As most of us know, social media dominates the digital marketing world. To get your business out there, you are probably present on at least two social media platforms, if not more. With content competition continuing to grow and evolve, so must your social media marketing strategies. Not only is social media marketing a full-time job for many companies, it is often the backbone of any marketing campaign.
As a social media manager, how do you keep up with posting to all these different platforms? What if you have multiple clients who need posts uploaded on different platforms on different days? Do you have to keep up with posting during peak hours for SEO purposes? If your brain feels like it is going to explode, fear not! We have gathered a list of eight must-read articles on social media scheduling to save you time and energy.
An article written by Ann Smarty of Lifehack.org, this article provides a friendly, casual guide to social media scheduling. Not only does she list general tips, but also provides a list of popular social media scheduling tools and software. Pros and cons are included for each software mentioned so you can see what will work best for your business.
Here are just some of the tools listed in the article:
- Hootsuite: perhaps the most popular scheduling software around. Hootsuite works for Facebook, Twitter and Linkedin and allows for multiple account options. It also tracks analytic data for all your accounts and logs hashtags for easy access.
- LaterBro: LaterBro is compatible with Facebook and Twitter, and allows you to schedule for multiple accounts. It is a very basic and easy-to-use software, which is great for some and limiting for others.
- Timely: If Twitter is your main squeeze for posting content, then Timely is for you! Set how many tweets you want to go out each day and Timely figures out your peak posting times. This allows for the most engagement possible.
The only drawback from this article is that there is no mention of Instagram compatibility in any of these tools, which is crucial for so many businesses.
Start the New Year off right with this informative article by Maddy Osman of Fanbooster. Her article explains the best tools available to schedule your Instagram posts. Why is Instagram so crucial for businesses? According to the article, over 75 percent of American based businesses were projected to be active on Instagram by the end of 2020. That’s a huge percentage!
With so many businesses joining the platform, competition is higher than ever. How do you get your content to stand out? Scheduling your posts, of course! Not only does it save you time, but it also allows you to know your peak posting times. Let’s dive into some highlights from the article.
Before choosing which scheduling tool works best for you, it is best to finalize your brand aesthetic. Brand consistency is HUGE on Instagram, making it essential to have high-quality photos, graphics and videos. It is also vital to know your audience. Who am I marketing to? What types of content do they prefer?
Along with your design, your copy needs to be top-notch too. Users tend to scroll quickly through Instagram, so engage them right away so they read your post fully. Once you have all of that figured out, it is time to look at schedulers. Here are a few outlined in the article:
- Fanbooster: Fanbooster is compatible with almost every social media platform out there, even new ones like TikTok. Fanbooster is a full-scale management software for online marketers. Unlike many scheduler programs, Fanbooster also offers a mobile app for mobile-based marketers.
- Sprout Social: Sprout is similar to Fanbooster and is ideal for larger companies based on their price points. It offers direct editing and posting, analytics and several automation features.
- Later: Later is the perfect scheduling tool for creatives, bloggers and influencers. Not only do they offer direct posting, but they also allow you to visually plan out your Instagram grid view before posting.
This article from Brent Barnhart of Sprout Social is also a great resource list for you to find the perfect scheduling tool for your business. Sprout Social is a leader in the online marketing world. In the article, eight different tools are explained in detail so you know exactly which one to choose. Here are some programs mentioned in the article:
- CoSchedule: a great tool for small businesses and individuals, CoSchedule allows for easy social media posting as well as other content like blogs. If you use WordPress, CoSchedule is compatible with your site for easy use.
- Feedly: Feedly is a little different from other media schedulers, as it helps you curate content too. Don’t stress about doing content research, just put in some information about your business and industry and Feedly curates relevant content for you.
- Airtable: If your team is working on multiple projects at once, Airtable is a great resource for everyone to stay organized. Not only can you schedule posts across multiple platforms, but you can organize your content and promotions with ease.
