You've heard that you should post in the morning, at lunchtime, or right after work... but what do the numbers say?
While it's undeniable that each sector of activity has its own particularities on social networks, it could be that certain publication trends emerge regarding certain favorite times to publish on social networks. Indeed, Sprout Social, a tool dedicated to network management, has just published a study carried out on nearly 30,000 social network accounts.
In this study, which brings together both major brands and content creators, beyond the relevance of the messages broadcast, the difference in engagement rates is obvious at certain times in particular...
To carry out this study, Sprout Social not only to recover the mass of publications distributed on social networks, but first grouped them by social network.
Facebook: from 9 a.m. to 12 p.m. on weekdays
On Facebook, it is between 9 a.m. and 12 p.m. during the week that the engagement rate is the highest. According to Sprout Social, this could be partly explained by daily habits among some users, particularly on public transport.
Since the social network is also a popular way to check in on loved ones or check a birthday early in the day, this could explain this trend.
Instagram: 10 a.m. to 3 p.m. Monday to Thursday
On the On Instagram, the trend is slightly different, as Sprout Social finds that the most engaging posts are published Monday to Thursday between 10 a.m. and 3 p.m..
However, Sprout Social points out that on visual social networks like Instagram, the content of the post is the first element that generates engagement. In other words, don't just post during these times!
LinkedIn: 10 a.m. to 1 p.m. Tuesday to Thursday
The case of LinkedIn is interesting, because the Sprout Social study clearly highlights professional trends in companies.
Indeed, Monday is often devoted to meetings and a larger amount of work, so it is easier to understand why the professional social network attracts few visitors.
TikTok: from 2 p.m. to 5 p.m. on Wednesday
While other platforms focus on longer time slots during the week, TikTok focuses solely on Wednesday afternoon, reminding us that the application is still massively used by younger people.
However, disparities may undoubtedly appear depending on the age level of the audiences.
X (Twitter): from 9 a.m. to 2 p.m. Tuesday to Thursday
Finally, the figures from X, formerly Twitter, seem to show that the engagement rate from Tuesday to Thursday, from 9 a.m. to 2 p.m., corresponds to times when users want to stay informed.
In other words, if you want to publish a press release or important information for your audience, Friday is to be avoided at all costs!
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