Shannon Roddel | September 24, 2018
Firms increasingly are investing their marketing dollars in social media — market research firms predict spending will reach $37 billion by 2020.
However, increasing traffic and advertising revenue through strategic content scheduling is no easy task. A social media manager charged with posting 10 stories in one day with a budget to promote four of them can position the posts in more than 7 trillion ways. Most opt for a “spray and pray” approach, where they simply guess when a post will get the most attention.
So what is the answer for news outlets, music- and video-sharing websites and other ad-supported digital platforms that need a less expensive and time-consuming option but also rely on visitor engagement?
New research from the University of Notre Dame shows digital content platforms can increase traffic to their websites from social media and boost digital ad profits by at least 8 percent, simply by aligning their posting schedules with target audiences’ sleep-wake cycles, or circadian rhythms.
“Scheduling Content on Social Media: Theory, Evidence and Application” is forthcoming in the Journal of Marketing from lead author Vamsi Kanuri, assistant professor of marketing in the University of Notre Dame’s Mendoza College of Business.
It shows that consumers’ engagement with content varies across the day and by content characteristics.
“More specifically,” Kanuri says, “consumers engage more with posts containing high-arousal negative information, including anger, stress, anxiety or fear, in the morning than in the afternoon or evening. They engage more with ‘boosted’ (paid to advertise) posts and those requiring higher cognitive processing, such as op-eds or scientific material, in the afternoon.”
Read more here.