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Social Media for an NI business: Best time to post content

Working out the best time to post on  Social Media isn’t rocket science. For an NI business it involves knowing your audience, posting when they’re likely to be online and using common sense.

So, you’ve got the killer content, the eye-catching pictures and videos and you’re tempted to click ‘Publish’ on Social Media.

Hold on a second, it’s not just about how often you post, it’s when you post.

Use these 3 tips to work out when is the best time to post on Social Media.

1. Know your audience.

No matter what industry you’re in, knowing your audience is important. It’s much more than saying “Ok, they’re 21 year olds who drink coffee and go to the gym.”

It’s about understanding where they’re likely to be at a given time.

For example, if an education business wants to target teachers, there is no point in posting something on social media between 9:00am and 3:00pm as there’s a great chance they’ll be teaching and not using their phones.

On the flip side though, a smart Social Media Manager will know that the best time to appeal to teachers is the Summer Holidays, evenings (after they’ve finished marking homework!), and weekends.

For Newry Times, I generally know the best times to post to Social Media. Take the below as an example.

Social Media content | NI Business | Tall Paul Marketing

This was posted at 5:45pm because I know from nearly 9 years of owning Newry Times that I get more engagement from my audience in the evenings.

Does this mean they wouldn’t engage as much at other times? No, not necessarily, but you soon start understanding what works best and when it works best.


2. Know when they’re awake and when they’re asleep.

This sounds a bit creepy and stalker-ish but it’s basically common sense: don’t post at 3:00am when your target audience is asleep. Unless of course, you’re selling insomnia self-help books.

I posted the below at 7:00 pm on Tall Paul Marketing Facebook page because my target audience is small and medium sized NI businesses.

Social Media content | NI Business | Tall Paul Marketing

That means most are likely working from early morning until early evening. If they’re anything like me, they never switch off completely and even during down time they’re thinking about how to improve their business.

If you’re a trendy coffee shop in Belfast hoping to attract more students from nearby Universities and Colleges then think about when they’re most likely to see your posts.

Students start travelling to Belfast on trains, buses and in cars from around 6:00am and could start class or lectures anywhere between 9:00am and 11:00am so there’s an ideal window of five hours for you to schedule in posts to attract students.

Then, anytime between 12:00 noon and 2:00pm is perfect for those looking a bite to eat or a cup of coffee at lunch time.


3. Use your common sense when posting on Social Media.

Common sense is a hugely underrated skill when it comes to Social Media Management. Although the above two tips matter 70-80% of the time, being opportunistic the other 20-30% of the time is what will set you apart from your competitors.

Know all the public holidays in Northern Ireland. Those days are ripe for posting great content to a captive audience.

They’re most likely off work, lying on the sofa watching Netflix and scrolling through Facebook and Instagram for hours.

Check out the example below from popular Mexican food chain Boojum.

Boojum know it is a Bank Holiday and this post lets their audience know they’re open and adds a little bit of humour.

Here’s a list of upcoming holidays for 2019 and 2020 that an NI Business could use as a guide: Bank and public holiday dates


Use all 3 tips above this week on Social Media and let me know how you get on by commenting below, emailing me or talking to me on Social Media. Read more of my helpful blog posts HERE.

Tall Paul Marketing has over 8 years’ experience in Social Media Management, Content Marketing and Public Relations. If you want help with your Social Media accounts or need quality content, get in touch today.


Twitter: TallPaulNI

Paul Malone
Paul Malone
Paul Malone is one of Northern Ireland’s most experienced marketers, providing Copywriting, Content Writing and Blog Writing services for businesses across the country. Facebook | Twitter | LinkedIn | Instagram

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