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:
- 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.
- 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.