Let Late-night Infomercials Be Your Guide to Better Tweeting

The perfect time to post? Maybe when you’re asleep

Kevan Lee
Buffer Stories
Published in
2 min readMay 28, 2014

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Common sense tells you to schedule your social media posts when your audience is online.

There is, as you might imagine, a flip side to common sense. We’ll call it the late-night infomercial effect—another fun tidbit from Peter Bray. It goes a little something like this:

When there’s nothing else on, you’re more likely to watch an infomercial.

When there’s little else being tweeted, your tweets are more likely to stand out.

Certain email marketing statistics follow a similar line of thinking. You could see greater open rates and clickthroughs when your email is one of the only ones in the inbox. The data below suggests that 8:00 p.m. to midnight gets the highest opens and clicks.

Lotsa clicks and opens from 8:00 p.m. to midnight.

Being one of the lone voices in the inbox could prove beneficial. The same could be said for social media.

Maybe posting on off hours isn’t all that bad after all?

P.S. Curious about how often you should post to social media? I was, too.

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