Commercial Real Estate


Content Studio


Commercial Real Estate

Content Studio


3 min read

Social media posts should spur the moment while also being designed and executed in support of strategic brand goals, including audience engagement and customer loyalty.

What if you had a one in a hundred chance to catch your target audience when they're on Instagram? Research showing that users spend an average of 12 hours on the social media platform or about 1% of their time each month should make one thing clear to marketers: it’s really important to post when your top users are online to maximize engagement and ultimately increase conversions.

"Timing and consistency are the unsung heroes of social media success. Even the most compelling content deserves the spotlight at the right moment. In our experience, it’s not just about creating content, it’s curating moments that connect with our audience. Something that sticks with us constantly is “It's not just about what you say; it's about when and how often you say it.”

It can be all too easy for marketers to treat social media posting as merely a box to check on a to-do list or to schedule content based on some conventional wisdom on the daily calendar, but in the business of connection, it’s critical to do all you can to connect with your most important followers. HubSpot delves into why it's important to post to Instagram at specific and consistent times.

Increasing Engagement

The global average Instagram engagement rate is nearly 6%, according to 2023 HubSpot research. The software company likens engagement on the platform to throwing a rock in a still pool. Your brand wants staying power after the first ripple of immediate likes, comments and saves after posting. The next wave comes from Instagram features such as Favorites, Search and Videos, each interconnected but with its own independent algorithm. Posting at the right time helps beyond the immediate marketing moment.

For one of our clients, Tanger Outlets, a 2023 objective was to provide their audience with information on deals, savings, and promotions. Our strategy was focused on ways our audience could earn even more discounts strictly through social in an interactive way. Last year we introduced “comment to like” on Tanger’s Instagram and Facebook platforms which included copy that mentioned “Want XX off? Comment “YES” to learn more”. Once our audience responded in the comments, we would then send them a link that provided information on how to get more savings at their favorite stores. This kind of approach increased overall engagement but was also something we have adopted in our strategy moving forward.

Sample Tanger Outlets Social Post
success metrics breakout visual

Building a Loyal Audience

Marketers know that customer loyalty is not like flipping a switch; it takes time and effort to build. The timing of your social media posts factors into this important effort because setting expectations for your target audience and being consistent with your timing and touch helps build relationships. Followers who see that your brand wants to engage and, in addition to high-quality products and services, can count on that effort will keep it top of mind, making them more likely to develop devotion.

“Recognizing when your demographic and target market are most active online is crucial to building a loyal audience. It's not just about being present; it's about being present when it matters most to them. By aligning your content schedule with their online habits, you create a dynamic connection that resonates, engages, and leaves a lasting impression”.

Again with Tanger Outlets as an example, we are constantly monitoring when our audience is online, what content they are responding to, etc. It is our goal to understand our audience on a deeper level, so we can better understand their behaviors and what they will engage with.

audience activity by time of day

Keep Time on Your Side

So what is the best time to post on Instagram? Posting between 6 and 9pm and 8 o’clock in particular on Friday (followed by Saturday and Wednesday) is optimal, according to 2023 HubSpot research.

But the real answer is perhaps one that the checklist marketers don’t want to hear: it depends. When is your audience online? Obviously, it matters the industry you’re targeting and whether they’re east or west coast. As Hubspot reports, people in financial services are easiest to reach on Instagram on Sunday nights while workers in agriculture are more available on Saturday mornings.

“From post timing to trying out different features to even testing new Instagram algorithms, let’s not lose sight of the fact that content quality is still essential — content is king,” said Tori Alexas, one of infinitee’s Brand Managers. “Once we get content to the high brand standards of utility and appeal, then we optimize with Instagram tools and tactics, including, of course, timing that caters to our target audience.”