Gary Vaynerchuk uses a term for describing social media posts that I really like. He calls these posts “micro-content.” Bits and pieces that make up a larger story. Micro-content doesn’t define a brand in and of itself; it doesn’t tell the whole story. Instead, it puts out these crumbs that create a trail back to the Big Idea behind a company or campaign.
However, just because the content is “micro,” doesn’t mean it lacks a “macro” impact. Micro-content, when custom-tailored to the right audience… at the right time… produces a macro-impact. So, let’s talk about timing.
Great Micro-Content = Message + Medium + Timing
“The right audience” is a phrase you’ll hear a lot on the BuzzPlant Blog. We’re big believers in asking the right questions and composing an accurate audience profile. Once this is accomplished, we know the message (what to say) and the medium (where to say it).
That leaves just one final piece: the timing. If you don’t have your timing right, that awesome piece of micro-content that you so thoughtfully and strategically created will disappear. Gone forever, lost in the feed.
As everyone likes to say in marketing, “It’s all about the eyeballs.” And one of the easiest (not to mention… free) ways to get eyeballs is to nail your timing. A new infographic from Brafton (published in March 2017) helps us do exactly that. While this is an excellent guide, be sure you’re taking full advantage of the social media analytics that are available to you, including Facebook and Instagram’s native analytics, which show when your users are online.
The best times to post to Facebook are toward the end of the week. Send your best content out between Thursday and Sunday. Posts sent during mid-morning or early afternoon (1:00-3:00 p.m.) tend to get higher visibility.
Mid-week (when everybody’s looking for a distraction?) is a great time for Twitter. Wednesday at noon or between 3:00 and 6:00 p.m. is shown to produce a boost in follower engagement.
No surprise here: LinkedIn is primarily used during business hours. Tuesday, Wednesday and Thursday between 12:00 and 5:00 p.m. are effective hours.
Work week lunch is a popular time for Instagram. Rack up those Likes and Comments by publishing between 12:00 and 1:00 p.m., Monday – Friday.
By uploading your videos between 9:00 and 11:00 a.m. on Saturday and Sunday, you can hope to grow your audience. (Early afternoon on Thursday and Friday is also good!)
If you’re up… Snap away between 10:00 p.m. and 1:00 a.m. All days of the week are pretty much equal here!
Weekends are primetime on Pinterest. Aim for 2:00 p.m., 9:00 p.m. or 2:00 a.m. when uploading Pins.
Like Snapchat, Tumblr is a platform for the night owls. Send out your very best at 10:00 p.m. Sundays are also a great fit for Tumblr!