Tuesday, May 23, 2017

1001 How to Get Clicks Without Resorting to Clickbait: 5 Easy Tactics

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In this zany internet age, we’ve become more selective about how we spend our time on the world wide web. With zillions of internet articles to read on everything from politics to polar bears and limited time to devote to said reading, many people have become less willing to waste time searching for substance.
While a catchy headline like, “Read this article to discover the true meaning of life,” might grab your audience’s attention (who hasn’t longed for an internet article to tell them the true meaning of life?), if a few lines of reading doesn’t fulfill the promise of the headline, the reader will feel duped and be less keen to return to your website again.
And that, dear content marketer, is why you should avoid using clickbait headlines on your website and social media posts.
Many platforms have caught onto the fallacy of clickbait and developed systems to demote that kind of content. To better serve their users, Facebook now uses a system that detects clickbait headlines and reduces distribution of posts from Pages and web domains that consistently use them.
So how do you entice your audience to read your content without making false promises? Here are a few tips to help you get clicks without resorting to clickbait.

5 tips for writing clickable headlines that aren’t clickbait

1. Set realistic expectations

These days people don’t want to be strung along. The first few times your audience falls for the clickbait trap are exciting, but eventually you lose their trust and they stop clicking. Your desperate attempts to inspire curiosity and wonder will wear off if you continuously fail to meet expectations.
When the reader clicks on “These 45 Stunning Photos of Pruning Shears Will Make You Cry” and doesn’t shed a single tear, he’s going to feel like a fool.
If you’re going to describe the pruning shears as “stunning” and prepare your audience to cry, those better be some truly fantastic garden tools. Otherwise it’s best to cut the razzle dazzle and just be honest with your audience.
Facebook suggests that instead of relying on misleading headlines to intrigue the reader, share articles with accurate headlines that don’t exaggerate the topic. If your content is about boring, but incredibly functional pruning shears, then own it. Your audience of pruning shear consumers will thank you for giving them the straight facts.
That way when the reader clicks on “The 12 Greatest Garden Pruners for Small Hands” and your content lives up to the headline, she’ll know you’re a brand with integrity.

2. Make a list

When your audience is scrolling through an endless stream of headlines, what can you do to make your content stand out without manipulating them emotionally or withholding information? Organize your content into a list.
Research has shown that human brains love lists. Lists help create an easier reading and thinking experience. Lists help quantify the length of the story while preparing your audience for how much attention they’ll need to pay to the reading. In a world of infinite choices, list-style headlines can be a relief from the burden of decision. Numbered lists help us organize information spatially and enjoy a feeling of accomplishment when we successfully finish reading the article.
If you set out to learn about the “7 Most Important Moments in Icelandic History” and by the end of the article you know all seven, that’s a good feeling and you’re likely to click numbered list-style articles again. Especially odd numbered lists.

3. Evoke emotion

Creating an emotional connection with your audience is essential. Again, that doesn’t mean promising extreme sentimental feelings in exchange for making contact with your content. It just means identifying the emotions that matter most to your audience and using them in your language. Rage may not work so well for someone trying to sell fleece pajamas, but may work great for a marketer promoting an energy drink.
What works isn’t always so obvious. For example, one study on emotional marketing found that consumers in the finance and insurance sector respond better to intimacy than to safety and to anxiety over exclusivity. Consumers in the retail market had the opposite response. They were more likely to engage with safety over intimacy and exclusivity over anxiety. What works best for your company and audience may take a little trial and error to figure out, but once you tap into what makes them tick, you’ll be well on your way.
Bonus: Download a free guide that reveals how to increase social media engagement with better audience research, sharper customer targeting, and Hootsuite’s easy-to-use social media software.

