Social Media Marketing on Instagram: When Is the Most Effective Posting Timing?

Abstract

This study investigates the most effective posting timing on Instagram to enhance content engagements (i.e., likes and comments). Data of 2,958 Indonesian food brands posts were analysed using negative binomial regression to predict the number of likes and comments. This study reveals that the most effective posting days are on Monday, Tuesday, Wednesday, Thursday, and Friday as contents posted on Instagram on these days result in a higher number of likes and comments. In addition, this study also encourages food brands to post their contents during breakfast and lunch times as these times of the day prompt more likes and comments. The findings of this study will help brands and social media managers to include scheduling in their social media marketing strategy on Instagram. KEYWORDS: Social Media Marketing, Instagram, Posting Days, Posting Times, Content Engagement

Best time to post and review on Facebook and Instagram: analytical evidence

“…In addition to the existing literature by Jahanbakhsh et al (2021) on the timing of social media posts, this study primarily focused on gaining insights into user activity information to gain business insights from the analytical data. This study adds to the existing research of Hanifawati et al (2019) and Wahid and Wadud (2020) to determine when is the most effective timing of user engagement on social media business pages by focusing on Great Deal Tires analytics data. With respect to the Facebook analytics data, the study agreed to the outcome of Pollard (2015) that identified highest user engagement in between 9 a.m. and 7 p.m. but also extended it by providing accurate date and time for the selected company.…”

“…This study adds to the existing research of Hanifawati et al. (2019) and Wahid and Wadud (2020) to determine when is the most effective timing of user engagement on social media business pages by focusing on Great Deal Tires analytics data. With respect to the Facebook analytics data, the study agreed to the outcome of Pollard (2015) that identified highest user engagement in between 9 a.m. and 7 p.m. but also extended it by providing accurate date and time for the selected company.…”

“…Few studies, such as Jahanbakhsh et al (2021), Hanifawati et al (2019) and Wahid and Wadud (2020), have attempted to evaluate the impact of posting time on different social media criteria using available social media analytics. However, a review of the literature revealed differences in the researcher's views on post timings on various social media platforms.…”

Instagram for Marketing Communication Art Events During Covid-19 (Case Study of 2021 Biennale Jogja in Yogyakarta, Indonesia)

“…This increases the probability of brands' posts to be seen by and engaged with Instagram users. Meanwhile, during weekends and dinner time become not ideal time because users have many activities such as interact with family member or playing video game, instead of scroll Instagram content(Wahid and Wadud, 2020). Another research in Indonesia context shows the trend of time post by the open trip Instagram account.…”

Comparative Analysis of Social Media Activities on Local Skincare Brands in Indonesia during the COVID-19 Pandemic

“…Brands that already have a structured and consistent activity posting pattern have the possibility of using Instagram Scheduling Tools. They expect their promotional content to reach the optimal audience and become one of the guidelines for improving brand and product marketing strategies through the Instagram platform(Wahid and Wadud 2020). On the table 2 below shows summary of total posting activity for each brand, we can see that based on the day, 3 of the five skincare local brands post the most on Fridays while, based on the total time, it is 06.00 pm and 10.00 am.…”