Best Times to Automate

When running automation for your retailers, it's important to take into consideration the day and time the content will be shared. Unfortunately, there is no “secret sauce” or “one size fits all” answer. Rather, it is dependent on a number of variables (i.e.: social platform, target audience, location, content goals, etc.) 

Depending on where you are sharing content, Facebook and Twitter each has its own unique “peak user” time frame. In other words, there are certain days of the week or times of day when users are most likely to be logged in and interacting with that particular platform. This is largely influenced by what the platform is used for and what the major user demographic is.

Facebook
Facebook is the behemoth of all social media platforms with over 1.86 billion monthly active users (as of December 31, 2016) and, on average, 1.23 billion daily active users (as of December 2016) [Source: Facebook Newsroom].

Of those 1.23 billion daily active users, 1.15 billion are accessing Facebook via their mobile device [Source: Facebook Newsroom]. (That’s a whopping 93% of daily users using Facebook on their phone!)

When are people using Facebook?
Compared to other social platforms, Facebook is unique in that users engage with it both at home and during work. Whether on a phone or a desktop computer, users check their Facebook News Feed multiple times throughout the day – when they wake up, while commuting, during lunch breaks, before bed, and so on. The fact that users spend, on average, 50 minutes of their day on Facebook [Source: The New York Times] further proves that this is a channel consumers frequent often.

Peak user times on Facebook
According to HubSpot’s “The Best Times to Post on Facebook, Twitter, LinkedIn & Other Social Media Sites” article, the following days of week and times of day are when most users are most likely to be using the Facebook platform.

  • 3:00-4:00 p.m. on Wednesdays
  • 12:00-1:00 p.m. on Saturdays & Sundays
  • 1:00-4:00 p.m. on Thursdays & Fridays

To optimize on Facebook’s peak user times, consider automating Facebook posts during these time frames to reach users when they’re most likely logged in and checking their account. 

Twitter
Twitter, a social platform used to create and share ideas and information instantly, has 313 million active users logging in on a monthly basis (as of June 30, 2016) and, on average, 82% of its active users accessing the platform via mobile device [Source: Twitter]. Although there are significantly less active users than on Facebook, Twitter is not to be overlooked when it comes to social marketing.

When are people using Twitter?
Due to Twitter’s fast-paced informative feeds, users often check their Twitter feed quickly during commuting hours or during daily breaks. According to Twitter, users are 181% more likely to be on Twitter during their commute and 119% more likely to use Twitter during school or work hours [Source: Quick Sprout].

Peak user times on Twitter
According to HubSpot’s “The Best Times to Post on Facebook, Twitter, LinkedIn & Other Social Media Sites” article, the following days of week and times of day are when most users are on the Twitter platform.

  • 12:00-3:00 p.m. on Monday thru Friday
  • 5:00-6:00 p.m. on Wednesdays

To optimize on Twitter’s peak user times, consider automating tweets during these time frames to reach the maximum amount of online users possible. 

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