Is there an ideal time to publish on social media? Many studies recommend sharing your top content during the week’s start and early in the day. However, it’s not that straightforward. The optimal posting time varies based on the social media platform, target demographic, and content type. We’ve analyzed numerous studies to pinpoint the prime posting times for Facebook, TikTok, and other social media platforms. Additionally, we’ve compiled a list of methods to determine the absolute best posting times for your business.

Contents

• Does the timing of social media posts matter?
• What’s the best time to post on social media across all platforms?
• What’s the best time to post on Facebook?
• What’s the best time to post on Instagram?
• What’s the best time to post on TikTok?
• What’s the best time to post on YouTube?
• What’s the best time to post on LinkedIn?
• Tips to find the best time for you to post on social media Timing is everything in marketing. You need this 2024 marketing calendar to fuel your inspiration and ensure your plan stays on course.

The short answer is yes. Most social media algorithms prioritize recent content. This means when your target audience is most engaged, they are more likely to see your freshest post. An initial surge in engagement can snowball into even greater interaction.

Posting at the optimal time increases early visibility. Subsequently, if people enjoy and engage with the post, the algorithm will promote it to a wider audience. However, there’s a catch: your content needs to be compelling and relevant to your audience. The best time to post subpar content is never.

The general consensus is that the optimal time for social media posting is between 9 a.m. and noon on Mondays, Tuesdays, and Wednesdays.

This conclusion stems from our analysis of several prominent studies that monitored engagement levels for social media posts across different platforms. While examining the data, we also identified the:

• Optimal days for social media posting: Monday and Wednesday
• Least effective day for social media posting: Saturday The data indicates that many users prefer scrolling through social media in the morning and at the start of the week. Our free social media template provides ready-to-use social media posts for the entire year!

Is there truly one ideal time to post on social media?

The answer is a resounding no. Arriving at an average from the various research findings required careful consideration. Observe the suggested optimal posting times from these three reputable studies:

• Hootsuite: noon, Monday
• HubSpot: 6 p.m. to 9 p.m., Friday
• Sprout Social: 9 a.m. to 1 p.m., Tuesday and Wednesday Why does the HubSpot data deviate so significantly? It’s because their findings are derived from surveying marketers instead of analyzing actual user data. We found the disparity between marketers’ perceptions of prime posting times and actual user behavior intriguing, so we included it. However, our conclusions leaned more heavily on studies based on user data. Yet, even excluding HubSpot’s data, there’s still a noticeable variance in the results. It turns out that pinpointing a single perfect posting hour suitable for every social media account is not feasible. Factors like audience demographics, content type, and consumption habits need to be taken into account. The chosen platform significantly influences these variables—people consume YouTube videos differently from how they read text on Facebook. Therefore, let’s delve a bit deeper into each platform. This will allow you to strategize for successful cross-platform content publishing (which you should be doing!).

The most favorable time to post on Facebook is generally 10 a.m. on Monday and Tuesday.

Optimal posting days on Facebook: Monday through Thursday Least effective posting day on Facebook: Sunday As you can see, the ideal Facebook posting times closely align with the overall trend. This makes sense, considering Facebook’s vast user base of over 3 billion users, making its influence significant. Here’s a breakdown of recommended Facebook posting times according to different studies:

• Hootsuite: 10 a.m., Monday and Tuesday
• HubSpot: 6 p.m. to 9 p.m., Saturday and Sunday
• Sprout Social: 8 a.m. to 1 p.m., Monday through Thursday Facebook’s user demographics skew slightly older than those of other social media platforms. Moreover, more than half of its users report using the platform to stay informed about current events. This might explain the surge in engagement mid-morning—workers are browsing during their coffee and lunch breaks.

Key takeaway

On Facebook, prioritize posting concise, easily digestible content before noon throughout the workweek. Experiment with a mix of images, video, and text-based posts. Keep in mind that roughly half of Facebook users access the app multiple times daily. Trying different posting times might reveal better engagement for your content. Do you utilize paid advertising on Facebook? If so, our free Facebook Ads Grader can help you maximize lead generation and conversions.

