Optimizing Your Social Media By Utilizing Peak Posting Times
Building your online presence and expanding your digital footprint requires an active, participatory social media focus. But how do you extract the most benefit in the shortest time?
One of the secrets to social media success is knowing exactly when to share your posts. After all, if you spend your hard-earned time and money creating quality content and no one sees it, it’s simply wasted effort. But getting this right means more eyeballs, more connections, more shares and, in time, more clients. The result is a greater return on your investment.
So, before we dive in to each of the major platforms, remember this: Everything you do in business — including social media — should have a goal. Don’t opt for a scattered wing-and-a-prayer approach, hoping you’ll hit a target on occasion. Instead, harness the power of focus. Then track and alter course in response to the evidence.
What evidence?
Every marketing effort has ways to measure its success. On your social media accounts, this includes measuring when your posts have the most views and engagement. This can then inform when you post in the future.
Why does this matter?
Imagine posting like speaking at a stadium. Fronting a crowd of 10,000 people will (likely) bring infinitely better results fronting a crowd of 10.
So when should you post?
Peak posting times defined
Most practices have a number of social media accounts: Facebook, Instagram, Twitter, LinkedIn, and YouTube for example. Each social media platform has research-derived peak posting times; periods when most users — across the particular platform — are active and engaged.
There are also peak posting times for your practice. By using your unique data, you can identify when best to share your content.
With this in mind, let’s take a look at each platform individually…
While it is not advisable to become Facebook friends with your clients, you can (we might argue should) run an active practice account.
What to share on Facebook?
Facebook enables you to share links to health-related articles (including your practice blog), to upload inspiring, insightful quotes, to post videos, educational information, research facts, tips, practice updates, and other professional material.
When should you post?
Facebook is the world’s biggest social platform. As such people frequent this monolith at all times of day, 24/7, 365 days a year. Saying that, according to an article published by the American Marketing Association (AMA), its busiest periods are Tuesday, Wednesday and Friday from 9 a.m. to 1 p.m.
How often should you post?
If you’re worried about not having the time to post often, pause. Breathe a sigh of relief. For most businesses, once a day is enough. In fact, more than this could turn people away.
How can you understand your statistics to know when to post?
Facebook has an easy tool called “Insights”. Head to your practice page, then to the insights tab. Look around and become familiar. You’ll get to know when you should post, what type of content best resonates, and how to maximize your results.
Facebook also has written instructions and information in its article, Where can I see Page Insights on Facebook?
Thirty-five percent of American adults use Instagram, with one billion active on a monthly basis and a whopping 500 million daily users. However, there is an important consideration; 77.7% of Instagram users are aged between 18 and 44 years. If your target audience — your ideal client — is older, another platform may offer better results and returns.
What to share on Instagram?
Instagram has a bias toward beautiful aesthetics. So, you will need to focus on gorgeous images and sharing your brand story in a highly visual manner.
As well as pictures, you can share videos, present live broadcasts, and include a link to your online appointment scheduling tool through your Instagram profile website link.
When should you post?
According to the AMA, Instagram’s sweet spot is “between 11 a.m. and 2 p.m. on Tuesday, and at 11 a.m. on Monday through Friday.”
Tip: To get the most from Instagram’s business tools, connect your Instagram and Facebook accounts. Click here to learn how.
How often should you post?
According to Later.com, a social media scheduler, the perfect number of posts depends on how many followers you have. Their research suggests:
- For under 1000 followers, 14 times each week delivers the best reach and engagement
- For between 1000 and 250,000 followers, between 14 to 20 times per week is ideal
- If you have a large account with more than 250,000 followers, a mere once a week is optimal
How can you understand your statistics to know when to post?
Use Instagram insights to better understand your account’s performance.
Twitter is a fast-moving platform that allows you to input 280 or fewer characters. It’s a fast way to respond to current and future clients, other health professionals, business owners, and potential influencers and referrers. And with 100 million people on Twitter every day, this is a worthwhile platform to consider.
If you’d like to know more about how to set up the perfect Twitter account, read our article, How Therapists Should Use Twitter to Market Their Private Practice.
When should you post?
Think weekday early riser. After all, Twitter has an iconic bird. 8 a.m. is ideal, particularly on Mondays and Thursdays.
How often should you post?
One to two times per day is a good aim, up to five times per day is fine.
How can you understand your statistics to know when to post?
As with Facebook and Instagram, Twitter has an Insights page.
LinkedIn is the social media platform for professionals. As we say in our article, LinkedIn Marketing for Therapists: Best Practices & Client-Getting Strategies, “LinkedIn is particularly well-suited for therapists’ social media marketing because its benefits are two-fold: you can network with potential clients AND network with possible referral sources.”
This means content should remain professional. Illustrate your deep industry expertise. Share your expert insights and advice. Talk about your practice accomplishments. Offer motivation. Answer common questions.
When should you post?
Because LinkedIn is centered on professional quality and content, posting time isn’t as essential. Saying that, Tuesdays and Wednesdays at 9 a.m. is a safe bet.
How often should you post?
HubSpot recommends posting from Tuesday to Thursday between 8 a.m. to 2 p.m. As LinkedIn is for professionals, this isn’t surprising. On Monday people are returning to the weekday flow. On Friday people are thinking about the upcoming weekend.
How can you understand your statistics to know when to post?
Use LinkedIn’s analytics to gain insight into the best time, days, and type of content to post.
YouTube
People adore video!
With 1.9 billion users, an average viewing session of 40 minutes, and 1,000,000,000 mobile views per day, YouTube is a powerhouse for promotion, reputation, and success.
Information to share includes videos on how-to, advice, recent research, and frequently asked questions. Lives are possible too.
As YouTube is an audiovisual medium, your physical, environmental, and verbal style each matter. The audio, video, and your personal presentation should be clear, professional, and distraction free.
When should you post?
Again, back to HubSpot… Their 2022 Social Media Trends Report reported that the best times to post are “between 6-9 p.m., 3 – 6 p.m., and 12-3 p.m. on Fridays, Saturdays, and Sundays.”
How often should you post?
Aim for at least once a week. Saying that more appears likely to give better results.
How can you understand your statistics to know when to post?
Open your YouTube Studio. Click on your analytics, then on the audience tab.
No matter which platform or platforms you use, aim to deeply understand the habits and preferences of your audience and always aim for quality over quantity.
The takeaway
Learning how to maximize the results of your social media efforts is important. As I mentioned at the start of this article, by posting when people are present you will have a greater impact. You’ll maximize the benefits from the effort that you’ve invested.
So, learn to use each platform’s analytic tools. Schedule your content to gain the most eyeballs, impact and traction. Experiment with timing to see what gives you the best results.
Now, jump in!