The first thing is we need to confess something: we lied to you with the title of the article. The ultimate guide to post on social media doesn’t exist, because the keys of success in a digital strategy depend on lots of factors: the sector of the promoted enterprise, the kind of content published, the used social network… and for that, the most important thing is to have common sense. So, any blog article promising to give you the key elements to carry your social media in a good way will only give you half-truths.

However, with this article, we wanted to give you some basic guides and data of some studies that try to establish how to get the maximum performance of your social media. As we say, the important thing is to know how to profit the information and adapt it to personal circumstances.

For example, Metricool or Oberlo made a study of thousands of accounts in social media (Facebook, Twitter and Instagram) to find interesting inputs in several categories.

AT WHAT TIME IS BETTER TO POST ON SOCIAL MEDIA?

Looking at the activity of the users in the study, several conclusions have been created regarding the ideal hours to post on each social network. For example, in the case of Facebook they discovered that the maximum activity happens between 20h and 21h, getting worse during the night and improving during the day. On Instagram, 21h is the ideal hour to post during the week, although 18h is also a good moment in work days. In other studies, they also add the lunch break during work days (from 11h to 13h). Twitter works early in the afternoon, so during the week it’s good to post between 16h and 18h, or at 10h if you want to post in the morning, and the weekends a little bit later (between 17h and 18h).

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WHAT DAYS ON THE WEEK WORK BETTER?

As in the case of the hours, the ideal day to post has also been analysed. In the case of Facebook, the best day to post is Thursday, with Monday, Tuesday and Wednesday really close. The worst day for this social network is Sunday, and next to it Friday. As it seems, Facebook is more focused on a work-day use according to this study. Other sources differ and think that from Thursday to Sunday it’s the ideal moment to post. Instagram is completely different from Facebook, being Sunday and Friday the best days to post and Saturday the worst, as during the week the activity sensibly decreases. If we compare it with other studies, we’re told that Sunday is the worst day to post on Instagram, being Monday, Wednesday and Thursday the best ones. Twitter has Thursday and Friday as the best days and Sunday as the worst.

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Estudio redes sociales

 

HOW OFTEN IS IT CONVENIENT TO POST UPDATES?

It depends on the social network we’re talking about and the volume of followers in the profile. The social network with the most post frequency is Twitter, with almost 6 tweets per day. In accounts with less than 500 followers, this frequency is reduced and only 2 tweets per day are sent. On Facebook, the most common is to do 1 post per day, but as in Twitter, the more followers the more post frequency. The social network with fewer posts per day is Instagram, with less than 1 on average. What is clear is that, without neglecting the quality of the updates, you must try to offer the biggest number of content possible to achieve more reach and interaction.

WHAT KIND OF POSTS ARE MORE COMMON?

If we think of Instagram, we see that the most common is to post images, occupying a 83% of the panorama. The rest is divided between the videos and the image carousels, with a 9% and an 8% respectively. It seems that elaborating more than a post is not always a guarantee of better results, as we saw in the previous question. On Facebook it’s more balanced, because images are just half of the posts. In second place, the links to other pages with a 31%, the videos with almost a 12% and lastly the text, only a 4,7%. On the contrary, Twitter has text as the main kind of post, original tweets in a 77,5% of the times. The rest is divided between retweets and quotes (16,68%) and answers to other tweets and threads. On a multimedia level, only a 13% of the tweets have files like images, GIFs and videos, but three-quarters of the posts have links, and that demonstrates that Twitter doesn’t want to generate a lot of content, but to raise the traffic to owned media.

WHAT KIND OF CONTENTS ARE MORE SUCCESSFUL?

If we focus on Instagram, we observe that the biggest interaction from the users comes from image carousels, the less used kind of post, and then the images and the videos (on the last position). Besides, we need to take into account that on Instagram the posts don’t get viral as easy as in other social networks. In Facebook case, the results are the opposite, because the video is the most successful format with better interaction results as they’re normally shared easily. Maybe their high cost of production is more worth it than we think… Twitter, on its part, has less interaction of users due to a higher volume of different content, constantly updated. What we see is that in the bird social network the interactions are made with original tweets more than with answers (that are, at the same time, interactions of an original tweet). In the same way, as in the other examples, the tweets with audiovisual material have more than the double of interaction that only-text tweets.

CONCLUSIONS

After analysing the data of several similar studies, it’s been demonstrated that each one says completely different things, so none of them is reliable on its own because it depends on which accounts have been analysed and, as we already said, the sector of the enterprise, the target, etc.

What we can take from all this are some details to consider when posting. Knowing the schedules of your target (for example, following the standard work timetable) and always take into account the time zone where your target is are some interesting elements to achieve a bigger success on social media.

Besides, we’ve seen that each social network works separately, so adapting your strategies to each one of them is always welcome. Avoiding to program messages, interacting with fans and similar profiles, and answering comments and messages of the users, among others, can improve a lot the reach of your posts and your profile. On the other hand, the regularity of publishing has a great influence on raising or decreasing this reach.

To achieve success on social media, another key element is the kind of content you post. Here, creativity is essential, and publishing interesting and extraordinary content that generates will of sharing them can raise your brand awareness. The world, as we have seen in the studies, has become visual, and that needs to be taken into account when generating contents. As making photos and videos is always more expensive, you need to consider the invested budget and time to consider if the return is worth it.

From here, you have to guide yourself by your common sense and adapt your strategies in the best way possible so they arrive successfully to your target. We hope this article has been helpful for you, or at least that it has made you been aware of this details that mark the difference between a good strategy on social media and one not that good. If you still have doubts about how to manage your social media, in Crece Agency we can help you achieve it. Contact us and tell us what you need.