Monday, June 16, 2014

Facebook Posts See More Engagement on Weekends and After Hours [Study]

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Facebook’s ever-evolving algorithm keeps marketers on their toes when it comes to how to get the most visibility from status updates. So TrackMaven set out to uncover how to gain more engagement from Facebook posts with its latest research published in "The Marketing Maven's Guide to Facebook," which studied more than 5,000 Facebook pages and about 1.6 million posts. 
What it discovered was that in many instances, pages saw more engagement during the hours and days you may least expect it. 
Similar to the results TrackMaven uncovered in its blog post study and Twitter research, this study shows that most brands were active with their marketing activities during the business week; however, posting Monday through Friday during normal business hours was not always the most effective on Facebook.
TrackMaven found that while there was a significant drop in the frequency of posts on the weekends, the average engagement (measured as number of interactions per post in the study) was much higher for posts on Saturdays and Sundays. 
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Posts published on Sundays experienced the most engagement, with an average of 2.72 interactions per post. Comparitavely, the average high Monday through Friday was 2.27 interactions per post. So, posting on Sundays was 25 percent more effective than posting on Wednesdays, for example. 
Time of day mattered, too, TrackMaven says. While the majority of pages studied posted to Facebook during the 8 a.m. to 5 p.m. (EST) window, the most engagement occurred after hours, between 5 p.m. and 1 a.m., with 2.49 interactions per post (versus the average of 2.24 during the workday).
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