B2C marketers may see their content ROI improve when they share their latest during the middle of the day.

A lot of marketers struggle with web content distribution because they don’t have enough time in the day, but they may be able to maximize their efforts by timing delivery just right. Data recently released by AddThis revealed most B2C industries get the most shares and engagement when they distribute stories midday.

Perhaps this is when people are looking for a reprieve from their workday grind to allow themselves a mental break to check the latest entertainment news or sports updates, daydream about their next vacations or plan meals for the week. 

Here’s the breakdown of when internet users are online and actively distributing digital content:

  • 10 to 11 a.m.: Political sharing peaks 
  • 11 a.m. to noon: Sports, food and travel sharing peaks
  • 2 to 3 p.m.: Entertainment sharing peaks

B2C marketers in these fields should experiment with their publication schedule to see if they get noticeably more shares, Favorites/Likes and Comments around lunchtime vs. first thing in the morning or late afternoon. Another approach that could be worth trying is distributing posts on the weekends. Social media strategists can schedule social content to go live on Saturdays and Sundays, which are prime time for web activity, Brafton recently reported.

Every brand is different, and there is no silver bullet for results. Still, it’s smart to look at the strategies that are fueling results for other organizations gunning for a similar audience and bring those ideas to the table.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.