4. Be authentic

Remember when you asked your mom how to make friends in school and she told you to just be yourself? Well, she was right. When your creative team taps into their own genuine interests, magical things can happen. Once you strip away the business lingo, you can relate to your audience through shared experience and connect with them as you would a friend.
That’s why it’s essential to have a vibrant, engaged creative team with a multitude of interests. For example, Hootsuite’s creative team loves the HBO series, Game of Thrones. By tapping into this authentic interest, the team was able to create a wildly successful bit of media content by reimagining the Game of Thrones title sequence with social networks as the houses.
The video has been viewed over 900,000 times and was featured in TimeAdAgeFast Company, and Mashable. If you want to get clicks without resorting to clickbait, foster a supportive workplace environment that encourages creativity, individuality, and taking risks.
When your team can freely express ideas from a place of authenticity, shareable content will follow.

5. Revise, revise, revise  

Just because a headline seems casually clever, doesn’t mean it was arrived at by quick wit. Great editors often painstakingly revise headlines down to a science. A muddle of keywords transforms into an effective high-converting marketing beast machine when attacked by a thoughtful copywriter.
You may be on a deadline, but that little bit of extra care you take to craft a headline can pay off big time if inspiration strikes and you come up with a great one.
Your headline is your first point of connection with your audience, so you better make it a good one. If you need a little help getting started on your headline, you can take a spin on this nifty headline generator tool.
Remember, you don’t need to stoop to clickbait to get clicks. Slow and steady wins the race.

1001 Social Media Advertising: Practical Advice from the Experts

Republished with permssion

Last year on Facebook alone, social media advertisers spent just shy of $27 billion. And it’s not hard to figure out why. With 1.8 billion monthly active users and a slew of targeting capabilities, and sharing, Facebook — and other social networks — present a huge opportunity for brands like yours to reach their target audiences.

Whether you’re fully immersed in social media advertising or just starting to dip your toe in the water, everyone can use a little help optimizing this fairly young media channel. To this end, we asked some of our favorite social media and digital marketers to provide their best social media advertising advice, and they delivered.
Meet Our Social Media Ad Gurus:
Carrie Kerpen, CEO at Likeable Media
Neal Schaffer, Co-Founder at Maximize Your Social
Aine Devane, Senior Marketing Manager at HubSpot
Larry Kim, Founder of Wordstream & CEO at Mobile Monkey

Want more social advertising hacks? Don't miss our webinar today with Larry Kim - click here to register.
Read on to see what Neal, Carrie, Aine, and Larry had to say about social media advertising best practices.

1. What do most brands get wrong about social media advertising?

Carrie: Advertisers still care too much about engagements and likes. This arises from the fact that when they first got going, and before paid, engagements and fans were pretty much the only numbers they could track to see if their efforts were making any impact. Now that paid social options have become so sophisticated, engagements and likes are often the least important numbers to look at for campaigns designed to drive business results.

Neal: I think that a lot of brands still treat social media advertising as advertising. Instead of treating social media ads as advertisements, they’re really the ultimate way for you to get attention and to retain attention. I believe there should be three types of ads:
Ads to grow a targeted community
Ads to strategically increase reach of best organic posts
Campaign-based ads to get more leads, sales, and website hits — this is obviously where you’ll want to spend the majority of your ad budget

Aine: Thinking that social ads don’t work for B2B. There’s a perception that a B2B audience act completely differently than a B2C audience, and that just isn’t true. After 5pm, I don’t turn into a different person. We are marketing to humans, not fictional work/personal life personas. If I see an article on how brands can use Instagram stories to engage their audience after 5pm, I’ll still be interested in it. If I see a killer pair of shoes I love during work, I’ll click on that too. Lines are blurred between work and personal lives and we need to adapt.

Larry: The biggest mistake people make is to promote garbage content with low engagement rates — these end up costing several dollars per click and don’t even get served that often. What people don’t realize is that if, instead of promoting junk content, you promote high engagement unicorns (eg: stuff with +10% engagement rates), you could get away with paying just pennies per click, since the ad algorithm greatly rewards highly engaging promoted posts with much greater visibility and lower cost per click.

