past three to four months, they are #digitalmarketing, #contentmarketing, #advertising, #branding, and #socialmediamarketing.

And the most frequently used phrases they used were “marketing strategy,” “influencer marketing,” “account manager,” “customer service,” and “marketing trends.”

SparkToro hashtagsScreenshot from SparkToro, August 2022


So, you often need to go beyond what the keyword research tools can tell you when determining your target audiences’ news search intent.

Sometimes, you might go broader.

But, other times, you might want to remind yourself that 15% of searches conducted every day are ones Google hasn’t seen before.

Where do these brand-new search terms come from? Breaking news, most likely.

3. When Do They Conduct News Searches?

The next step in creating a kickass digital PR campaign is learning when your target audiences are more likely to conduct news searches.

One strategy is called “newsjacking.”

David Meerman Scott coined the term in 2011, and the Oxford Dictionaries shortlisted it as one of their “Words of the Year” in 2017.

According to Scott:

“Newsjacking is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”

He adds,

“When there is news in your marketplace reporters and analysts are looking for experts to comment on the story. Newsjacking gets you media attention.”

If you want more information about this digital PR strategy and examples of how to strike at the right time, read Scott’s book, “Newsjacking.”

He explains when a digital PR strategist should newsjack, and why this strategy favors players who are observant, quick to react, and skilled at communicating.

Or, if you want a quick preview, watch this short video from his publisher, Wiley.

Another strategy is to leverage the seasonal calendar that many retailers use to plan for the year ahead.

A typical seasonal calendar for U.K. retailers includes:

  • Valentine’s Day.
  • Mother’s Day.
  • Father’s Day.
  • Summer Sales.
  • Back to School.
  • Black Friday.
  • Holiday Season.

Or, you can create your own tentpole event to promote the launch of a new product.

Traditionally, tentpole events were used by movie studios to promote their big blockbusters each year.

But in July 1987, the Discovery Channel borrowed the concept to promote “Shark Week.”

My favorite campaign was: “Shark Week 2013 Promo – Snuffy the Seal.”

4. Where Do They Conduct News Searches?

In the early days of what was then called “online PR,” the primary place where target audiences could find your press release was Google News.

Today, Google has several different “news surfaces,” including Google News, News in Google Search, Discover, News on YouTube, and News on Google Assistant.

If you want to learn how to optimize your news for each of these surfaces, then read Google News Optimization: How to Boost Your Site’s Visibility & Traffic.

But, when planning your next digital PR campaign, it’s wise to broaden your perspective.

For example, SparkToro reveals that 52% of the people who talk about “digital PR strategy” are located in the U.S. It also breaks down where in the world the other 48% are located.

If you’re planning to drive attendance to one or more in-person events, you should leverage SparkToro’s audience research to see where they’re located.

And you shouldn’t forget the press.

SparkToro discloses which press accounts this audience reads, YouTube channels they watch, and podcasts they listen to.

SparkToro podcastsScreenshot from SparkToro, August 2022

The tool also identifies the social accounts they follow and engage with most and the websites they visit frequently.

It often makes sense to pitch your story – under a news or press embargo – to these journalists, social media influencers, and other key opinion leaders – before distributing your optimized press release.


Because many of these news sources will honor the embargo to receive advanced knowledge of details and can prepare their reports to coincide with the announcement date and yet still “scoop” their competition.

5. Why Does Your News Matter To Your Target Audiences?

The next question you should ask is: “Why would my news matter to my target audiences?”

In other words, is your subject line or headline newsworthy enough to get their attention, and is your pitch or story compelling enough to get them to respond?

In far too many cases, they aren’t – which explains why so few digital PR campaigns generate kickass results.

In fact, the Propel Media Barometer for Q2 2022 analyzed a sample of nearly 400,000 real pitches to figure out what makes up the “perfect” pitch today.

They found journalists open less than 36% of the PR pitches they receive. And, the press only responds to about 3 out of every 100 pitches they receive.

Although similar data isn’t available to the public, it seems reasonable to assume that your customers click on just a fraction of the headlines they find in news search results and respond to only a small percentage of the stories they read.

So, you may need to conduct some tests to better understand why your news matters to your target audiences.

For example, we teamed up with Get City Dealz and Business Wire in 2013 for such a test.

We wanted to see which would generate better results for three local merchants promoting their best daily deals in New Orleans: an online video news release, a photo press release, or a release without multimedia.

