If your brand just posted a status on Facebook, don’t waste time waiting to amplify it with an ad buy. If you don’t do so within 24 hours, you will lose a great deal of the engagement and viral impressions that would have been generated by posting earlier.

This is the gist of new research from the cloud marketing technology firm Unified Social. Jeff Widman, the director of research there, recently crunched some numbers and found that posts that were sponsored in the first 24 hours received 2.6 times more viral impressions and 2.7 times more viral engagements than older promoted posts.

via Researcher: Advertise Your Facebook Post Within 24 Hours or Don’t Bother.