Summary of 2018 in social media

29 January 2019, Robert Sadowski

Newspoint, as a media monitoring company, collects and archives millions of documents: posts, comments, articles, blog entries, graphic materials and photos. On the basis of the most-important sources for the brands on the Internet and entries, we are able to show annual trends, the most frequently posted days of the week and hours broken down by the selected platform. Such data may be interesting not only for statistical reasons. Marketers can see when others are the most common and adapt to market averages or, on the contrary, try to distinguish and emphasize less crowded publication dates.

Following the trail of last year’s summary of 2017, we analyzed the data from the whole year 2018 on the most popular social media platforms: Facebook, Instagram, Twitter, YouTube and blog platforms. Interestingly, we have more applications – social media are evolving – they are not as constant as it seems to us. It is worth knowing and drawing the right conclusions.


We rarely blog and if we already write it at the beginning of the week, in the morning between 9-10 and evening 18-20.

Our data showed two interesting conclusions. We started blogging less. The closing of blog platforms Onet, Wirtualna Polska and were definitely affected – officially all due to the increasingly rare publishing and growing costs of infrastructure maintenance. Some bloggers, therefore, skipped, others did not have time to transfer content to other platforms. Others have moved to social media. What is the scale of the phenomenon – all entries are already an average of 2.5-3 times less than a year ago. Those who have been left also post less and less.

When it comes to timing blogging, one thing is certain – at night we rest and much less publish – the last entries ending just after midnight. We start blogging from the very morning. Hours 5 and 6 are the first increase in bloggers’ activity. At ten o’clock we have the first maximum of blog entries. It’s already 2 hours earlier than last year. Then, let’s just give it a pause to start publishing posts from 5pm to 7pm. Then the intensity of blogging drops.

The maximum of blog entries again fell on Monday. However, the differences between successive business days are minimal. We have a big drop in entries on Saturday. On Sunday, we publish little more than on Saturday.


On Facebook, we usually write on Wednesdays and Thursdays at 18.00.

Although the number of Facebook users in Poland and in the world is constantly growing (but much less dynamically than in previous years), this does not lead directly to an average increase in the number of entries. We note a decline in this area – of course, it’s about public posts everyone has access to.

Our Facebook activity is growing from 6 am and, interestingly, from 10 am to 8 pm is at a very similar level. The maximum is recorded at 18, which is much earlier than a year ago (it was 21 o’clock). The most are on Wednesday and Thursday and the least on weekends. Here in the days of the week nothing has changed compared to last year.

Another year ranges on Facebook are falling. These are no longer such declines as we noted a year ago but they are. The Cambridge Analytica affair and the storm after it did their thing. The congress from the middle of the year is very visible. But the last quarter is already calm and stable. Maybe this is the end of Facebook problems? Maybe he is taking in more bloggers and users of the closed Google+ service? Time will tell.

For now, marketers have to fight to make their posts on Facebook gain more commitment, then they will be more privileged in the algorithm, thus increasing the reach. And what lead to the biggest commitment? Inserting videos, questions, photos, infographics, coupons, giveaway …


On Instagram, we put the most photos on Fridays and in the evening between 18 and 20.

The year 2018 is the year of Instagram. The growth of users of this platform and the data appearing there are impressive. In the middle of last year, the platform has already reached one billion users and the growth curve continues to go up at a strong angle. Our analyzes also confirm the increase in the number of materials on this platform from quarter to quarter.

The increase in activity on this platform starts from 6 am and lasts quite evenly up to the maximum at 6 pm. Most photos are added on Friday but the difference between successive days of the week is very small and also applies to the weekend.


On Twitter, the top of the publication falls on the 22nd hour on Tuesdays.

Twitter surprised again. Not Sunday, but Tuesday took on the top of the publication. It is worth noting, however, that in the case of this platform, the differences are small and the twitting takes place on all days of the week almost evenly without the visible outsider. As for the hours of inserting twitts, starting from 6 am, the number of posts grows until reaching the maximum at 22 o’clock. Almost identical to last year but without a clear peak.

It is worth adding that we are twitting the whole year with small breaks for holidays, picnics and vacations. Then you can see the rest from posting on this platform.


We upload the films every working day mainly between 16-18.

The tendency to upload movies on YouTube has changed. Not a weekend anymore, but the days of the week have assumed the maximum of posting. Maybe it leads to better conversions and wider reach? The material uploaded during the weekend reached the smaller audience at the start. In many studies (eg PBI) you can find evidence of drop in ranges on weekends. Especially among older Internet users who prefer to spend their free time on non-internet activities. Younger surfers are not concerned.

When it comes to timing, the top of the filming process ends at 6 pm and starts at 5 o’clock in the morning. Considering the YouTube trend, we have an upward trend and, like on Twitter, drops in holiday periods. There are more and more videos – the video is fine and, as statistics show, this form of content leads to higher and higher conversion rates.

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