The release with a video had 55.4% more release views and 36.1% more link clicks, and the release with a photo had 4.6% more release views and 7.1% more link clicks than the release with no multimedia.

That won us the award for the “Best Use of PR in a Search Campaign” at the inaugural U.S. Search Awards, as well as the “SNCR Excellence in New Communications Award” in the Visual Media Category of the Corporate Division for our “solid campaign with impressive metrics and accurate attribution.”

But, we could generate kickass results because the target audiences for all three press releases were more than 1 million tourists and 5,000 media members converging on New Orleans for two major events: the “Big Game” and Mardi Gras.

We used Google’s Campaign URL Builder to add campaign parameters to URLs in the three releases, so we could measure our Custom Campaigns in Google Analytics.

That enabled us to see a 407% increase in organic search traffic in February over January.

We also saw an 85% increase in referral traffic in February over January – coming from news sites like Yahoo! Finance, Reuters, and social media like Facebook and Pinterest.

Plus, we distributed the releases on successive Saturdays, and the number of unique visitors to on weekends doubled in February over January.

The online video news release for Jazzy Nola featured some unique wine tumblers made in a distinctly New Orleans style with a gold fleur-de-lis imprinted on the tumbler.

The release helped sell out wine tumblers, which were great for tourists and visitors wandering the French Quarter during “The Big Game” or on the Mardi Gras parade route.

The online video news release also mentioned that Jazzy Nola was promoting their Roger Goodell (Commissioner of the National Football League) voodoo dolls.

At the press conference before “The Big Game,” the media asked Goodell about the voodoo dolls, and he joked that he’d read about them. They also sold out in a matter of days.

Who, what, when, and where often influence why your news matters to your target audiences.

6. In What Way Can You Change Hearts, Minds, And Actions?

In ”Nicomachean Ethics,” Aristotle said we must act voluntarily to be held morally responsible.

Today, your target audiences feel and think they’re in control of what they do.

For example, SparkToro shows us all accounts share stories from media sources and news websites with high levels of factual reporting, the credibility of information, and the consistency with which their content passes fact checks.

The people who talk about “digital PR strategy” have even higher levels.

SparkToro factual sharing statisticsScreenshot from SparkToro, August 2022

So, how can you ethically change their hearts, minds, and actions?

Start by reading What Is a Content Marketing Matrix & Do We Need One?

It explains that a content marketing matrix is a planning tool.

Below is one that I crafted and contributed to Guy Kawasaki, who included it in his book, “Enchantment: The Art of Changing Hearts, Minds, and Actions.”

Content marketing matrixImage created by author, August 2022

As you can see, this Content Marketing Matrix had only two dimensions:

  • Awareness to action on the horizontal axis.
  • Rational to emotional on the vertical axis.

And a digital PR strategist can use one to create news content that will enchant the press and the public.

Just use one of the four quadrants – educate, entertain, enlighten, and inspire – as a starting point for deciding if your content will enchant the press based on their beats and the public based on their interests.

Now, this is a big idea. According to Kawasaki,

“Enchantment is not about manipulating people…. And when done right, it’s more powerful than traditional persuasion, influence, or marketing techniques.”

He adds,

“In business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people.

By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions.”

For example: In cooperation with the Ministry of Economy and various entities concerned with tourism, culture, and heritage, the UAE Government Media Office launched the World’s Coolest Winter campaign in December 2020.

They distributed a press release to educate the press and the public about the country’s first domestic tourism campaign, which highlighted the wide variety of destinations in the Emirates worth visiting – to offset the dramatic drop in international tourists due to the global pandemic.

As part of the campaign, the New Media Academy teamed up in January 2021 with Beautiful Destinations to create “Let’s Go – The Emirates.”

The goal was to enlighten the public about the UAE’s hidden gems with beautiful cinematic videos, so they would take action.

I should disclose that I’m an instructor at the New Media Academy, and five of my students are featured in this video.

The second season of the World’s Coolest Winter campaign was launched in December 2021.

It expanded on the previous year’s campaign by targeting both domestic and foreign tourists.

The second year’s campaign invited citizens and visitors to share their most beautiful experiences, adventures, and memorable moments across digital platforms in various parts of the Emirates.

The campaign also asked influencers to create inspiring photo and video content like “A Winter Through My Eyes” to inspire tourists to take action.

