Users are spending more and more time on social networks like Facebook, but when exactly are Facebook users most active?
Vitrue, a social media management company, released a study that determines the specific times users are most active on Facebook’s channels. In this study, Virtue analyzed data posted on Facebook from 10 August 2007 to 10 October 2010, with more than 1500 brands (Fanpage-Business pages), 1.64 million posts and 7.56 million comments. Shares and “likes” were not included in the study.
Here are some remarkable stats
● The three biggest usage spikes tend to occur on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET.
● The biggest spike occurs at 3:00 p.m. ET on weekdays.
● Weekday usage is pretty steady, however Wednesday at 3:00 pm ET is consistently the busiest period.
● Fans are less active on Sunday compared to all other days of the week.
Morning posts are more effective
Although most of the posts and comments appear around 3pm, the morning posts tend to be better in performance than the afternoon ones.
Vitrue’s data shows that brands’ morning posts are 37.5% more effective in attracting the users than afternoon posts.
Additionally, the top of the hour (:0 to :15 minutes) and the second half of the hour (:30 to :45 minutes) tend to see more interaction than other parts of the hour..
This makes sense if you notice how meetings and breaks are scheduled. A quick check on Facebook before a meeting or a work is more likely to occur at the top of each hour or the end an hour.
Why this matters?
Ultimately, the target of brands on Facebook is to attract their customers or potential customers and promote a message. Last month, Mashable looked at a study to understand how users interact with brands on Facebook.
In that article, Adam Ostrow of Mashable noted “65% of Facebook users log in when they are not at work or school, usually in the early morning or the late afternoon. This means if you advertise on social networks in the office hours, you will be missing out on connections with consumers at the time they are able to go online.”
Findings of Vitrue match that sentiment. Knowing when the users are engaging and interacting with your campaign’s ad site is important to transfer the advertising message effectively.
To clarify the matter, this data is going to change as the users’ patterns change. There is more to know when users are active to designate a publishing schedule. After all, if all companies post ads at the same time, the user will be confused and every effort to transfer messages to the users will disappear.
Therefore, tracking user’s habit is an important part of communication between brands and users.
Kim Ngan – By Mashable