Best times to post on Facebook and TikTok

Emplifi examined user behavior on Facebook and TikTok to identify when social media managers should post content for maximum reach.

Data revealed that the most effective posting times depend on audience demographics and the nature of the platform.

For example, TikTok requires audio, so posts can’t easily be viewed while attending school or work. On the other hand, Facebook users, who are primarily in the 25- to 34-year-old demographic, are more likely to browse the app while working.

• TikTok followers are least active between midnight and 11 AM with activity peaking between 12 PM and 6 PM.
• On Facebook, the majority of follower activity for brands in the U.S. peaks at 8 AM and remains consistent throughout the day until 6 PM.
• In Europe, brands see different trends when it comes to follower behavior with key TikTok follower activity occurring between 7 PM and 9 PM CET when 27% of users are online.
• Similar to the U.S., European Facebook users log onto the platform primarily at 8 AM CET, but they remain active longer and drop off around 9 PM.

“Today’s modern consumer shows up to social platforms with big expectations. They want to research and buy products on their favorite social apps and they expect their favorite brands to be there with them,” Arlia said. “These findings indicate brands have a wider window to capture European audiences online than U.S. audiences.”
Brands Shift Customer Service Strategies to Social Platforms

Emplifi analyzed the effectiveness of social media customer care efforts by measuring how often brands respond to user questions (response rate) and how quickly they answer (response time).

• Brand response rates have improved over the year on Instagram e Facebook, with the financial sector being the most responsive on both platforms. This is likely due to consumer concerns about the rising cost of living and economic uncertainty.
• Brands take 5.4 hours to respond on Instagram and considerably less time to respond on Facebook (less than an hour).
• On Twitter, brand response rates have steadily declined since Q4 2021, with the retail and e-commerce sectors being the most responsive.
• On average, the time it takes brands to respond to questions on Twitter has remained steady between 5 and 6 hours.

Pubblicato in Social Media