The Social Observer

The Social Media Marketing Blog by SNHU Students

Let Late-Night Infomercial Effect Your ReTweet

A Washington DC firm by the name TrackMaven analyzed over 1.7 million tweets to come up with data behind the best practices for earning a retweet. The study found the practice of tweeting late at night when those after hours infomercials air can earn you the best chance to get a retweet. So when should you target your tweet for a retweet?

  • After-hours, between 10:00 p.m. and 11:00 p.m. ET.
  • Best day to Tweet is on Sunday’s


Tweet Hours Chart

Although it is easier to tweet during the day, if you are looking for retweets, you will find more success in the after-work hours. The amount of retweets increases later in the night, climaxing between 10-11pm at an average of .194 retweets, whereas the retweet frequency during the normal work day hours is significantly lower. Businesses should consider putting in the after hours effort to increase their chances of receiving retweets.

This advice follows the Late-Night Infomercial Effect (share when share volume is lower, and your content has a greater chance to stand out), so it makes sense to see that engagement after hours would be highest. Track Maven also found that Sundays are the best day of the week to get retweets and that tweeting with the word “Retweet” or with all caps or exclamation points leads to more retweets.

What you can do with this data: Test out the after-hours theory with some of your own tweets and see how engagement changes based on the time of day and day of week that you tweet. If you’re feeling particularly bold, you can try all caps and exclamation points, too.

Category: Social Media Marketing 201