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New Report Provides Insight into Best Posting Times on Facebook, Instagram, Twitter and LinkedIn

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New Report Provides Insight into Best Posting Times on Facebook, Instagram, Twitter and LinkedIn


Okay, before we get into this, it’s important to clarify the true importance of this report, and how it can be of benefit to your planning.

The best time to post to reach your target audience is based on your unique audience, and their activity within each app. You can find some of these insights within the analytics tools in the various social apps, while you also need to experiment and test in order to see when your posts generate the best response.

Various factors can weigh into this, like when your users are more active, when they’re most receptive to your messaging, what other content is being posted at any given time (which could clutter user feeds), the specific content that you’re sharing, algorithm sorting, etc.

There’s no one perfect time for all businesses to post to any social app – but, if you’re trying to plan out your strategy, and you’re considering when you should be scheduling, this annual report from the team at Sprout Social can provide some guidance for your planning and experiments, to help you find the right times and cadences for your approach.

Based on usage insights gleaned from Sprout’s 30,000+ customers, the Sprout Social team has determined the times when people are most engaged and active within each of the major apps.

Based on this, if you looked to post around these times, that could see you reach a wider audience – but again, it takes experimentation and testing, this isn’t a prescriptive guide for when, exactly, your business will see the best results necessarily.

With all that in mind, here are the latest results from Sprout’s Best Times to Post study, starting with Facebook, and when Facebook users are most active in the app.

(Also: note that all times are recorded in CST, but the relative insights, based on habitual usage, likely translate to your local time zone as well)

Facebook

As you can see in the above chart, according to Sprout’s analysis, the best times to post on Facebook are Mondays through Fridays at 3 am, and Tuesdays at 10 am and noon.

Why 3am? Well, there’s likely a lot less competition at that time, and it could be that by posting in these down times, that could be the initial engagement spark that you need to reach more people throughout the day.

Facebook is also used by people around the world, in different time zones, so there may be additional interaction coming from other regions, which again could help to kickstart your post activity.

Early mornings, and between 9am and 12pm on weekdays seems to be when Facebook users are most active, so that could also be a ripe testing ground to start with for your post experiments.

Sprout’s team says that Tuesdays through Fridays are the best days to post, while you want to avoid Saturdays entirely. Fewer people logging in on weekends, maybe, or maybe Facebook prioritizes content from friends and family more in those times, but either way, engagement rates, overall, are low on Saturday and Sunday.

Instagram

Sprout Social best times to post report

Sprout says that Mondays at 11 am, Tuesdays and Wednesdays from 10 am to 1 pm, and Thursdays and Fridays between 10 am and 11 am are the best times to post on Instagram.

So mid-morning seems like the Instagram sweet spot, which could be great insight for your planning, and maximizing your Instagram engagement.

The report doesn’t specify whether this relates to Stories and regular feed posts, though this would likely be focused on feed posts in particular. But even so, it could also be worth testing Stories along the same lines to see what sorts of results you get.

In terms of best days, Sprout says that Tuesdays and Wednesdays see the most IG activity, while Sundays are no good.

Twitter

Sprout Social best times to post report

The best times to tweet, according to Sprout’s analysis, are Mondays, Tuesdays, Wednesdays, Fridays and Saturdays at 9 am.

Maybe that relates to how people use Twitter to catch up on the latest news of the day – while this could also be a skewing in Sprout’s data, due to most Sprout customers, you would assume, being business users.

If most of Sprout’s subscribers are using social media for business, then it makes sense that most of them would be logging onto Twitter at around 9am each day.

Either way, according to Sprout’s insights, that morning block of between 9am and 12pm is when people are more actively consuming tweets, which could help guide your thinking.

The best days to tweet are Tuesday and Wednesday, while Sunday should be avoided.

LinkedIn

Sprout Social best times to post report

Finally, Sprout’s analysis suggests that Tuesday between 10 am and noon is the best time to post on LinkedIn.

Weekdays, between 7am and 3pm, look like they see pretty good LinkedIn activity overall, so there’d be a few opportunities within there, and it could be worth trying out different posting schedules to see what works and what doesn’t.

In essence, I’m not sure there’s anything truly definitive here – though it would be worth trying the Tuesday mid-morning timeslot based on this advice.

The best days to post to LinkedIn are Wednesday and Thursday, while unsurprisingly, the weekends see far less LinkedIn engagement.

