Timing in the online world matters – lessons from Dan Zarella

Today we are bombarded with content from everywhere. Especially online. Everyone who is actively participating on the internet is competing for our attention. Both content creators and curators are interacting intensely through various means like email, social networks, blogs, etc. And it is becoming more and more easily to start feeling overwhelmed and lost in all this information. Therefore, it is essential to understand and plan carefully when and how you are taking part in these exchanges.

Fortunately, a couple of days ago, Dan Zarella – the social media scientist working at HubSpot, presented his recent findings on “the science of timing” in a great webinar. I’ve been following Dan for quite some time and took part in several of his webinars as a result of which I’ve gained important understanding about the world of social media, email and blogging.

As I said, the webinar I’ll point out in this post is about timing. Timing regarding social networks, email and blogging activity. Here are some of the main points from Dan’s presentation (or takeaways as he prefers to call them):

Social media:

– Retweeting happens most during the afternoon, mostly between 12PM and 6PM
– Tweeting more on a regular basis during the week, don’t worry that your followers will be overwhelmed by your tweets – this will also help you increase the number of followers
– However, if you are looking to gain more clicks to your own content (webpage, blog) make sure you don’t bury these links in other updates you are tweeting/retweeting
– If you are focusing on spreading your content on Facebook, share links during the weekend

Email:

– People read email most frequently during mornings, therefore posting early in the morning increases the chance of your message to be read
– Experiment with emailing over the weekend – open and click rates are higher at that time, yet bounces and abuse reports are also higher. Email gets most attention on the weekends
– Sending more emails increases the click-through rates and decreases unsubscribe levels
– Newest subscribers are the best – they are likely to remember you best and have higher interest in your email

Blogging:

-Similar to email, blogs are most read during the morning, yet one must not underestimate that 40% of people still read blogs at night
– People read more blogs during weekdays
– Yet if you want to have more comments, try blogging over the weekends – people are more inclined to join your discussions on Saturdays and Sundays
– People who link to your content are most active early in the morning, during the week
– More frequent blogging will result in more views and linking

These are in brief the major points of the webinar. One thing you should note is that the times used in the presentation are according to the EST time zone, but I believe that the same time frames can be related to time zones within Europe.

Here is an interesting tool by HubSpot which will show you your most retweetable times and days:

http://TweetWhen.com

And here is Dan’s presentation on the science of timing:

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2 thoughts on “Timing in the online world matters – lessons from Dan Zarella

  1. Pingback: Improve Timing for Effective Online Business Marketing | GannettLocal Redesign

  2. Pingback: Improve Timing for Effective Online Business Marketing | GannettLocal Blog

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