Seize Success With Weekend Social Posts
Weekends are great. They’re a time for us to relax, spend time with friends/family, and forget about work. They’re also when many turn to social media to fill their time and see what’s happening in their online communities. While the weekends mean more people are looking online, few brands are taking advantage of the added flow of traffic. This is your chance to jump in and grab their attention while most social marketers are resting on their laurels (and their asses).
No Rest For The Weekends
The weekends are one of the best times to get your message out there. One study found that brand engagement is 14% higher than weekdays, while another study believes that number could be as high as 32%. Yet, while it looks like a no-brainer to get your message out on social during this time, just 19% of brands tweet on the weekends. This means that not only can you expect to see more people engaging with your message but there’s far less competition to get your message seen because most brands aren’t taking advantage of this time.
With social tools allowing you to schedule messaging days or weeks ahead of time, why wouldn’t you take cash in on higher engagement times and schedule weekend posts? Scheduling also means you’re free to enjoy your weekends too (though you may still be needed to follow up on any response to your posts; something you should already be doing no matter when those responses come in). For those that aren’t already taking advantage of weekends, it’s time to add them to your content calendar.
Weekend Content For The Weekend Crowd
While engagement is higher on weekends, it’s not just as simple as sharing your same weekday messaging on the weekend and expecting to see your numbers go through the roof. You could even see far lower engagement (or even lose followers) if you aren’t thinking about what you’re feeding your weekend content consumers.
Think about it. What do you want to do on the weekend? Take it easy. What don’t you want to do? Work. What are the chances someone wants to spend their Saturday reading your boring white paper on a topic they spend all day during the week hearing about? About as likely as you, the marketer, want to read a white paper on influencer research rather than the Sunday comics. You need something more engaging and something much easier to consume.
For the downtime on the weekend, you need to think about downtime content. Offer something more fun than the normal stuff. Something that feels less work-related and heavy. Something that people can easily consume and engage with. Think about what you’d be willing to consume from the brands you follow on your weekends. By giving people stuff that doesn’t feel like work, you can further cash in on the higher engagement weekends on social bring.
Better Days Are Coming. They’re Called Saturday and Sunday.
While weekends may be a time that most try to forget about work, it’s also one of the best to get the full attention of your audience. No fighting for time with the 1000x other things going on in their work day or trying to get a couple seconds of their time before they head in to a 3 hour meeting that will likely be unproductive.
By utilizing weekend posts and making sure we give our audience the types of content they’re looking to consume on their days of rest, social marketers can tap into one of the best times to have their messages seen. Less competition and a higher-engaged audience generally means better return for your messaging efforts.
Make sure weekends are part of your social marketing strategy and get yourself a big win before your work week even begins. It certainly makes Mondays easier to come in to knowing your program has continued to advance even when you were enjoying some well deserved time off.
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