optimization vs scheduling 2
March 28, 2018 Blog, Facebook, Twitter

Optimize Your Posts to Earn Attention

Every publisher on social media (whether a media company, brand, retailer or even an individual) is competing for attention against every other post and topic that appears in their audience’s timeline. People are much more apt to pay attention and take a desired action — whether a click, RT, like, share, mention, reply or follow — if the posts that they see are useful, relevant or interesting at the moment they are paying attention.

Optimizing means you don’t have to guess when the best time to deliver your message is or how often. SocialFlow’s optimization uses predictive analytics and A.I. to ensure content is published at the best time for increased engagement. Algorithms analyze user behavior and then optimize each post based on real-time data. Data shows that people tend to schedule social media content on even time increments (e.g., 9 am, 9:15 am, 9:30 am) however that doesn’t account for your actual audience’s behavior – they aren’t as uniform with their social activity. On average, optimization outperforms scheduling in clicks, retweets and favorites on all types of content as noted in the chart below.

Here are three use cases of how and when content is posted. On every metric, the data-driven optimization performed better. Still don’t believe us? Check out the data for yourself below or learn more about these charts here.

The dots higher up on the chart show the most engagement. Of the high performing posts, more come from optimized posts than scheduled posts:

 

The ratio of Facebook comments to shares is more than 2x for optimized posts than for scheduled posts:

AUTOMATE AND OPTIMIZE YOUR PUBLISHING

SocialFlow allows you to distribute your content with less effort, giving you more time to focus on strategy and content creation. Our algorithms are constantly updated to prioritize content that we predict will create meaningful interactions, which social media platforms use as a standard for their news feeds.

Optimization Best Practices

  • Make optimization your default strategy. Through optimization, your posts are published at the exact minute most of your followers are on at that moment and have the highest chance of seeing your content on each respective social media platform.
  • What’s your weekend approach? Optimize weekend posts! It’s nothing new that engagement slightly decreases during the weekends, however, because of this many publishers and media content post less content. This allows a decrease in competition and content, overall, and gives you a chance to capture the weekend audience your competitors normally wouldn’t.
  • Optimize your recycled posts. Because of algorithms, only a small percentage of your audience sees your content at any given time. By optimizing recycled content, your content posts at different times and days, your reach significantly increases resulting in higher engagement.

    SocialFlow Optimization Pro-Tip

Written by Alexis Bogobowicz