Sharing Content on YouTube
It’s not always easy for companies to create content for YouTube. Between brainstorming content ideas, scripting those ideas, filming, editing, publishing, and finally promoting the content, it takes a lot of work.
When a business is just starting out, it’s easy to begin the entire process with a struggle, especially if a company decides to invest a lot of time and effort into creating and uploading a piece of content that doesn’t end up getting a lot of traction.
Even companies that have been working on their YouTube marketing efforts for a while that aren’t getting the deserved traction, can improve their performance with the right strategies.
One of those strategies includes the times when companies should be sharing their content on the platform.
According to research, many companies tend to share content on YouTube up to six times a week, which is similar to the amount of content that they are sharing on most of the other popular social media platforms.
However, while other social platforms provide their users with different content formats that can engage audiences, YouTube hasn’t been that fast in expanding its content formats.
There are other popular video platforms, along the likes of TikTok or Instagram, where companies can share short-form video content.
This type of content makes it easy for the customers to get what they need, whether that’s some knowledge, or some entertainment, in a short period of time, such as during our lunch break throughout the day, in terms of YouTube, everyone has to invest a lot more time.
YouTube Posting Times to Avoid
According to research, the least popular time that companies can share content on the platform is anytime during Monday.
Monday is closely followed by Tuesday and Wednesday in terms of days of the week, while the times of day tend to differ.
The specific periods of time throughout the day that content doesn’t perform well on the platform are from 6 AM to noon, and from 9 PM to midnight.
Viewer Rates
While the time that a company shares content on YouTube is important in terms of how the content is going to be impacted by viewership counter within the first few hours, at the end of the day that might not matter too much.
It’s important for companies to optimize their viewership numbers during the first few hours of sharing a video because in general, that tends to generate a lot more content traffic, which helps YouTube channels grow their numbers.
However, this doesn’t play a big role in the overall long-term lifespan of a YouTube channel or content.
For example, if a piece of content on YouTube was posted at 2 AM, at the end of the day, that’s not going to impact the number of views it can generate in the next few months or years.
This is different from platforms like TikTok or Instagram, where new, fresh, and original content are the key to success. In terms of YouTube, the number one key to success is relevance and not the novelty of content.
That means even if a piece of content doesn’t initially perform well on YouTube, as long as it’s the most relevant piece of content for a specific query, it can generate plenty of traction with viewers of the platform.
As Co-CEO at 5W Public Relations, Dara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.