+27% CTR from posting-time control

+27% CTR from posting-time control

CTR = click-through rate.

A home-goods brand mandated a posting window (7–9pm local) for half its 24-creator roster. n=2 arms, identical creative briefs.

Free-choice timing: 1.8% CTR
Mandated window: 2.3% CTR

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The controlled window aligned with the category's evening browse-and-buy behavior, lifting clicks without extra spend. Timing was the only variable changed between arms.

So what: for considered-purchase categories, contract posting windows; when matters as much as who.

Benchmark: optimized dayparting lifts creator CTR 15–30%.