2. How do you get the most bang for your buck on social media?

Carrie: Video posts almost always provide the biggest numbers per dollar spent, as long as you believe a 3-second video view is distinctly more valuable than a flat impression.

Neal: A big mistake brands make is the lack of A/B testing across platforms and limiting one to certain platforms. “No, we’re not going to do LinkedIn; it’s irrelevant.” Well, if you’re targeting a wealthy demographic, LinkedIn is more and more relevant when compared to a Facebook or an Instagram. Or ignoring Instagram, or ignoring Pinterest.

Obviously the better your targeting is, the more variations of ads you have, and the more you optimize those according to the ad image, the ad copy, the targeting, and of course your landing page — that’s really the only way to get the most bang for your buck, in addition to the A/B testing across networks.

Aine: Post your best content organically. Choose the content that performs best organically (engagement) and put some money behind.

Ensure you have conversion tracking pixels set up for each platform, which will allow you to create more effective campaigns, get better results, and build future audiences.

Use lookalike and retargeting lists of your customers/leads/high quality leads — especially on Facebook; they work every time.

Larry: The holy grail of social media is using custom audiences to get very specific messages to a very targeted audience.

3. What’s your personal favorite network for social ads and why?

Carrie: Facebook (and therefore Instagram) has the most robust platform by far. The best targeting, the most variety in ad units and the most detailed measurement. It’s not perfect, but some of the other platforms feel like the minor leagues in comparison.

Neal: I’m a big fan of Twitter because I’ve seen results. What I like about Twitter is, once you turn the switch on, it’s on. With Facebook there’s this vetting process — sometimes they reject your ads, or sometimes you have to wait several hours in order to see it going. Twitter is immediate, and I do find that Twitter has a lot of different options to easily optimize on your own.

Aine: Facebook is my channel of choice, always. The level of granularity of targeting is amazing (ex: targeting people who are friends with someone who just got engaged, people manage a Facebook account , etc.), the custom retargeting and lookalike audiences are incredible, and they are always releasing slick new ad formats.

Larry: Facebook because it has the most people, but there are other fantastic use cases for Twitter Ads (eg: growing your personal brand, connecting with influential people, etc.).

4. How has advertising changed in the last few years?

Carrie: The life cycle of creative/campaign, and the resulting volume of new creative that’s needed, especially on social, is one of the biggest changes. You can’t spend years honing messages into one 30 second spot anymore. Brands don’t need to reinvent themselves but they need to change outfits, as it were, a lot more often.

Neal: More and more targeting options in social ads. More and more users using social media. More and more users getting used to clicking on those social ads. Furthermore, we see the platforms bringing in third-party data, and this is critical. If you still have more of your money in traditional advertising or even traditional digital, you really need to move more over to social.

Aine: There has been a dramatic decrease on organic social reach in the past couple of years that has made it difficult for brands to reach even their own fans. Research from Ogilvy suggests that Facebook pages only reach 2% of their fans with their content. That makes it essential to pay to get your content seen.

Larry: Five years ago, Google was the only serious venue for direct response marketing. Now, going after audiences (demographics, interests, purchasing behavior, etc.) is deemed to be just as important as going after keywords.

5. What’s next in social media advertising?

Carrie: Spurred by Snapchat and the Instagram copycat version, the rise of Stories and the use of mid-roll video ads rather than “native” units, especially in vertical format, is a trend to watch as it will change the way people create content for social.

Neal: I believe that the next wave of social media advertising is going to come in mobile messaging applications. Some examples of these include Snapchat, Facebook Messenger, WhatsApp, Line in Japan, and WeChat in China. I think we’re going to see Facebook begin to open up Messenger and Whatsapp. Snapchat does it with geofencing photo frames, sponsored photo frames, what have you. With over 1 billion users, it’s a no-brainer for Facebook to figure out how to open up advertising there.

