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As Artificial Intelligence (AI) transforms education worldwide, the need to balance innovation with human agency has never been more critical.
On January 24, 2025, the African Union (AU) and UNESCO commemorated the International Day of Education under the theme AI and Education – Preserving Human Agency in a World of Automation. The event highlighted Africa’s strides in education technology while addressing the challenges of equitable AI integration, reinforcing the continent’s commitment to the education goals of Agenda 2063 – The Africa We Want.
A key highlight of the celebration was the opportunity to build upon the AU-AI Strategy, adopted in September 2024. This strategy is a crucial step toward harnessing artificial intelligence (AI) for accelerating Africa’s social and economic transformation while fostering a cultural renaissance. The initiative aims to minimize AI-related risks for African nations, strengthen AI capabilities across AU Member States and encourage higher education institutions to develop AI strategies in line with the AU Agenda 2063 and the Sustainable Development Goals (SDGs).
The event explored how AI can complement human creativity, enhance decision-making, and reinforce agency, while also addressing the ethical implications of integrating AI into education systems. As part of the accelerated implementation of the Decade of Education in Africa, the discussion emphasized AI’s transformative potential in learning and research.
Among several dignitaries, present at the event were H.E. Dr. Kora Tushune, State Minister of Higher Education for the Federal Democratic Republic of Ethiopia, and Prof. Saidou Madougou for Education, Science, Technology, and Innovation at the African Union Commission. Both speakers emphasized the vital role of education, recognizing it as a fundamental right and a public good. They highlighted how digital transformation can improve teaching and learning outcomes while reducing the number of out-of-school children in Africa. Additionally, they called for creating safer environments to foster the development of emerging technologies aimed at protecting human rights.
Addressing the gathering, Dr. Rita Bissoonauth, Director of UNESCO’s Liaison Office to the AU and UNECA, highlighted the importance of maintaining a balance between AI-driven advancements and human agency in education. She stated, “Today, as we delve into the intersection of AI and education, let us not only consider the ways in which technology can improve access, efficiency, and learning outcomes, but also how we can protect the fundamental principles that preserve our autonomy and humanity in the learning process. How can we use AI to empower students, rather than replace the human connection that is so essential to education? How can we create systems where technology amplifies, rather than diminishes, human agency?”
During his presentation, Dr. Abdoulaye Salifou, Chief of Education at the UNESCO Liaison Office to the AUC, highlighted the importance of the UNESCO Recommendation on the Ethics of AI adopted by the 193 UNESCO Member States in November 2021 and its positive impacts on education. According to Dr. Abdoulaye Salifou, the overall objective of the Recommendation is to ensure that AI and emerging technologies promote human rights and contribute to the achievement of the SDGs, with a focus on issues such as quality and inclusive education, data protection, climate change, transparency, culture, health, the labour market as well as economic growth among others. He also highlighted that UNESCO launched in September 2023, its first guidance on GenAI in education and research. Through these twos guidelines, UNESCO is ready to support Member States, upon request, to implement immediate actions, plan long-term policies and develop human capacities to ensure a human-centered vision of these emerging technologies.
Key objectives of the celebration included strengthening commitments to the Decade for Education in Africa through strategic partnerships and investments, highlighting AI’s impact on learners, educators, and academia, and advocating for inclusive AI adoption, particularly for marginalized communities. Additionally, the event fostered dialogue between policymakers, educators, and technology experts to shape AI-driven education policies that prioritize human dignity.
Notable outcomes of the event included a renewed call to advance education initiatives, a deeper understanding of UNESCO’s guidance on Generative AI, UNESCO’s Recommendation on Ethics of AI.
”Today, as we delve into the intersection of AI and education, let us not only consider the ways in which technology can improve access, efficiency, and learning outcomes, but also how we can protect the fundamental principles that preserve our autonomy and humanity in the learning process. How can we use AI to empower students, rather than replace the human connection that is so essential to education? How can we create systems where technology amplifies, rather than diminishes, human agency? ”
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Supreme Court Protects Affordable Access to PrEP, Maintains Mandatory… – HRC | Human Rights Campaign
by Aryn Fields •
Today, the U.S. Supreme Court upheld the constitutionality of the United States Preventive Services Task Force (USPSTF) membership structure and its recommendations for preventive services made after passage of the Affordable Care Act (ACA) in March 2010.
