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The Creative's Guide to Timing and Cadence

Matt Peters
July 26, 2018

Social media is a powerful tool to promote your company and to show off products or content. When posting you have to have a set plan and be strategic when you are posting. Learning how to use social media as a tool and not just an outlet is the most challenging part. As social media has made its way into everyday life, marketing, sales and purchasing, it therefore must be looked at with a strategic perspective. Finding and calibrating the right parameters for your social media outlets is imperative to best engage with your followers.


Finding the right mixture to effectively reach your audience means understanding them as well as the industry you are in. The crucial part to understand with timing, is that it isn’t just about posting at the correct time so 100 percent of your audience sees your post. It serves to engage with your audience and to start an interaction.

Getting to know your audience is the start to knowing what you are going to want to publish and knowing what your audience is looking for. The first step is to recognize what is popular in the market already and seeing what is being posted by other companies. This will help you get an understanding of the times and amount they are posting along with how much per day you should be posting. This is not to post exactly when all of your competitors are posting, because you will just disappear in the noise. This is to prevent exactly that. You are not trying to take over your followers feed with your content, you are trying to get them to see you post like it and then go to your website from there.  

Each social media channel is going to have its own specific time to post and how many posts should be in a day. This is the key, to find the perfect number of posts and deliver them at the perfect time. You could hire a lot of people with data analytics skills to try and figure this information out by hand, or the easier and less time consuming way would be to use AI.

AI is purpose built for data intensive jobs like these, to take in all the variations of content such as photos, videos, links, and texts. It knows when to post them and specifically which kind of content should be posted at a certain time and then how often it should be posted. This is possible (and necessary) as AI was born out of data. So the fact that AI is able to analyze and understand data, is a very logical step as well as a necessary one to compute data at speed.

Now let’s look at some of the different social media outlets and when they are best utilized for some of our examples.

Posting on Twitter

The most popular time to tweet is between the hours of 12pm and 2pm, this is when people are on their lunch breaks and are scrolling through their phones, looking to pass time. To get the best results from your tweets they are going to have to be informative, yet short. People generally are not going to want to read a huge paragraph when they have limited time to read. It has to be short and to the point. However, following twitter conversations and mentions can be quite informative and add depth and credibility to a single short statement. Find your own format is important, because in B2C, short stuff works better. In B2B tweets, the longer stuff works best.

See the our report on The Best Times To Post On Social Media

The hours of 12 pm and 2 pm is when people are most active but to get the best results on average you should be tweeting about 12 to 15 times per day. Each of those tweets should fall onto an hour marker so your followers can get used to a specific time when to see your tweets.This will get the optimal amount of retweets and followers. People will see your tweets more often and there will be a higher chance of retweets because of the higher number of tweets. So on average there should be about 84 to 105 tweets per week.

Posting on Facebook

People are constantly scrolling through Facebook aimlessly and not really paying attention to what is being posted. So the key is to get their attention and to get them to share your post or to visit your website. So to get the optimal amount of shares or visits is about when you are posting, and finding the best time to post on facebook. The best time to post day to day is from 12pm and 3pm just like your twitter account this is when people are most active and scrolling through their feeds. Each type of industry has a specific time where their activity is the highest level of users online, for a tech company it is at 11am everyday. Realizing when your audience is most active is crucial because it will help you create a schedule when to post and it will allow your followers to expect the times that you are posting.

You do not want to post as much as you tweet however, since it is easy for people to feel pestered and become annoyed from your account. So the best amount is just once or twice per day. The first post like I said should be from 12pm and 3pm and then the second post should around 5pm because this is when people are getting off of work and are checking their news feed when they get home and want to unwind from the day. The most ideal number of posts on facebook that you should be posting is around 12 times per week.

Posting on Pinterest

The most important thing about pinterest is the time you are pinning and then keep the timing consistent. The best time to pin is from 2pm to 4pm along with 8pm to 1am. An example, of the best time to post for a software company is at 7pm, this is when the highest volume of followers is on. Just like all the other social media platforms when they were first introduced, the feed was based on chronological order. As pinterest grew in popularity they wanted their audiences feed to be more specific to the user and relate to them more. It is also based on quality of your pin, and quality of your source. This shows how essential your quality is, by the standards of the platform you are posting on. To get it on at the right time provides the bonus of getting it to your audience when they are most receptive to it.

The amount you post depends on how much information you are able to distribute. Since Pinterest is based off quality you are going to want to make sure that the pins you are creating are highest quality possible. Generally you are going to want to make about eight to nine pins a day to get a strong flow of traffic to your account and this adds up to 56 to 63 times per week.

Posting on Instagram

Just like pinterest it is very crucial to have a set schedule when posting because of the Instagram algorithm. The schedule not only helps boost appearing on the top of the feed from the algorithm but it also it a great way for your audience to expect a post. Instagram’s algorithm is hugely affected by how much people engage with the post early on, as well as post quality. When people are on instagram they are looking for nice pictures, great comments and hashtags. Having the best of these three will not only help you get higher on the feed of instagram it will also help you get the attention you are trying to get using Instagram.

The best times to post on instagram is during the lunch hours of 11am to 1pm along with after work hours of 7pm to 9pm. People are most active and engaging during these times, they are looking for ways to unwind from the work day and stay connected to what their friends are up to. 

Posting on Linkedin

Linkedin is a great way to network, produce insightful information about your company and a great way to build customer relationships. The platform is a very good space to present your company and to connect with others. Here you can showcase your ‘thought universe’ by following groups and meet other like minded people easier. Utilizing Linkedin is very beneficial, and understanding when to post is very important to optimize your followers. The best times to post is during the weekdays from 3pm to 5pm.

This means, that to find the right timing and cadence for your social, you need to understand your industry to get a baseline of general performance. And secondly, you need to gain insight into when and how your audience wants to see your content and when it performs best to what you want to achieve. Learning how to use social media as a marketing asset will help your company get more exposure to potential customers and advertise your product.

Download The BEST TIMES To Post On Social Guide

Understanding posting patterns that lead to better - or worse - performance on social will help any brand in finding the best way to reach their audience online.


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