Drop it when it's hot: The best time to post content on Facebook

The Scribble Weekly
Vol. 1, Issue 14

With the passing of #Summer19, we enter the reflective autumn season that is all work and no play, head-down focused back to business and back to school.

You’re probably already planning your 4th quarter content.

But before you post anything new, you may wish to consider the best time to do so.

If you’ve ever wondered when is the best time to post new financial content to your blog, Facebook, Twitter, and LinkedIn, then this Scribble’s for you.

Is timing everything?

It’s not so much about when you post a blog to your website than it is about when you are promoting it across your social channels.

This 3-part series starts with the biggest social channel of them all, Facebook.

The best time to post on Facebook

At 1.59 billion daily users worldwide, Facebook is likely worth having for many businesses and brands out there.

But with Facebook’s ever-changing News Feed algorithm, knowing when to post is getting more difficult to crack.

So, here's the rub: There isn’t a best time to post.

There are only statistics when posts have received the highest engagement levels. Data corroborates the idea that later in the week in the morning or afternoon is best:

  • Buffer says 1-3 p.m. during the week and Saturdays, but anticipate 18% higher engagement rates on Thursdays and Fridays

  • HubSpot says Thursday through Sunday around 9 a.m. or from 3-4 p.m.

  • TrackMaven says Thursday at 8 p.m.

  • CoSchedule says when people have breaks in their day, i.e. before and after work and at lunch

  • And BuzzSumo says any off-peak time is ideal

According to Buffer, “In reality, the best time to post depends on a number of factors that are specific to every business: What’s your industry? In what location is your audience based? When are they online? Are you sponsoring your post?”

True dat. With so many factors skewing results, let’s redirect our focus to who you’re really doing this for: your audience.

You know, your fans, followers, and people who care? Reward them by giving them what they want, when they want it.

Here’s how to find data for when’s best to post to your Facebook page based on your audience data:

1. Log in to Facebook, go to “Insights.”

 
Scribe Insights.png
 

2. Find out when your Facebook fans are online.

This chart in "Posts" shows when your fans are most active. You can hover over each day to see daily performance versus your averages.

 
Source: Buffer

Source: Buffer

 

3. Look for trends in post response, and repeat.

In the “Published” column, you can see the dates and times of your previous posts.

 
Source: Buffer

Source: Buffer

 

Look for trends related to post timing. Is your reach further on some days than others? Do posts in the evening typically garner higher engagement than ones early in the day?

Insights from your own Facebook are worth their weight in gold.

In the absence of data-based decisions, keep posting and testing

Even after this, however, you may find your search inconclusive.

In that case, keep posting and testing some more on different days and times to reach the optimal time to post for your fans. The larger your sample size, the better insights.

If you need a kick in the butt to focus on your cadence, then check out this Scribble about committing to the cadence.

If you have any questions about doing this on your own, simply reply or shoot us an email at hello@thescri.be.

— Your friends at Scribe

Next week:

  • Best time to post: Twitter

  • A streaming TV or book review

P.S. A message from Scribe’s Founder & CEO, Shindy Chen

Thanks to one of our gracious clients, this past week we got a last-minute invite to attend FinCon, the premier destination for personal finance content creators, influencers, and brands.

More than 2,000 “money nerds” descended upon Washington, D.C., to learn how to hone their personal finance writing chops.

My observations were this: No matter how much connectivity we have with our remote team via Slack, Zoom, Trello, and email, there’s nothing like pressing palms with the very people who help our clients be the best at what they do or learning face-to-face from brands aiming to help people do better with their money.

Me with Scribe writers Roger Wohlner and Michelle Black

Me with Scribe writers Roger Wohlner and Michelle Black

Finally, the most interesting part of FinCon was watching Ramit Sethi, who asked the audience the most important, yet most forgotten concept when writing:

What’s your point of view?

People don’t want the same ol’ same ol’. They want originality, differentiation, and personality. Let that lead your content and you’ll be able to shape and build it more easily than trying to mirror or copy what’s already out there.

— Shindy