These services—including the HIV prevention medicine PrEP, breast cancer screenings, depression screenings, Hepatitis B and C and other STI counseling and screenings—must be covered by nearly all private insurance plans at no cost to enrollees as mandated by the ACA. This decision in Kennedy v. Braidwood overturns a portion of the Fifth Circuit’s ruling and will have numerous benefits for Americans nationwide, including the LGBTQ+ community who disproportionately rely on PrEP, which when taken as prescribed, reduces the chance of HIV transmission by close to 100%.
Human Rights Campaign’s President Kelley Robinson released the following statement:
“This decision means millions of Americans, for now, can breathe easier, knowing that critical preventive care remains within reach—not a luxury reserved for the privileged few. The LGBTQ+ community has historically faced societal and economic barriers that have worsened health outcomes and widened gaps in healthcare inequality–barriers that have only grown worse as anti-equality lawmakers continue to attack our healthcare. While we’re pleased that the Supreme Court has blocked this attempt to create even more burdens on people seeking lifesaving care, we must remain vigilant. The HHS, under Secretary Robert F. Kennedy Jr, has exhibited an open hostility toward the health needs of LGTBQ+ people and has already undermined critical protections against HIV. We must continue to work to ensure everyone, no matter your sexual orientation, gender identity, race, income or location, can access the care they need to thrive.”
To make a general inquiry, please visit our contact page. Members of the media can reach our press office at: (202) 572-8968 or email press@hrc.org.
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How are certifications used to market coffee? – Perfect Daily Grind
Certifications have long been an effective means of establishing higher social, economic, and environmental standards in the global coffee industry. These can range from producers adhering to specific farming practices which protect biodiversity to green coffee buyers proving they purchase lots at or above a “fair” market rate.
At the same time, certifications are also useful marketing tools – efficiently communicating more ethical and sustainable practices to roasters and consumers.
However, given that most producers don’t market their own coffees, understanding how certifications can retain more value in producing countries is essential.
To learn more, I spoke with three coffee professionals involved in Falcafé’s Neighbors and Friends Program. Read on to find out more about how certifications are used to market coffee.
You may also like our article on certifications and direct trade in the coffee industry.
Although the coffee industry has certainly changed over the years, its current marketing model is largely a product of its history. In turn, many smallholder farmers don’t market their own coffee – and roasters handle the majority of marketing in consuming countries.
To better understand this, we need to consider the colonial history of the coffee sector. Throughout the 1600s and 1700s, European colonial powers established the coffee trade as we know it today. As the vast majority of coffee produced during this time was exported to Europe, marketing was targeted towards consumers rather than traders or roasters – albeit in a much more rudimentary form compared to today.
This trend of marketing coffee in majority consuming countries continued over the following centuries. During the 1700s and 1800s, coffee was branded as an “exotic” product. This means it came with a higher price tag that many people couldn’t afford.
However, at the turn of the 20th century, coffee businesses started to shift their marketing focus to meet changing demand. As convenience became a more important purchasing factor, more and more consumers expected their coffee to be roasted for them. At the same time, coffee also became more affordable and accessible to the masses.
In many major consuming countries since then, coffee marketing has continued its focus on the consumer. As such, almost by default, business-to-consumer marketing remains the responsibility of roasters and coffee shops.
Ultimately, this means most of the value in the global coffee market is created after coffee leaves origin. This is because roasting adds significant value to coffee, after which it is marketed and sold.
While there are some roasters in origin countries, because the majority are based in consuming countries in the Global North, this is where much of the marketing takes place.
The foundations of marketing strategies in the coffee industry have largely remained the same for centuries. However, that’s not to say the way coffee is marketed hasn’t changed – especially with the growth of the specialty coffee sector.
Humberto Florezi Filho is the CEO of Falcafé, a specialty coffee exporter in Brazil.
“Generally speaking, with specialty coffee, there are more direct trade relationships between producers, exporters, and roasters,” he says. “The price of specialty coffee is also based on a wider range of factors, such as quality and flavour profile.”
