There are so many stats and rules of thumb when it comes to finding the perfect time to publish social media posts. It's difficult to keep track of best practices and find what advice truly works.
Fortunately, Baylor explained how when it comes to Twitter, you want to time your posts around the typical time your followers will be most active on social media. But there are plenty of other considerations to look at when you're shaping your Twitter content strategy.
And they all fall under the user experience.
User Experience Factors
Step into the shoes of your followers and try to visualize an ideal user experience they would have. This is an important thought experiment you should go through as you strategize.
As Baylor touches on in the video, timing is incredibly important. But your timing won't matter if you're not sharing the right content or if your content is thin.
Here are important questions you need to ask yourself when you're building your Twitter strategy:
Is This Findable?
This first question aligns perfectly with the timing of your Twitter shares.
You want your followers to locate your content as you share it, so you need to fully understand how the Twitter timeline works.
The timeline on Twitter consists of the following sections
- Ranked Tweets – These tweets aren't in chronological order. They're ranked by Twitter based on how relevant they think it is for you. These tweets show up at the top of your whole timeline because Twitter thinks you're most interested in them.
- In Case You Missed It – If you're away from Twitter for a few hours or days, these tweets will appear even though they were posted awhile ago. Twitter thinks these tweets are relevant to you, but you missed them at their original posting time.
- Remaining Tweets – This is where the rest of the tweets appear from accounts you follow. They appear in reverse chronological order. However, this section might also include promoted tweets and tweets from accounts Twitter suggests you might enjoy.
As you can see, your timing does matter in the sense of getting in front of the eyes of your audience at the right time. But fortunately, with timeline aspects like "In Case You Missed It," your audience can still find your content even if they don't log in until after you posted.
The best way to make your tweets findable for your audience is to stick to the times Baylor suggested, and measure your engagement. For example, post at 1pm for a week, then try 2:30pm the next week and compare your metrics to see where activity peaked.
Outside of timing, you also want to make the most of using relevant keywords and hashtags. Your audience likely searches keywords when they're looking for something specific, so incorporate that into your Twitter strategy.
Is It Accessible?
This can be as simple a mistake as adding a broken link, not sizing your images correctly, or improperly embedding a video. It's incredibly frustrating for users to get excited about your content, click a link, then see that their action did not deliver the result they wanted.
Simply put, check all the boxes before sharing to Twitter.
Ensure your audience can find the value you're delivering. Whether it's a blog article, a video, a webinar sign up, or a free downloadable ebook, you need to answer "yes" to this simple question: Can they get to where they need to go?
Is This Useful?
Map your Twitter content to your ideal followers and match the content to their specific needs and goals. This way, when a user sees your content, they can recognize immediately if your content will help them.
This requires a bit of research on your part. Don't just make assumptions about who is following you and who you want to follow you. Using real data about existing followers and market research, build your buyer personas.
Buyer personas help you identify exactly what obstacles each type of ideal customer is struggling with. With personas, you can provide content that delivers solutions specific to each of their pain points or objectives.
Is This Credible?
In a crowded digital world, users are more accustomed to filtering out a lot of noise, especially if that noise comes from brands that don't know a thing about who they are and what they're struggling with.
You want to showcase your brand's credibility. And the best way to establish credibility and authority is by following these best practices:
- Be consistent – Don't just post content when you want to. Stick a schedule so followers start looking forward to your next tweet.
- Deliver value, not fluff – Fluff permeates through every social media channel. Don't regurgitate the same old stuff other brands are already regurgitating. Deliver unique content that addresses specific challenges for your followers.
- Engage in a human way – Followers see how disingenuous your brand can be if you're just posting and not responding to comments. Instead, respond to comments and jump in on conversations your followers are having.
As you're developing your Twitter strategy, always put the user first. Ask these important questions to ensure you're being the best resource for your followers and delivering exceptional content.
Then stick to a consistent tweet schedule that fits your followers' behaviors and aligns with their schedule.