It’s a question our social media team get asked a lot – along with ‘When’s the best time to post on Instagram to make sure a post gets seen?’ or ‘What about the best time to get the most likes? The most comments?’
Unfortunately there is no silver bullet or one-style-suits-all approach. The time is very different for every single Instagram account and business. To make matters even more complicated, your Instagram account alone might have a few different answers too, depending on your marketing goals.
There’s no universal rule for when to post to Instagram. While there are plenty of ad-hoc studies and industry benchmarks out there, every brand is unique because every audience is unique.
“In simple terms, posting when your followers are online is key,’ adds Melanie Cowie, Director at Mykreative Ltd. ‘Instagram’s latest algorithm prioritizes recency, meaning the newest post will show up higher on your followers newsfeed than an older one.”
In addition, it’s vital to know what your marketing goals and strategies are. Do you want to build awareness, engagement, or drive traffic?
“As marketers, we need to know our key target audiences. If you’re targeting Gen Z sports fans on Instagram, their social media consumption habits would be different from the tech executives”
Ensuring your Instagram posts work best takes a lot of work—it’s a lot more than involved than simply choosing the right filter. But it’s important to review your account and it’s successes and failures at least once a quarter to figure out the best time to post. This is one of the easiest ways to ensure your content is reaching your audiences.
There is little point in creating content for the sake of it. Compelling content can perform really well and generate exceptional engagement. Run-of-the-mill content is hardly worth the effort of creating it.
But you must add posting times into your strategy. You might create compelling content. But if you share it at the wrong time, nobody will see it. If people don’t see it, they can’t like it, share it, or comment on it and you can’t extend your market reach.
There will have undoubtedly been much amazing content shared on Instagram over the past few years that have simply vanished without a trace, because nobody got the opportunity to see just how good it was. This is even more relevant now with the current Instagram algorithm.
“Instagram is an incredible social media channel for businesses to achieve their marketing goals,” adds Melanie “but in 2021, it isn’t enough to just post content whenever you feel like it anymore. You have to monitor, review and adjust your timings to find the best time to post…then, stick to it!”
Why not contact us and see how we can help your business with our flexible social media plans…
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