The numbers come from Yesmail’s “Using Digital Market Intelligence to Drive Multi-Channel Success” report. It’s packed with all kinds of valuable tidbits, but today we’re going to look at the results related to time and day. Why? Because these are the easiest areas to fix.
Yesmail came to their numbers by analyzing the marketing campaigns of top retailers such as The Gap, J Crew, The Limited, and Old Navy.
Before we go further, let’s take note of the fact that all of the retailers in the study sell clothes. That may or may not be significant, but I do wish that the data had included a wide variety of retailers.
They compared the start date of various social media campaigns with the engagement level and here’s what they found:
- Facebook campaigns achieve the highest level of activity on Tuesdays, yet that day is fourth in terms of when campaigns are deployed.
- Twitter campaigns generally take place on Friday, which is the least engaging day in terms of retweets.
- Most interaction on YouTube occurs on Monday, but it is the least utilized weekday for campaigns.
Graphically, it looks like this. The outline of the box is deployment, the green shading is engagement.
What is it about Tuesday? Monday’s are too crazed, I guess. On Friday you’re just thinking about the weekend, so no help there. And Thursday is a total bomb, but look at all the campaigns running late in the week.
Now, here’s where I jump in with another caveat. Depending on your audience, your mileage may vary. If you’re trying to reach teens, Tuesday probably isn’t the best day, but it’s probably great for moms.
Once you have your day, it’s time to pick your time, and Yesmail has data on that, too.
- Facebook campaigns reached the highest level of interaction between 10 p.m. and 12 a.m. EST, yet this timeslot was the least utilized by marketers. Instead, the most popular time to deploy campaigns was 11a.m.-1p.m. EST.
- More than 84 percent of Twitter campaigns occurred within regular work hours of 9 a.m.-7 p.m. EST, even though 5 a.m.-8 a.m. EST is the timeframe with the highest level of customer engagement.
- Marketers ignore more than half of the day when it comes to running YouTube campaigns.
- A mere 3 percent of emails are sent after 6 p.m. EST, yet it is a fairly consistently utilized timeslot for social campaigns.
In addition, Yesmail (an email company) found that sending out an email prior to the start of a social media campaign significantly increased engagement.
They also found that video was highly effective on Facebook, but only a small percentage of campaigns use it.
Overall, this study from Yesmail shows that we’re all running our social media campaigns on the wrong day, at the wrong time and with the wrong kind of content. Welcome to Monday. Can you have that new campaign ready to go tomorrow?