Once you decide that social media is the secret sauce for your insurance marketing, here's the question. When should you post to get the best results? Are people reading your insurance marketing content at breakfast over a coffee, on the commute to work, or in the evening after the kids are in bed? As with many social media issues, the answer is "it depends." Here's how to determine when you should post your valuable content on social media.
Learn About Your Network's Motivations
When it comes to timing, a lot depends on to which social media platform you're posting. People use these different platforms at different times of the day and for different purposes.
For example, LinkedIn is a professional social network. If you'd like to post on LinkedIn, the best time is generally at 9 am EST, when people hit their email and their desk for a quick professional social media check in. If you want to reach out in a business-to-business manner or post a podcast that's relevant to others in the insurance field, this is best done during work hours.
Although you can use Pinterest and Instagram to promote your workshops and safety tips in a visual manner, these social media platforms are more geared toward the user who's browsing for fun. According to TrackMaven, the best times to post on these social media sites are during non-business hours.
How about Twitter? Twitter can be used for professional posts about your industry or for casual chat about celebrities. This diverse platform is newsy and quick, and it's at its peak at the end of the work day, when people signing off their computers take a rapid scan of what's going on in their industry and in the world.
What Do Studies Say?
In a study of 17.5 million social media posts by 17,737 brands, TrackMaven discovered that the best times to post on social media sites were as follows:
Twitter: 5 p.m. EST, Thursday
Facebook: 8 p.m. EST, Thursday
LinkedIn: 9 a.m. EST, Wednesday
Instagram: 7 p.m. EST, Friday
Pinterest: 1 a.m. EST, Friday
However, it's more complicated than that. TrackMaven examined the number of interactions with a post. If you're looking for a specific type of connection such as a click-through, you need to look further. For example, according to CoSchedule, the best time to post on Facebook is late afternoon late in the week and on weekends, but 1 pm, 3 pm, and 9 am are particularly good times to target if you want to encourage click-throughs.
What Timing Works For Your Business?
The timing of posts varies according to your industry and your audience. You need to use your own analytics to determine what works for your business. For example, you can take a look on your Facebook page, click on Insights, and go to Posts to see when your viewers are online.
Use Twitter Analytics, go to the dashboard, and hit Tweets to see when people are looking at your tweets. While there are generic statistics to guide you, the most important data you can get is the data that's unique to your insurance marketing.
At American Agents Alliance, we're here to help you build your insurance business. From insurance marketing and social media tips to networking, you'll find that we offer many membership benefits for your insurance business. Contact us today.