The video’s description asks,

“Can a country be truly enjoyed by someone who cannot see? As the United Arab Emirates, we believe in making what seems impossible, possible. And this winter, we gave a young child, Clara, the opportunity to experience and enjoy the World’s Coolest Winter in the UAE.”

That’s how you can change hearts, minds, and actions in an ethical way.

7. By What Means Can You Measure Your Results?

Aristotle also wanted ethical people to understand by what means or how they achieved their ends. And today, measurement is so much more than counting.

As Katie Delahaye Paine says in her book “Measure What Matters,”:

“Counting just adds things up and gets a total. Measurement takes those totals, analyzes what they mean, and uses that meaning to improve business practices.”

She adds,

“Measurement of your processes and results … provides the data necessary to make sound decisions. It helps you set priorities, allocate resources, and make choices.

Without it, hunches and gut feelings prevail. Without it, mistakes get made and no one learns from them.”

For example, the first “World’s Coolest Winter” campaign generated:

  • More than 2,000 media reports reached over 20 million people across the world.
  • 215 million views of videos that captured UAE’s beauty.
  • 950,000 domestic tourists in 45 days.
  • 66% hotel occupancy rate vs. 58% in the U.S.
  • AED1 billion (US$272 million) of revenue for the UAE’s hospitality sector.

So, the UAE Government Media Office went far beyond counting the number of stories that mentioned their campaign.

They worked with hotels in the country to measure revenue per available room (REVPAR).

(REVPAR is calculated by multiplying a hotel’s average daily room rate by its occupancy rate.)

After analyzing these business outcomes instead of their PR outputs, the second “World’s Coolest Winter” campaign generated:

  • 71,000 photos and videos on social media.
  • 3 million tourists, up 36% from the year before.
  • A hotel occupancy rate of 73%, up from 66%.
  • 5 billion (US$408 million) for UAE hotels, up 50% from the first campaign.
  • Plus, US$11.5 million for a new initiative called “Warm Winter,” which extended humanitarian support to more than 110,000 refugees and people in need in Africa and the Arab world.

Now, that’s how you build a kickass campaign!

But, as I said earlier, there’s no digital PR strategy template.

You need to decide what really matters to your organization.

If you’re looking for metrics that you can use as KPIs (key performance indicators), then you should read:

Why? Because the last step in building a kickass campaign is measuring your results.

More resources: 

Featured Image: gpointstudio/Shutterstock

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The Best Times To Post On Social Media In 2024




The Best Times To Post On Social Media In 2024

Marketers worldwide know the importance of having a solid social media marketing strategy – and a key part of this is finding the best times to post on social media.

The old adage ‘timing is everything’ holds especially true in the world of social media, where the difference between a post that fades into obscurity and one that goes viral can often be just a matter of when it was shared.

With an always-growing array of social platforms hosting billions of users worldwide, it has never been more challenging to stand above the noise and make your voice heard on social.

To determine the best times to post on social media in 2024, we reviewed original data from leading social media management tools.

It’s important to note that the data from these sources present a variety of findings and suggestions, which underscore the fact that social media is an ever-evolving landscape. The most crucial thing is understanding the behavior of your own target audience.

Let’s dive in.

The Best Times To Post On Social Media

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 9 a.m. – 2 p.m. Local
Hootsuite Monday 12 p.m. EST
CoSchedule Friday, Wednesday, and Monday (in that order) 7 p.m. Local
  • Best times to post on social media: 9 a.m. – 2 p.m.
  • Best days to post on social media: Monday and Wednesday.
  • Worst days to post on social media: Saturday and Sunday.

Determining an ideal time for posting on social media in general is complicated, as each platform is different, with unique users, features, and communities.

When deciding which social media platforms to focus on, you should think carefully about your brand’s target audience and overarching goals.

If you’re looking to reach a network of professionals, LinkedIn might be a good fit; if your brand is hoping to speak to Gen Z consumers, you might consider TikTok or Snapchat.

This explains why – when analyzing data from Sprout Social, Hootsuite, and CoSchedule on the best overall times to post on social media – we can draw some similarities but also see a variety of recommendations.

Weekdays emerge as a clear winner. CoSchedule and Sprout Social both highlight Wednesday as a good day, with Hootsuite and CoSchedule also highlighting Mondays as a strong day for engagement.

The most common time range among the sources is in the morning to mid-afternoon, with CoSchedule providing some very specific suggestions for post-timing.