There are many reasons for these changes, but evolving consumer demand has played a huge role. Now more than ever, consumers want to receive more information about coffee production, as well as knowing that farmers receive a “fairer” price.
Victor Fachinetti Vuolo is the Export Manager at Falcafé. He explains how demand for more information about producers and their coffees has increased in recent years.
“Traceability is becoming a very important factor in sourcing and marketing coffee,” he says. “Today’s specialty coffee consumer wants to know how the coffee was grown, who the producer is, and where the farm is located.
“Different processing methods have also had a big impact on specialty coffee,” he adds. “Over the past few years, there have been many new processing techniques, including controlled fermentation. This means roasters need to provide more information about coffee.”
With a bigger focus on sustainability, quality, and traceability than ever before, certifications have started to play an important role in coffee marketing.
In theory, certifications can prove that a specific coffee is grown or purchased in an environmentally, socially, or financially sustainable way. Producers achieve this through implementing formal agricultural training programmes, as well as adhering to a strict set of protocols and standards.
For example, to receive the 2020 Rainforest Alliance certification, producers need to comply with a number of sustainable requirements. These include safe and healthy working conditions, environmental protection schemes, and no forced or child labour practices.
Other examples of prominent certifications in the coffee industry include:
Over the past few years, several coffee companies have also launched their own private certification schemes. Some of these are:
In turn, including certifications on packaging means roasters and other coffee retailers can more effectively showcase their commitment to ethical business practices.
“Certifications help to assure consumers that the coffee they buy is grown sustainably and ethically,” Humberto tells me.
Moreover, research has shown consumers are willing to pay more for certified coffee. For instance, the Specialty Coffee Association found that people paid up to US $1.36 per pound (0.45kg) more for organic coffee – with interest in other certifications also playing a role in purchasing decisions.
It’s certainly evident that roasters reap the rewards of selling certified coffee. But do the producers who have to adhere to these standards see similar benefits?
By obtaining certifications, producers can showcase a dedication to maintaining quality, sustainability, and fair labour practices. This can help to strengthen their branding, differentiate from competitors, and even gain access to different markets.
“Certifications demonstrate producers’ commitment to quality and safety,” Victor tells me. “It affirms that their business practices have passed specific and strict performance and quality assurance tests.”
In theory, this also means farmers can receive higher prices for certified coffees.
Gabriele Maia Teajs is a producer in Brazil involved in Falcafe’s Neighbors and Friends Program.
“If farmers meet all the criteria for the certification programme, they can get a better price for their coffee,” he says. “This means they can invest more in their farms, and also improve their quality of life.”
When opting into certification programmes, there are clear advantages for producers. However, growing certified coffee can be both financially and logistically challenging.
The process of obtaining certifications is neither easy nor cheap, with extensive documentation, audits, and ongoing compliance involved. Ultimately, this increased level of administration can take time and attention away from core farming activities, such as irrigation and quality control.
Moreover, the fees needed to obtain and maintain certifications can strain producers’ already limited resources. This is especially important considering that coffee farmers are usually paid in a lump sum once a year when they sell their harvest, so finances need to be managed as effectively as possible.
It is therefore crucial that producers receive the right level of support when applying for and adhering to certification schemes.
In response to these challenges, Falcafé’s Neighbors and Friends Program was designed to help smallholder farmers achieve similar outcomes to more traditional certifications in a more accessible manner.
“The Neighbors and Friends Program provides one-to-one agronomic assistance, as well as offering training courses in partnership with Brazil’s National Service of Rural Learning (SENAR),” Gabriele says. In turn, producers have the opportunity to improve coffee quality and yields.
“With its expertise in the specialty coffee sector, Falcafé helps Brazilian producers to sell their coffees in many different international markets,” he adds.
For certifications to work most effectively, they need to have strict standards and requirements. To adhere to these successfully and sustainably, producers need to receive the right level of support based on their needs.
“When we share knowledge – such as choosing which varieties to plant in certain plots of land, proper fertiliser application and management, or best practices for drying coffee – farmers can benefit and maximise yields and quality,” Victor says.
Humberto agrees, saying that support can extend beyond farming practices.
“As well as providing training on how to reduce the use of pesticides and increase productivity, we also inform producers on how to take better care of their equipment and how to work in harmony with nature,” he explains. “This helps to improve the quality of life for producers, local communities, and coffee production in general.
