So, you’ve just created your best piece of Instagram content, you’ve put in so much time and effort to get the best content that suits your audience, the creative is worth stopping for and the caption is already captivating and you are so excited to share it, looking forward to some great engagement.
Hours later, and the engagement levels are still low. What you didn’t realize after you hit the publish button, is that you did so at the wrong time.
So, it begs the question, is there a right and wrong time to publish content on social media really?
There is no “best time” to post on social media as a whole. Instead, you need to think smaller. Ask yourself when is the best time to post on Facebook? When is the best time to post on Instagram? Or Twitter, or LinkedIn. Each platform has its own time when your audience is most active and a deep look into your insights will help you better understand your audience.
Although Instagram changed its algorithm from a non-chronological timeline, the time you post still affects how well your post performs as it impacts the algorithm to determine when to place your content in the feed.
Here are two tips to make sure your post is successful.
- Post when your followers are the most active.
It might seems obvious, but most people tend to miss this bit. According to a research done by hubspot , the best time to post is at 1pm and 5pm, during lunch hour, and at the end of a working day with B2B organizations having the highest CTR to choose from. 8pm has also been identified as a prime time as people are winding up their day. In Kenya, also, early mornings when people are stuck in traffic going to work is also a great time as people tend to be more on their phone to kill the boredom that comes with getting stuck on traffic.
2. Know Your Audience
Research is key to all Social Media strategies, and is key to determining the quality of your post. 64% of Instagram users are between the ages of 18-29 with up-to 35 years accounting for 71% of total users. Most of the users are thus millennial, and considering how fast millenials shift their interests, you need to constantly learn about them and their fast change in needs to deliver relevant and engaging content.