Posting content to social media is a continual dance that digital marketers are working to master. The algorithms for platforms like Facebook, Instagram, Linkedin; and so on are constantly changing, so the timeframes that your audience can see and engage with your social media posts are shifting as well. As we hit the halfway mark of 2019, it’s time to take a look at how these algorithm changes have impacted the ideal times to post to each platform and how dealers can harness the full power of this data. Thanks to social media scheduling platform SproutSocial we are able to take an in-depth look.
Let’s start with Facebook. Facebook still proves to be an excellent lead generator for car dealerships and a key way to build brand loyalty and trust with potential customers. With the option to work with digital marketing partners that offer third-party data targeted audiences can include high intent, make and model, family dynamics, and even shopper’s lifestyle turning your Facebook campaigns into lead generation gold. Now imagine taking those audiences and creating a post that targets them exactly when they are actively engaging with the platform. It’s a no-brainer, right?
For Facebook, the key times to post are Wednesday – Friday, from 10 AM to 5 PM. Now take this with a grain of salt; it’s also important to examine your dealership’s past posts that have had the highest levels of engagement and click-through rates – at what times were they posted? It’s very likely that these posts could fall into the above mentioned time slot but if they don’t, maybe try an A/B test by posting once during the suggested timeframe and once during a time slot that is similar to a previous highly engaging post. Analyze the difference and you’ll probably find your business posting sweet spot.
On to Instagram! Did you know that there are 3.5 million auto-enthusiasts utilizing Instagram on a daily basis? By posting high-quality images of your inventory and engaging photos and videos of your showroom and staff, dealerships can become InstaFamous in their local community.
Instagram’s highest times for engagement somewhat mirror Facebook’s. Your key posting days are going to be Wednesdays and Fridays right before lunch. Instagram runs on hashtags, so be sure to include relevant hashtags that promote your brand and your local area. Another important item to note on Instagram is that you can include ad spend on posts and manage it from your Facebook Business Manager. This helps you keep your campaign’s target audience on-track, plus you can easily edit and change the audience for both platforms in one place.
Next up is Twitter. Twitter can be hit or miss for the automotive industry. This platform isn’t the go-to for directly selling cars, but it is the platform that you can use for brand awareness and addressing customer service concerns. Customers can easily tweet from the roadside if their car is in need of service or send in a great (or not so great) experience that they just had at the showroom. Much like Instagram and Facebook, Twitter is a place that your customers can easily engage with your staff, offering a level of transparency at your dealership.
Again, we see that Wednesday and Friday have the highest engagement days but the best time to post on Twitter is at the beginning of the workday.
As you look back at the past six months of 2019, review what has been the most successful advertising for your dealership on social media. Every strong digital marketer knows that nothing can be achieved if we aren’t assessing the data we have been given and applying those wins and losses to how we build our new campaigns.