Both CoSchedule and Sprout Social agree on avoiding Saturdays and Sundays.

The Best Times To Post On Facebook

Source Day Of Week Time To Post
Sprout Social Monday to Thursday 8 a.m. – 1 p.m. Local
Hootsuite Monday and Tuesday 1 p.m. EST
CoSchedule Friday, Wednesday, and Monday (in that order) 9 a.m. Local
  • Best times to post on Facebook: 8 a.m. – 1 p.m.
  • Best days to post on Facebook: Weekdays.
  • Worst day to post on Facebook: Sunday.

Facebook remains the most used social media platform in the world, with the largest advertising market share (16%).

While it’s experienced a shift in user demographics over recent years – now catering to older users – its popularity continues to climb, and its potential as a brand marketing tool cannot be disputed.

Regarding the best times to post on Facebook, all of our sources agree that weekdays are best. Sprout Social, Hootsuite, and CoSchdule all name Monday as a great day to engage on Facebook, along with calling out various other days of the week.

There is a general consensus that Sundays should be avoided.

The sources vary in their suggestions for optimal time slots, but generally speaking, early to mid-morning seems to be the most popular selection.

The Best Times To Post On YouTube

Source Day Of Week Time To Post
SocialPilot Sunday 2-4 p.m. EST
HubSpot Friday and Saturday 6-9 p.m. Local
  • Best times to post on YouTube: 2-4 p.m. on weekdays and 9-11 a.m. on weekends.
  • Best days to post on YouTube: Friday, Saturday, and Sunday.
  • Worst day to post on YouTube: Tuesday.

As the second most visited site in the world and the second most used social platform globally, YouTube offers an unparalleled opportunity for brands and individuals to connect with audiences through video.

And with its continued expansion – by introducing features like YouTube Shorts, initiatives like expanding the ways creators can get paid on the platform, and its increasing popularity as a search engine – the platform shows no signs of slowing.

YouTube is no longer just a video-sharing site; it’s a robust marketing tool that empowers businesses to raise brand awareness and drive meaningful engagement.

Finding recent data on the best times to post on YouTube proved harder than for some other channels, so these recommendations should be taken with a grain of salt.

While HubSpot suggests Friday and Saturday are the strongest days to publish on YouTube, SocialPilot specifically calls out Sunday as the most engaging day – so it’s worth experimenting with all three.

SocialPilot doesn’t specifically name the worst day, but according to HubSpot, you’d be wise to steer clear of Tuesday.

Both sources suggest the afternoon as an effective time for posting during the week. SocialPilot specifies that publishing in the mornings on weekends (9-11 a.m.) is effective, so this is important to bear in mind.

The Best Times To Post On Instagram

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 9 a.m. – 1 p.m. Local
Hootsuite Wednesday 2 p.m. EST
HubSpot Saturday 6-9 p.m. Local
CoSchedule Wednesday, Friday, and Tuesday (in that order)

9 a.m. Local

Later Monday 4 a.m. Local
  • Best times to post on Instagram: 8 a.m. to 1 p.m.
  • Best day to post on Instagram: Wednesday.
  • Worst day to post on Instagram: Sunday.

From its origins as a photo-sharing platform, Instagram has evolved into one of the most popular social media networks in the world – and an indispensable marketing tool.

With billions of users – 90% of whom are following at least one business – Instagram has become a powerful engine for ecommerce, brand awareness, and community-building.

As a leader in the social media space, Instagram constantly provides new formats and features for users to try out – from Reels to Stories, user quizzes and polls, and more.

We consulted a handful of sources to determine the top posting times for Instagram and came away with a mixed bag of answers.

Wednesday appears to take the cake as the most consistently recommended day, with CoSchedule, Sprout Social, and Hootsuite all suggesting it.

Generally, our sources seem to lean towards weekdays as being strongest for Instagram engagement – with the exception of HubSpot, which recommends Saturday.

In terms of timing, the morning to midday hours seem to be your best bet, especially around 8 a.m. through 1 p.m. HubSpot and Later provide times that significantly differ from other sources, which suggests that effectiveness can vary based on audience and content type.

The Best Times To Post On TikTok

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 2-6 p.m. Local
Hootsuite Thursday 10 p.m. EST
SocialPilot Tuesday and Thursday 2 a.m. and 9 a.m. EST
HubSpot Friday 6-9 p.m. Local
  • Best time to post on TikTok: Inconclusive.
  • Best day to post on TikTok: Tuesday.
  • Worst day to post on TikTok: Inconclusive.

