Which day do you choose to launch a brand new social media marketing campaign? Why do you choose that day? According to a new study, many businesses choose to start new campaigns on the wrong days and end up losing out on maximum audience engagement.

Yesmail Interactive, an email marketing company, recently released a new study that found that the most popular day to launch social media campaigns was Friday, even though the best day of the week for audience engagement was Tuesday.

The study examined data from popular clothing companies (including Abercrombie & Fitch, American Apparel, American Eagle, Ann Taylor, Banana Republic, Eddie Bauer, Express, The Gap, Guess, H&M, J Crew, Kenneth Cole, The Limited, Old Navy, Ralph Lauren, Tommy Hilfiger, and Urban Outfitters) and found that many companies simply aren’t taking advantage of the days that web surfers are most likely to engage in campaigns.

Specifically, the study found that the top three days for Facebook engagement are Tuesday, Monday, and Friday. The worst days are Thursday, Saturday, and Sunday. However, companies most often pick Wednesday, Thursday, and Friday to launch campaigns. At the same time, the most popular time of day for businesses to use Twitter is between 11 a.m. and 1 p.m., even though the best engagement window is late at night: from 10 p.m. to midnight.

The study also found that Twitter campaigns often take place at the wrong time of day and the wrong day of the week. Twitter campaigns are most likely to start on a Friday, the single worst weekday for engagement. At the same time, Twitter marketing campaigns are most often launched during business hours even though usage peaks early in the morning.

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