When and How Much to Post Energy Content on Social Media


In 2012 MG conducted a social media analysis of the top 10 U.S. utility operating companies. We recently completed a similar analysis which revealed Twitter follower growth of nearly 1000 percent from only 54,000 total followers in Spring 2012 to nearly 500,000 today. With this rapid growth, many of our customers understandably ask us, “so when are the energy audiences more engaged, when should we be leveraging social?” The answer of course is that this depends on the specific use cases, platforms and the audience, but this blog provides some good general guidance and information to consider within your own plan.


With over 330 million users on Twitter, it is crucial to know who you’re targeting in the energy industry to successfully deliver value to your audience. Research indicates the best days to post for B2B are Mondays, Tuesdays, Thursdays and Fridays between 12-3 p.m. and right around 5 p.m. to achieve the highest level of engagement. For B2C, Wednesdays are the best. According to MarketingProfs, the most popular day to tweet is Thursday between 12-1 p.m.

Oil & Energy Industry

• According to TrackMaven, for the oil and energy industry, the best time to post on Twitter is on Tuesday at 11 a.m.
• The average posts per month equates to 139, which amounts to posting at least four times per day to maximize your brand exposure.


• Tweeting for utilities differs with the best day to post on Thursday at 6 p.m.
• The average posts per month is 116, amounting to posting three times a day.


The weekend shows higher levels of engagement with Saturday and Sunday at 32 percent higher engagement, and Thursday and Friday coming in second with 18 percent higher engagement. The most popular time to post is Thursday between 1- 3 p.m. 1 p.m. shows an increase in content shares and 3 p.m. leads to an increase in clicks. Posting 2-3 times per day will optimize your audience reach and growth. 

Oil and Energy Industry

• The best time to post on Facebook is on Thursday at 3 p.m.
• The average posts per month lies at 52, so post at least 1-2 times per day.


• For utilities, the best day and time to post on Facebook is Friday at 9 a.m.
• The average in the utility industry is 51 Facebook posts per month, so 1-2 times per day is average.


Generating valuable business content that helps niche audiences, such as the energy industry, solve their problems sets you apart from competitors on LinkedIn. First, know that timing matters and is crucial in reaching your audience. LinkedIn prevails as the number one social network among professionals. The best time to post is Tuesdays, Wednesdays and Thursdays during business hours of 8 a.m. to 5 p.m. The golden day being Tuesday between 10 a.m. and 11 a.m. Stay clear of posting on Mondays and Fridays.

Oil and Energy Industry

• For the oil and energy industry, the best time to post on LinkedIn is Saturday at 4 p.m.
• The average number of posts per month is 40 or about 1-2 a day.


• The best time to post for utilities is one hour earlier at 3 p.m. on Saturday.
• The average number of LinkedIn post is 21 or about one each business day.


Every social audience is somewhat different in composition and Instagram is unique in this mix. Users skew heavily towards younger demographics such as millennials, making it ideal for outreach and engagement with younger consumers. Research demonstrates the best days to post on Instagram are Monday and Thursday. Tuesday at 2 p.m. is the most effective day and time to post on this social media platform. Be wary of posting on Sunday as engagement levels are very low.

Oil and Energy Industry

• For the oil and energy industry, best time to post on Insta is Wednesday at 6 p.m.
• The average posts per month is 38, so about one a day.


• For utilities, the best time to post on Insta is Monday at 6 p.m.
• Utilities make an average of 17 posts per month.

Stay tuned to this blog for more on our social media analysis of top utilities, and meanwhile download our newest energy marketer white paper here.

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