With new studies published constantly about social media trends, do’s and don’ts, social media marketing can seem like a moving target at times. You’re not alone. Working with hundreds of financial advisors on their social media marketing strategies we realize how difficult it can be to stay on top of each network.
The Best Times to Post on Social Media
As a financial advisor, it’s critical you know the best times to post on social media. When you post on social media and get likes or comments, signals are sent to the algorithms of the platform to let them know that your content is timely and relevant. Sharing your posts with more people. And while every business’ audience is going to vary but having a better understanding of the possible time frames in the day when you can get more traffic, more engagement, and more followers will make publishing on social media much more effective.
Let’s dive into each major network and see what studies have found about the best times to post on social media:
Table of Contents
When Is the Best Time to Post on Facebook?
Facebook is no longer just about connecting with friends and family…there are a lot of businesses and advisors that use this platform, as well. So, it’s important that you are connecting with your audience and sharing meaningful content. To increase shares and clickthrough on this platform, then the American Marketing Association recommends posting on Tuesday, Wednesday, and Friday between 9 a.m. and 1 p.m.
- Monday through Friday at 11am to 12pm is the best time to post
In addition, if you want to boost engagement on Facebook, this graph is a good benchmark to determine the optimal times to post:
When Is the Best Time to Post on Twitter?
Twitter is a great way to connect with reporters, journalists, and other centers of influence. The life span of a tweet is only about 18 minutes, so it’s the shortest of the platforms. Tagging others is a great way to get noticed and get more out of each tweet as they tend to get buried quickly.
According to HootSuite, the best time to post on Twitter is early in the morning on weekdays, preferably at 8 a.m. on Mondays and Thursdays. You can post on the weekends, however, it’s not ideal, so still aim to do it early in the morning if you do.
- Monday and Wednesday at 4am
- Friday at 11am
- Tuesday at 4pm
When Is the Best Time to Post on LinkedIn?
LinkedIn has 810 million members, so it’s a great way to connect with others. Due to its user-base of working professionals, LinkedIn’s highest engagement has always centered around working hours. They also generally get a more specific audience due to the professional that uses the platform which can really boost the marketing power that this firm harnesses. To get the most out of your posts on LinkedIn, we recommend Tuesday and Wednesday at 9 a.m.
- Tuesday and Wednesday at 9 a.m.
When Is the Best Time to Post on Instagram?
Instagram is a visual platform and has rapidly grown in popularity. In fact, since 2014, Instagram has added over 100 million users every four to nine months. That type of growth is astronomical, which is why it’s a great place to connect with others. But, like Facebook, it’s no longer “just for fun.” In fact, an estimated 71% of US businesses use Instagram. It’s an untapped market for many advisors, so if you are debating getting on it, then there is no better time than now to start. And to get the most out of Instagram, it’s important that you are posting at the best time to get the highest engagement, and the best time to do that is between 11 a.m. and 2 p.m. on Tuesday, and at 11 a.m. on Monday through Friday.
- Monday through Friday at 11 a.m.
- Tuesday between 11 a.m. and 2 p.m.
How To Adjust Posting Times for Your Prospects and Clients
The above are general guidelines for posting to popular social media channels like Facebook, Twitter, and LinkedIn. However, every business’s audience is going to vary so it’s important to also take into account your page analytics to get a more accurate handle on when you should be posting to social media for the most engagement.
Here are a few ways you can figure out the best posting times for your prospects and clients based on analytics:
1. Use Google Analytics
Google Analytics is constantly improving its platform. As financial advisors, we don’t have to tell you that numbers are important. You may already know that Google Analytics is an amazing (and free!) tool to gather data about your website but did you know you can also pull social media analytics from it too? It’s true!
Once logged into your Google Analytics account navigate on the left to Acquisition > Social > Network Referrals to see which channels are resulting in sessions on your website. From there you can even see which URLs were clicked on your social networks that drove traffic to your website.
2. Check Native Analytics
Most of the major social media networks now also offer their own native analytics tools. Meaning, you can access analytics for those respective platforms by logging in and clicking on the “Insights” or “Analytics” sections.
How To Use Facebook Analytics
Once logged into your Facebook Business page you can easily access a slew of analytics. Here you have the ability to adjust your timeframe and get data on page views, likes, reach, reactions (comments, post likes, and shares), and more!
How To Use Twitter Analytics
Twitter has come a long way in terms of analytics and offers very robust data for your Twitter profile.
Once logged into your account, click your avatar to the right and choose “Analytics” from the drop-down. Your account home page is what you’ll see first and will include a snapshot summary of the past 28 days. If you keep scrolling down month-to-month analytics will populate.
Within Twitter analytics, you can view all tweet activity including engagement rate, link clicks, retweets, likes, and more. What’s even more interesting is the data Twitter aggregates about your audience. This is a really great analytics category for financial advisors to pay attention to especially because you can glean information about your audience’s interests, lifestyle, demographics, and even their household income.
How To Use LinkedIn Analytics
LinkedIn has also come a long way over the years with enhancing its analytics offerings to companies. Once logged in, simply navigate to your company page and choose “Analytics” from the top banner.
From there, you can pull data pertaining to your LinkedIn company followers, page visitors, and updates (aka your posts to LinkedIn).
Ready to Boost Your Social Presence in 2022?
While last year was anything but ordinary, we were able to connect virtually in ways like never before. The days and times that we spend on social media have shifted throughout the pandemic with stay-at-home orders, and it’s important that your company is keeping up with the changes so that you can stay top of mind and boost your online presence in the coming year.
Editing note: This article was originally published January 21st, 2021 and has been updated to ensure consistency.
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.