Schedule content for maximum exposure

Contributors

@elise-dopson


Business Benefits

Improve audience reach.


Create an editorial calendar to determine what content you will post and when.

Share your editorial calendar across your marketing department. Build a workflow for creating and publishing content to keep everyone on the same page.

Create social media content for relevant holidays and industry events, and add these to your calendar.

Choose which holidays and events make sense for a promotion or content. For example, jewelers may want to post content around Valentine’s Day. Post content about a week in advance to reach users when they’re looking for things to do or purchase before each occasion.

Analyze how your target audience consumes content.

Think about your audience’s behavior and schedule your posts accordingly. Are they most likely to consume your content:

  • During the workday?
  • On weekends?
  • At home?
  • On a commute?
  • On their phone?
  • On a desktop?

Use in-platform statistics and reports to find the days and times your posts get the most user engagement, comments, and likes.

Facebook, Twitter, and Instagram show insights for business accounts. One study showed that Sunday is the worst day to post on Facebook, and that the best time is weekdays from 9am to 3pm. However, the best times and days for your brand may vary depending on your target audience, reach, and the social media channels you’re using.

Post content consistently at regular, pre-planned times.

If your customers are primarily local, and you have a brick-and-mortar store, choose posting times for your own time zone. If you have customers across the US, post at peak times in multiple time zones. Eastern and Central time zones tend to have the largest audiences.

Use a social media management platform to automatically schedule posts at your chosen times.

Tools like Loomly or Hootsuite allow you to schedule posts in advance, to keep your social activity consistent even when you’re busy or out of the office.

Update your optimal posting schedule as you learn more about your audience.

For example, if you find your morning posts aren’t getting clicks, try switching to a different time of day. If your Tweets are driving more engagement than your LinkedIn posts, focus on your Twitter account and experiment with more frequent posting on that platform.