Optimising Facebook posts by industry

When’s the best time/day to post on Facebook?

It’s a popular question for all social media marketers. Optimising Facebook posts is crucial in achieving engagement – after all you want to be seen by the most users possbile.

A study by LinchpinSEO highlights some interesting insights. This study analysed the engagement of more than 1,800 Facebook pages from the world’s top brand pages for the first 2 months following the Timeline roll out.

Do you think this data mirrors your own Facebook brand page experiences?

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1. Advertising and consulting brands- it’s a weekend world!

Advertising and consulting pages have a big opportunity to leverage the weekend to receive high interaction rates. Posts on Saturday and Sunday receive 69% higher interaction, but only 11% of posts in the study were published on the weekend.

Advertising and consulting brands- it's a weekend world

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2. Automotive brands- post on weekends to drive more interaction

Weekend posts receive interaction rates 15% higher than weekdays. Most automotive brands however are not taking advantage of the opportunity, as only 14% of brand posts are published at this time.

Automotive brands- post on weekends to drive more interaction

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3. Clothing and fashion brands – looking good on Thursdays

In the clothing and fashion industry, post interaction steadily increases as the weekend progresses, reaching its peak on Thursdays when interaction rates are 13% above average. Additionally, Saturdays also show above-average interaction.

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4. Consumer packaged goods brands – use weekends and Wednesdays

Though only 15% of brand posts are published on weekends, interaction rates are highest on these days. Wednesdays also receive above-average interaction, and the lowest on Thursdays..

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5. Entertainment brands – entertain fans on weekends

Not surprisingly, entertainment pages receive higher interaction on the weekends. Inf act, interaction is 20% higher than on the weekdays with Saturday receiving interaction rates 17% higher than average.

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6. Finance brands – banks close on Sundays, Facebook pages should not

Just because the banks typically shut on Sundays, does not mean that finance brands should ignore fans on this day. While only 4% of finance posts are sent on Sundays, interaction rates are 20% higher on these days.

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7. Food and beverage brands – make a reservation to post on weekends

Though interaction rates are 19% higher than on the weekdays, only 18% of posts occur on the weekends. Many Facebook users may have more time to enjoy food and beverages or dine out on the weekends so interaction is higher as a result of that. Brands are missing a key opportunity for interaction here.

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8. General retail brands – no “Monday blues” for fans

Mondays experience the highest interaction rates in the general retail industry, 19% above average. Posts are spread evenly throughout the workweek in the industry, so pages should post more on Mondays.

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9. Health and beauty brands – Sunday and Monday are beautiful

Sunday and Monday see the highest interaction rates in the health and beauty industry at 11% and 12% above average respectively. Tuesdays however seem to suffer with interaction rates far lower than average and yet Tuesday posts make up 17% of all posts during the week.

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10. Non profits – look to weekends

The NFP sector is another that has a lot of opportunity to post on weekends. Though interaction is significantly higher on Saturdays and Sundays than the rest of the week (to the tune of 14% higher interaction), the weekends are the least utilised days of the week when it comes to posting.

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11. Publishing brands – let fans play catch up on Sundays

Sundays provide a great opportunity for Facebook fans to catch up on the news of the week and as a result, interaction rates are 5% higher than average on these days. Mondays see interaction rates 7% below average so it’s best to let people get settled into the work week before posting Facebook content.

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12. Sports – weekends host major sporting events and see major interaction

The biggest sporting events are often held on weekends so it’s no surprise that Saturdays and Sundays see the highest interaction rates. Sundays in fact, see interaction rates 11% higher than average, int he middle of the workweek however fans don’t interact with pages as often.

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13. Technology brands – plug in posts on Mondays

Technology is a rare industry in which pages don’t really see high interaction rates on weekends. Mondays in fact are the best days to post, as interaction rates are 30% higher than average.

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14. Telecommunications brands – connect with fans on Fridays, Sundays and Mondays

In the telecommunications industry, Fridays, Sundays and Mondays receive the highest interaction. Yet 16% of all posts in the industry are published on Tuesdays when interaction is down 8% compared to the average.

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15. Travel and leisure brands – more fans interact later in the week

As the weekend approaches with more opportunities for fun events interaction rates start climbing for travel and leisure pages. Interaction rates start growing on Thursdays and peak on Sundays when interaction is 19% higher than average. People interact more with these brands when they’re having fun and taking/planning their own trips.

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More tips on timing your posts

  • Posts published between 8pm and 7am receive 14% higher interaction than posts between 8am – 7pm.
  • Brands that post one or two times per day see 19% higher interaction rates.
  • Pages that post more than 7 times per week see a 25% decrease in interaction rates – so don’t post too often either!
  • Interaction rates for weekend posts is 14.5% higher than weekday posts, yet only 14% of posts are published on weekends.

 

Photos, links, video, or a simple text update?

Brand-related posts are not created equal. In general photos perform the best (after all we’re all becoming increasingly geared towards visual, snappy content), getting the most percentage of Likes, Comments and Shares compared to other formats such as text status updates, videos and links.

Here are the relative percentages of engagement actions on the different types of Facebook posts (from a study of 1.3 million posts from the 10,000 most Liked Facebook pages):

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Content of the post

Posts with a neutral tone (neither very positive or negative) tended to get fewer Likes. In contrast to other social media platforms, posts with a high number of self referential words (like “I” and “me”) tended to get more Likes. Another vote for being human on Facebook – people care about and interact with people.

 

We hope these tips will be useful in managing and planning your Facebook content. If you would like assistance in managing your social media marketing don’t hesitate to contact us: 03 8517 2000!

 

 

 

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