“Moreover, when we provide this support, we don’t charge producers,” he adds. “This makes Falcafé’s Neighbors and Friend Program more accessible for smallholder producers.”
Certifications have played an integral role in coffee marketing, and will continue to do so in the future, too. At the same time, they are also part of much broader marketing strategies that highlight a wide range of factors, including origin, processing method, and sensory profile.
While it’s up to producers to implement stricter farming practices in line with specific certifications, the responsibility to support them in these efforts must be shared.
Enjoyed this? Then read our article on growing sustainability in the coffee supply chain.
Photo credits: Catenacom
Perfect Daily Grind
Please note: Falcafé is a sponsor of Perfect Daily Grind.
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Elizabeth Sturges is a staff writer at Perfect Daily Grind.
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Stakeholders Advocate Inclusive Education For Girls – News Agency of Nigeria
Africa's Media Giant
Africa's Media Giant
By Justina Auta
Stakeholders from various sectors have emphasised the urgent need to dismantle barriers and promote inclusive education for girls as a pathway to empowerment and national development.
They made the call at the SDG4 for Girls Summit, themed “Advancing Education for Girls: Breaking Barriers, Creating Leaders,” organised by Focus on Women and Girls Initiative for Positive Change (FOWGI) on Wednesday in Abuja.
Mrs Rifkatu Ademola, Founder of FOWGI, highlighted key challenges limiting girls’ access to uninterrupted quality education, such as lack of safe learning spaces, cultural norms, and economic hardship.
“We must align action with policy to ensure that no girl is left behind due to poverty, period, or patriarchy.
“We must innovate in how we teach, support girls emotionally and mentally, and create solutions rooted in their lived experiences,” she said.
Ademola stressed the need for collaboration between government, civil society, schools, parents, and the girls themselves, adding that real change could not occur in silos.
“We must intentionally raise the next generation of girl leaders, not just as beneficiaries of education, but as creators of systems, solutions, and structures,” she added.
She called on participants to ensure that the summit sparked a movement to transform the lives of thousands of girls in Nigeria and beyond.
Ms. Boluwatife Adenuga, Senior Legislative Aide to the Speaker of the House of Representatives and Founder of the Rolly Mc Aden Foundation, cited UNICEF figures showing that approximately 7.8 million girls were currently out of school in Nigeria.
She emphasised that addressing the gap was crucial for national development, gender equality, and economic empowerment.
“Girl-child education is not only beneficial to the girl herself, it’s a catalyst for national development.
“When you empower girls, you empower women, families, communities, and the nation as a whole,” she said.
Adenuga urged civil society organisations to integrate strategies that directly addressed the barriers preventing girls from accessing education.
Miss Michelle Zantou, an SS2 student at Government Secondary School (GSS), Tudun Wada, Wuse Zone 4, stressed the importance of creating a society where students can thrive without barriers to their potential.
Deborah Onu of GSS Garki appealed to the government and stakeholders to improve access to menstrual hygiene management and supplies to reduce absenteeism among schoolgirls.
Latisha Ibe from GSS Wuse, Zone 3, urged policymakers to expand access to quality education, particularly in science, technology, engineering, and mathematics (STEM).
The summit also featured panel discussions on community-driven solutions for advancing girls’ education and strategies for translating policy into tangible progress. (NAN)(www.nannews.ng)
Edited by Abiemwense Moru
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HDB Financial IPO Day 3: Institutions pile on the bets; Retail bids at 90% – CNBC TV18
Follow this space for all the Live updates of HDB Financial’s Day 3.
