The time you will post to Instagram is crucial to the performance of the publication. Ignoring this can weaken your contact with the audience, as they are not present, and your post will get lost among other posts that pop up all the time. That way, your chances of selling will decrease quickly – and with force.
In the video below, Ana Clara Magalhães, Content Manager at Ecommerce in Practice, talks about the subject. Check it out.
For this reason, you must pay attention to the publication time. It’s no use posting at 11 am if your audience isn’t present right now… And, in this article, I’ll teach you exactly why.
But before that, let me tell you a little bit about what posting times have to do with your business sales.
What is the relationship between sale and posting time?
Instagram can be fantastic for your business.
In 2018, a survey by the Cloud Shop showed that 70% of sales made last year by social media were through Instagram.
This result is not without reason: the platform has grown exponentially around the world. In Brazil, it’s no different – there are already more than 100 million active users on the network here.
With so many people accessing Instagram daily, it’s clear that brands have caught on.
Today, even Instagram facilitates commercial transactions. Instagram Shopping (Instagram’s little store) with its own checkout is a big step towards making the environment more friendly and effective for sellers.
But to get good results on this social network, you need to pay attention to the content you’re posting and the engagement level of your audience.
Instagram is not a virtual store per se. It is an entertainment and relationship network, a visual space where people look for tips, information and exchanges.
That’s a fact. This is the social network where 15 times more interactions occur than any other.
And the result of these interactions is recurring sales.
The truth is that there is no competition for whoever involves the audience.
It works like this:
- You publish valuable content to your audience;
- She reciprocates with likes, comments, directs and nominations;
- Gradually, she comes to trust you and your brand;
- When a person decides to buy a product, yours comes to mind immediately.
- You sell more!
Only that you can only engage your audience if they see the things you post.
That’s why you should keep in mind the best time to post to Instagram.
Why post on time?
To To answer this question, we need to understand the Instagram Algorithm.
There was a time when the contents that people saw in the timeline of this social network appeared in chronological order.
In other words, if you posted at 11 am, the person could go down the timeline and they would find your post, even if other people posted later.
Of course, halfway through, someone might give up and their publication would be lost. Therefore, brands and influencers used the technique of posting as many images as possible, sometimes every 3 hours, so as not to run the risk of being ignored.
Did this strategy work? Yes. But the volume of posts was very high.
Nowadays, you no longer need to bet on such a large volume.
The Instagram Algorithm has changed.
So instead of doing multiple posts in one day to make sure people will see you, you can only post 1 image or video.
The problem is that there is no guarantee that everyone who follows you will see this content.
That’s because one of the most important rules of the algorithm revolves around engagement with the publication.
In other words: first the content appears to those people who interact most with your profile and the things you post.
If they get involved with the new post (involvement: like, comment, save, share…) during the first few hours, then Instagram will show the content to more people and so on.
If they don’t have any kind of action related to that post, then, little by little, the content “dies”. Thus, it is left out and no longer appears to anyone in the timeline.
This sucks not only for you, who wasted time and money thinking about publishing, but also for your brand profile.
A profile whose posts do not generate engagement gets forgotten and delivers fewer and fewer results.
But take it easy, because there is an effective technique to make the algorithm work in your favor…
And this technique is all about the best time to post to Instagram.
After all, knowing the best time to post, you can reach people the moment they are on the platform. The consequence of this is more people seeing what you’ve posted and, consequently, more people interacting.
What are the best times according to the polls?
Each business needs to have a different time, after all, each one has a specific persona.
Even so, some companies run tests to identify which times in general are better meeting people’s expectations.
According to a survey by Sprout Social, based on Instagram’s global users, the best times are:
- Wednesday 11am and Friday 10am-11am
- Wednesday is the best day to post on Instagram
- Tuesday to Friday, from 10am to 3pm who will probably have a good engagement
- Sunday gets the lowest amount of engagement on Instagram
- The least amount of engagement occurs during the night, from 11 pm to 3 am.
There’s another survey, from this one once performed by Later, it had slightly different results:
- Monday – 6 am, 10 am and 10 pm
- Tuesday – 2 am, 4 am and 9 am
- Wednesday – 7 am, 8 am and 11 pm
- Thursday – 9am, 12pm and 7pm
- Friday – 5am, 1pm and 3pm
- Saturday – 11am, 7pm and 8pm
- Sunday – 7am, 8am and 4pm
The reality is that each survey will have different results, because people’s behavior is constantly changing.
But make no mistake…
As much as these times can serve as a basis, the only way to know what the right times are for YOU is to analyze your own business.
As each business has a different purpose, each must have its own schedule.
So don’t fall for this one of just following surveys.
There are better ways to find out what is YOUR best posting time…
Let me show you:
Criteria to understand the best time to post
As I said before, the first few hours are crucial for the good delivery of the algorithm.
