Okay, these advice guides are always somewhat controversial, and yes, there are many factors and elements that can play into this data which would impact the performance relative to your own brand.
But in general terms, they can help – and this week, Sprout Social has published its latest insights into the best times to post on Facebook and Twitter, based on performance insights from Sprout’s 30k+ customer base.
Again, this is not prescriptive – this is not to say that all brands, definitively, will see optimal performance if they post at these times (worth noting, too, that the times listed at all CST, though they would be relative to your local time zone). But if you were looking to change up your posting process to improve performance, or maybe map out a more effective strategy, these times, based on current engagement trends, could be a good place to start.
First off, on Facebook – according to Sprout’s data, the best time to post your latest update to Facebook is 3am, Monday to Friday.
“What? 3am? What’s with that?”
Well, there are various factors that would play into this.
First off, at 3am, there’s likely a lot fewer people posting, which means less competition in the feed. That could mean that you get some early engagement which then helps to improve the reach of your post, and by, say, 9am, when more people are online, that early response could then help to ensure that your content is then shown to even more people.
Sprout also notes that the times are listed in CST, and 3am CST is also:
- 9am British Standard Time
- 10am Central European Time
- 6pm Australian Eastern Standard Time
So because you’re looking at global engagement, you also need to factor in regional variability – i.e. it’s not just people in your time zone that you’re reaching.
Depending on Sprout’s user base, that could be a significant factor, so it’s worth also analyzing who you’re reaching, geographically, within your Facebook Insights.
But as you can see in the chart, 3am, Monday to Friday, sees better engagement, while Tuesdays at 10am and noon also drives good response.
Sprout further notes that the worst day to post on Facebook, in terms of engagement, is Saturday, with Sunday not looking much better.
Worth factoring into your experiments.
On Twitter, Sprout’s engagement data suggests that the best time to post is 9am on Monday, Tuesday, Wednesday, Friday and Saturday.
It seems that people are more inclined to log into Twitter at 9am in order to catch up with the news of the day – except on Thursdays, when everyone’s, I guess, looking forward to the weekend instead?
The data likely reflects the real-time nature of the tweet feed, and how people use the app to keep up with the latest developments, which could be worth factoring into your planning.
Sprout says that the best days to post to Twitter are Tuesdays and Wednesdays, with Sundays being the worst for tweet engagement.
Overall, the data provides some interesting pointers for your own experiments. But again, this is not prescriptive, and there are many factors, as noted, that are relative to your audience, and how your community engages with your content.
But it may get you thinking about your posting approach, which could highlight new opportunities.
Elon Musk Sells of Tesla Stock in Preparation for Possible Twitter Deal
It seems that Elon Musk isn’t entirely confident that he’ll be able to pull out of his $44 billion Twitter takeover deal, with Musk reportedly selling almost $7 billion in Tesla stock in recent days in preparation for a transaction, if he is ordered to pay up.
As reported by The Wall Street Journal:
“Mr. Musk, Tesla’s chief executive and largest shareholder, sold around 7.9 million shares between Friday and Tuesday, the disclosures show, leaving him with a 15% stake in the company. The Tesla boss has been on a selling spree over the past year, during which he has cashed out roughly $32 billion worth of shares in the electric-vehicle maker.”
Musk has since confirmed the sell-off, explaining that:
In the (hopefully unlikely) event that Twitter forces this deal to close *and* some equity partners don’t come through, it is important to avoid an emergency sale of Tesla stock.
— Elon Musk (@elonmusk) August 10, 2022
The Musk/Twitter takeover is scheduled to be heard in the Delaware Court of Chancery in October, after Musk and his team sought to exit the deal based on Twitter’s inability to convince them that only 5% of its active users are fake/bot accounts.
In response, Twitter has outlined its ‘airtight’ case against Musk’s various claims, with the court scheduling an expedited trial based on Twitter’s counter evidence. Twitter’s counter filing has also suggested that this element is not a legal impediment to the closing of the deal, under its original terms.
That means that Musk’s takeover will come down to Musk’s legal team’s ability to convince the court that Twitter’s process of counting bots and fake accounts constitutes a material altering of the original terms of the proposal, which looks like it could be a difficult path to take.
Which is why Musk is now taking measures to prepare for a likely loss, which will eventually, probably, still see Musk become Tweeter in chief. Whether he wants to be or not.
Of course, you could also argue that this is due diligence, and that Musk is simply taking steps to ensure he’s covered, just in case he loses the case. Some have also suggested that Musk’s entire Twitter takeover bid has been an elaborate front in order to facilitate the sell off of Tesla stock options that were set to expire soon. These latest sell-offs could also play into that narrative, in enabling Musk to make even more money, without raising market concerns as he reduces his Tesla stake.
That’s super rich guy math, and I won’t even pretend to understand the complexities of how that might work – but it does seem like, at the least, Musk is slightly concerned that he’s not going to win his upcoming trial, and that he will indeed be forced to buy Twitter at his original agreed price.
Though Elon has also noted that he has a back-up plan, in case his Twitter deal falls through.
There’s nothing at X.com yet, but another Twitter user also shared this video clip in which Musk explained his plans for the website.
So Musk has a ‘pretty grand vision’ for what ‘X.com’, and ‘X Corporation’, could be, with Twitter helping to expedite that plan, whatever it is.
So even if Elon does lose his upcoming court case, he could still look to make bigger waves in the social media world – while it may also suggest that Twitter could become ‘X’ or something like it, in Elon’s broader plan.
Which kind of kills off this idea:
In any event, we’re now getting closer to a resolution one way or another, with the trial date looming, and Musk preparing for the next stage, whatever that may be.
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