As with any aspect of business, when you conduct certain activities often determines the success of it. For instance, most businesses know the best time to open a business is around 8 a.m. or 9 a.m., and that the best time to serve lunch is at noon. So when it comes to social media, which is also an important part of business, when is the best time to post to achieve the greatest engagement with followers?
Let’s explore our options with Instagram.
The Verdict is In
According to a study conducted by Latergramme at Huffington Post’s request, the best time to post a photo on Instagram to receive the most engagement from users is at 5 p.m. EST on a Wednesday. The study also found that in general, 2 a.m. gains a high level of engagement with followers.
Explaining 5 p.m.
One of the reasons put forward for why 5 p.m. attracts more engagement is that most people completed their regular 9 to 5 shift for the day, and now look forward to unwinding. Some are lazing about the office, socializing before they leave, and others are using social media on public transportation for the ride home.
Another thing to consider, which the study did not note, is that 5 p.m. EST also coincides with 10 p.m. in London. At this time, many employees and students are winding down for the night before going to bed – usually by checking their Instagram feed and interacting with other content online.
Consider your Market’s Downtime
While the study provides general advice for most Instagram accounts, brands need to take their specific users into consideration. To do this, brands should look at when their target market is most likely to check their phone or mobile device.
For instance, brands who market to teens should consider that high school students have a lot of downtime at lunch, and after school. Meanwhile, middle and lower class workers in big cities like New York may turn to social media during rush hour, while stuck on buses and trains in traffic.
Don’t Forget #Hashtags
Even when companies post at the optimal times, their posts may become lost in a sea of others on users’ timelines. So, it’s important to use relevant and popular hashtags to attract users who don’t even follow the page. Brands should look up what hashtags are best for the niche they operate in and use them accordingly.
Posting at the right time on Instagram is important for users who want to attract engagement from potential customers, in the form of likes and comments. However, using appropriate hashtags are also important, as this makes the image more easily found by people interested in the niche the business occupies.