It’s a thing that we learned in our early twenties. Now, all of these years later, it’s a marketing strategy. The best time of day to convince somebody to do something is between 10PM and Midnight.
According to a recent study by YesMail Interactive, companies have the most success engaging consumers and, most importantly interacting with them, just before bedtime. As mobile devices have supplanted the desktop computer as the digital tool of choice, users are flexing their consumer muscles while their heads lay propped on a pillow.
From Social Media to display ad clicks, this trend appears consistent. Display ad clicks jumped to .08% for branding campaigns, up from .02% to .04% during other day parts. Admittedly, the “curiosity” click may take hold when sleep begins to call.
On Facebook, companies that deployed approximately 25 campaigns per month achieved the highest level of engagement. More than 54 campaigns per month garnered the poorest results.
Highlighting the disparity between consumer behavior and marketing strategy, Tuesday saw the fewest new campaigns deployed regardless of the high levels of consumer interaction and engagement. Similarly Friday saw the highest number of campaign deployments and the lowest engagement levels. In each case, though, 10PM to Midnight was the sweet spot.
We may not be in our twenties anymore, but we can still size-up or opportunities. As consumer behavior shifts, the night is calling marketers. How about if we take those first timid steps forward and introduce ourselves?