Thomas from Ariyh - 🎓 The science of when to post
🎓 The science of when to postPost ‘virtue’ content (e.g. educational) on social media in the morning for higher engagement. Post ‘vice’ content (e.g. entertainment, memes, shopping) towards the evening.New to Ariyh? Join 8,373 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Links: Jobs - Advertise - Consultations Today’s insight is brought to you by… Storyblok How do you streamline your content strategy and produce content at scale? Check out this guide from Storyblok to learn how to automate and optimize your content marketing And make sure you choose the right time to post, using today’s insight. 📝 IntroInformation on social media takes two main forms:
When is the best time to post either type of content to make it as successful as possible? Timing is crucial, since around 50% of engagement happens within the first hour of posting, on Twitter. An analysis of 7,604,530 Twitter likes, 139,151 Twitter follows, and a lab experiment, show us. P.S.: A big thank you to the 143 of you who answered last week’s survey about Ariyh’s upcoming Playbooks. Some key insights:
Previous insight: When $20 is better than $19.99 (100+ more insights here) People engage more with virtuous content in the morning and vice content in the eveningImpacted metrics: Engagement | Organic reach 📈 RecommendationPost your content on social media at different times depending on what it is. Morning time is best for educational or value-adding content (e.g. how-to SEO guides, business news). Evening time or late afternoon is best for content that gives immediate gratification (e.g. a flash sale, fun memes, tasty-looking food, entertainment). You will receive higher engagement. 🎓 Findings
(Twitter likes of content for virtue-oriented, educational media (e.g. Adweek) vs vice-oriented, entertainment media (e.g. Us weekly) changed as the day passed - Click to zoom in) 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeOnline experiment and market observation (of 7,743,681 Twitter likes or follows of various news outlets between September 2017 and May 2020). United States and India 📖 ResearchTweets We Like Aren’t Alike: Time of Day Affects Engagement with Vice and Virtue Tweets. Journal of Consumer Research (December 2021). 🏫 Researchers
Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. 🔥 Featured hand-picked jobsA selection of the best marketing opportunities out there.
View other hand-picked marketing roles, or post your own, on Ariyh’s Job Board. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? What else you can get out of Ariyh:
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Older messages
🎓 Praise your competitors
Tuesday, February 1, 2022
Publicly praise competitors (eg on social media) to improve attitudes towards your brand. People will be more likely to buy from you.
🎓 Don’t ask too many questions
Tuesday, January 25, 2022
After 8 similar questions, people's answers start to change and differ more from reality. More questions worsen rather than improve the quality of responses.
🎓 When big discounts backfire
Tuesday, January 18, 2022
Very big discounts (60% off or more) reduced sales on Groupon instead of increasing them. Avoid heavy discounts when it's difficult to verify your product's quality before buying it.
🎓 Extraordinary warranties
Tuesday, January 11, 2022
Exceptionally strong warranties (eg 10 year warranty for a sweater) are a powerful way to signal high quality for unfamiliar brands and boost purchase intentions.
🎓 Give your products space
Tuesday, December 21, 2021
The space-to-product ratio effect: use more empty space between products on display to increase their perceived value and beauty. In one of the experiments sales increased 98%.
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