While it’s a relative newcomer to the fold, TikTok has quickly become one of the most beloved social platforms worldwide – and is drawing brands in increasing numbers.

With the average user spending nearly 54 minutes on the app daily, it’s hard to beat the hold that TikTok has among audiences. By optimizing your presence there, you can stand to generate some impressive returns on your marketing efforts.

So, what’s the best time to post on TikTok? The jury is out on this one – and it may take extra experimentation on your part to find the sweet spot that engages your audience.

Tuesday seems to rise to the top among the sources we consulted, with Wednesdays and Thursdays also getting recommendations. Generally speaking, it looks like midweek is a good time to test out your TikTok content, but there are plenty of discrepancies in the data.

While HubSpot named Friday as the best day, it also highlighted that Saturdays and Thursdays are strong for B2B brands, and Saturdays and Sundays work well for B2C brands.

Sprout Social found Sunday to be the worst performing day, while Monday and Tuesday are the worst days, according to HubSpot.

We also find a mix of recommended time slots, from early morning to mid-afternoon and also evening being suggested.

The Best Times To Post On Snapchat

Snapchat, the pioneer of ephemeral social media content (and the inspiration behind Instagram Stories), provides unique opportunities to reach younger demographics.

It differs from other platforms in how it works and the type of content that engages there. Snapchat typically centers around showcasing real-time experiences and authentic behind-the-scenes content versus polished marketing content.

This makes Snapchat an advantageous yet often underutilized tool in digital marketing. But it should not be overlooked, especially given that the platform continues to innovate.

While we have seen 10 a.m. – 1 p.m. cited as the best times to post on Snapchat in various secondary sources around the internet, we have found no recent original data to either confirm or refute this.

Given this, we would recommend testing out different times and days based on the behaviors and lifestyles of your target audience and then iterating based on your results (which is what you should be doing across the board, regardless!)

The Best Times To Post On Pinterest

Source Day Of Week Time To Post
Sprout Social Wednesday to Friday 1-3 p.m. Local
HubSpot Friday 3-6 p.m. Local
CoSchedule Sunday, Monday, and Tuesday (in that order)

8 p.m. Local

  • Best times to post on Pinterest: 3-6 p.m.
  • Best day to post on Pinterest: Friday.
  • Worst day to post on Pinterest: Sunday.

Pinterest, once thought of as a simple inspiration board-style site, has today become a crucial player in the world of ecommerce.

Businesses can leverage Pinterest to showcase their products and drive conversions, but also to grow and expand brand awareness and sentiment.

Success on Pinterest can be found through sharing brand-specific imagery, optimizing for mobile, and appealing to your audience’s sense of aspiration and inspiration.

Friday, alongside other weekdays, is consistently mentioned as a strong day among our sources. On the other end, Sunday is commonly named as the least effective day for posting on Pinterest.

When it comes to the most fruitful posting time on the platform, it appears that the late afternoon to early evening, specifically around 3-6 p.m., is optimal for best engagement.

The Best Times To Post On X (Twitter)

Source Day Of Week Time To Post
Sprout Social Tuesday to Thursday 9 a.m. – 2 p.m. Local
Hootsuite Monday and Wednesday 10 a.m. – 1 p.m. EST
CoSchedule Wednesday, Tuesday, and Friday (in that order) 9 a.m. Local
HubSpot Friday and Wednesday (in that order) 9 a.m. to 12 p.m. Local
  • Best times to post on X (Twitter): 9 a.m. to 12 p.m.
  • Best days to post on X (Twitter): Wednesday and Friday.
  • Worst day to post on X (Twitter): Sunday.

X (formerly known as Twitter) has long been a place for marketers to connect and engage with their audience, join trending conversations, and build community.

The real-time nature of X (Twitter) differentiates it from other social platforms and allows for spur-of-the-moment and reactionary marketing moves. And with CEO Elon Musk’s big plans for the app, it’s undoubtedly a space to watch.

When looking for the top days to post among the sources we consulted, Wednesday and Friday are most often mentioned – with Sprout Social specifying Tuesday through Thursday.

Hootsuite nominates Monday and Wednesday as the top days, proving that weekdays reign supreme on X (Twitter).

Like many other platforms, Sunday seems to be the least effective day for post-engagement.

