The 2pm time slot is the best time slot, but not for the reason we were told it was.Įssentially, the big crime being committed here is assuming that Post B and Post A are of the same quality. We can see that the 2pm time slot had a higher 'Reach' than the 1pm time slot. This is why 'Reach' is surely a better metric to use than total engagements. If we had posted Post A at 2pm, it may have performed far better in this time slot than Post B. But Post B had double the reach? It actually performed far worse than Post A when we take into account how many people saw the post and engaged with it. If we take the sproutsocial approach, in the data given above this means that Post B outperformed Post A. So Post A has received two fewer engagements than Post B. This is easier to explain with a small example: So the best times to post have been calculated by total engagements. That's the first place you should start.Ĭrime 2: Using 'engagements' as the metric to measure success. It just doesn't make sense, Instagram happily shows you the exact time/day when your followers are active. No two accounts will ever have the exact same set of followers (realistically), so while it is very likely that your followers' 'Most Active Times' will be similar to someone else's, you should never be basing your decisions on someone else's data. This means that the averages they are using are completely detached from the actual reality of how Instagram works. So let's breakdown why these blog posts are pure garbage:Ĭrime 1: Treating 20,000 accounts worth of data as one homogenous block That blog post actually references all of it's data from this by sproutsocial. "Monday, Tuesday, and Friday at 11am and Tuesday at 2pm are now the best time to post on Instagram."Īnd it's not mind blowing because it's amazing that we have solved the question, but because it's ridiculous that such nonsense analysis is being pushed as fact. It blows my mind that when you google 'when is the best time to post on instagram?', you get a series of blog posts that tell you exactly when to post down to the hour depending on the day.
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