Leonie Bulman's recent articles
Mondays and Thursdays are most effective for BMW Deutschland to drive fan engagement
Optimising fan engagement within large, established Facebook communities can be challenging. However, the example of BMW Deutschland shows that brands can understand where to post and how often, in order to maximise fan engagement.
For brands who have built large fan communities, mobilising them in the most optimal way is the next step. However, it can be challenging for brands to keep track of when is the best time post or how often they should post. BMW Deutschland has built a large Facebook community of over 560k fans and we have looked at the impact of their community manager posts over the last few months to understand which post times are the most effective.
Analysis reveals that BMW's posts on Mondays and Thursdays receive at least 50% more engagement than posts on other days. However, BMW Deutschland post the most on Fridays and Sundays, which generate much lower fan response. The impact of the extra activity on Friday is limited by the fact that fans engage less on this day. A comparison of engagement with BMW’s Friday posts shows that morning posts drive lower engagement than Friday PM posts. This suggests that BMW could lessen their community management effort by posting on the most effective days and limiting activity where engagement is likely to be lower.
Mondays and Thursdays are the most effective days for BMW to drive engagement:
- Monday and Thursday posts receive a third more engagement: BMW tend to share just one post on Thursdays, but these get higher engagement (measured by the number of likes, shares, comments) than any other day of the week
- Tuesdays and weekend posts generate much lower engagement: On Saturdays, BMW also post on average just once, but generate only a quarter of the engagement which Thursday posts receive
Friday morning posts drive less engagement than Friday afternoon ones:
- Extra Friday AM generate lower engagement: BMW often post on both Friday AM and PM, whilst they tend to post only once on other days. Whilst Friday afternoon posts engage BMW's fanbase, the Friday morning ones are less effective. This can help BMW understand how to optimise their community strategy, by posting on the days and times that will engage as much of their community as possible