Aine: Messaging apps (think WhatsApp/Facebook Messenger/Slack) and chatbots are taking over social media. The active audience size is huge, engagement rates are high and marketers and adopting quick and fast. Chatbots allow seamless purchases, customer service requests and lead generation in a super intuitive format, keeping the user within the platform that they are on.

Facebook’s roll-out of news feed ads that open directly into Messenger chats is massive for advertisers . There are some great applications already out there from brands that genuinely add value to the end consumer.

Larry: It’s all about messaging: the ability to run ads that drive people into chat sessions, that can be handled by either people or chatbots.

Stay on top of social media trends and insights for your enterprise solution.

1001 Social Media Advertising Tips Proven to Drive Results

Republished with permission

Brands spent 65% more on social media advertising in 2016 than in 2015. And social video advertising spending is expected to double in 2017. So what does that mean for you and your brand?

The outburst of social networks increasing their advertising options has left brands struggling to catch up and find what platform works best for them and how to stretch their budget to the fullest. We teamed up with Larry Kim, Founder of Wordstream and COO of MobileMonkey, in a recent webinar to bring you the top 10 social media advertising tips, to save those precious ad dollars and get the biggest bang for your buck!

Want more information on the top 10 social ad hacks? Watch this on-demand webinar to get a closer look at social ads.

1. Combine the Power of Pay Per Click (PPC) & Social Ads

Google AdWords has a feature called Remarketing Lists for Search Ads (RSLA), which lets you target people who have already visited your website and tailor your ads and bids specifically for them. This is great because if people have heard of you, then they have brand affinity with you and people like to buy from brands that they know and trust. The issue with RLSA is that you aren’t targeting anyone who isn’t familiar with your brand. The solution is to target your social media ads to the people who aren’t familiar with your brand and have them click through to your site so they can then be targeted in your RLSA ads.

2. Only Promote “Unicorns” on Social Ads

Generally on a blog, 10% of the stories generate 60% of the traffic. Many companies promote social posts that only have 2-3% engagement and the problem with this is that social networks like Facebook and Instagram are going to charge you $4-5 per click because they think you are promoting garbage. If you only promote your best performing posts, you can exponentially increase your engagement and pay pennies on the dollar per click instead.

3. Use Video Ads

If you turn a piece of content into a video asset, you can increase your relevancy score by two points. People want to see videos and social networks prioritize video ads and you could be paying as low as $.02 per video view. As it continues to do well you will have high video viewership rates and very low cost per engagements (CPEs).
'Turning a piece of content into a video increases your relevancy score by 2 points!' -Larry KimCLICK TO TWEET
4. (Radically) Change Your Offer

Sometimes you will have an offer out there that is only getting a 1-2% engagement rate and you think that maybe changing the font or the button color will get you a higher engagement rate. This might help marginally, but realistically, you need to radically change your offer. For example, drones have a higher clickthrough rate and conversion rate than picnic pants. In this case, drones are the better offer.

5. Use Ads to Hack Forums (Like Reddit)

The goal of hacking forums, like Reddit, is to try to make it to the first page. You can bet that if your content is posted on the first page of Reddit, this content is trending everywhere. This is where viral content is started. The first step is to promote your content to active users. The way that forums, like Reddit or Medium, work is that they rank content based off of activity from users. If you target active users, they are more likely to see and like your posts, which will cause you to rise up in the ranking. Pretty cool, right?!

6. Use Custom Audiences

You can upload lists of email addresses or Twitter handles to create a new audience and target the exact people you want. For anyone in the public relations space, you can create a list of reporters whom you want to target and use custom audiences to target these reporters. Larry Kim has tried this and within hours he was asked to be guests on new shows and outlets wanted to syndicate his blog post. This is a great option to get your company out there and to increase your SEO with links back to your website!

