What time should your brand post Facebook updates?

A study finds that during the business day is not the best time to engage with your Facebook audience. It also measured the words that trigger the most “likes” and comments.

Maybe it’s your timing.

A new report from Buddy Media found that the hours brands should post to Facebook don’t necessary coincide with business hours—even though that’s when most brands are updating their pages.

“Brands that posted outside normal business hours had 20 percent higher engagement rates on their posts,” the study said.

The four best times for higher engagement rates among followers are at 4 a.m., 7 a.m., 11 p.m., and 5 p.m., according to the study. Most brands are posting Facebook updates between 10 a.m. and 5 p.m.

The study encouraged brands to approach their timing on a case-by-case basis. For instance, an entertainment brand would probably see more engagement at off hours, compared with a business and finance band.

The study measured comments, “likes,” and overall engagement—a combination of comments and “likes”—among 200 of its top clients in entertainment, media, retail, automotive, business and finance, fashion, food and beverage, health care and beauty, and travel and hospitality industries.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.