If you’re a social media manager, brand manager, marketing guru, someone who works with influencers, this is the kind of information you need to be across. And it’s one question you have most likely plugged into google to figure out when your influencing partner should post.
It is most definitely a key challenge in influencer marketing to ensure your product is being seen by the masses at peak times to capitalise and maximize views and engagement and is a question we often get asked brand partners we represent.
As the mystery world of social media algorithms constantly throw a spanner in the works, there is only one answer to the notorious question “when is the best time to post?” And that is:
There is no one size fits all rule when it comes to pinpointing the perfect time a Mum influencer should share branded content to reach more mums. Afterall, mums are very different and where they are on their parenting journey impacts how and when they use social media.
As an agency who has been working closely with Mum content creators and influencers and ‘Mum Bloggers’ who directly speak to other Mums and families for over 10 years – we continuously review when is the best time for influencers to post branded content.
This is the most impactful way to determine the best time to post:
Work Collaboratively and utilise an influencers expertise
Influencers are committed to being seen, staying relevant and having an engaged dialogue with readers. Therefore, if you are not already partnered with an agency doing this for you, we encourage brands to go straight to the source for her traffic insights, given she is the person who knows her audience better than anyone. Influencers know her breastfeeding mama’s are up at 3am for a feed versus school mums who are logging on after bedtime to unwind.
They have their finger on the pulse of what their readers respond best to and they are perfectly placed to give you recommendations on the best day and time to share their content. By working closely with influencers, not only do you customise your campaign and get the most out of it, but you’ll be seen by many more mums.
It seems simple, right?
But this is one key element that is overlooked by brands who fail to ask, or insist on a preferred time they ‘assume’ will be suitable. So while there are online tools that can suggest generalised high traffic times, by personalising according to what the influencer knows her audience reacts best to, you will be seen by more Mums.
Ask the influencer, and personalise posting times according to her recommendations for the best time to post branded content on social media.
Top Tips
- Ask the influencer for recommendations, based on traffic insights
- Trust your promotional partner and work collaboratively
- Measure the outcomes, set benchmarks and gather feedback for the future.
Using these simple steps, the timing of your content will be optimised and you will build stronger relationships with influencers to inspire more Mums.