Looking for the best times to post on X (Twitter)?

Late morning, from around 9 a.m. to noon, seems to be the most recommended time – though, as always, this will differ based on your specific audience and the type of content you are sharing.

We always recommend testing and experimenting to see what works for you.

The Best Times To Post On LinkedIn

Source Day Of Week Time To Post
Sprout Social Tuesday to Thursday 10 a.m. – 12 p.m. Local
Hootsuite Monday 4 p.m. EST
CoSchedule Thursday, Tuesday, and Wednesday (in that order) 10 a.m. Local
HubSpot Monday, Wednesday, and Tuesday (in that order) 9 a.m. – 12 p.m. Local
  • Best times to post on LinkedIn: 10 a.m. – 3 p.m.
  • Best days to post on LinkedIn: Tuesday, Wednesday, and Thursday.
  • Worst days to post on LinkedIn: Weekends.

Though first and foremost a platform for professionals, LinkedIn has picked up steam in recent years, becoming a hub of engagement and a frontrunner among social media networks.

It’s also an essential tool for businesses that want to reach business executives and decision-makers, as well as potential candidates.

Done right, LinkedIn content can go a long way in building a public perception of your brand and providing deep value to your target audience.

Digging into the data, we can see that weekdays provide the biggest opportunities for engagement on LinkedIn, which is hardly surprising. Tuesdays through Thursdays are often mentioned as the top days, with Mondays also highlighted by Hootsuite and HubSpot.

All of our sources agree that weekends are less effective for LinkedIn posts.

If you’re searching for the right time, you might try your hand at posting from late morning to mid-afternoon, based on what these sources discovered.

But (and not to sound like a broken record) your results may differ based on your brand, niche, target audience, and content.

What Is The Best Time For You To Post On Social Media?

Finding the best times to post on social media requires a delicate blend of testing, experimentation, and personal analytics.

And it never hurts to start your journey with industry insights like the ones we’ve covered in this article.

By aligning your content strategy with your target audience and trying out different posting strategies – taking into account these recommended time slots – you will be able to determine what works best for you and significantly enhance your social media presence and engagement.

Sources of data, November 2023.

All data above was taken from the sources below.

Each platform conducted its own extensive research, analyzing millions of posts across various social networks to find the times when users are most engaged.


  • Sprout Social analyzed nearly 2 billion engagements across 400,000 social profiles.
  • Hootsuite analyzed thousands of social media posts using an audience of 8 million followers. For its Instagram updates, it analyzed over 30,000 posts.
  • CoSchedule analyzed more than 35 million posts from more than 30,000 organizations.
  • SocialPilot studied over 50,000 YouTube accounts and over 50,000 TikTok accounts to compile its data. 
  • Later analyzed over 11 million Instagram posts.
  • HubSpot surveyed over 1,000 global marketers to discern the best times to post on social media. For its Instagram-specific data, it partnered with Mention to analyze over 37 million posts.

More resources: 

Featured Image: Kaspars Grinvalds/Shutterstock

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Google Updating Cryptocurrency Advertising Policy For 2024




Google Updating Cryptocurrency Advertising Policy For 2024

Google published an announcement of upcoming changes to their cryptocurrency advertising policies and advises advertisers to make themselves aware of the changes and prepare to be in compliance with the new requirements.

The upcoming updates are to Google’s Cryptocurrencies and related products policy for the advertisement of Cryptocurrency Coin Trusts. The changes are set to take effect on January 29th, 2024.

Cryptocurrency Coin Trusts are financial products that enable investors to trade shares in trusts holding substantial amounts of digital currency. These trusts provide investors with equity in cryptocurrencies without having direct ownership. They are also an option for creating a more diversified portfolio.

The policy updates by Google that are coming in 2024 aim to describe the scope and requirements for the advertisement of Cryptocurrency Coin Trusts. Advertisers targeting the United States will be able to promote these products and services as long as they abide by specific policies outlined in the updated requirements and that they also obtain certification from Google.

The updated policy changes are not limited to the United States. They will apply globally to all accounts advertising Cryptocurrency Coin Trusts.

Google’s announcement also reminded advertisers of their obligation for compliance to local laws in the areas where the ads are targeted.

Google’s approach for violations of the new policy will be to first give a warning before imposing an account suspension.

