Optimizing Facebook – 7/24/12

Optimizing Facebook Engagement: The Timing of Posts


In this next of our series on Facebook Engagement we look at what times of day and week major brands are getting the best results from their Facebook posts.

Facebook users consume most content from their stream, and a typical stream is a rapidly moving feast. Perhaps the one thing all Facebook posts share in common is the certainty and speed with which they will soon be replaced by new content.

With social content, timing is critical.


Facebook Response by Day of Week


Hitting the target consumer at exactly the right time – when they are in the right mood to not only take in your content, but respond to it – is the goal.

Having national and global audiences spread across numerous time zones only exacerbates the challenges that brands face in getting the timing of their social activities right.

First we first look at posting activity by day of week:

Posts on the weekend perform about 16% better on average.




Facebook Response by Time of Day



In particular we observe an increase in the number of comments received when a post is made on the weekend, presumably because people have more time.

Next we look at the response by time of day. Note that the while the majority of posting activity in this study was targeted at US based audiences, there is still a challenge in interpreting the data due to time zone differences. Hence we have split the day into 3 broad sections, specified in Central Standard Time.

Posts made in the evening get approximately 10% better response.






Off hour posting does not seem to be viewed as an intrusion by Fans. In fact,  response rates are higher on average after 6pm.


It could also be the case that the reduced posting frequency by brands on the weekend and evening time periods reduces clutter, creating more opportunity for those that do post to catch a Fan’s attention.

Finally, we combined all non-business hours posts, including posts on weekends, evenings and holidays, and looked at the response levels.

Posts made outside of  business hours get approximately 20% better response.




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