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Iced are an award-winning, branding, creative, web design and marketing, full-service agency.
9 St Georges Street, Chorley, Lancs, UK
(+44) 1257 543 503
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Head Office: 9 St Georges Street, Chorley

when can i post

Which Social Media Platform is Best for My Brand?

Which Social Media Platform is Best for My Brand?
A question we get asked frequently by many of our customers, is “which social media should I be using to promote my products and when is the best time to post on each platform?” Obviously; this will vary from day-to-day, week-to-week, if you are sponsoring your post, your market sector and key audience but we do have some handy tips we follow to ensure our clients get the best reach possible.

Facebook
DEMOGRAPHIC: 65% 35+ 60% female.

WHAT?

Facebook is considered to be the best social media for brands because it has a huge user base (128+ billion users!), is the one most people have heard of and the first most companies joined. It is also very easy to update pages and share photos and videos with target audiences. Paid advertising and boosting posts is very technically advanced, as you can really pin-point and target your key demographics and massive user audiences. Fans are 79% more likely to purchase a product advertised on Facebook over any other network!

WHEN TO POST

The weekend is actually a great time to post on Facebook – from Friday afternoon right through to Sunday night. B2C marketers get 32% better engagement on weekends! If you want your piece to be shared from mid-day to 7 pm is usually when this peaks and Tuesdays and Thursdays tend to be strong days. Early morning is also a great time, with 80% of people checking their mobiles before work! Facebook is saturated by brands though, so organically it is poor (if you don’t pay to promote your advert or post!) and it can be hard to stand out!

ICED TOP TIP:

To understand the best time for your business, analysing your account using Facebook analytic tools will reveal the most popular times to address your individual audience.

Twitter
DEMOGRAPHIC:18-20 year olds. Increasingly female.

WHAT?

Twitter has 271 million active users who post text, links, images and 6 second videos (vines) in 140 characters or less! It is a great, quick and simple way of talking to your audience but as a “real person” as oppose to simply advertising your brand. You need to appear to be the voice / opinion of your company. Organic (un-paid for) reach is far better on Twitter because your brands followers will see your tweets in their feeds. Twitter analytics are also great at telling you which tweets made people interact with you the most.

WHEN TO POST

In the same way as Facebook, engagement increases by 30% at the weekend. B2B marketers get a higher engagement (approx. 14%) on weekdays though. The highest amount of retweets occurs around 5pm.

ICED TOP TIP:

We recommend that you tweet important messages (tweets) 1-4 times in an hour to get a higher click-through-rate. Also keep in mind that tweets that are under 100 characters are far more likely to be retweeted.

Instagram
DEMOGRAPHIC: 37% 18-29 year olds. 68% female.

WHAT?

Instagram is primarily used by people on their mobiles and is untapped by many brands. It has 200+ million users who share pictures and short videos and is owned by Facebook so has huge potential. There is presently no analytics available other than the amount of people liking your post and you also can’t use software to schedule posts. It is a visual platform so useful if you have beautiful products or places to promote. It is very expensive and limited to advertise on at the minute, so to ensure you are reaching your key target audience make sure you think through your use of hashtags, geotagging and using influencers to connect with their audiences and advertise / promote your product for you.

WHEN TO POST

Thursday is the most active day on Instagram and Throwback Thursday posts tend to get a high engagement. Posts during business hours are only about 6% more effective than out-of-hours posts, although this does stay consistent throughout the day and week; with lots of avid re-grammers. An average photo tends to get 37 interactions per 1k followers. Videos get on average 24 interactions per 1k followers; unlike Facebook that hugely prefers video content, images are stronger on this platform…unless it is a gorgeous celebrity stripping off obviously (sorry…we are dreaming here)!

ICED TOP TIP:

Make sure you utilise tools which let you understand which hashtags are the most popular and useful for your brand.

Pinterest
DEMOGRAPHIC: 70% female.

WHAT?

Pinterest is an online collaging resource for sharing inspiration and bookmarking (pinning) links. It has 70 million users at present. It is also very visual so also highly effective in promoting products, beauty services, places, recipes, fashion, food, fitness, interior design and DIY. You can now pay to promote pins; followers create boards with pins they like the look of so many people have wedding boards, home decorating and cooking ideas collected in one place. Which you can then pay to target! It has a huge female audience, with a strong, receptive buying power. It generates 400% more revenue per click than Twitter and 27% more than Facebook.

WHEN TO POST

Thursdays and Saturdays see the highest engagement rate with pins. The most activity occurs between 2pm-4pm and 8pm-11pm and Saturday mornings. A lot of companies don’t understand the benefit of including Pinterest in their marketing mix but it is fabulous for content research and it drives more traffic directly to brands websites than Twitter and Linkedin combined! Make sure you pin consistently to increase followers and help get your business discovered by more people globally.

ICED TOP TIP:

It’s not effective for brands with limited web presence and no ecommerce website.

Google+
DEMOGRAPHIC: 31% 25-34 year olds. 62% male.

WHAT?

Don’t forget about Google+, it has 300 million users (though not very active) as it is linked to Google’s search engine optimisation. This is basically Googles way of checking that you are the authority on your subject before it sends people to you. It is more of a professional platform to share articles and content and is a great way to link to your more active online profiles, like your Facebook. Daily posts on Google+ really help with natural (non-paid) SEO.

WHEN TO POST

The best time to post is between 9am – 11am but the evening isn’t a good time. Avoid posting after 6pm. The handy Google+ timings app can analyse your page to rank posts based on your most effective days and timing.

ICED TOP TIP:

Remember to fill your posts with your business keywords and use them in the tagline to really optimise SEO. It is also tied to Google Adwords (paid advertising on Google) and You Tube, so to really cement your digital activity make sure you use these channels too.

Linkedin
DEMOGRAPHIC: A balanced user profile between professionals of both genders.

WHAT?

People often see Linkedin as only useful when you recruiting or job-hunting but it has a user base of 300 million users. It is useful for any brand as it gives people access to company information, updates and yes, is useful when recruiting with people often having their CV easily available. It is also a more professional platform, best used to establish your brand as industry leader / an authority on a subject by joining and being active in professional groups. Like Google+ it is where brand to brand and brand to recruiters interact more. It isn’t great at being used to drive sales unless you are a B2B business. It has more users from the older generation who see it as a more “serious” social media.

WHEN TO POST

The highest engagement like most digital and emarketing is on Tuesdays and Thursdays. It is used most frequently right before or right after work. Avoid posting after 10 pm and before 6 am as “most” business professionals are sleeping or off-line (we hope!). It is worth paying attention to when you receive the most comments and visits. Change your profile picture and alter your bio – then take-a-look at traffic. Monitor what works the best!

ICED TOP TIP:

If you are a B2B business we recommend a professional Linkedin trial as it enables you to really see who is looking at your posts, when and help you to increase engagement.