Advertisers that fail to comply with the updated policy will receive a warning at least seven days before a potential account suspension. This time period provides advertisers with an opportunity to fix non-compliance issues and to get back into compliance with the revised guidelines.

Advertisers are encouraged to refer to Google’s documentation on “About restricted financial products certification.”

The deadline for the change in policy is January 29th, 2024. Cryptocurrency Coin Trusts advertisers will need to pay close attention to the updated policies in order to ensure compliance.

Read Google’s announcement:

Updates to Cryptocurrencies and related products policy (December 2023)

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SEO Trends You Can’t Ignore In 2024



SEO Trends You Can’t Ignore In 2024

Most SEO trends fade quickly. But some of them stick and deserve your attention.

Let’s explore what those are and how to take advantage of them.

If you give ChatGPT a title and ask it to write a blog post, it will—in seconds.

This is super impressive, but there are a couple of issues:

  • Everyone else using ChatGPT is creating the same content. It’s the same for users of other GPT-powered AI writing tools, too—which is basically all of them.
  • The content is extremely dull. Sure, you can ask ChatGPT to “make it more entertaining,” but it usually overcompensates and hands back a cringe version of the same boring content.

In the words of Gael Breton:

How to take advantage of this SEO trend

Don’t use AI to write entire articles. They’ll be boring as heck. Instead, use it as a creative sparring partner to help you write better content and automate monotonous tasks.

For example, you can ask ChatGPT To write an outline from a working title and a list of keywords (which you can pull from Ahrefs)—and it does a pretty decent job.


Create an outline for a post entitled “[working title]” based on these keywords: [list]


ChatGPT's outline for a blog post. Pretty good!ChatGPT's outline for a blog post. Pretty good!

When you’ve written your draft, you can ask to polish it in seconds by asking ChatGPT to proofread it.

ChatGPT proofreading my content and making it betterChatGPT proofreading my content and making it better

Then you can automate the boring stuff, like creating more enticing title tags…

ChatGPT writing enticing title tagsChatGPT writing enticing title tags

… and writing a meta description:

ChatGPT writing a meta descriptionChatGPT writing a meta description

If you notice a few months down the line that your content ranks well but hasn’t won the featured snippet, ChatGPT can help with that, too.

For example, Ahrefs tells us we rank in position 3 for “affiliate marketing” but don’t own the snippet.

Ahrefs showing featured snippets that we don't own, despite ranking in the top 3Ahrefs showing featured snippets that we don't own, despite ranking in the top 3

If we check Google, the snippet is a definition. Asking ChatGPT to simplify our definition may solve this problem.

ChatGPT rewriting a definition and making it betterChatGPT rewriting a definition and making it better

In short, there are a near-infinite number of ways to use ChatGPT (and other AI writing tools) to create better content. And all of them buck the trend of asking it to write boring, boilerplate articles from scratch.

Programmatic SEO refers to the creation of keyword-targeted pages in an automatic (or near automatic) way.

Nomadlist’s location pages are a perfect example:

Example of a page from NomadListExample of a page from NomadList

Each page focuses on a specific city and shares the same core information—internet speeds, cost, temperature, etc. All of this information is pulled programmatically from a database and the site gets an estimated 46k monthly search visits in total.

Estimated monthly search traffic to NomadListEstimated monthly search traffic to NomadList

Programmatic SEO is nothing new. It’s been around forever. It’s just the hot thing right now because AI tools like ChatGPT make it easier and more accessible than ever before.

The problem? As John Mueller pointed out on Twitter X, much of it is spam:

How to take advantage of this SEO trend

Don’t use programmatic SEO to publish insane amounts of spam that’ll probably get hit in the next Google update. Use it to scale valuable content that will stand the test of time.

For example, Wise’s currency conversion pages currently get an estimated 31.7M monthly search visits:

Estimated monthly search traffic to Wise's currently conversion pages (insane!)Estimated monthly search traffic to Wise's currently conversion pages (insane!)

This is because the content is actually useful. Each page features an interactive tool showing the live exchange rate for any amount…

The interactive currently conversion tool on Wise's pagesThe interactive currently conversion tool on Wise's pages

… the exchange rate over time…

The exchange rate over time graph on Wise's pagesThe exchange rate over time graph on Wise's pages

… a handy email notification option when the exchange rates exceed a certain amount…

The email notification option on Wise's pagesThe email notification option on Wise's pages

… handy conversion charts for popular amounts…

The handy conversion charts on Wise's pagesThe handy conversion charts on Wise's pages

… and a comparison of the cheapest ways to send money abroad in your chosen currency:

The useful comparison table on Wise's pagesThe useful comparison table on Wise's pages

It doesn’t matter that all of these pages use the same template. The data is exactly what you want to see when you search [currency 1] to [currency 2].