By now you are probably overwhelmed with all the tools and programs available for social media scheduling. But how do you make a schedule? This article from Hootsuite walks you through the process of creating a schedule with an easy, 5-step guide. Here are some highlights:
- Start with an audit: Before creating a schedule, conduct an audit of all your social accounts. Have full knowledge of your audience, goals, engagements and followers.
- Social listening: See what your competitors are posting to get an idea of what your industry trends are.
- Decide how often you want to post: Depending on your business, you may be fine with posting two-three times a week. In some cases, however, the daily posting is necessary.
- Peak times: Each social media platform has peak days and times where more users are online. Framing your posts around these peak times is essential.
- Find a balance: Posting the same kind of content is boring and seems spammy in some cases. Mix up your content by balancing things like promotions, personal content and collaborations.
As mentioned above, knowing the best times to post on social media is a crucial aspect of scheduling your posts. Luckily, this article from Sprout Social highlights peak posting times for each popular platform based on data from 2020. COVID-19 has changed many trends in social media, but we’ll get to that shortly.
- Facebook: the best times to post are Wednesday from 11 am-2 pm. However, most days are safe for posting except Sundays.
- Instagram: peak posting times are Wednesday and Friday between 10 am- 11 am. Like Facebook, the only day to avoid posting on is Sunday.
- Twitter: Wednesday and Friday are also the best days to post for Twitter, with peak times being between 9 am- 11 am. Saturdays are the worst days for Twitter engagement.
- Linkedin: Wednesday and Thursday are the best days for Linkedin, with peak times being between before and after lunch hour (12 pm- 1 pm). Avoid posting to Linkedin on Sundays.
In addition to these statistics, the article breaks down engagement and peak posting times based on what industry your business is in. How great is that?
Another great article from Sprout Social highlights the importance of COVID-19’s impact on social engagement. While these changes are not permanent, the pandemic has caused many businesses to change their marketing strategies. They go through all platforms listed in the article above and update any changes to their peak posting times. Here are some highlights:
- Facebook: data is now showing an overall increase in engagement during all weekdays, with a dropoff around 5 pm each day.
- Instagram: Monday, Tuesday and Friday are now the best days to post on Instagram, with peak times being between 11 am- 2 pm.
- Twitter: Twitter’s engagement has stayed consistent despite the pandemic, with the only major change being more engagement on Fridays.
- Linkedin: With so many businesses doing remote/online work, Linkedin’s engagement has stayed relatively the same.
So, you have your social media calendar planned out for the month with your favorite scheduling tool. But, social media marketing is more than just posting. Making your content shareable and easy to engage with is perhaps just as crucial. This article from Hootsuite dives into how to integrate social media into other aspects of your business.
While social media is key, it is not the only way to share your content. On top of that, integration is essential to gain more followers and unique user engagement. Here are some strategies recommended in the article:
- Add sharing links to your blog posts: Allow readers to share your posts on their social media. Not only is this free advertising for you, but it also helps boost website traffic.
- Add your social feed to your website: Show off your amazing content on your website so even those without social media can see it. Luckily, most website platforms have ways of adding your feed onto a page.
- Showcase your content in email campaigns: If you want to boost your follower count, write a blurb about your social media in your next email campaign. Social sharing links can be added too.
Last but certainly not least, an article from us! Our recent article on scheduling highlights the best and worst parts of using social media scheduling. While social media scheduling is great for time management and accountability, there are some challenges too. Here are some challenges highlighted in the article:
- Quantity over quality: scheduling may take the necessary time away from engaging with your followers and researching relevant content.
- Quality across all platforms: when posting on multiple platforms, it can be difficult to personalize each post to match the tone of each platform.
Social media marketing is no easy job. It takes a lot of time and effort even before you start scheduling. Luckily, we are here to help. Contact us at OmniSocial Engine today and let us create top-notch content for all your platforms.