Throughout 2020 and in 2021 and as a result of the pandemic, social networks have become even more relevant. This context has made it possible to know more clearly what social networks are and the value they provide, since through these platforms, users managed to have an instant connection with other people, to keep up to date with current events in addition to finding new ways of entertainment.
Instagram, specifically, has stood out as one of the social networks that has grown the most during the period of health crisis. Therefore, it is not surprising that companies are reinforcing their marketing strategies on this platform. In fact, more and more brands allocate larger communication budgets to this channel.
However, for this investment to be successful, publishing is not enough. It is essential to define a strategy that allows us to generate an impact on the consumer and one way to improve our impact is to consider what is the best time to publish our content. Timing is key to success, and if we don’t launch our posts at the right time, we won’t achieve our goal of increasing engagement with our target audience.
Optimal Post Timing On Instagram
Every month, around 130 million users click on business posts, according to data from Hootsuite . However, not all companies manage to get users interested in their content. In order to discover how to improve brand engagement, research has been carried out that has determined the most appropriate times to post on Instagram.
One of the most prominent is that of Sprout Social . From this site they highlight that brands that want to expand their strategy on Instagram should consider what are the best times to post. His analysis indicates that the most successful schedules are:
- Monday, Wednesday, Thursday and Friday: 11 a.m.
- Tuesday: 11 a.m. to 2 p.m.
No data has been specified for weekends as the main data is influenced by the type of business. However, they did point out that the worst day is Sunday.
Another similar study carried out by Later , the platform that helps plan, manage and schedule marketing campaigns on Instagram, indicates that the best times to post on this social network are between 11 am and 1 pm , as well as the hours from 7 to 9 pm .
They also indicate that weekends can be unpredictable, depending on the audience. B2B companies, for example, may not do as well on Saturday and Sunday because most of their potential customers are present Monday through Friday. However, B2C companies, depending on their sector, may indeed see positive results these days.
Keys To Determine What Is The Best Time To Post On Instagram
Research like that of Sprout Social and Later can shed light on the best time to post on Instagram. However, there is no single formula that allows determining an accurate publication schedule and that guarantees good engagement for all companies.
Therefore, it is best to analyze each business to discover what hours your specific audience is active on Instagram. To achieve this, there are three key points to consider:
Know The Target Audience
To determine the most appropriate time for our target audience, brands must know their customers very well. Who are they? What do you do? What do you need? What do you like? What do you expect from our company?
This information will allow them to have a better orientation about their leisure time, their most active hours on social networks, etc. and if the majority of a brand’s followers are in another location, it is worth posting according to their most active hours on the networks, even if it is at a different time than the local one.
Consider The Industry
Another key to determining the most appropriate time to post on Instagram is to determine which sector the company belongs to. And it is that regardless of the preferred hours of the followers to connect, it is important to communicate according to the business, since there will be time differences between, for example, a clothing store and a restaurant.
For a food establishment, for example, it doesn’t make much sense to post content after lunchtime. In this case, the most appropriate time would be before lunch or dinner, to try to attract consumers to enjoy our business.
Analyze Account Statistics
Finally, the best way to determine the ideal time to post on Instagram is to monitor the account and analyze the statistics offered by the tool. The platform offers relevant data such as the hours and days of the week in which more interaction with our brand is generated. Based on this information, companies can create their publication calendar.
Every brand has a unique way of interacting with its target audience. Therefore, in addition to considering the general times that seem to be the most appropriate to publish personalized content, it is essential to analyze our audience to find the time of publication that offers the greatest engagement and conversion.
Also Read: Who Do We Follow On Social Media?