Here are the trends emerging at Noon on the final day of bidding:
– QIB: 6.56 crore shares bid versus 3.2 crore shares reserved (2.04x)
– NII: 12.19 crore shares bid versus 2.4 crore shares reserved (5.07x)
– Retail: 5.05 crore shares bid versus 5.61 crore shares reserved (90%)
– Employees: 10.49 lakh shares bid versus 2.85 lakh shares reserved (3.67x)
– Shareholders: 4.71 crore shares bid versus 1.76 crore shares reserved (2.64x)
– Overall Subscription: 2.2x
– India is a huge opportunity for our business
– We are a subsidiary of HDFC bank
– But we do not get any business from HDFC bank as we run our own business and tech stack
– BPO revenue is a small part of our net revenue
– Relative to the lending business, BPO revenue will come down
The company is valued at an FY25 P/B of 3.2x/3.4x at post-issue capital at the lower price band & upper price band respectively. The company is backed by strong parentage, brand, governance, risk management and a high credit rating. It is one of the largest NBFCs catering to the 2nd largest customer franchise. The company is well placed to register healthy growth going ahead, while witnessing an improvement in the asset quality. We recommend investors SUBSCRIBE to the issue at the cut-off price.
Here are the trends emerging at 11 AM on the final day of bidding:
– QIB: 4.27 crore shares bid versus 3.2 crore shares reserved (1.33x)
– NII: 9.98 crore shares bid versus 2.4 crore shares reserved (4.15x)
– Retail: 4.54 crore shares bid versus 5.61 crore shares reserved (81%)
– Employees: 9.78 lakh shares bid versus 2.85 lakh shares reserved (3.42x)
– Shareholders: 4.1 crore shares bid versus 1.76 crore shares reserved (2.3x)
– Overall Subscription: 1.76x
The institutional portion of HDB Financial’s IPO has been fully subscribed on the final day of bidding.
Bids have been received for 3.46 crore shares, compared to the 3.2 crore shares on offer, taking the total subscription to 1.08x.
– Post IPO, co to remain subsidiary of HDFC Bank
– Has 1680 branches & a diverse AUM mix, largely focused on retail & SME lending
– Vehicle finance and Loans Against Property among its largest loan portfolios
Key Strengths:
– Strong linkages with parent HDFC Bank
– Established presence in granular retail segment
– Comfortable capital structure and diversified resources profile
Key Weaknesses:
– Moderate asset quality
– Presence in unsecured and relatively riskier segments
– Strong liquidity
Here are the first trends emerging on the final day of bidding:
– QIB: 2.89 lakh shares bid versus 3.2 crore shares reserved (90%)
– NII: 6.9 crore shares bid versus 2.4 crore shares reserved (2.87x)
– Retail: 3.93 crore shares bid versus 5.61 crore shares reserved (70%)
– Employees: 8.76 lakh shares bid versus 2.85 lakh shares reserved (3.07x)
– Shareholders: 3.37 crore shares bid versus 1.76 crore shares reserved (1.89x)
– Overall Subscription: 1.32x
At the upper price band, the company’s FY25 price-to-book (P/B) ratio stands at 3.7x, with a post-issue market capitalization of ₹6,13,879.4 million. Backed by the strong parentage of HDFC Bank, India’s second-largest private bank by total assets, the company offers a well-diversified product portfolio with robust granularity, scale, and sound lending quality. We consider the IPO fairly valued and recommend a “SUBSCRIBE” rating.
(Anand Rathi Securities)
– IPO Size: ₹12,500 crore
– IPO Opened: June 25
– IPO Closes: June 27
– Fresh Issue of shares: ₹2,500 crore
– OFS by HDFC Bank: ₹10,000 crore
– Price Band: ₹700 – ₹740 per share
– HDFC Bank Stake In HDB Financial: 94.3%
– QIB: 2.89 crore shares bid versus 3.2 crore shares reserved (90%)
– NII: 5.52 crore shares bid versus 2.4 crore shares reserved (2.29x)
– Retail: 3.61 crore shares bid versus 5.61 crore shares reserved (64%)
– Employees: 8.48 lakh shares bid versus 2.85 lakh shares reserved (2.97x)
– Shareholders: 3 crore shares bid versus 1.76 crore shares reserved (1.68x)
– Overall Subscription: 1.16x
Good Morning!
Welcome to the final day updates of HDB Financial Services’ IPO.
The ₹12,500 crore IPO was fully subscribed on the second day of bidding.
Watch this space for all the live updates.
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The best time to post on Facebook: Q1 2025 update – Hootsuite
We analyzed thousands of Facebook posts from businesses of all sizes to find the ultimate best times to post on Facebook.
Looking for the best time to post on Facebook for maximum likes, comments, shares, and results?
