Times Have Changed and So Should Your Social Schedule
During such unprecedented times, we’ve all adapted to a new, very different normal. We now have to stay home, social distance from our loved ones and get somewhat giddy at the thought of the weekly trip to Tesco. But as our everyday behaviours have had to change, so has the way we consume social media.
Many brands have already adapted their social content during this global pandemic, understanding that to effectively communicate with consumers and stay relevant, they must remain authentic and trustworthy. These are the ones who’ll thrive during this phase, but we also need to consider the timings of when to put this content live to reach the biggest audience.
As our daily routines are so different, so are the times at which we check our social media. Here’s a list of the current best times to post your social content to make sure that your audiences hears what you have to say.
The Early Bird Catches the Worm
Twitter: 7:00- 9:00 Wednesday and Friday
Twitter is the go-to platform to find out what is happening in the world, whether you’re wondering how Captain Tom Moore is celebrating his birthday or if anyone else has taken Donald Trump’s advice and drunk disinfectant, Twitter is the place to find out. The time at which we check this platform has become earlier as people are more keen to hear about updates from around the world than ever before. This early morning scroll has also been enabled by the fact that our morning schedules are now much more relaxed as we no longer have to get up, get ready and commute to work.
The Late Starter
LinkedIn: 9:00-10:00 Thursday, 11:00- 12:00 Friday and 15:00 Thursday
As LinkedIn is a platform for professionals to connect, the time at which people log on is generally the same and spread throughout the working week. However, the main shift for this platform is that the general log in and log out times have both become later, rather than previously 8am – 4pm. This could be due to both furloughed professionals and those working from home not having to start and end their days so promptly to beat the dreaded rush hour crush.
The Mid-Morning Refresh
Facebook: 10:00 to 11:00 Monday, Wednesday and Friday
Facebook can be considered the friendliest of the platforms, a place where you go to check in on your loved ones or to have a nosey at people you haven’t seen in person for years. Previously, people were checking this platform more frequently during their lunch break, however this has shifted to the current peak of 10- 11am. Normally by this time people are in a busy work environment, talking and interacting with colleagues. As we now find ourselves social distancing, this shift to an earlier time could be to satisfy our craving to feel connected as staying home can be a lonely task.
The Long Lunch Hour
Instagram: 11:00 and 14:00 Monday, Tuesday and Friday
Instagram is many people’s guilty pleasure platform. We can’t help but escape from our day by spending hours scrolling through and double tapping beautifully shot images which are easy to digest. The recent peak times in which people are indulging in the joys of Instagram are sandwiched around the typical lunchtime hours. This shift could be because those who are working from home are in more relaxed surroundings. Let’s be honest, it’s much easier to not feel guilty about a quick five-minute scroll in your makeshift home office when it’s nearly lunchtime.
The Evening Drop off
Facebook: 17:00, Instagram: 18:00
Previously, evening posts have performed well on both Facebook and Instagram, after a long day at work it’s a nice release to sit down and have a scroll on your own. However, we are now seeing that users are logging out of Facebook at 5pm and Instagram at 6pm. This could as after a full day of being glued to your laptop whilst working, evenings are the chance to actually interact with the few people you are isolating with. Social media is an amazing way to feel connected, but we must remember that is never beats spending quality time with loved ones.
Social media is a key business tool for brands and it’s easy to get caught up in statistics and engagement rates, but we mustn’t forget that behind every like, share and retweet is a person.
To truly excel on our platforms, it’s key to remember that social media is about people and we must constantly evolve to meet their needs.
Source: Sprout Social
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