Social Media: Facebook posting

When is the best time to post content on your Facebook page for maximum effect?

It depends on who you ask.

Vitrue, a social media marketing company, has released a white paper called ‘The Anatomy of a Facebook Post’.  According to their data the answer is: Friday morning.
Facebook posting

Friday is a more effective day than either Saturday or Sunday. And, posting before noon is is 65% more engaging than posting afternoon.

According to their analysis, the percentage difference between Fridays and the weekend is huge. Yet, if you look at the chart Tuesday seems as important as Friday. Some of this depends on how you parse the numbers. (What you see above is the aggregate number. There are differences depending on product category. Read their white paper for the full scoop).

Then there is Dan Zarrella’s take.

According to his research more people share Facebook posts on Saturdays than any other day of the week. This despite the fact that more posts are put up on weekdays than weekends.

Facebook posting

This makes sense to me. Brands use Facebook as part of their work. Most of us use Facebook for play.

So, when should you post? Friday? On the weekends? How abut Wednesday?

In the ever evolving world of Facebook interaction it is clear that the response metrics are all over the place. The above research looks at pure, bottom line responses and does not take into account variable factors like how interesting or relevant the content is. That kind of in-depth analysis would be hard (and expensive) to measure because it is so subjective in nature. (Though, Vitrue does say that pictures create more engagement than videos on Facebook.)

Both studies seem to agree that posts are more likely to be seen and engaged later in the week. Given that, it strikes me as counterintuitive that morning posts are more visible than afternoon ones.

Which leaves me confused…yet, with an opportunity.

Here’s a brilliant statement: We can create the most engagement by being engaging. If your content sucks it doesn’t matter when you post – people will ignore you. Assuming that what you post is relevant to your fan base these studies provide us with some guidance. This is more of a general idea of a direction that a true social GPS. Still, it’s a start.

Which is why I’m posting this on Friday morning.

Your thoughts?

Steve Allan

Social Media Specialist



About Steve Allan

I am a Social Media specialist uniquely focused on the management, messaging and marketing of social media platforms for non-profits and small businesses.
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