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Why You Shouldn't Follow Generic Social Media Posting Times

One of the most common practices for small businesses on social media is adhering to generic posting times. These are often cited as the 'best' times to post for maximum engagement.

However, following these generic schedules may not be the most effective strategy for your business. Here's why.

The Pitfalls of Following Generic Posting Times ❌

The primary issue with generic posting times is that they assume a one-size-fits-all approach. They don't take into account the unique characteristics of your particular audience or the specific nature of your business.

The reality is, what works for one business may not necessarily work for another.

Bear these things in mind:

  • Most of the articles/blogs/forums you're getting your 'best' posting times from are American. Cultural differences and the law of time-zones mean these aren't applicable. DO YOUR OWN RESEARCH.

  • If you understand your audience's age range (with the help of analytics and insights), you can make an educated guess about their social media interests.

  • Similarly, different age and gender groups exhibit different social media habits; one group may be inactive while the other is scrolling away.

  • Do some market research... look at your most successful competitor's social media, what time are they posting? Are they successful posts?

The Power of Knowing Your Audience 🤝

Understanding the behaviour of your target audience across various platforms is crucial. Are your customers more active in the mornings, during lunch breaks, or in the evenings? Do they prefer to browse social media during weekdays or at the weekends? These are all important factors to consider when deciding on the best times to post.

Let's take an example of a gym targeting working professionals. These individuals are likely to check social media early in the morning, during lunch breaks, or after work. Therefore, posting workout inspiration or class schedules around these times could potentially enhance engagement.

Experimentation is Key 📈

Don't be afraid to experiment with different posting times. Social media platforms often provide insights and analytics that can help you determine when your audience is most active.

By posting at various times and ACTIVELY monitoring the engagement, you can gather data to find out what works best for your business. HOWEVER, don't get totally random with it... you'll just receive sporadic engagement, which won't tell you anything.

Actionable Advice for Small Businesses 🏪

  1. Start by identifying your target audience's online habits. Use the insights provided by social media platforms to track when your posts get the most engagement.

  2. Next, experiment with different posting schedules. Keep track of the results, and adjust your strategy accordingly. Remember, consistency is also key. Your audience should know when they can expect new content from you.

  3. Lastly, don't just rely on posting times to boost your engagement. Quality content that resonates with your audience will always be the most important factor in a successful social media strategy.

  4. Do your own research. Not everything can be served to you on a platter. As automated as technology is, you've got to do some of the work... put some effort in.

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Lots of food for thought here

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