Social media channels give you the opportunity to communicate with your target audience.
You can target your company and products to get your message across to your customers.
Social media is part of the marketing mix and helps you communicate and respond directly to your customers. For this purpose, your customers can also communicate with each other and exchange recommendations or opinions.
This makes your strategic goal and the overall image you want to convey to your customers all the more important.
Depending on the company and product, the target groups are different. After an intensive analysis of the target group and their needs, the content must be coordinated with the timing.
In addition to technical content, timing is significant for your publication.
In doing so, you should proceed sensitively with the publication: The flood of information is so high nowadays that every target group has difficulties filtering the content.
Fixed timing rules
for content publication cannot be defined. Every target group reacts differently, and the various social media channels also have to be operated and maintained differently. However, there are various features within each social media channel that will help you analyze your community’s behavior, and other external tools that will more deeply analyze and define your community’s behavior. More about that later.
Generally speaking, your content is least effective after hours. Your customers enjoy their “quality time” with family and friends and are not as receptive until the following business day as they are during the lunch hour. It’s the same on weekends – the time is used for other things and the PC stays switched off as much as possible.
Orientation can be derived from experience and practice. In addition, the online world is changing every day. So it always remains exciting.
Facebook
When is your community active?
To see the traffic around the self-created page, Facebook provides various statistics. Here you can see how much activity, views, likes, interactions etc. happened in which time frame. From this, you can determine the content that will resonate most effectively with your community.
Posting recommendation
The best time for fresh content is early morning. At 3 p.m., it’s prime time for the Facebook community’s attention.
Besides scrolling through Facebook during work hours, the peak times are mainly before, during and after lunch. Activity (sharing, posting, messaging) is highest during this time.
When not?
Facebook is not used effectively after work and on weekends.
Facebook and explainer video:
Moving image and Facebook are a very good combination at the specified times. The community is interested in moving images and doesn’t want to read through entire articles. The short concise explainer videos work well, provide valuable input, and don’t present the community with sensory overload.
Instagram:
When are your followers active?
On Instagram, you can monitor the individual reactions on your business profile. The individual activities such as likes, comments, impressions, reach and interaction are displayed to you per post and also provided under the statistics (similar to Facebook). From this, you can determine when your target group is online the most and which content is best received.
Posting recommendation
Instagram can be filled practically every day.
In theory, who your audience is matters here. Fashion or beauty bloggers can post several posts online every day. The community expects this.
Instagram is filled exclusively with visuals. This can be photographs, drawings, etc. or moving image material.
Instagram is synced with other social media channels, so posts could be posted to Facebook and Twitter simultaneously via button. However, social media channels all have different posting styles, so posting should be customized for each channel or done separately. This should also be done due to the different traffic of the social media channels.
When not?
With consideration to the general aspects:
Practically: always. Theoretical: pay attention to the content and benefits of your customers.
Don’t post just to post – always add value.
Instagram and explainer video:
Instagram and moving images also go very well together. Instagram allows for entire Stories that the community can watch, as well as upload explainer videos.
Here, the community can search for the information that interests them through hashtags. With targeted hashtags and the right timing, the reach increases here as well.
Twitter:
When are your followers active?
As with the other social media channels, Twitter Analytics offers the option to view reactions such as likes, shares and impressions on your tweets, and also to call up monthly overviews.
Posting recommendation
Most retweets occur on Twitter around afternoon. As with the other social media channels, this is due to lunch breaks or afternoon lows that send your customers scurrying online.
Twitter is a good place to build and position a brand. The message from your Twitter account needs to be succinct and to the point, while also being relevant enough to be shared.
When not?
With consideration to the general aspects:
Just like us on Instagram – practically all the time.
Twitter and explainer video:
Twitter can be filled with moving image content just like Facebook and Instagram.
The only difference is that Twitter works with links. The requirement here is that your video is uploaded to Youtube or another video portal and the link is shared on Twitter.
Your customers let go and enjoy the moment they are informed and get a break from the daily grind.
Monitoring & Analysis Tools for Social Media
On all channels it is possible to push your postings monetarily in addition to the organic reach.
Furthermore, there are many tools that specialize in exactly this topic.
We present three of them here.
1. Google Analytics
– Who is your target audience?
– What makes up your target group?
– Where (online/real) does your target audience come from?
2. sendible
– Monitoring for all social media channels in One
– Which keywords and hashtags are well received?
– Perfect time for posting
3rd Mention
– Monitoring for blogs, portals, news and social media channels
– Real time monitoring
– Who reacts when to which keywords, etc.
Timing depends on:
– Your target group
– Your statistics
– Your product and your company
– Your choice of social media channels
– Your message
Content:
– Quality instead of quantity
– Target group interest and needs
– Pick up customers with moving images
– Content with added value
Support outreach of social media channels:
– Facebook Promotions, Friends, Commmunity
– Instagram images, hashtags
– Twitter: As much as necessary, as little as possible
— effective on all social media channels: explainer videos
All social media channels can be filled very well and effectively with moving images – e.g. explainer videos. Many audiences are interested in targeted videos that are to the point and easy to understand.
