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May 2016

Best times to post on social media?

Answer: It depends!

CoSchedule, a North Dakota company that describes itself as "an ever-evolving content marketing Swiss army knife" compared 16 studies on "best times to post" and built what it claims is the world's only content marketing and social media editorial calendar for WordPress. That tool now claims 10,000 users.

As part of the analysis, Nathan Ellering, content marketing lead at CoSchedule said there are best practices for each social network. After comparing data, he said the studies prove that posting at the best times will generate more traffic, more engagement, and more followers. He even offers tips for factoring in time zones, noting half the U.S. population is in the Eastern Time Zone, and 80 percent of the country's population is in the Eastern and Central zones.

Among Ellerling's recommendations for some of the leading platforms are:

  • Facebook:  The best time to post on Facebook is 1-4 p.m. late into the week and on weekends. He also recommends using Facebook analytics and Fanpage Karma to track data and see when your audience is online.
  • Twitter: The best time to tweet is noon and 5-7 p.m. on Wednesdays. However, the best day to tweet depends on whether you are business-to-business (B2B) or business-to-customer (B2C).
  • Pinterest: Saturdays, later at night, are called the best bet.
  • LinkedIn: Tuesday, Wednesday, and Thursday at 7-8:30 a.m., noon, and 5-6 p.m.
  • Instagram: Monday and Thursday, at any time other than 3-4 p.m.

Commenting on his findings, which may be viewed in his blog, Ellerling wrote, "As you can see, not everyone agrees as to the best timing for social posts, and when they do, it's often because they're referring to the same source." Even using data doesn't provide a perfect answer, because he said it doesn't take into account different industries, different audiences, and/or different goals (e.g., clicks vs. reshares).