Experiment: Can Put up Timing Enhance Your Instagram Engagement?


The most well liked social media development this fall? Complaining about lower-than-usual Instagram engagement (particularly in case you haven’t tried Reels but).

Earlier than we go all-in on the “did I get shadowbanned” conspiracy theories, it’s essential to notice that there are a whole lot of completely different causes that social media managers is perhaps experiencing a little bit of a drop. One possible clarification? As COVID restrictions loosened in fall 2021, folks began utilizing social media in numerous methods.

With that in thoughts: now looks as if an ideal time to experiment with altering up the timing of posts. It’s a easy approach to probably enhance engagement, however a strong one. So, for my subsequent trick, I’m going to see if utilizing Hootsuite’s advisable time to publish characteristic in your Instagram posts improves engagement, versus posting at any previous time I really feel prefer it.

And if that fails? Nicely, I assume it’s again to commiserating with the shadow-ban group.

Let’s goooo!

Speculation: Posting when your viewers is on-line can enhance your Instagram engagement charge

Timing is a small however essential part of profitable social media campaigns. In case your viewers is on-line, they’re extra more likely to see what you’ve posted: easy as that!

Determining when that’s, after all, is a very completely different story. You may comb via your Instagram analytics and insights manually to tug collectively these numbers, however instruments like Hootsuite’s advisable time to publish characteristic automate the method.

For this experiment, we’ll take the Hoot-bot’s knowledge to coronary heart, and put it to the check.


My common methodology of posting on Instagram is “at any time when I really feel prefer it,” so to kick off this grand experiment, I carried on doing simply that. I prepped a handful of gorgeous wedding ceremony photographs to submit to the Instagram account of a marriage journal I work for (we now have about 10,000 followers), and scattered them throughout the course of every week in a deeply non-methodical means.

wedding photos on Instagram profile

Wednesday afternoon? Positive, that felt proper! 8:35 a.m. on a Thursday? Why the heck not! Let’s name it “intuitive posting.” (Patent pending!)

Hootsuite Planner Instagram post times

The week after that, I posted one other collection of stunning wedding ceremony photographs (with equally themed captions, for scientific-control-group functions), however this time, I adopted Hootsuite’s recommendation for the perfect instances to submit.

Should you’re utilizing your account often sufficient, the suggestions for posting instances might be out there whenever you click on “Schedule” whereas utilizing the “Compose” device.

Hootsuite Compose schedule post using recommended times

In any other case, you’ll discover some options over on the Analytics tab. You may choose timing suggestions for every community within the prime left drop down menu.

Hootsuite Analytics best days and times to publish posts

Hootsuite bases these options on when your followers are more likely to be on a specific social community, and when your account has collected essentially the most engagement and views up to now.

It’s math (or… science?) and never instinct even just a little bit. So: did Hoot-bot or my womanly inside powers know finest?

What occurred after I posted at advisable instances

Okay, attempting out this experiment throughout the holidays was admittedly not the perfect transfer, science-wise. General, social media utilization habits are wildly out of whack with regular conduct, so precisely predicting how folks will act primarily based on latest actions doesn’t fairly work completely.

Regardless: Hootsuite’s advisable instances nonetheless helped my posts carry out higher, with larger impressions, feedback and likes on common than my throw-a-dart-at-the-wall methodology of posting the week prior.

I noticed a 30% enhance in impressions, from 2,200 the week earlier than to 2,900 throughout Hootsuite Suggestion week. Likewise, my best-performing submit this week obtained 30% extra likes than the best-performing submit the week prior.

Not dangerous in any respect.

Hootsuite Analytics Instagram publishing post reach and impressions

Sure, this can be a shameless plug for our device. However it additionally proves an essential precept: that posting when your viewers is on-line does make a distinction. And your viewers’s habits might have modified this previous fall.

However in case you didn’t discover, that’s OK! We’re all studying and rising collectively right here. The essential factor is that this is a chance to get your engagement again to the place you need it to be.

What do the outcomes imply?

TLDR: Put up when your viewers is more likely to be on-line.

It’s a fundamental precept, however one which’s value a refresher, notably at a time the place viewers conduct is evolving. Possibly you had a deal with on their exercise again in ye olden days (a.okay.a., March), however issues change!

It’s identical to that previous “Have you learnt the place your kids are?” PSA, besides substitute “kids” with “social media viewers” and, uh, “the place” with… “when,” I assume?

Typically, we get so wrapped up within the creation and execution of our massive social media campaigns, maintaining with our social content material calendar or monitoring our social analytics that we neglect one of many greatest components in success is simply ensuring that folks see the cool factor you’ve spent a lot time engaged on. You’re not simply Photoshopping your CEO’s head into that butterfly meme in your personal enjoyment, in any case. (Nicely, not solely, no less than.)

Set your self up for social media victory by premiering your artworks in entrance of the utmost quantity of eyeballs potential.

That being stated: what does it actually imply to submit on the “finest time”?

The very best time to submit is exclusive to you and your objectives.

Whereas there are common suggestions out there for the finest time to submit to Instagram, finally, every particular person account goes to have its personal distinctive viewers conduct. They’re your particular valuable infants! It’s not going to do you a lot good to submit, say, Tuesday mornings, in case your particular valuable infants particularly don’t like to make use of Insta on weekdays.

Analysis when your viewers is particularly on-line utilizing your Instagram Insights, or faucet into automated scheduling instruments like Hootsuite for suggestions.

graph of average impressions for posts in the past 30 days

The very best time to submit is probably going going to alter over time

No matter your advisable posting instances are at present are going to fluctuate over time, as viewers habits evolve or as your viewers itself grows or adjustments. There’s additionally the truth that the Instagram algorithm is continually being up to date: that can impression who sees what (and when!) as effectively.

Because of this Hootsuite’s Finest Time to Publish device may also recommend time slots that you simply haven’t used within the final 30 days to be able to shake up your posting instances and check new ways.

The underside line? Even in case you don’t use a advisable instances device like Hootsuite, decide to nothing! Put up instances might be a perpetually transferring goal, so be taught to waft and all the time be testing new instances exterior of your common schedule.

The very best time to submit goes to fluctuate by platform

This very-scientific check was only for Instagram, however every social media website can have its personal distinctive consumer behaviors. And even inside a platform, several types of posts might have distinct finest practices for posting — for example, engagement on Instagram Reels could possibly be completely different from the posts you craft for the Instagram foremost feed.

By no means cease studying and analyzing, whether or not with your individual human mind (or with the assistance of predictive AI instruments).

Wish to check out Hootsuite’s scheduling device and advice characteristic your self? Give it a whirl with a free 30-day trial.

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