LATAM News Publishers Are Posting Too Late On Instagram
Publishing isn't all about volume, or even subject matter. Sometimes, optimizing engagement is as simple as just timing uploads right.
That process doesn't need to be a black box, however. Data from Tubular Labs allows publishers across the globe to determine when their audiences are watching and engaging on social video, and how to tailor uploads to match that timing.
- Tubular found that Latin American news publishers frequently publish content in the early evening; 3-7 p.m. CT. But that's actually some of the lowest hours for engagement all day.
- In fact, per-video engagement is actually heaviest in the early morning hours – specifically 2-5 a.m. CT.
- While audiences can catch up on this content (and do in some cases), missing the heaviest concentration of viewer engagement leaves views on the table and potentially sends these consumers looking for news elsewhere.
- Publishers that take advantage of this insights can better align with audience behaviors, and potentially break through social video algorithms better by facing less competition in early morning hours (when uploads are relatively low, at least in the LATAM region).
Check out more from Tubular here.
