The desirability of your content and products is always built over time (through social media). Treat it like building any face-to-face relationship, except you won’t actually see them. The quality of your content is also very important. No one wants to read you blabbing on about nothing of relevance.
Timing your posts has equal importance to the quality of the content you’re aggregating or creating. The timing of your posts will generally dictate what type of content you’ll write and for whom. As a general rule of thumb, post during (inspired by Kevin Munro @ Checklist):
06:00 – 08:30
(The Breakfast Club)
Getting out of bed and switching on the TV is just too hard but you still want to know what’s happening out in the big wide world, so you reach for your phone which lives next to your bed.
Posts should be short, precise, light, positive and feel-good, without the sales pitch.
11:00 – 13:00
(The Lunch Break)
You don’t have much time to eat that sandwich you just bought but you might want to be kept entertained while you eat it with one hand, so you grab for your phone.
Like breakfast, posts should be short and sharp and perhaps humorous, without the sales pitch.
15:30 – 17:30
(The Distraction/Commuter Phase)
You glance at the clock and realise it’s almost time to clock off but realise you won’t be any more or less productive if you did any more work. You could be on your way home on the bus and don’t want people glancing back at you when you clearly weren’t looking at them, so you grab your phone.
People want to be distracted (yes, that’s right) from what they’re doing so your posts should be short, sharp and funny, without the sales pitch. Avoid too many videos or long articles. People want to be entertained, quickly.
(The Recreational Period)
You might be making dinner (or not) and you’re definitely not watching the TV but it’s still on. You’re on your phone.
This period is where people are most engaged with social media. Your posts can be longer and include videos as people have more time to engage with your content. Make sure your posts here are good quality and, more importantly, relevant to what your business is or stands for, without the sales pitch.
Truth is every business’s social media schedule won’t be the same as the next. This will largely depend on the nature of the industry you work in and the type of people your audience is or already are. Adjusting your timeline to suit your target audience and demographic is ALWAYS okay. You can test out different times and see what works best for your business. Always post your content at the start of each period and not after so it’s there waiting for your audience to read.
Now, you might notice a little bit of repetition here: without the sales pitch. That’s right. Your audience does not want to be, nor are they interested in being, constantly pestered to buy something from you. It’s always a good habit to constantly remind your audience you exist without hard selling to them all the time.
Release your potential with market research. Get to know your customers better and how you can tailor your message to them more effectively. Find out what resonates and, equally important, what doesn’t.