7. Beat Up on Competitors

We’ve all heard the different ways to beat your competitors. Some of these tactics include being observant and seeing what your competitors post, what content resonates with their target audience, posting times and posting frequency. But you can actually beat up on your competitors. There are ways to target your competitors’ fan bases, hashtags, keywords, etc. You can make specific competitor campaigns around these target audiences or just make sure you are getting in front of their customers. This is incredibly important, especially if you are in a crowded market space. You can bet that if you aren’t already doing this, your competitors are.
Looking to steal your competitor's customers? Larry Kim has the solution.CLICK TO TWEET
8. Remarket on Google & Facebook

The more times people see your ads, the less likely they are to click on it; but if they do click on your ad, they are more likely to actually convert and be a customer. This is why Google and Facebook remarketing is so important. Google remarketing is when a visitor from your website is targeted for ads on websites through the Google Display Network. Facebook remarketing is similar, but the ads are displayed on Facebook instead of Google Display Network. What’s great about both of these is that you can overlay specifications like demographics, interests, behavioral targeting, etc. For example, of the people who visited my site, I only want to target very wealthy women, who have kids, and like to go on vacations. This is how you can get more targeted and pick exactly who you are looking for to target.
9. Incorporate Better Audience Targeting

Let’s say you have a new blog post coming out about Google and you’re looking for the best audience to target. You could choose your current fan base or a demographic group, but have you tried targeting people who are already using a hashtag like #Alphabet? All of these people are already talking about Google’s parent company, Alphabet, so joining in on the conversation makes the message relevant to those people.

10. Use Space-Age Technology

All of these tips have one thing in common. You need a social media management and social listening tool like Tracx to help you out. If you don’t know who your target audience is or how to find your social tribes and what they are talking about, you don’t know who you’re supposed to be marketing to. Understanding your audience is key to creating a social strategy and as well as accuracy of the data that you’re being provided with. Without it, you might be wasting your time and money in the wrong places.

With the decline of organic reach, it’s not just enough to simply post to your social networks anymore. Any good social strategy has social advertising built in. And as marketers, we are always looking for inspiration and new ideas to bring to our teams. Armed with these social media advertising tips from Larry Kim, you’re on the right track to take over the social jungle

Monday, May 22, 2017

1001 Top Social Media Trends In 2017 (And How They Can Help You)

Okay, so you’ve created a comprehensive digital marketing strategy for 2017, and you’re ready to kick goals this year.

Here’s the thing: your marketing strategy is worth nothing if you don’t keep an eye on popular social media trends.

In today’s world, any digital marketing campaign must include running social media accounts.

If you believe that people only use social media for private communication, then we have some bad news for you.

Those days are far behind us.

Social media has become the perfect environment for people to communicate with brands and companies, and ask questions in a convenient way.

However, it’s not enough to simply be present on social media to succeed. The environment is highly competitive. It’s crucial to stay one step ahead of your opponents by keeping up to date with trends.

Industry leaders list Facebook and Instagram as the most popular social media platforms for brands, so here’s a list of current trends for each of these platforms and what they can do for you.
Facebook trends

Facebook boasts over 1.86 billion monthly active Facebook users, and has become the main source of online communication for many brands.

It’s a powerful business tool that helps raise awareness, drive demand and boost sales. No matter what your business goals are, you can achieve them on Facebook.

Constant improvements are made to Facebook’s communication features – so let’s look at what’s popular in 2017.
Live streaming

A live stream is a real-time video post on Facebook that you can add with the help of the Page Manager app. It allows you to see the number of live viewers and a real-time stream of comments while broadcasting. It remains on your page’s timeline after finishing as well.

Sharing a live stream is valuable because Facebook sends notifications to all your followers, increasing the likelihood they will join in. It’s a form of content that is growing more and more popular because of its ability to boost user engagement. Today’s users value being ‘in the moment’ and ‘being present’, and this trend is growing in popularity worldwide.

