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Data Blog #4: Tim­ing

24 Novem­ber 17

The best time to release your con­tent depends wide­ly on your audi­ence and when they’re online. So there is no right or wrong. Recent stud­ies have shown that the best time for shar­ing con­tent is from 12 p.m. to 3 p.m. with a slight­ly longer engage­ment on the week­ends. But these stats are from the US. Com­pared to our data with a main­ly Swiss audi­ence, times­lots in the evening work bet­ter for us. There are two basic things you can do in case of tim­ing your posts:

  1. Try to find your best time: By shar­ing dif­fer­ent post types (video/pic­tures/s­ta­tus-updates) on dif­fer­ent times dur­ing the day. Post not before 8 am or after 9pm.
  2. Keep the amount of sim­i­lar post in mind: Imag­ine you are the num­ber 30 in Swiss ten­nis and made a cool train­ing video of you. If you post your video 10mins after Roger Fed­er­er won a Grand Slam title your video is con­sid­ered not com­pet­i­tive enough. Federer’s post will win against your video because it will per­form much bet­ter (more likes, com­ments or shares) and is thus con­sid­ered as more rel­e­vant to pop-up in your friend’s news feed. Keep in mind that you will reach your stan­dard com­mu­ni­ty (your inner-cir­cle of about 10–12% of your fol­low­ers) any­way. With a cool new video you want to reach addi­tion­al­ly the atten­tion of your out­er-cir­cle (90% of your fol­low­ers who will not see your post nor­mal­ly, plus the future-fol­low­ers who will see your video only if your friends like or share it. It’s very hard to get the atten­tion of your out­er-cir­cle after Fed­er­er won his match. Try Google News or Twit­ter Trends and check if there are any big events in the last 2h by enter­ing a few key­words about your movie. The half-life of a sta­tus update (reach/impression and engage­ment) is 30 min­utes and 75% of the range is reached in less than 2 hours. To be sure check also the last 6h to be 90% sure.

Dat­a­Blog is a five-part blog series where we’d like to show the lat­est mar­ket­ing stats in video­mak­ing. Include these steps in your video mar­ket­ing strate­gies and you will be ready for the video mar­ket­ing 2018.  Check out the oth­er four data blogs.

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