So your goal is to make as many people see what you have to say as you post.
Let’s say you have a clothing store and your persona is a working woman. If you post at dawn, when everyone else is asleep, or during business hours when no one can browse Instagram, your likes will certainly be few.
In the same way, it’s no use posting at 4 pm if no one is there to follow up.
You need to use Instagram at the best times.
And there are some essential criteria when it comes to understanding what time it is.
1 – Know your persona
A your persona will define the best time for you to post on Instagram.
Keep in mind who she is and think about when she will be able to access the content you generate on Instagram.
For example: Let’s say your persona is a teenager who goes to school. If you only post in the morning when he is studying, he may not be able to see your content.
Now, if you post at the end of the afternoon or at night, when he is already home, the possibility of him interacting will be greater.
If you don’t know your customers, you have no way of knowing what their social media behaviors are. So the chances of you getting it wrong are huge….
And then you know: wasted time and money for nothing.
That way, put yourself in your persona’s shoes and understand how she uses social media.
2 – Beware of business hours
If you’ve just opened your Instagram account, your metrics are still pretty cool. So understanding the persona is your best shot.
Even so, there is an important tip: when in doubt, avoid business hours (8am to 6pm in Brazil).
This is the time when people are working, they are focused on something else.
In some cases, however, it may be interesting to post between 11am and 2pm, which is lunch time. In their free time, some people tend to run to their cell phones to find a distraction.
But pay attention, because it depends a lot on your persona.
3 – Know where your audience is
Do you know which regions you speak to? Geographic information can be valuable when making Instagram posts.
In addition to cultural characteristics, which may interfere with the content you post, there are 4 time zones in Brazil.
In Rio Branco, for example, the potential client will see your post within 3 hours of a person in Fernando de Noronha.
If your page serves another country, this relationship is even stronger.
So, identify where most of your clientele are.
To get the information, you can use Instagram Business.
4 – Use Instagram for Business
Some people don’t know, but Instagram offers a totally free analytics tool.
With it you can have access to many metrics that will guide your strategies.
You can see range, views, age range, location, the days people are most active, and of course which time has the most interaction.
And this is NOT a global average, it is not an estimate.
This is accurate data.
Fortunately, you get this data by accessing your business profile settings.
How to access Instagram for Business?
To access the information, follow these steps:
- Go to your feed (your profile page)
- Click on the button at the top right (there are three horizontal lines)
- Click on “Information ”
- Then, click on “public” and scroll to the end
- In the “followers” part, you will have access to the days of the week that give the highest results and the times.
- Select “Hour” and note the information.
That way, you can know the exact time when your audience is active on Instagram!
5 – Do your own tests
As much as Instagram for Business is a great target, you’re unlikely to arrive at accurate decisions just with automatic ratings.
We mustn’t forget that we’re dealing with people, not robots.
Your customers may forget about your page, disengage for emotional reasons…
That’s because their behavior always changes.
A great way to track this and deal with this issue is to run tests to understand what time is best adhered to.
To do this, there are no great mysteries. The famous A/B test can be excellent.
For example: Make the same post on different days and times between 3 to 5 times.
Post a photo at 11:00. Allow 24h to pass and note how many likes and comments you had.
The next day, make the exact same post at another time you wanted to post. Oh, just don’t forget to delete the post you made the day before. After all, it doesn’t make sense to have multiple posts the same in your feed.
These tests can be quite time-consuming, taking weeks and even months, but it can answer a lot of questions and set a good time for you.
They are great for finding the answers and solving your doubts. When you feel that your persona is changing its behavior, don’t hesitate to take these tests.
6 – Use other apps
There are several apps that work like Instagram for Business and can give you necessary metrics.
One of the most famous is UNUM , available for both android and iOS.
It has the “best time to post” feature. With it, you can see what times the engagement peak during the week.
So it can be another review that will help you decide the best time to post.
In addition, these external apps can also give you tips and insights from posts that generate more engagement. This is an interesting metric to track.
After all, as engagement is so important, posting good content will make all the difference for you.
Why bet on good content?
One thing you should keep in mind is that the peak posting strategy will only work if your content involves people. If you post anything that doesn’t appeal to the audience, your effort is useless… It won’t generate engagement.
And consequently, your post is not going anywhere.
Did you notice how everything is interconnected when working with Instagram in your business?
There are many other aspects that can influence people’s engagement with your brand. Bio, description, placement, stories, ads… all of this directly impacts the delivery that your profile will generate.
In other words: it impacts your sales.
But you can’t tell everything in one article.
So we created another article called How to Sell On Instagram.
In it, you will understand in detail about all these important strategies and insights to engage people and sell to them on this social network.
Check it out here and get closer to Instagram success: