What’s the first thing you do when you wake up?
For better or worse, one of my first impulses in the morning is to reach for my phone and scan the news.
Later, after I arrive at the office, I might look over my social feeds, take another quick glance at the news, and then dive into my work email. By around noon, I might take another social break or even eye a sale going on at ASOS. (Don’t tell my boss!)
Like me, I’m guessing your content consumption patterns also have a certain rhythm to them. How we feel at an exact moment in time — what we are doing, who we are with, and where we are — all influence what type of content we choose to read or watch.
Now, put on your content marketer’s hat. These consumption patterns don’t just tell us more about ourselves — they are also potential clues into your customers. Timing is another opportunity to breakthrough the noise to engage and even convert your target audience. An hour can make or break how well your content performs.
That’s why I think you’ll like our new Amplify On Air Time feature. This feature allows you to control the hour when your Amplify campaign starts to run on the Outbrain Network. Marketers now have an opportunity to select the time of day they think their campaign will perform best, depending on their target audience.
Investing Content vs. Parenting Content
Take, for example, the findings from a recent Outbrain sample of about 167K investment-specific articles launched between December 26, 2016 to January 26, 2017. Our data shows that audiences consumption of this type of content peaked at 12PM.* (I guess more fiscally responsible folks are thinking of ways to make more money at lunch break, instead of ways to spend it, like myself.)
Now, imagine if you were a financial brand with this type of content — wouldn’t you want to make sure you were distributing your content at noon, when people were most likely to click, rather than earlier or later in the day?
Meanwhile, when it comes to a totally different content category — parenting — a data sample of about 51K articles showed that audiences clicked most at 3PM.** (Perhaps, those clicking are thinking of their impending school pick-up.) Again, if you were a company marketing to parents, this insight provides another opportunity to surface content when your target audience is most likely to engage.
In a nutshell, the hour when you choose to surface your content matters. So, start testing, get into your consumer’s mindset, and get creative. You can learn more about how easy it is to set up the feature in our dashboard here — and as always, If you have any questions regarding the start time of your campaign, reach out to firstname.lastname@example.org and our team will be happy to assist.