Capitalizing on Sleep-Wake Cycle Can Drastically Increase Digital AD Profits from Social Media, Study Shows

Office of Public Affairs and Communications

Firms increasingly are investing their marketing dollars in social media — market research firms predict spending will reach $37 billion by 2020.

However, increasing traffic and advertising revenue through strategic content scheduling is no easy task. A social media manager charged with posting 10 stories in one day with a budget to promote four of them can position the posts in more than 7 trillion ways. Most opt for a “spray and pray” approach, where they simply guess when a post will get the most attention.

So what is the answer for news outlets, music- and video-sharing websites and other ad-supported digital platforms that need a less expensive and time-consuming option but also rely on visitor engagement?