The five most successful times for travel agents to post on Facebook are Monday at 4 p.m., Friday at 8 a.m., Saturday at 6 p.m., Monday at 7 a.m. and Friday at 6 a.m., according to Passport Online.

Passport Online — a provider of social media solutions and web content for travel agents — used data from ESP (its social media product) to garner insight into the most effective Facebook posts.

Launched in 2014, ESP automatically posts on agents’ consumer-facing Facebook pages. By the end of 2015, Passport Online said more than 1,400 agency Facebook pages were part of the program, with nearly 1 million consumer followers.

The most successful times to post were based on the posts that got the highest engagement scores, which are based on the most likes, shares and comments on Facebook.

According to Passport Online, posts with the most engagement tend to be destination-focused. Question posts, posts that encouraging conversation and celebration day posts (like Cinco de Mayo) were also ranked high.

For example, of the top five posts with the most comments, No. 1 was a celebration day post recognizing National Napping Day, which garnered 1,137 comments. No. 2 was a question post, asking Facebookers for their favorite Hawaiian island (555 comments). Nos. 3-5 asked Facebookers to pick the destination they would most like to visit out of a possible four (in order, the destinations were U.S. spots to visit in the fall, parks and gardens, and Caribbean beaches, all garnering over 500 comments).

Of the top five posts with the most likes, the post asking users their favorite Hawaiian island came out on top with 13,484 likes. A post celebrating National Lighthouse Day was next in line with 3,980. Rounding out the top liked posts was a quote on a photo, reminding users to “collect memories, not things,” with 3,968 likes; a photo of snorkelers in Bocas del Toro, Panama, with 3,646 likes; and a photo of a sea turtle in Maui asking Facebookers if they “want to spend some time with the locals,” garnering 3,518 likes.

According to Passport Online, paid posts, which agency owners pay to have boosted by Facebook, saw 93% growth in 2015, with over 300 posts boosted.

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