The Hootsuite team partnered with data science agency Critical Truth for a comprehensive study. We analyzed over 1 million social posts — across industries and social networks — and we found the definitive best times to post on Facebook for maximum engagement.
Keep reading for the most recent available data (collected in Q4 of 2024).
Note: Unless stated otherwise, the time of day was localized across 118 countries where sample data came from, i.e. the graphs below are accurate across time zones.
We analyzed thousands of posts on social media and dug deep into industry data to determine…
The best top time to post on Facebook for maximum engagement is 5:00 AM on Tuesdays.
Of course, you’ll need to think about the time zones in which your audience lives when planning these posting times.
In addition to the best time of day, you need to think about which days of the week make the most sense for publishing your content.
For example, the Hootsuite social team finds that Mondays through Wednesdays are the most effective days to post on Facebook.
That doesn’t mean Hootsuite only posts Mondays through Wednesdays. You just have to think strategically about ways to boost relevance and engagement on those non-peak days.
Hootsuite’s Social Media Marketing Coordinator, Eileen Kwok, adds that you can help boost engagement on non-peak days with specific copywriting techniques:
“Writing copy that is relevant to the day of the week can help boost engagement,” says Eileen Kwok, Hootsuite’s Social and Influencer Marketing Strategist. “For example, on Friday mid-morning, posting something like, PSA: Remember to schedule your posts for the weekend would be a helpful reminder to our audience.”
With all that said, here are the peak optimal times to post on Facebook day by day:
Find your own custom Facebook heatmap with Hootsuite’s best time to post tool.
Find out when your audience is online and optimize your posting schedule for maximum engagement. It’s so easy.
Your industry defines your audience, and different audiences interact with Facebook content on different schedules. Below, you’ll find the best times to post on Facebook across 13 major industries.
Note: This time of day data was localized across 118 countries where sample data came from, i.e. the graphs are accurate across time zones.
The best time to post on Facebook in the construction, mining, and manufacturing industry is 10 am to 12 pm on Thursdays.
The best times to post on Facebook in consumer goods and retail are:
The best time to post on Facebook in the dining, hospitality, and tourism industry is 10 am to 12 pm on Sundays. (Brunch, anyone?)
The best times to post on Facebook in the education sector are:
The best times for financial institutions to post on Facebook are:
The best times to post on Facebook for government agencies and officials fall on weekends:
The best time to post on Facebook for organizations in the healthcare sector is 11 am to 1 pm on Saturdays.
The best time for marketing agencies to post on Facebook is 2 pm to 6 pm on Thursdays.
The best time to post on Facebook in the media and entertainment industry is early morning on Thursdays and Saturdays.
The best time to post on Facebook for nonprofit organizations is 10 am to 4 pm from Monday to Wednesday.
The best times to post on Facebook in professional services is 5 pm on Thursdays.
The best times to post on Facebook in the technology industry are:
The best time to post on Facebook in the utilities and energy industry is 3 pm to 5 pm on Mondays.
The best times to post on Facebook in Arabia Standard time are:
In AST, engagement is consistent throughout the week, between 10 am and 9 PM.
In CET, the best times to post on Facebook are:
In CT, mornings and evenings generate consistent engagement throughout the week. 7 pm on Wednesdays seems to be the sweet spot.
Weeknights work best in EST. The best times to post on Facebook are 7 pm to 9 pm on Mondays and Wednesdays.
In JST, the best time to post on Facebook is 2 pm to 4 pm on Wednesdays.
In CT, 5 pm from Monday to Wednesday is the best time to post on Facebook — but mornings and evenings generate consistent engagement throughout the week.
The best times to post on Facebook are midday Monday to Saturday and 9 pm on Tuesdays and Thursdays.
The best time to post on Facebook in PST is 5 pm on Mondays and Wednesdays.
The best time to post on Facebook in UTC is 1 pm to 7 pm on Sundays.
Every business will see different peaks and dips regarding the best time to post a Facebook post. Here are a few things to keep in mind when planning your posting cadence.
Audience behavior is one of the biggest determiners of your best time of day to post on Facebook.
Does your audience work a standard 9-5 Monday through Friday schedule? If so, your audience is most active at night than during the day.
Or, maybe they are stay-at-home parents who check Facebook throughout the day. Understanding when your audience is online can help you time your posts for maximum engagement.
