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Retail marketers posting their social media messages at random times are likely overlooking key opportunities to convert potential customers into successful checkout cart transactions.
Social media analytics company Sprout Social recently published its report “2023 Best Times to Post on Social Media,” which outlines the best and worst times to post. It also delves into industry-specific data for retail marketers to consider as they plan their social strategies across platforms like Facebook, Instagram, and TikTok.
Sprout Social derived its insights on the optimal times to post on social media from an expansive dataset that includes inputs from 2,000 entrepreneurs, brands, and businesses of various scales who leveraged Amazon’s global retail platform.
The data, collected from Dec. 1, 2022, to Jan. 3, 2023, encompassed an analysis of nearly 2 billion social engagements, usage patterns across 400,000 social profiles, and Sprout’s 34,000+ customers.
The research provides insights into adapting retail strategies beyond the growing Amazon empire. The report underscores two crucial takeaways for brands, according to Rachael Goulet, director of social media at Sprout Social:
- The digital landscape is evolving at a rapid pace.
- Each platform offers distinct benefits depending on a brand’s goals, content type, and audience.
“Understanding this evolution and adjusting for it is crucial for marketers to connect with their target audiences successfully,” she told The E-Commerce Times.
Knowing When To Post on Social Networks
Across the board, the highest engagement times are Tuesdays, Wednesdays, and Thursdays, generally between 9 a.m. and noon. The research shows that midweek mornings are also successful across most social platforms.
That goes for Facebook, Instagram, Twitter, and LinkedIn. Pinterest and TikTok see higher engagement in the afternoons.
However, these stats bear important nuances, Goulet warned. Engagement levels on each social network vary throughout the week and at different times. Furthermore, various industries like consumer goods experience unique peak engagement periods.
“The bottom line is that social is where the entire customer journey is unfolding, with a growing expectation for brands to meet them there. The brands that are prepared and present on social will be the ones to provide competitive experiences,” she offered.
Marketers should consider these collective insights and their brand’s own social data as they plan social media strategies for 2023 and beyond.
Peak Social Engagement Shifts to Business Hours
The report finds a shift in peak times across platforms compared to past years.
Engagement times now favor general business hours, with optimal times being Monday through Thursday from 8 a.m. until early afternoon. Similarly, Twitter saw a shift in engagement compared to past reports, with peak hours being weekdays from late mornings to midday.
The consumer goods industry exemplifies this pattern. Social media interactions have risen consistently every day of the week. Facebook, for instance, sees steady activity starting at 7 a.m., while Instagram peaks at specific times — Thursdays at 2 p.m. and Tuesdays at 10 a.m.
“It is clear that consumers are no longer just turning to social media for entertainment or to unwind after work. They are engaged during peak business hours. This shift follows consumer trends in increased use of social commerce and seeking brand connection and discovery across social,” Goulet observed.
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