“These days, it feels like everyone is on social media. But make no mistake, not everyone is on every channel.”
As marketers, it’s important to know your audience’s favorite social channels. For instance, if you’re selling retirement homes, it’s safe to forgo Snapchat, where only 3.7% of users are over 50.
Social Media Channel Gaining Most Steam in 2023
According to SimilarWeb, the Instagram app has over 78 million monthly active users, making it one of the most popular apps today.And Instagram is expected to see more growth. Our survey results show that 52% of marketers plan to increase their investment in the platform in 2023. We also found that 29% of social media marketers plan to invest the most in Instagram over any other platform. Marketers’ affinity for Instagram makes sense, considering marketers in a Hubspot survey said the app yields the highest ROI and engagement compared to other social media platforms.
Another reason for Instagram’s popularity among marketers is that the platform is leading the charge in leveraging the social selling trend. Instagram has the most developed in-app selling tools of any platform. Our survey shows that 80% of marketers believe consumers will buy products via social media apps more often than from a brand’s website. Marketers aren’t the only ones using the platform.
Although Gen-Z visits TikTok the most, they rank Instagram as their favourite social media app — as do Millennials.
When is the best time to post on social media?
While social media platforms will continue to fall in and out of favor with consumers and marketers, one thing remains constant — timing is everything. No matter which platform you choose to invest in, it’s critical to know the best time to post to boost your brand’s visibility.
In their Social Media Marketing report, Hubspot asked over 300 social media marketers if their company used a social media schedule or calendar when posting content, 72% of marketers said yes. Tools can effectively help marketers craft and execute the right social media scheduling strategy; however, knowing when to post will help boost engagement. For example, social media marketers working in Eastern Standard Time reported 6-9 p.m. as the best time to post. On the other hand, marketers in Pacific Standard Time said 3-6 p.m. yielded the best results.
However, the best time to post depends on your audience and when they are the most active on social media. With that said, here is a quick breakdown of what marketers say is the best time to post on each platform:
Facebook: 6-9 p.m., 3-6 p.m., and 9-12 p.m.
YouTube: 6-9 p.m., 3-6 p.m., and 12-3 p.m.
Twitter: 6-9 p.m., 3-6 p.m., and 12-3 p.m.
Instagram: 6-9 p.m., 3-6 p.m., and 9-12 p.m.
LinkedIn: 6-9 p.m., 3-6 p.m., and 12-3 p.m.
TikTok: 6-9 p.m., 3-6 p.m., and 12-3 p.m.
Additionally, marketers say Friday, Saturday, and Sunday are the best days to post across social media platforms.
Original source: Hubspot
