If social media as a whole is a clever blend of art and science, scheduling social media posts belongs to the latter and matters more than we think. Stop fiddling about your social media posts today and learn how to gain traction and attract new followers to your social media profile. Just like baking pastries, measure up your social media ingredients with accuracy or it might end up being a flop!

Scheduling your social media posts should be the very last step of the implementation of your social media strategy. Ideally, you might want to ask yourself what content (copy, tone of voice, imagery) you want to publish, on which social media channels (who is your audience) and how often. This is where a editorial calendar comes in handy. At Pace Creative, we excel at crafting compelling social media strategy and editorial calendar, and actually do so monthly for some of our clients including FirstMate, Top to Toe Wellness, CreativeCareer.ca as well as the agency’s own social media channels.


1. When is a good time to post?

Each social media channel is being used in a very particular way and the rule of thumb is to post when your audience is online. Something to keep in mind is that we’re all creatures of habit, being consistent when posting to your social media, meaning publishing the same type of content at regular intervals, is key to creating a relationship with your followers. We know it seems like it’s a lot of work and in a way, it is! But there are wonderful (and free) scheduling tools that can make your life 100% easier. We’ll share our favorites with you later on, keep reading!

So, how do you know when your audience is online? Researchers have revealed the best windows to take advantage of, and it’s definitely a good way to start. But constant evaluation of your social media performances should help you refine your timing. On certain social media platforms like Instagram, the insights section will give you hints to when your followers are connected too.

Facebook: The best times to post on Facebook are Wednesdays at noon and 2pm, or Thursdays at 1 and 2pm. Any weekday between 10am and 3pm is a great time to post, but note that weekends have less engagement.

Twitter:  Twitter’s best time to post is on Fridays between 9am and 10am. Any weekday between 10am and noon is a safe bet. Avoid Sunday mornings as they receive the least interaction.

Instagram: The best times to post on Instagram are between Tuesday and Friday from 9am to 6pm, with the least interactions on Sundays.

LinkedIn: The best time to post on LinkedIn is on Wednesdays from 3 to 5pm, but the worst days to post are between Friday and Monday.

Key takeaways:

  • Adapt post scheduling time to each social media platform.
  • Learn from your audience: when is it online and which times best work for your content?
  • Keep experimenting by slightly changing your scheduling time and see if you’re gaining more views and engagement.
  • When scheduling your social media posts with an automation tool, make sure you’re posting in your audience’s time zone!


2. How often should you post?

Unfortunately, there isn’t one simple answer for this question. Depending on who you are, which products or services you’re offering, or what time of year it is, frequency can vary from one every two hours (check out IG fashion queen Chiara Ferragni) to one every other day (check out Pace Creative Group social media channels). If something special is happening in your industry (think tradeshows, events, product launches), increasing your social media posts frequency is a great idea as people are willing to get more (during fashion weeks or the Festival de Cannes which she attended, Chiara Ferragni was constantly updating her IG stories + IG feed).

Creating captivating social media content takes time and effort. The more you want to post, the more resources it will require. How big is your marketing budget and how many hours in the week are you willing to dedicate to your social media accounts? These criteria might help you get a better understanding on which frequency is manageable for your business. Keep in mind, consistency should be written bold in your social media strategy. Posting 7 times a day during a week and then nothing for the next couple of months won’t get you anywhere.

At Pace Creative, we like posting 3 to 5 times a week on Twitter, Facebook and Linkedin where our audience hangs out. Over time, it has proven to work both for our followers and our internal team dedicated (but not only) to our social media channels.

Key takeaways:

  • When writing your social media strategy, assess what you can achieve in terms of content creation. Remember that you don’t have to create everything yourself – user generated content or already existing content can do the trick, as long as it is aligned with your business and industry.
  • Once you’ve chosen a frequency, stick to it. It’s better to start slow and steady than being too greedy and being forced to quit.


3. Best automation tool to make your social media manager life easier

We’re not getting any commission for recommending these tools, we’re just sharing what’s best on the market and what we use every single day at Pace Creative Group!

You may have already heard of it, but Hootsuite (https://hootsuite.com) is the go-to software to schedule your posts on all social media channels. The free version includes up to 3 social profiles and enables to schedule up to 30 posts at once. Once you’ve created your editorial calendar, it’s very easy to copy/paste the content into Hootsuite and let the software do the work for you.

If your business is focused on Instagram, we recommend using Later https://later.com/ as it offers tons of options for Instagram Marketing such as a visual content calendar, hashtags lists or shoppable Instagram feed options.

Key takeaways:

  • Use an automation tool…
  • Or, give us a call – we can do it for you!


4. The crucial role of an editorial calendar

When it comes to developing a strong social media presence, there’s nothing like having the big picture of what you’re going to put out there. An editorial calendar is nothing more than a calendar to help you plan when and what you’ll be publishing on your social media channels. The drop by drop works too but you might not be able to notice if you’re advertising your business too often, if your message is consistent or if you’re offering content variety. We’re strong believers of the 80/20 rule: 80% informative/entertaining content – 20% promotional/advertising content. For your editorial calendar, an excel sheet with the social media channels on one line and the days in a column will do. You don’t need anything fancy here!


5. Analyze your work

Each brand is unique and so are your customers. Learn what kind of content your audience like and when your customers are online. Lots of likes and engagement as a whole is a good sign that your accounts are thriving and your customers like what you’re posting. Don’t be afraid to test different times and days to see what best work for your business. Make sure to check last month’s blogpost about how to measure content marketing success – we have a whole section dedicated to social media content metrics!

We hope this blogpost was helpful and that you can confidently start scheduling your social media posts. At Pace Creative, we know how to craft content pieces that get read, viewed, commented and shared. We would be more than happy to help you with your social media strategy or content creation itself. To learn more about how we can help you, make sure to get in touch with us!

In the meantime, check us out on Twitter, LinkedIn and Facebook to see what we are up to in terms of content marketing and website design.


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