Additionally, live streams can be used to add roundups to your Fan Page. If you use this rubric regularly, people will know what to expect and wait with anticipation for your live streams. However, it’s always important to announce these videos in advance.

If you haven’t tried live streaming, give it a whirl and you may be surprised at how many of your subscribers are interested in your content!
360° photos

People post around 300 million photos to Facebook a day.

Recently, Facebook introduced interactive pics – 360° photos that allow users to see the view all around the photograph.

This presents a priceless opportunity to place subscribers in the center of the action and let them see the world around you, plus it’s infinitely more immersive than posting traditional photos.

As you can see above, 360° photos also get more views than traditional photos. The reason for this is that people don’t need to spend much time to see and experience at every angle with the help of 360° photos.

Plus, 360° photos can be used as a way to organize a virtual tour online.
Commenting as an art form

Successful brands and companies go beyond simply replying to or commenting on Facebook posts. They know the big secret: people love scrolling through comments, and if you can write an interesting one, it’s likely that you can earn new subscribers without spending money on ads.

Running a Facebook page for a business requires more than regular posting. You should obviously interact with your subscribers, but they will never forget you if you can comment on their photos as a brand. It helps to earn their respect and interest, and therefore, convert them into customers.
Social media eCommerce

Social media has a huge influence on consumers’ purchasing decisions, and it’s getting more and more convenient to buy online. The Facebook team knows it, and that’s why eCommerce is flourishing here.

Although Facebook offers CTAs to interact with subscribers, you can also help customers buy online with the help of a fully integrated Facebook store! It’s amazingly easy to browse collections and buy online.

Today’s customers value their time, and if they don’t have to ask for prices then wait for a response, they will make the final decision faster. The truth is they usually already have all the relevant information needed to make a purchase, and if you make them wait, it’s easy for them to start hesitating. Thus, organize an online retail space via Facebook to help them buy quickly!

If you have a bricks-and-mortar store, that’s great. However, keep in mind that there has been a drastic increase in online shopping, and often customers want to buy things with a few clicks on their smartphone or laptop.

In fact, 51% of shoppers buy online, and you should help them do that!
Messenger bots

According to BizPeport data, around two thirds of customers want to communicate with brands directly using the help of messaging apps. Again, the faster you reply to their requests, the better it looks for your brand.

Facebook Messenger offers a chatbot service to help you communicate with customers. Chatbots have settings to answer FAQs or send basic info immediately. It’s a great way to reply to customers’ requests around the clock. The speed of your answers also increases your credibility on the web.

Image Source: Sprout Social

If you’re ready to give it a try, check out this list of messenger bots to pick out the best one that suits your needs and expectations.
Paid reach is booming

Here’s the ugly truth: sooner or later, you’re going to need to pay for ads on Facebook1 to drive more traffic to your site.

Facebook has the stated aim to put its users first, so recently its team changed the algorithm of its news feed. Now, people see photos and posts made by their friends and families ahead of sponsored content, which means organic traffic to brand pages has decreased substantially.

No matter how hard you try, it’s tough in 2017 to show up on people’s news feeds without spending money on ads.

Image Source: Social Bakers

Think of it as an investment.

All brands need to pay for ads to promote their posts to their audience.

Get ready for this trend to become huge in social media by increasing your budget for online promotion and mobile-optimizing your ad campaigns.

Instagram is the fastest growing social platform; one which attracts more and more brands annually.

In fact, 60% of Instagram users learn about products and services while scrolling through their feed.

If you’re interested in maximizing your Instagram marketing, look out for these trends in 2017.
Mobile photos

The quality of smartphone photography is growing, and people don’t need professional shoots anymore to look great on Instagram. Apple even collects the best shots captured on iPhone to prove that mobile photos can be amazing.

Plus, Bentley made an ad shot on an iPhone, and it went viral! When a luxury company makes advertising using the help of a smartphone, it says something about which trends will stick around.1

All in all, you don’t need to organize a professional shoot to get beautiful visuals for Instagram. Your phone is a great and ready resource to produce outstanding content.