Consider the following when planning your Facebook posts:
Different industries have different peak times for engagement. So, how do you go about finding out when your audience is online? Well, tapping into competitor data is a good place to start.
Start by conducting a social media competitor analysis. This involves looking at your competitors’ posting schedules and engagement rates to identify patterns and opportunities.
Here’s how to do it:
Pro Tip: Use Hootsuite’s industry benchmarking tool to see when competitors in your field are posting and getting high engagement. This can provide valuable insights into the best times to schedule your own posts.
Over the years, Facebook has continuously refined its algorithm, tweaking and updating ranking signals to ensure users see content that matters most to them.
Understanding how the algorithm works can help you use it to your advantage. And, time your Facebook posts to get more engagement.
As of 2024, the Facebook algorithm operates on four primary ranking signals:
Pro Tip: Stay updated with Meta’s algorithm changes on the Hootsuite blog.
Geographical trends and events can have a big impact on when your audience is online and how they engage with your posts.
Local holidays, events, and even weather conditions can influence when people use Facebook.
For example, if there’s a major local event like a football game or a music festival, your audience might be online more frequently to share their experiences and connect with friends.
Or, during the month of Ramadan, food-related posts might do better or worse depending on the time of day.
Holidays can also play a significant role. During the holiday season, people might be more active online looking for gift ideas, shopping deals, or holiday recipes. On the flip side, they might also be spending more time with family and less time on social media.
Pro Tip: Keep an eye on local and global events that might affect your audience’s online habits with Hootsuite’s complete list of social media holidays.
Adjust your posting schedule accordingly to take advantage of increased activity during these times.
Figuring out the best times to post on Facebook can make a big difference in how many people see and engage with your content.
Hootsuite has some handy tools — Best Time to Publish and Recommended Times in Composer — that make this whole process a lot easier.
Hootsuite’s Best Time to Publish feature simplifies scheduling by analyzing your past performance and audience engagement patterns. Based on this data, it suggests the best times for you to post on Facebook.
Here’s how to use Best Time to Publish:
Open your Hootsuite dashboard and go to Analytics.
Choose Best Time to Publish from the left-hand menu.
Select Facebook pages from the dropdown menu. Then, choose the page you want to see data for.
Now, Best Time to Post will show you custom-made heatmaps of the times your audience is most likely to be online. Plus, recommendations on the best days and times to post on Facebook.
When drafting a post, Hootsuite’s Recommended times in Composer shows you the perfect time to post on Facebook, based on audience and industry data, plus global trends.
Here’s how to use Recommended Times in Composer:
While drafting your post in Composer, check out the Schedule for later button in the bottom right of your screen.
Select the date you want to post, and Hootsuite will show you a variety of recommended times, based on your audience data and engagement.
Choose a recommended time, or select a custom time that suits your social media strategy.
Always remember to review your social media analytics regularly to see how different times and days affect engagement.
Facebook indicates it prioritizes content that is “meaningful, relevant, and informative.” So what does that mean, exactly?
Understanding what will be meaningful, relevant, and informative to your specific audience means you need to understand their unique interests and behaviors. Audience research can help you uncover these traits.
Source: Facebook
Facebook says, “People on Facebook value accurate, authentic content.” They also specify that the types of posts people “consider genuine” will rank higher in the algorithm. Meanwhile, they work to reduce the ranking for posts people find “misleading, sensational, and spammy.”
Here are a couple of tips for signaling the algorithm that your content is accurate and authentic:
On the flip side, here are some things to avoid:
But wait, isn’t this post all about how to manipulate the algorithm? No, this post is about understanding how the algorithm works so you can learn what Facebook considers valuable for its users.
It’s up to you to figure out how those overall principles apply to your specific audience. Then, create content that will resonate with them and send positive ranking signals to the algorithm.
Trying to manipulate the algorithm to get more distribution than your content merits is a big no-no. This might include paying for engagement or comments, or engaging in other black-hat strategies (or “inauthentic sharing”) to manipulate reach.
Source: Facebook
Facebook specifically works to limit the distribution of clickbait, engagement bait, and deceptive landing pages, so trying to manipulate the algorithm with these strategies will only work against you. Buying likes can also reduce your distribution.