Generally, the best time to post on Instagram is 9 a.m. on Monday or Tuesday.

Optimal posting day on Instagram: Monday Least effective posting day on Instagram: Sunday Given that Instagram and Facebook are both under Meta’s umbrella, their algorithms are likely similar. Additionally, there’s significant user overlap between the platforms. This explains why the recommended posting times for Instagram mirror those of Facebook across the studies:

• Hootsuite: 9 a.m., Monday and 8 a.m., Thursday
• HubSpot: 6 p.m. to 9 p.m., Saturday
• Sprout Social: 9 a.m. to 1 p.m., Tuesdays and Wednesdays Users gravitate towards Instagram for visually appealing content and entertainment. This preference for distraction seems particularly strong as they begin their day.

Key takeaway

Capitalize on this early-week engagement by publishing your most captivating content then. Experiment with humorous Reels to gauge your audience’s preference for short-form videos. Reserve promotional content for Thursday and Friday as users begin planning their weekend leisure activities.

The optimal time to post on TikTok is generally 9 a.m. on Saturday.

Optimal posting days on TikTok: Tuesday and Saturday Least effective posting day on TikTok: Sunday Of the platforms discussed, TikTok is the newest in terms of both its launch date and user demographics. Observe how these factors influence the recommended posting times according to the studies:

• Hootsuite: 9 a.m., Saturday and 1 p.m., Sunday
• HubSpot: 6 p.m. to 9 p.m., Saturday
• Sprout Social: 2 p.m. to 5 p.m., Tuesdays and Wednesdays Unlike its more established counterparts, TikTok experiences higher engagement in the afternoons and on weekends. A closer examination of the data revealed minor peaks in the early morning. This suggests that users turn to TikTok for brief entertainment before work and at the end of their day.

Takeaway

TikTok is constantly evolving, necessitating a flexible approach to your content strategy. While users still seek passive entertainment, the platform is gaining traction as a product discovery tool. This means incorporating a blend of entertaining TikToks, educational, and promotional content. Initially, concentrate on publishing later on weekdays and earlier on weekends. You can also experiment with more informative posts mid-morning.

Generally, the most opportune time to post on YouTube is 6 p.m. on Friday.

Optimal posting day on YouTube: Friday Least effective posting day on YouTube: Monday Recent studies on optimal YouTube posting times are limited. Our findings are drawn from various sources, including reports from Social Pilot and an older study by Federated Networks.

• Social Pilot: 2 p.m. to 4 p.m., Sunday
• HubSpot: 6 p.m. to 9 p.m., Friday
• Federated Networks: noon to 3 p.m., Friday Longer videos are more prevalent on YouTube, making it difficult for viewers to squeeze in a quick watch during work breaks. This explains the surge in engagement later in the day and on weekends. It’s important to note that YouTube’s algorithm functions more like Google’s than that of a traditional social media platform. Your videos don’t instantly appear in feeds. Instead, the algorithm takes time to index your content before matching it with potentially interested viewers.

Key takeaway

On YouTube, publish content a few hours before your target viewing time to allow the algorithm sufficient indexing time. Aim for times when your audience is available to watch, especially for long-form content. If you’re focused on YouTube Shorts, try mirroring your Instagram Reels posting schedule to see if this attracts attention for your bite-sized content.

The most suitable time to post on LinkedIn is generally 10 a.m. on Monday.

Optimal posting day on LinkedIn: Monday Least effective posting days on LinkedIn: Saturday and Sunday Data regarding LinkedIn posting times is relatively consistent, suggesting that posting early in the week and earlier in the day yields the best results:

• Sprout Social: 10 a.m. to noon, Tuesdays and Wednesday
• Hootsuite: 1 p.m., Monday
• HubSpot: 9 a.m. to noon, Monday This isn’t surprising. As a platform for professionals seeking job opportunities and industry insights, peak engagement during typical office hours is expected. What’s slightly unexpected is the rise of video content. Although text-heavy posts are the norm, short video clips are gaining popularity on LinkedIn.