Instagram stories

Instagram introduced its fast-expiring Insta Stories – a feature that allows people to add photos, videos or boomerangs that disappear after 24 hours – in 2016, and it has fast become a core part of their business.

Instagram stories allow users to post goofy, off-the-cuff, everyday content – the big bonus being that it appears at the top of the news feed meaning that followers inevitably see it and click into it.

It has become a beloved tool for brands who carefully curate their photos for Instagram. Because you can share ‘stories’ that play like a slideshow, it’s easier to share ‘behind-the-scenes’ content without looking messy on your profile feed.

Plus, there are some features that make stories even more interactive: specifically, the ability to tag profiles, which drives traffic to the profiles of people you were with; and the ability to add a geolocation, which allows followers to see exactly where you are.

Image Source: Instagram

Better yet, you can find out who watched your stories, so this tool tells you who interacts with your page the most even if they don’t leave ‘likes’ or ‘comments’.
Instagram insights for business accounts

If you run a brand account on Instagram, you can switch your account from private to business. Running a business account from Instagram allows you to analyze statistics in order to optimize your content, and therefore, get more from the platform.

Image Source: Harvey Insights

The key benefits of a business profile include a button for customers to keep in touch with your brand, a dedicated insights section from which to analyze statistics, and a better description of your product/service.
Wrapping up

Obviously, it’s up to each individual marketer to decide what social media trends are worth trying and implementing for their business or brand.

They are all worthwhile in their own right, but don’t try to chase all of them or you’ll end up doing too much.

To be a successful social media manager, you have to understand your audience’s needs and give them what they actually desire.

Work out which trends will resonate most with your niche, and in no time you’ll be able to give subscribers exactly what they want and quietly increase your income.

Have you tried any of the above-mentioned social media trends? What works best for you?

1001 Best Time to Post on Facebook, Twitter, and Instagram

Image result for Best Time to Post on Facebook, Twitter, and Instagram

Timing is everything on social media. You only want to send messages when people are around to see them. And a larger audience means more opportunities to boost engagement, drive traffic, and gain potential new followers and customers.
So, when are the best times to post on social media?
That depends on the audience you’re trying to target (who they are and where they’re located), the networks you’re using, your goals, and the kind of content you share. But while there is no perfect time to post, there are resources that can help you find the optimal times
The best time to post on Twitter
Despite Twitter’s move to a quasi-chronological timeline, the average half-life of a Tweet isn’t long. According to an analysis by Wiselytics, it’s only 24 minutes—nearly four times shorter than the 90-minute half-life of a Facebook post.
“For Facebook, a post reaches 75 percent of its potential engagement in five hours. A median Tweet reaches this 75 percent mark in less than three hours,” Wiselytics says.
This relatively small window of opportunity for engagement means your Tweets need to get out in front of as many eyeballs as possible—when the largest portion of your target audience is using Twitter.
Knowing when that is will take a bit of trial and error (more on that later), but to get you started, here’s what @Hootsuite’s own data suggests based on an analysis of over 40,000 tweets:
  • The best time to post on Twitter is at 3 p.m. Monday to Friday.
“As a B2B organization, we find the best times to Tweet are between 12 p.m. and 3 p.m. on weekdays, with the highest amount of clicks and Retweets occurring at 3 p.m.,” explains Hootsuite social media marketing specialist Amanda Wood.
But again, this will differ depending on your audience, location, and content strategy. The Huffington Post, for example, says 5 p.m., 12 p.m., and 6 p.m., are the best times for Retweets, while 12 p.m. and 6 p.m. also deliver higher click-through rates. Kissmetrics says weekdays at 5 p.m. are most effective, and Hubspot came to the same conclusion as we did: 12 p.m. and 3 p.m. Monday to Friday is best.
You should use these times as a starting point, test different posting schedules and measure the results. Here are three things to consider as you go about finding the best time to post:
1. Location matters. If you are trying to reach a global audience, create a Twitter handle for each region and use a social media management tool to run them all from the same platform. Be sure to create social media reports to track when you get the most engagement for each Twitter handle.
2. Use the right tool. There are numerous tools out there to help you find the best time to Tweet, such as Hootsuite’s AutoSchedule which chooses a time based on when your Tweets have performed the best. You can AutoSchedule from both the dashboard and the Hootlet extension.
3. Know your audience. How old are they? Where do they live? What do they do for work? What’s their commute like? What do they do in their free time? Answer those questions and it will be much easier to nail down the best times to post on Twitter, as well as every other social network. Our how-to blog post on creating audience personas, and the guide below will help you do that

