WHEN to publish on social media? - Concept C, Agence Web

WHEN to publish on social media?

This question has been asked thousands of times and marketing blogs have been written on that subject for as long as social media has been around.

Unfortunately, the answer is rather obvious and boring: there isn’t really an optimal time to post on social media.

What a disappointment! You were surely expecting a big unveiling that would revolutionize your publications. But no. That being said, this text won’t stop here, as there are still some things to consider when wanting our posts to be seen.

Here are some myths and facts about social media publications that will help in 2021.


1. There is an optimal specific hour to post : MYTH

O.K. We all know that 2 a.m. is not the busiest time on your page. But your time to post depends on:

  • your products and services (are you a breakfast restaurant, a notary or a bistro?);
  • your availability (do you have the time to constantly actively manage your publications?);
  • your target audience (trying to post something aimed at teens at 6 am might not be the best idea);
  • your GOAL (do you want to sell, inspire, interact, inform, etc.?).

All of these criterias will help you determine the ideal time to post. There is no magic bullet, but trial/error and observations from your competitors will give you a good idea of ​​where to start.


2. Always posting at the same intervals rather than in large quantities is better : TRUTH

You have a routine, people have a routine, your audience has a routine, and of course, social media has a routine. Your audience must be able to anticipate your content in order to follow it. If you post every day, some people are going to expect to be able to come and read your content every 24 hours. People will get used to a certain post pace and will be there if your content is considered worth it. The frequency itself also depends on the nature of your business: seasonal, event, community, etc.

That’s why it’s important to define your goals and just experiment. You will see which frequency is right for you based on feedback from your audiences.

3. Quantity is as important as quality : MYTH

Quality is far more important than quantity. But how do we recognize that our publications are of good quality? Well, it’s simple: they give. They add something to your audience by providing them with added value (information, inspiration or a positive emotion).

Developing its concepts takes planning and time on your part. When you are developing large amounts of content, you might at one point lack inspiration.

It’s normal. And you can’t make discounts every day. Your posts will start to take time away from customers. People will see your posts and feel like they’re losing something. This loss of value and time leads to consumer fatigue. This fatigue can lead to exasperation and then loss of following.

Take for example the very redundant ads on YouTube. Some give you something, are relevant and not too frequent, while others bomb you, exhaust you and end up losing you.

Don’t send junk. You want your posts to inspire, contribute, and value the viewer. You do this through humor, relevant information, pleasant design, education, responding to a need and promoting quality over quantity.

This creates a buzz that will make your posts more shared, more discussed, and more effective. It goes without saying that these quality posts take more time and effort, but they are well worth the effort since, among other things, algorithms will prioritize strong content over abundant content.

4. Having a specific goal for your social media management strategy is essential : TRUTH

Setting a goal is not just: “I want more sales …” O.K. it has the merit of being clear, but it goes beyond that. Specify your goal.

  • What do you want, more specifically?
  • More traffic to your site?
  • Better recognition of your brand?
  • More interactions?
  • More people sharing?
  • Promote specials?

You can’t do it all at the same time. Your purpose will determine your content, but also allow data to be collected. This data will help you know if your strategy is working.

An increase in sales is the result of a good strategy, but that goal should not be at the heart of it. People don’t like to feel like you’re trying to sell them something. And they are not fooled: they already know that we want to sell them our products and services. So now we have to hand them the candy and meet their needs.

5. You should have as many different social networks as possible : MYTH

Your clientele cannot be “everyone”. It’s the same on social media. Some networks match a certain type of person and it is important that you know who your target audience is.

Is it more women? Men? Wealthy or more modest people? Seniors? Young people? Technology enthusiasts? Entrepreneurs? Other companies? There are several networks because there are several types of people.

Facebook is pretty broad, but for business to business (B2B), you would probably get a lot more results by putting your energies on LinkedIn.

Also, having 20 networks … is a LOT of work. A single social network is sometimes VERY time consuming!

You have to create visuals, write, interact, follow up, manage advertising campaigns, etc.

Determine what your business is trying to do and focus your actions on relevant networks that directly reach your target audience. If you were a new canteen, would you go and shout your announcements in a crowded gym? No … (Though I have to admit…when I go to the gym, I dream of a poutine. ;P)

Tips and tricks:

It’s important to know what your posts are trying to accomplish so that you can measure their effectiveness and return. If your goal is to get people to your e-commerce site, for example, you want to be able to calculate how many people have clicked on your link.

If you link to your site on each of your posts promoting your specials and arousing people’s curiosity, you will be able to measure how many people clicked on your links, how many landed on your site, and how many bought.

If you just post hoping that people will think they are going to your site on their own, you will be unable to tell how many people you have reached. And it is possible to fail even if you have lots of “likes”.


Let's recap:

Quality over quantity, consistency over frequency and poutine before the gym. We’re joking… kinda. While there is no magic bullet, there are still a few tips that can help when posting to certain networks in particular. To learn more, read the article “HOW to publish on social media?

And in the meantime, stop frantically searching for the perfect time to post on Facebook. There’s no such thing. Instead, focus your energy on developing your strategy and knowing your audience. It’s better than pondering between 3:22 p.m. or 3:43 p.m.!

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