Facebook is the favorite social media marketing avenue for millions of companies.
The platform’s massive user base makes it a great place for brands to build brand awareness and customer loyalty. But this popularity comes at a price.
Competition on Facebook can be fierce, which is why the timing of your posts is of utmost importance. Getting your content in front of your audience’s eyes at just the right time can make or break a campaign.
This brings us to the million-dollar question: When is the best time to post on Facebook?
In this post, we’ll discuss that and share advice on how to identify the best time for your brand.
In 2021, Facebook’s newsfeed algorithm has 4 main ranking signals: recency, popularity, content type and relationship.
So, as long as there are a few factors driving the algorithm, fresh content has an advantage over older content. Your posts and ads should ‘go live’ when your followers are online – it’s a great way to improve organic reach.
Numerous studies have attempted to determine the standard best time to post on Facebook. But what research shows is that… it’s nearly impossible to pin down a universal ‘best time’ that will suit every single brand on the platform.
So, whenever you see someone announcing a definite, foolproof best time to post on Facebook, take it with a grain of salt. Use it as a starting point to explore what works best for your unique situation. Your time zone, industry and audience will determine your actual best time to post.
That said, we will look at the best overall times to post on Facebook to give you a strong starting point.
The team at Hootsuite did a study and worked through more than 30,000 social media posts to see which post times generate the most engagement.
They determined that the overall prime time to post on social media is 10 AM. The best days to post at this time are Tuesdays, Wednesdays and Thursdays.
The universal best time to post on Facebook is between 8:00 AM and 12:00 PM. As for days of the week, Tuesdays and Thursdays seem to work best.
Use these times as a starting point to finding the sweet spot for your own content. Try posting between 8:00 AM and 12:00 PM on Tuesdays and Thursdays and keep an eye on how your posts perform. Then, tweak your posting schedule accordingly.
Billions enjoy Facebook; the platform currently has approximately 1.82 billion daily active users.
But even with so many users, it can be challenging to reach your audience without the right strategies.
The following tips will help you gather relevant information and find your own best time to post, that will help you engage your audience.
One of the best ways ways of figuring out your best time to post on Facebook is looking at older posts.
Which of your posts did the best? Which received the most likes, shares and comments?
Looking at the times you published successful posts will indicate when your audience is most receptive to your content.
You can use Facebook Page Insights to get a closer look at how your content is performing.
There are also many social media management tools (like, for example, Hootsuite) available that will help you see which of your posts performed the best.
When you learn from your top-performing posts, you will also be able to see what kind of content your audience prefers.
Successful posts are a combination of great content and excellent timing.
Check when your audience is most active online
This tip is a natural consequence previous one. If you want your posts to perform well, you have to make sure that you’re aware of your audience’s behavior.
Knowing when your audience is active is key to understanding when to post.
You’ll be able to get your content in front of your audience, and they’ll be more likely to respond and engage.
Although Facebook Analytics used to be a great tool for gathering information on your audience, that’s no longer the case.
Facebook has decided to retire the tool on 30 June 2021 as part of its initiative to consolidate business tools.
It’s recommended that you use one of their other tools, such as the Facebook Ads Manager and Facebook Business Suite.
Facebook Audience Insights is also a brilliant tool that will gather information about people connected to your Page. Within the tool, you can also access information on Facebook users in general.
Consider when your competitors are posting
It’s always a good idea to take a close look at your competition. Take note of when they’re sharing content, and you might ‘crack the code’ of when you should post.
You should also look at the kind of response their posts get. Is there a lot of engagement? Does it seem to spike at certain times?
Engagement can be anything from clicks and mentions to shares and comments. These interactions are vital to getting your posts noticed via viral reach.
You and your direct competition share an audience, so whatever times are working best for them should work just as well for you.
Once you pin that time down, all you need to do is ensure that your content is better and more engaging.
Also, look at your competitors’ posts that are not performing well and learn from their mistakes.
Don’t copy what your competition is doing — just watch and learn.
Post in your audience’s time zone
There is no point in posting even the most fantastic content if you’re sharing it when your audience is asleep.
If your audience is in another time zone, you’ll have to post when they’re online and ready to view your posts.
Even if you have a global audience, consider the time zones of your most active and engaging audience. Cater to them, and you will enjoy better results in the success of your posts.
You should consider investing in creating your brand’s own custom audiences. These will help you get better insight into your followers and have more data to determine when you should be posting.
Monitor and adjust
Things are constantly shifting on social media, from the latest Facebook trends to what your audience wants to see.
Never become complacent and assume that you’ve done all the work and research you need to.
Monitor the performance of your posts and, if necessary, make adjustments. Constant tweaking will help you build a great understanding of your audience, their tastes and behaviors.
A good social media management tool like Hootsuite will help you make sense of your audience’s behavior patterns. The Hootsuite dashboard includes a Best Time to Publish features, which analyzes your accounts and gives you suggestions for when, exactly, you should post for optimal engagement.
Show up consistently over the long term
Consistency is vital to success on social media, regardless of your goals. Showing your audience that you are consistent will create a sense of reliability and trust.
Don’t just apply this approach to posting. Engage with your audience consistently as well, so they’ll get to know your brand. These interactions can be an important part of your sales funnel, so don’t underestimate their importance.
Facebook is filled with content, so it’s easy for your posts toget lost in the noise. If your posts are not consistent in terms of both quality and branding, your audience simply won’t recognize and remember your content.
However, ensure you create the right balance. Posting too much can come across as spammy. This is more likely to drive down engagement.
Depending on your unique audience, you may have to post several times a week. Run some tests to find your best posting frequency.
How We Found Our Best Time to Post on Facebook (and how you can find yours too)
We conducted this research ourselves.
We found that our B2B group AdEspresso University Facebook Group showed a significant decrease in engagement on the weekend.
This tells us that we should schedule important posts only on a weekday.
And with the most comments and reactions happening on Wednesdays, posting our most essential updates on that day is a good idea.
Now that we know which day is best for this group, what about the time?
There’s a significant spike around 5 p.m. UK time (which is the time zone shown in the graph above). That translates to:
- 4 p.m. Coordinated Universal Time (UTC)
- Noon Eastern Daylight Time
- 9 a.m. Pacific Daylight Time
As an international group, we need to make sure that we’re offering content at the right time for as many members as possible. Posting during these optimal times would help us reach all three of these time zones at once.
We regularly post our most immediate and actionable content at around this time.
For example, webinars require that people are actually in attendance to be successful, so Facebook insights are invaluable for choosing when to schedule that type of content.
Based on the research for the AdEspresso University Facebook group, Wednesday at noon EDT would be the best time for us to post on Facebook.
Pro Tip: Facebook insights typically show a week’s worth of data at once. Check back regularly to track patterns across weeks and months, and see whether any days or times emerge where your audience is consistently active.
Knowledge is power, and in the social media marketing world, knowing when your audience is active is power.
Share content when you know you can expect the most engagement, and your Facebook campaigns will be more successful. Your brand awareness and loyalty will also improve as a result.
As long as you post at the right times and do so consistently, you’re on the way to nailing your Facebook strategy’ Just remember that there isn’t a one-size-fits-all approach. Your brand will likely have its own unique best time to post on Facebook.