Newspaper article The Evening Standard (London, England)

The Power Hour; Social Media Timing Is Key to Insta-Appreciation. Rachael Sigee Maps out When to Post Pictures for Maximum Impact

Newspaper article The Evening Standard (London, England)

The Power Hour; Social Media Timing Is Key to Insta-Appreciation. Rachael Sigee Maps out When to Post Pictures for Maximum Impact

Article excerpt

Byline: Rachael Sigee

SOCIAL media success is all relative. For some, anything short of triple-figure approval is a disappointment but for me 15 likes would be a cracker of a post, especially if they aren't all from my mum, my most sympathetic friends and that weird stranger who put smiley emojis under loads of my old pictures.

We know what makes a successful post: the right hashtags (correct spelling essential), saturated colours, puppies, horizons and puns in the captions. But what if even when you post your perfect weekend #brunch plate, directional tablecloth background and #brunchdate #eatclean, it only gets noticed by someone you used to work with three years ago? Sometimes the best planned post is scuppered by simple bad timing. So when is best to post to make sure your struggle for social success is rewarded by insta-appreciation? Oriana Kubinska, digital social media co-ordinator at Hackney-based shoe brand Miista, says: "The best time to post is around 8am, through to 9.30am at the latest because people are commuting to work. If I post at around 10am we get less attention. People are already at work and for the first two hours they're super-concentrated and not prone to look through their Facebook or Instagram accounts."

She posts content at least every three hours, targeting lunchtime and afterwork commuters, but points out that if you have a US audience (and who doesn't?) a few late-night posts over here will do well on the other side of the pond.

But what if you're not a brand but a mere human trying to feel as if you belong by spending three hours trying to get the perfect picture of your parents' new kittens? I used a website called Union Metrics to check out how my posting schedule is working out for me. I have a nice round total of 200 Insta-followers at the moment (feel free to help me boost that number) and am a semi-regular poster: more photos if I'm on holiday or being glamorous, fewer if I'm in bed watching House of Cards and eating pastries.

My Insta-check-up tells me that between March 31 and April 29, I posted 16 times, and that posting on a Sunday at 4pm generated three times the engagement of any other time. …

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