There are new studies coming out constantly about social media trends, do’s and don’ts, which can make social media marketing hard to grasp at times. Don’t worry though, because when it comes to this you are not alone! Working with hundreds of financial advisors on their social media marketing strategies we realize how difficult it can be to stay on top of each network.
Know the Best Times to Post on Social Media
As a financial advisor, it’s critical that you know the best time to post on social media. Sharing something at just the right time can really make the difference between one click or 10 on your post. Every business’s audience is going to vary but having a better understanding of the possible time frames in the day when you can get more traffic, more engagement, and more followers will making publishing on social media much more effective for your advisory firm.
Let’s dive into each major network and see what studies have found about the best times to post on social media:
Best Times to Post on Facebook
According to Sprout Social’s research from 2020, they found that the best time to post on Facebook is between on Wednesday at 11 a.m. and 1-2 p.m. EST. Additionally, the most consistent engagement time was seen Tuesday through Thursday from 8 a.m. to 3 p.m. EST. The lowest engagement time seemed to be every day either before 7 a.m. or after 5 p.m. To increase shares and clickthrough rates they recommend posting at the following:
Best Times to Post on Twitter
Social Sprout recommends tweeting at 9 a.m. EST on Wednesday and Friday for optimal performance. Safe times for engagement were Monday through Friday, 8 a.m.–4 p.m. In general, across all industries, it seems that many are logging into Twitter in the morning, including on weekends in order to catch up on any news that they may have missed. The lowest engagement periods seem to every day before 4 a.m. and after 10 p.m.
Best Times to Post on LinkedIn
For LinkedIn, Sprout Social found that the best times to post on LinkedIn are Wednesday from 8–10 a.m. and noon, Thursday at 9 a.m. and 1–2 p.m., and Friday at 9 a.m. As far as engagement goes, the best times for that are during the work week, Tuesday through Friday, 8 a.m.–2 p.m. There is the least amount of engagement outside of working hours, every day before 4 a.m. and after 8 p.m.
Best Times to Post on During COVID-19 Pandemic
While the above times were for a time before the COVID-19 pandemic, there has been a change in the days and times that you should be posting on each platform.
Best Times to Post on Facebook during COVID-19
At the moment, the best times to post on Facebook are Monday, Wednesday and Friday from 10–11 a.m. EST. Every day at 11 a.m. has a slight peak compared to the rest of the day.
Best Times to Post on Twitter during COVID-19
As far as Twitter goes during the pandemic, the current best time to post on Twitter is Friday from 7–9 a.m. EST with the peak of the activity at 9 a.m.
Best Times to Post on LinkedIn during COVID-19
When it comes to LinkedIn, the current best times to post are on Wednesday at 3 p.m, Thursday at 9–10 a.m. and Friday from 11 a.m.-noon. Weekday engagement starts and ends a bit later now, with activity beginning at 8 a.m. rather than 7 a.m. and ending around 4 p.m. rather than 3 p.m.
Adjusting Posting Times for Your Prospects & Clients
The above are only general guidelines for posting to popular social media channels like Facebook, Twitter, and LinkedIn. However, every business’s audience is going to vary so it’s important to also take into account your page analytics to get a more accurate handle on when you should be posting to social media for the most engagement.
Here are a few ways you can figure out the best posting times for your prospects and clients based on analytics:
1. Google Analytics
Google Analytics is constantly improving its platform, so it’s obviously a great idea to integrate something into your company that you know is only going to continue to get better. As a financial advisor, we don’t have to tell you that numbers are important. You may already know that Google Analytics is an amazing (and free!) tool to gather data about your website but did you know you can also pull social media analytics from it too? It’s true!
Once logged into your Google Analytics account navigate on the left to Acquisition > Social > Network Referrals to see which channels are resulting in sessions on your website. From there you can even see which URLs were clicked on your social networks that drove traffic to your website.
2. Native Analytics
Most of the major social media networks now also offer their own native analytics tools. Meaning, you can access analytics for those respective platforms by logging in and clicking on the “Insights” or “Analytics” sections.
Facebook: Once you have logged into your Facebook Business page you can easily add many different analytics. Here you have the ability to adjust your timeframe and get data on page views, likes, reach, reactions (comments, post likes, and shares), and more!
Twitter: Twitter has come a long way in terms of analytics and offers very robust data for your Twitter profile.
Once logged into your account, click your avatar to the right and choose “Analytics” from the drop-down. Your account home page is what you’ll see first and will include a snapshot summary of the past 28 days. If you keep scrolling down, then your company’s month-to-month analytics will populate.
Within Twitter analytics, you can view all tweet activity including engagement rate, link clicks, retweets, likes, and more. What’s even more interesting is the data Twitter aggregates about your audience. This is a really great analytics category for financial advisors to pay attention to especially because you can glean information about your audience’s interests, lifestyle, demographics and even their household income.
LinkedIn: LinkedIn has also come a long way over the years with enhancing their analytics offerings to companies. Once logged in, simply navigate to your company page and choose “Analytics” from the top banner.
From there, you can pull data pertaining to your LinkedIn company followers, page visitors and updates. We hope that all these tips can help your company to be effective on social media and continue to drive traffic to your advisor site!
Ready to Get More Legs Out of your Social Posts?
At the end of the day, it’s all about driving traffic to your advisor website, and when you have a strong social media strategy, you can do just that. You work hard to create strong social posts, so you want to make sure that the highest number of people sees these posts, so paying attention to when you should be posting is crucial.
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.