The best time to post to Facebook
Because of the complicated News Feed algorithm, getting your timing right on Facebook isn’t easy.
But despite the non-chronological functionality of the News Feed, our social marketing team has discovered publishing times that do indeed yield a higher amount of Likes, comments, shares, and click-throughs:
  • The best time to post on Facebook is between 12 p.m. and 3 p.m. Monday, Wednesday, Thursday, and Friday.
  • And on Saturday and Sunday between 12 p.m. and 1 p.m.
“For us, Tuesdays are a bit behind other weekdays in terms of Facebook engagement,” Hootsuite social media marketing specialist Amanda Wood explains. “But 12 p.m. to 3 p.m. is still the most effective window on that day.”
Hootsuite’s social team also sees lower engagement on the weekend, but there is a spike in click-throughs on posts published between 12 p.m. and 1 p.m.
Supporting these findings to a degree are HubspotMicrosoft, and Quick Sprout. All three report the hours of 1 p.m. to 3 p.m. on Thursdays and Fridays are optimal posting times for Facebook.
As always, you should test and track results using engagement data gleaned from Facebook’s Page Insights, or other measurement tools such as Hootsuite Analytics to determine what works best for you.

The best time to post on Instagram

Instagram posts appear in feeds “based on the likelihood [the audience] will be interested in the content.” That means that photos and videos with lots of comments and Likes have a better chance of appearing near the top of your followers’ home streams.
But even though content no longer appears in a strictly chronological order, you still want to post on Instagram when you have the best chance to hit a large audience out of the gate.
To do this, think about your target persona and what their typical day looks like. Are they the type of person who would check Instagram as soon as they wake up? If so, when would that be? Where do they live and work? Also consider what they do on their commutes and in their free time.
Hootsuite has used this strategy to test and measure various posting times. What did we come up with?
  • The best time to post on Instagram is from 12 p.m. to 1 p.m. Monday to Friday.
“There’s no doubt our community scrolls through Instagram during their lunch hour,” Hootsuite social media marketing specialist Amanda Wood explains. “We find that time also works best on the weekends, but since we are a B2B business, our Instagram strategy is weekday-focused.”
Here we see less of a consensus with the likes of Elle & Co—who say anytime Monday through Thursday except 3 p.m. to 4 p.m.—and Latergramme who report that Wednesday at 5 p.m. is best.
Boston-based marketing firm Mavrk suggests users consider posting between 6 a.m. and 12 p.m. Their analysis of 1.3 million Instagram posts found that while posting volume is relatively low in the morning, people are still using their smartphones to regularly check their feeds. In this scenario you would have a good-size audience and less content to compete with.

Other things to consider

When it comes to the best times to post on any social network, you also need to think about timezones. If your target audience spans many, that will impact your results. You might be based in the PST timezone, but your followers are located in the EST and GMT timezones. In this case you might find that 8 a.m. PST works best because it hits the workday in both the other regions.
And if you are a B2C organization, you may find that posts published on the weekends do better, where here at Hootsuite, as a B2B company, we get the best results from weekday working hours.
So use these times as a starting point, but always be testing and measuring results to find what works best for you.