Again, these notes are not prescriptive, they are not to say that ‘you must post at these times to see the most engagement in each app’. This is based on a sample pool of tens of thousands of users, and based on those insights, posting within these time periods could help you see more engagement, and drive more response with your updates.

But it’s individual, it’s different for every brand, every audience, and you’ll need to test and experiment to find what works best.

But they could be a good guide, and it could be worth changing up your posting process in line with this data to see if your numbers go up.

You can read Sprout Social’s full best times to post report here.



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Snap making changes to direct response advertising business

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Snap making changes to direct response advertising business

The company posted a net loss of $288.5 million, or 18 cents a share, including $34 million in charges from its workforce restructuring. That compared to a profit of $23 million, or one cent, a year earlier.

Snap ended the fourth quarter with 375 million daily users, a 17% increase. In the first three months of the year, the company estimates 382 million to 384 million people will use its platform daily.

Snap has become a bellwether for other digital advertising companies. Last year, it was the first to raise concerns about the slowdown in marketer spending online and to fire a significant number of employees—20% of its workforce—to cut costs in the face of falling revenue.

The company has spent the last two quarters refocusing the organization, cutting projects that don’t contribute to user and revenue growth.

In the first quarter, Snap expects the environment to “remain challenging as we expect the headwinds we have faced over the past year to persist.”

Investors will get additional information about the state of the digital ad market when Meta and Alphabet report earnings later this week.

—Bloomberg News

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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

After reinstating thousands of previously suspended accounts, as part of new chief Elon Musk’s ‘amnesty’ initiative, Twitter has now outlined how it will be enforcing its rules from now on, which includes less restrictive measures for some violations.

As explained by Twitter:

“We have been proactively reinstating previously suspended accounts […] We did not reinstate accounts that engaged in illegal activity, threats of harm or violence, large-scale spam and platform manipulation, or when there was no recent appeal to have the account reinstated. Going forward, we will take less severe actions, such as limiting the reach of policy-violating Tweets or asking you to remove Tweets before you can continue using your account.”

This is in line with Musk’s previously stated ‘freedom of speech, not freedom of reach’ approach, which will see Twitter leaning more towards leaving content active in the app, but reducing its impact algorithmically, if it breaks any rules.

Which means a lot of tweets that would have previously been deemed violative will now remain in the app, and while Musk notes that no ads will be displayed against such content, that could be difficult to enforce, given the way the tweet timeline functions.

But it does align with Musk’s free speech approach, and reduces the onus on Twitter, to some degree, in moderating speech. It will still need to assess each instance, case-by-case, but users themselves will be less aware of penalties – though Musk has also flagged adding more notifications and explainers to outline any reach penalties as well.

“Account suspension will be reserved for severe or ongoing, repeat violations of our policies. Severe violations include but are not limited to: engaging in illegal content or activity, inciting or threatening violence or harm, privacy violations, platform manipulation or spam, and engaging in targeted harassment of our users.

Which still means that a lot of content that these users had been suspended for previously would still result in suspension now, and it leaves a lot up to Twitter management in allocating severity of impact in certain actions.

How do you definitively measure threats of violence or harm, for example? Former President Donald Trump was sanctioned under this policy, but many, including Musk, were critical of Twitter’s decision to do so, given that Trump is an elected representative.

In other nations, too, Twitter has been pressured to remove tweets under these policies, and it’ll be interesting to see how Twitter 2.0 handles such, given its stated more lax approach to moderation, despite its rules remaining largely the same.

Already, questions have been raised on this front – Twitter recently removed links to a BBC documentary that’s critical of the Indian Government, at the request of India’s PM. Twitter hasn’t offered any official explanation for the action, but with Musk also working with the Indian Government to secure partnerships for his other business, Tesla, questions have been raised as to how he will manage both impacts concurrently.

In essence, Twitter’s approach has changed when it chooses to do so, but the rules, as such, will effectively be governed by Musk himself. And as we’ve already seen, he will make drastic rules changes based on personal agendas and experience.

Twitter says that, starting February 1st, any previously suspended users will be able to appeal their suspension, and be evaluated under its new criteria for reinstatement.

It’s also targeting February for a launch of its new account penalties notifications.



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4 new social media features you need to know about this week

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New social media features to know this week


Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.

LinkedIn

Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.

Instagram

After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.

 

 

First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.

Twitter

In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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