In late 2018, I listened to a podcast that solidified an observation I made about the state of social media marketing at the time. Facebook had just pulled the lever on a pretty dramatic algorithm shift, presenting a major challenge to businesses who suddenly found themselves hurting for engagement. Michael Stelzner, a leading expert in the industry, said:
“This is a very, very opportunistic time, but also a very, very challenging time, because the things that use to work do not work anymore and the things that even used to work a few months ago don’t work as well anymore.”
Opportunistic. Challenging. A few months. Do not work. Anymore.
I have thought about these words often since that drive. I replay them on occasion to remind myself that not only is change happening constantly in this business, but that change and social media have a connection much deeper than any algorithm can predict. Social media exists in a non-stop, 24/7 cycle. It is always on and always changing. We can never get too comfortable when it comes to strategy.
Fast forward to today, and COVID-19 has impacted our daily lives in almost every way imaginable. Some of us have joined the #WFH tribe, schools have been closed, events have been canceled, and routines have changed. It’s only natural that our social media habits have evolved as well. As business owners, we must adapt or risk spending valuable resources on tactics that simply, as Stelzner said, do not work anymore.
So, what changes are we seeing? How do these changes contribute to a new era of social media for business? Let’s dive into some numbers. (Side note — I’ll cover organic social here. Look for another post on the world of social advertising coming soon!)
Best Times to Post on Social Media
When you post for max engagement, knowing the best times to post on social media is useful. According to a recent analysis by Sprout Social, these magic hours have changed since the COVID pandemic began.
On Facebook, Sprout Social previously found that around 11 a.m. and between 1-2 p.m. were the best times to post, and Wednesday was the peak day (with activity consistently high throughout the week). Now, the best times to post are Monday, Wednesday, and Friday from 10-11 a.m., according to Sprout. Similarly, peak times to post on Instagram expanded. Sprout observed lots of general activity over weekdays and working hours, with Monday, Tuesday, and Friday shaping up to be the best days.
Keep in mind these are averages taken across different industries. Always take time to analyze your own social media insights to be sure you are catering to your unique audience on each platform.
Social Media Message Volume
Overall, the Sprout survey found businesses published fewer posts on Facebook and Instagram during the pandemic compared to the months leading up to it. Not surprisingly, the decrease was sharper in industries that haven’t seen much action lately, including sports, travel, and tourism.
Understandably, many businesses (and individuals) took a temporary step back from social media in order to figure out how to navigate posting during a pandemic. Most of us had to rework content to remain relevant. Many made intentional changes in line with today’s social movements. Going forward, all businesses will need to continue to adapt to the changing circumstances that come with these unprecedented times. I foresee an overall theme of higher sensitivity and human connection among social media users and within the content they post. Wouldn’t that be nice?
How Audiences Engage With Brands
As a bright spot, the Sprout study revealed an increase in incoming engagements by an average of 44 engagements per day and 7.3 engagements per post per day. In other words, if it seemed like you received fewer comments and messages, you’re probably right. On average, brands saw a decrease in these incoming messages of 19 per day across all platforms. In fact, no industry saw an increase in messages overall.
The higher engagement could be attributed to the type of content being shared. Businesses who transitioned to sharing lighthearted, uplifting, relatable content (rather than purely sales-y content), are likely enjoying more engagement. I typically recommend businesses stick to the 80/20 rule: 80% engaging content, 20% promotional content. Even though these are challenging times, being overly promotional could only decrease your engagement and reach.
Now for the Opportunistic Part…
As touched on earlier, businesses are realizing the importance of human relationships. And that’s a good thing. If you think about it, relationships have always been the root of social media. The original goal of social media, when it launched, was to connect people and provide a platform where users can nurture relationships. COVID-19 has helped peel back some of the sales-oriented layers, revealing a better long-term strategy for businesses.
If you’re feeling stuck and are unsure of where to go from here, try giving your social something that has helped many of us get through these days: quality time. I promise the more you put in, the more you’ll get out.
