With that in mind it’s no surprise that our study of the

With that in mind, it’s no surprise that our study of the best times to post on social media revealed many notable changes in the data for 2021, with growing and diverse engagement across all platforms and industries. We worked closely with our data analytics team to examine the metrics and trends in social media usage of Sprout Socials’ more than 20,000 customers over the past year to understand when their content was shared most and least often, by platform and industry. Our data shows that social media audiences responded to these efforts, with strong engagement throughout the week, especially on Facebook and Instagram. Like the travel industry, hotel and hospitality brands faced unexpected challenges in 2020 and were forced to completely rethink their approach to social media content and marketing. Not only did we analyze the most frequent posting times of all accounts on the major social platforms, but we also looked at how engagement changed between sectors, between networks and throughout the week. This made it an ideal platform for social media audiences facing interruptions to find and share new hobbies. Brands can use social listening to stay on top of these trends. While some networks, like Instagram, saw infrequent activity in this area in 2019, we saw much more constant activity in 2020 as domestic audiences relied on online sources to stay informed and find answers to their 19 COVID questions. Given that Facebook is the most prevalent social media platform in the world, it’s not surprising that engagement in 2020 was virtually around the clock. This means that customer service strategies, such as moving from answering individual questions to proactively improving the overall customer experience through social listening and voice analysis of customer data, are especially important to the platform. The three nonprofit social media account platforms we studied demonstrated high engagement during normal business hours in the U.S. Compared to the other social media platforms we studied, your LinkedIn content is less likely to be seen on weekends, when engagement drops more than it does during the week. Both brands and their customers are constantly adapting their online activities, leading to new patterns of interaction and engagement on social media. While Facebook also has a large global audience, engagement of morning media accounts has been particularly high in the U.S., perhaps reflecting the audience’s tendency to stay connected for longer, unique periods of time during the day, as opposed to short visits during the day. Individual financial brands need to think carefully about how best to stay connected with their customers while following the social media rules that are important to the industry. Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only universal social media management platform designed specifically for connections.