Twitter has launched a new tool for marketers that will tell them the best time to post visual content. The latest move is part of the platform’s continued efforts to serve up higher-quality data and insights for end users.
The “Timing is Everything” tool went live last week after months of testing, and it promises to provide a wealth of interesting stats and metrics for content marketers. There is one notable caveat at launch, however, as the tool is currently only designed for video tweets.
Brands using the new functionality will be able to access historical data based on how audiences consume clips on the popular social media platform, and see when the best times are to tweet videos in terms of driving the most engagement, viewership or conversation.
When marketers have pinpointed whether mornings, afternoons or evenings are the period for a spike in content consumption, they can then navigate to the Insights page to schedule tweets to be posted at certain times.
While the new tool will enable brands to make better decisions regarding content publication, Twitter still advises users to post regularly during the day. It said: “We encourage publishers to continue to post throughout the day in order to maximize reach; however, consider including posting during the most engaging times of the day and week as part of that strategy.”
To tap into the new feature set on Twitter, brands must first go to the Insights page within Media Studio, where a graph will show when users are engaging with content.