Why campaigns should not go live on Fridays (Especially Friday Evening)
There are certainly good times to start a marketing campaign and obviously horrible times too. Friday is one of the horrible times when you should never ever start a campaign. I seriously could never understand why advertisers push their campaigns live on friday instead of any mid day of a week.
My experience in this industry says that most of the advertisers go live with the campaigns on Fridays but in reality, campaigns deployed on tuesdays get the most engagement. Monday is generally too soon after the weekend and people struggle to get settled in to work and thursday and fridays are too close to weekend and people are not able to maintain the momentum very well.
Here are the reasons, why I strongly recommend TUESDAY or WEDNESDAY as the best day!
- Make sure you test, and then test again before putting a marketing (Adwords/Facebook) initiative in front of your customers. Don’t let your customers find mistakes and blame you over the weekend, you should have found yourself. If these marketing activities go live on Friday, testing becomes challenging.
- Make sure you are all hands on the project and prepared BEFORE you go out with a highly visible marketing campaign or promotion. If done without planning and team capacity, you might commit a lot of mistakes.
- More coordinated campaigns are more successful. So coordinate well and don’t choose Fridays for very important activities.
- When planning your next marketing campaign or promotion, take time and execute well to ensure its success. Don’t forget the basic steps i.e. budgets, status and negatives. Sometimes it’s the basics that matter most and I seriously doubt that people are that patient on Fridays.
Communication messaging and communication formatting contribute a lot in the success of a campaign, but sometimes timing even matters more.