Toward Maximizing the Visibility of Content in Social Media Brand Pages: A Temporal Analysis

TL;DR

This paper analyzes how to optimize posting times on Facebook pages to maximize content visibility, considering various influencing factors, and proposes schedules that significantly increase audience reactions based on extensive data analysis.

Contribution

It introduces six optimized posting schedules for Facebook pages, derived from a comprehensive temporal analysis of audience reactions and content factors.

Findings

Best schedule increases audience reactions sevenfold

Identifies daily, weekly, and monthly audience reaction patterns

Provides a data-driven approach for scheduling posts

Abstract

A large amount of content is generated everyday in social media. One of the main goals of content creators is to spread their information to a large audience. There are many factors that affect information spread, such as posting time, location, type of information, number of social connections, etc. In this paper, we look at the problem of finding the best posting time(s) to get high content visibility. The posting time is derived taking other factors into account, such as location, type of information, etc. In this paper, we do our analysis over Facebook pages. We propose six posting schedules that can be used for individual pages or group of pages with similar audience reaction profile. We perform our experiment on a Facebook pages dataset containing 0.3 million posts, 10 million audience reactions. Our best posting schedule can lead to seven times more number of audience reactions compared to the average number of audience reactions that users would get without following any optimized posting schedule. We also present some interesting audience reaction patterns that we obtained through daily, weekly and monthly audience reaction analysis.