I’ve seen lots of information about the fact that most people access LinkedIn during working hours, while the majority access Facebook during the evenings and weekends. However, I wanted to test this.
About six weeks ago I posted an offer of a ‘free guide to getting the right client feedback in your firm’ on three LinkedIn groups. Over 200 people have requested a copy to-date so I’ve had a look at when their requests came in to see what (if any) patterns emerge.
The vast majority of people (72%) asked for a copy of our guide before 2pm weekdays, and 58% before midday (in their local timezone).
Most people responded on either a Monday or a Thursday (20.7% and 23.2% respectively), followed by a Wednesday (17.2%), a Friday (15.3%) and a Tuesday (12.3%).
While I did receive requests at the weekends: 6.4% on Saturday and 4.9% on Sunday, these were overwhelmingly from those who are self-employed. While it’s rough logic, this seems to suggest that self-employed people use the weekends to catch up on what’s been happening in the groups they belong to.
What does this mean?
Not a lot in itself. But it does start to give a feel for when the best times to post content are. If you want to increase your chances of your content being found, and people engaging with you, I recommend posting content on a Monday or Thursday before 8.30am. Unless of course, you are targeting self-employed people when you may want to wait until Friday night/Saturday morning to post.
If you’re targeting those in the same timezone then it’s easy. But if you want to engage with those in other countries you will need to think about when they will be online (for example, if you’re in New Zealand and want to engage with those in the USA there is little point posting content or questions on a Monday as they will not have begun their week). Luckily you can use tools, such as Hootsuite, to pre-schedule your posts.
The other thing to remember is that the majority of LinkedIn users don’t access their accounts every day. Questions you ask, comments you post and content you share will only be found by a large number of people if others respond. If a discussion stays towards the top of a group for an extended period of time, more people will join in. There is no silver bullet but you can listen to your target audience and engage with them on topics that matter to them.
What times of the day/week have you found work best to post content? Does this differ geographically?
What other tips would you give to professionals to maximise their chances of engaging with their target audience(s)?