Social Media Engagement Updates On Optimal Timings
As people were instructed to stay home, and professionals, regardless of their industry, had no choice other than to work from home, social media listening tools have seen more shift in social media behaviours compared to the previous year.
In April, Sprout Social released data on social media activities across social media platforms during the pandemic.
Pre-COVID, Facebook’s optimal time for posting was on Wednesdays at 11 AM or between 1 and 2 PM*. During the lockdown, it has deviated to Monday, Wednesday, and Friday from 10 AM to 11 AM, with a slight peak at 11 AM compared to the rest of the day.
Instagram has experienced an expansion of optimal timings from Wednesday, 11 AM, and Friday, 10 AM to 11 AM, to a busier schedule throughout the week. During the pandemic, the following days were marked as the best times for posting: Monday, Tuesday, and Friday at 11 AM and Tuesday at 2 PM.
LinkedIn has shown a slighter difference in activities before and during the pandemic compared to the first two platforms. The best times for posting on LinkedIn are Wednesday at 3 PM, Thursday between 9 AM and 10 AM, and Friday from 11 AM to 12 noon.
How Small Businesses Tried to Survive the Digital Transformation
The COVID-19 pandemic has forced businesses, especially small ones, to adapt quickly to a rapidly changing digital landscape. With physical stores closing and traditional marketing channels becoming less effective, small businesses had to embrace digital transformation to stay afloat. Many turned to social media and online platforms to maintain visibility and connect with their audience. In this digital pivot, the role of digital marketing agencies became crucial. It provided expertise in optimizing online presence, managing social media campaigns, and navigating the complexities of digital advertising during a tumultuous period.
NUMBERS DON’T LIE: AD SPENT REVIEW
In Social Bakers’ report, “COVID-19 Is Changing Behaviour on Social Media for Both Brands and Users,” worldwide ad spending increased by 32.3%, while Facebook cost-per-click rose to 10% only in the first three weeks of April 2020.
While the overall reach for Facebook page brands went down in mid-March, brands that allocated a budget for their posts and took advantage of the lower ad cost experienced higher page reach from mid-March to mid-April.
Lower ad costs during the same period were observed to be caused by lower CPCs in brands overall, pushing Facebook to advertise cheaper. However, as the pandemic put a heavy toll on finances across all industries, it is evident that brands spent lower regardless of more affordable costs. The accommodation industry, for example, spent 23.5% less on its ad spend in the last two months.
On the brighter side, a more recent report from Socialbakers has seen an increase in KPIs as we enter a new phase of the pandemic. The growth in digital was felt across regions, and data suggest that it will bounce back once the coronavirus is under control. Indeed, there is a light at the end of the tunnel for social media marketers and small businesses.
A PEEK INTO THE POST-PANDEMIC WORLD
The normal is when social media agencies can plan content a few months in advance. But the digital industry has proven that we can be flexible when faced with challenges, even the ones that force us to stay under our roofs for months with no certainty when.
COVID-19 taught us to rethink ways of reaching out to our audience, and we are consistently advised to practise social distancing until we slowly get back to business as usual. Most brands have gone digital, and so have their customers. With more companies joining the pandemic social media trends, we assume that metrics will improve soon, and they will be equipped with ample learning to face the next curveball the pandemic throws their way.