Regardless what you’ve been told or read, evening hours are the best to post social media content according to Kevan Lee. Following the charts for the best time of day or week to post all the various social media accounts can be a tricky and confusing matter. Even within the account there may be one or two “best” times varying in Twitter; for instance, from noon to three Monday through Friday, except five to six pm on Wednesday (according to sources), but no time on the weekend? Huh? Does that mean everyone is posting at work, possibly on lunch time or afternoon break? Perhaps afternoon break then, but he cites three pm and literally into evening hours. So have you researched your best post times?
I have to believe the stats may be leaning heavily on reporting by male respondents, as it would seem to me that the evening household commotion is still largely dominated by women. Mothers engaged with children’s after-school activities, mothers getting dinner; and then preparing for the following day leaves little time for computer games. Does she really crumple at 10 pm to catch up with Facebook friends or scan Pinterest? (I remember being too exhausted to do much other than collapse gratefully into bed.) Pinterest stats, by the way, say best engagement hours are between two to four am and evening hours every day, five pm on Tuesdays, and eight to eleven pm on Saturdays. There appears to be nothing we can no longer track down to the minute!
Perhaps accounting for the popularity of photos and the ever-growing demand for videos, Instagram has a stronger showing of engagement over Facebook or Twitter, although both the latter have increased video acceptance. As for photos, Kevan maintains that “The average interaction % on Instagram is up to 10 times higher than on Facebook.” Instagram best engagement hours are anytime Monday through Thursday, except three to four pm.
Need I repeat, however, the increasing interest in branding through video?
YouTube stats are wiping out the competition. If you are trying to focus your marketing efforts to your target audience, think again about creating a video. The drive to increase brand awareness and gain traffic and comments should include YouTube in your marketing strategy. If you are writing and promoting your novels, an introduction of yourself and your publication through an engaging video grabs your target audience and helps to drive them to your website. These efforts don’t have to be full-blown movies, as these kinds of promo videos should probably be less than two minutes in length.
YouTube Analytics for Social Media Marketers by Jennifer Beese describes how to get into your YouTube Analytics to help you decide direction. It’s easy and the information, if you haven’t viewed before, will blow you away. You can see my bounce rate above.
Click on the account icon to select your Creator Studio.
On the left side of the screen is a menu, select Analytics.
Information contained there is divided into several different categories: Overview, Realtime, Earnings, Watch Time, and Engagement.
Well, now comes the hard part. When should you best post your little gem? If your demographics include the younger set, that would probably be Thursday through Sunday, according to Matt Gielen at TubeFilter. Best months to post? They’ve created a full year’s calendar and it appears that two major holidays severely curtail viewership–July 4th weekend and the two weeks surrounding Christmas and New Years Day. Plan not to release your debut novel YouTube video during Christmas. Otherwise, again, best post hours (except for Saturday and Sundays, which are morning hours) are generally afternoons floating between two to four Monday through Wednesday and noon through three Thursday and Friday. Bottom line–throw caution to the wind and upload your video to YouTube Thursday or Friday afternoon any month through November.
This whole marketing thing just keeps getting more complicated. Big stakes, lots of time and dollars. There are many tools out there, free, to help you make an informed marketing decision. Research. What is your experience? ©2016 Virginia Williams