Key takeaway

While mornings are generally favored, users tend to check LinkedIn sporadically throughout the day. It’s advisable to publish a few posts daily at the start of the week. As seen on other platforms, video content tends to perform better later in the day. Therefore, schedule text-heavy posts for the morning and engage your audience with a short video in the afternoon.

As the data illustrates, there’s no universally applicable “best time to post.” Determining the ideal posting schedule requires a tailored approach. The following tips will guide you:

Factor in your content type

Content consumption trends are constantly shifting. Initially, text-based posts dominated. Then, images took center stage. TikTok ushered in the era of short-form video, and recently there’s been a surge in slightly longer videos. Engagement patterns vary with these different content formats. Consider a 30-minute video recap of a trending streaming show primarily targeting adults.

Source Watching the entire video during the workday would be challenging for most working adults. Therefore, publishing it in the evenings or on a weekend morning when the target audience has more leisure time would be ideal—keeping in mind YouTube’s indexing time. Now, imagine you’re a real estate social media manager promoting a new listing with a short Instagram Reel.

Source Posting early weekday mornings would likely generate more traction as people briefly browse for home inspiration. Regardless of your content, try to view it from your audience’s perspective and anticipate their most likely viewing times. This will guide your posting schedule for each platform.

Determine your audience’s online presence

Content length and format aren’t the only factors influencing your posting schedule. Understanding your audience’s online behavior is crucial. For instance, let’s say you’re posting a 30-minute montage featuring scenes from the cartoon Paw Patrol.

Source While this is considered long-form content, the target audience likely isn’t working a 9-5 (no judgment if you are!). So, weekday mornings could still be effective. How can you track your audience’s online activity? Utilize the analytics provided by each platform. TikTok offers an hourly graph depicting the peaks and dips in your account’s audience engagement.

Facebook, Instagram, and other platforms provide comprehensive data. By diving into these analytics, you’ll gain clarity on the best posting times for each.

Analyze past posts

Finding the optimal social media posting time is similar to playing Battleship. You strategically place a post on the calendar, and if it hits the mark, you continue targeting that time slot. If engagement is low, you adjust your aim. Your analytics dashboards are crucial for identifying successful and unsuccessful posting times. There are a couple of ways to approach this. One option is to examine the metrics of each post individually.

Create a spreadsheet with columns for the post, platform, and posting time. Then, consult individual post analytics to see the number of likes, shares, and other interactions. If you publish diverse content types at various times, you can analyze each type’s performance using tools like this Facebook report.

For example, if your afternoon videos consistently outperform your morning image-based posts, consider shifting more content to the afternoon. Regardless of your analysis method, you’ll start noticing patterns in your posting schedule that can inform future content strategies.

Conduct a competitive analysis

Observing similar accounts on social media can be incredibly insightful. If they’re seeing high engagement from Friday afternoon posts, testing those times yourself is worthwhile. The key is to identify accounts that target a similar audience with comparable content. Avoid modeling your posting strategy after a Paw Patrol fan account if your focus is “The Last of Us” recaps. Once you’ve identified relevant competitors, simply examine their most popular content and note their posting times.

Source Established accounts likely have a good understanding of their optimal posting times. If three prominent accounts in your industry consistently post at roughly the same time, that’s a strong indicator of a potentially successful time slot for you.

Determine the optimal social media posting times for your business

Use the insights from the reports we’ve discussed as a starting point in your quest for the perfect social media posting schedule. Experiment with the suggested times and days. However, don’t stop there. Your business is unique, and so is your ideal social media calendar. Keep these tactics in mind when determining your posting schedule:

• Consider your content type
• Identify when your audience is online
• Analyze the performance of past posts
• Conduct a competitive analysis