As well, new feed preference controls give users more power to report, block, and hide content they feel is irrelevant. Even if Facebook’s moderators don’t catch you scamming, your audience likely will.
The simple message here: Work with the algorithm, not against it.
The algorithm Facebook uses prioritizes posts from Pages that a user has had meaningful interactions with in the past. This means that bumping up your reply game is key.
If a person takes the time to comment on your post, don’t waste the opportunity. Making them feel heard with a reply makes it more likely they will continue to comment on your posts in the future. This, of course, sends more of those juicy engagement signals to the algorithm. Ignore them and they’ll likely go silent in return.
Pro tip: Whether you’re a solopreneur or you have a whole team of community managers in place, Hootsuite Inbox makes managing these conversations at scale a lot easier.
Remember how we said the algorithm values content that people want to share and discuss with their friends? Well, a pretty easy way to send that signal is to get people sharing your content and discussing it with their friends.
Facebook itself says that if a post triggers a lot of conversation among a user’s friends, the algorithm applies “action-bumping logic” to show that post to the user again.
To get your audience sharing and discussing, check out our tips for boosting Facebook engagement.
Algorithm’s on Facebook help people see your content even if they weren’t online when it was first posted. But as we’ve emphasized throughout this post, engagement is a key signal that indicates a post’s potential value. And you’re most likely to get that engagement–especially critical early engagement–if you post when more of your audience is online.
Put simply, posting at the right time maximizes the chances that people will see your post, including people who are not online at the time you post!
Make sure you have a post up at the right time by using a Facebook auto-poster.
This is such an important topic that we’ve got a whole post dedicated to understanding the best time to post on Facebook.
As well, Hootsuite’s Best Time to Publish tool (built into Hootsuite Composer) and Hootsuite Analytics that will show you recommended times to share your next post to maximize engagement with your specific followers.
When you’re trying to bump up your engagement numbers, it can be tempting to seek out complicated Facebook algorithm hacks. But don’t forget the humble status post. (A post that has no photo, video, or link.)
Research from Hootsuite shows that status posts on average get among the highest engagement rates: 0.11%. Photo posts come in only marginally higher at 0.12%. Videos and link posts come in significantly lower at 0.08% and 0.04%, respectively.
We’re not saying you should create an entire Facebook Page of status posts, but they can be an effective way to communicate simple information and get top engagement scores.
Your employees may have more credibility and authority with the Facebook algorithm than your brand page does. This is because they have more credibility and authority with their own followers and friends.
Your employees can exponentially expand your potential reach when they’re empowered to share your brand’s content to their own circles. Hootsuite Amplify can help make it easy for employees to share pre-approved content to their social channels.
Affiliate marketing is another great group of advocates that can help expand your reach and build your brand’s credibility. Give them resources and training to help them spread the word on Facebook and extend your targeted audience through their own algorithm signals.
Just as your employees can expand your reach, so too can influencers. Working with influencers who have a large and engaged following signals to the Facebook algorithm that your content is authoritative and relevant.
Before collaborating with an influencer, do your research to make sure they align with your brand and have an engaged following. This will ensure that their posts about your brand are genuine and resonate with their followers rather than coming across as inauthentic or forced (a bad signal to the algorithm).
The best way to understand the Facebook algorithm is to track and measure your own performance. By monitoring analytics and insights, you can identify trends and patterns in engagement for your specific page.
You can then use this data to adjust and optimize your content strategy to better align with what resonates most with your audience.
Pro tip: Use Hootsuite Analytics to easily monitor Facebook post data and track your page’s performance over time. You can also compare your metrics to industry benchmarks to better understand how you stack up against competitors.
Get personalized recommendations for the best time to post on every network and manage your Facebook presence alongside other social channels with Hootsuite. From a single dashboard, you can schedule and publish posts, engage the audience, and measure performance. Try it free today.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
Hannah Macready is a freelance writer with 12 years of experience in social media and digital marketing. Her work has appeared in publications such as Fast Company and The Globe & Mail, and has been used in global social media campaigns for brands like Grosvenor Americas and Intuit Mailchimp. In her spare time, Hannah likes exploring the outdoors with her two dogs, Soup and Salad.
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