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recency and well employing of the algorithm, but will not interact, which indeed is one of the main goals of content scheduling. (Barnhart 2019a.) Referring to posting content at the right time, for each industry there are different times that are rather or less favorable for posting. SproutSocial conducted a research on the posting schedules of consumer goods brands. In Figure 3, the results for the best posting times on Instagram can be seen. On Saturdays at 11am and 1pm the highest engagement with Instagram postings takes places whereas Mondays are the least preferable days. Generally, each day between 10am and 3pm are the most stable times to post. (York 2018.) Which time is the most suitable one regarding the specific target group of Onimos will be defined in the empirical part through combining those statistics with testing different times on the Instagram account of Onimos. Figure 3: Instagram Consumer Goods Engagement (York 2018) 4.4.3 Content creation When referring to the content on an Instagram account there are two major categories that need to be considered: the sort of the posts and the design of the content. Looking at the type of posts, there are four different options other than posting pictures that were created by the company itself. Picture content can also come from the influencers who the company is working with, which was explained in a previous chapter, but also from user generated content campaigns, which means 29PDF Image | Brand-Awareness through Marketing on Instagram
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