That’s probably why Wise ranks in the top 10 for over 66,000 of these keywords:

Wise's keyword rankings for currency conversion pagesWise's keyword rankings for currency conversion pages

Looking to take advantage of programmatic content in 2024 like Wise? Check out the guide below.

People love ChatGPT because it answers questions fast and succinctly, so it’s no surprise that generative AI is already making its way into search.

For example, if you ask Bing for a definition or how to do something basic, AI will generate an answer on the fly right there in the search results.

Bing's search results for "definition of mental health"Bing's search results for "definition of mental health"
Bing's search results for "how to add drop down list in google sheets"Bing's search results for "how to add drop down list in google sheets"

In other words, thanks to AI, users no longer have to click on a search result for answers to simple questions. It’s like featured snippets on steroids.

This might not be a huge deal right now, but when Google’s version of this (Search Generative Experience) comes out of beta, many websites will see clicks fall off a cliff.

How to take advantage of this SEO trend

Don’t invest too much in topics that generative AI can easily answer. You’ll only lose clicks like crazy to AI in the long run. Instead, start prioritizing topics that AI will struggle to answer.

How do you know which topics it will struggle to answer? Try asking ChatGPT. If it gives a good and concise answer, it’s clearly an easy question.

For example, there are hundreds of searches for how to calculate a percentage in Google Sheets every month in the US:

Estimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords ExplorerEstimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords Explorer

If you ask ChatGPT for the solution, it gives you a perfect answer in about fifty words.

ChatGPT's answer to the Google Sheets percentage calculation formulaChatGPT's answer to the Google Sheets percentage calculation formula

This is the perfect example of a topic where generative AI will remove the need to click on a search result for many.

That’s probably not going to be the case for a topic like this:

Example of a topic that AI shouldn't impact too muchExample of a topic that AI shouldn't impact too much

Sure. Generative AI might be able to tell you how to create a template—but it can’t make one for you. And even if it can in the future, it will never be a personal finance expert with experience. You’ll always have to click on a search result for a template created by that person.

These are the kinds of topics to prioritize in 2024 and beyond.


None of this means you should stop targeting “simple” topics altogether. You’ll always be able to get some traffic from them. My point is not to be obsessed with ranking for keywords whose days are numbered. Prioritize topics with long-term value instead.

Bonus: 3 SEO trends to ignore in 2024

Not all SEO trends move the needle. Here are just a few of those trends and why you should ignore them.

People are using voice search more than ever

In 2014, Google revealed that 41% of Americans use voice search daily. According to research by UpCity, that number was up to 50% as of 2022. I haven’t seen any data for 2023 yet, but I’d imagine it’s above 50%.

Why you should ignore this SEO trend

75% of voice search results come from a page ranking in the top 3, and 40.7% come from a featured snippet. If you’re already optimizing for those things, there’s not much more you can do.

People are using visual search for shopping more than ever

In 2022, Insider Intelligence reported that 22% of US adults have shopped with visual search (Google Lens, Bing Visual Search, etc.). That number is up from just 15% in 2021.

Why you should ignore this SEO trend

Much like voice search, there’s no real way to optimize for visual search. Sure, it helps to have good quality product images, optimized filenames and alt text, and product schema markup on your pages—but you should be doing this stuff anyway as it’s been a best practice since forever.

People are using Bing more than ever before

Bing’s Yusuf Mehdi announced in March 2023 that the search engine had surpassed 100M daily active users for the first time ever. This came just one month after the launch of AI-powered Bing.

Why you should ignore this SEO trend

Bing might be more popular than ever, but its market share still only stands at around ~3% according to estimates by Statcounter. Google’s market share stands at roughly 92%, so that’s the one you should be optimizing for.

Plus, it’s often the case that if you rank in Google, you also rank in Bing—so it really doesn’t deserve any focus.

Final thoughts

Keeping your finger on the pulse and taking advantage of trends makes sense, but don’t let them distract you from the boring stuff that’s always worked: find what people are searching for > create content about it > build backlinks > repeat.

Got questions? Ping me on Twitter X.

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