You can have the greatest content on the internet. Doesn't matter if you post it at 2 AM on a Sunday.
Timing is the most underrated factor in social media success. Same post, same audience,different times can mean 10x difference in engagement.
We dug through research analyzing over 3 billion social media engagements across millions of accounts. Here's what actually works.
The Quick Answer (If You're In a Hurry)
| Platform | Best Days | Best Times | Skip |
|---|---|---|---|
| Tue, Wed, Thu | 10 AM – 3 PM | Sunday | |
| Mon, Tue, Wed | 8 AM – 1 PM | Saturday | |
| Tue, Wed | 8 AM – 12 PM | Weekends | |
| TikTok | Tue, Wed, Thu | 2 PM – 6 PM | Monday |
| X (Twitter) | Wed, Thu, Fri | 9 AM – 11 AM | Sunday |
| Tue, Fri | 12 PM – 2 PM | Monday | |
| YouTube | Fri, Sat | 3 PM – 5 PM | Monday |
Times shown in local timezone. Scroll down for platform-by-platform breakdowns.
Why Timing Matters More Than You Think
Social media algorithms aren't fair. They front-load visibility based on early engagement.
Post when nobody's online? Your content gets crickets in the first hour. The algorithm interprets that as "this isn't good" and buries it.
Post when your audience is actively scrolling? Early likes and comments trigger "this is hot" signals. The algorithm pushes harder.
Translation: The same content can succeed or fail based entirely on when you hit publish.
Instagram: When to Post
Instagram rewards early engagement more than almost any platform. Nail the timing.
Best Times to Post
| Day | Optimal Window | Why |
|---|---|---|
| Monday | 11 AM – 2 PM | Back at work, desk scrolling |
| Tuesday | 10 AM – 4 PM | Full engagement day |
| Wednesday | 9 AM – 4 PM | Midweek peak |
| Thursday | 9 AM – 2 PM | Still strong |
| Friday | 11 AM – 3 PM | Winding down, more casual |
| Saturday | 10 AM – 12 PM | Brief morning window |
| Sunday | Skip it | Lowest engagement all week |
The Counterintuitive Finding
Some data shows posts between 3 AM – 6 AM outperform expectations. Why? Almost no competition. Your content is sitting there when early risers grab their phones.
Not for everyone, but worth testing if your audience includes global timezones or early birds.
Reels vs. Feed Posts
- Feed posts: 10 AM – 2 PM weekdays
- Reels: 9 AM and 12 PM, Monday–Thursday
- Stories: Less time-sensitive,post throughout the day
Facebook: When to Post
Facebook's user base skews older than Instagram. They're checking during work transitions.
Best Times to Post
| Day | Optimal Window | Why |
|---|---|---|
| Monday | 8 AM – 1 PM | Start of workweek scroll |
| Tuesday | 8 AM – 2 PM | Peak day |
| Wednesday | 8 AM – 1 PM | Strong midweek |
| Thursday | 8 AM – 12 PM | Morning focus |
| Friday | 9 AM – 11 AM | Quick check-ins |
| Saturday | Skip or minimal | Engagement drops |
| Sunday | Skip it | Worst day |
What Works
Early morning works surprisingly well. Posts at 5 AM – 7 AM catch users before the content flood begins.
Evening bump around 5 PM – 6 PM as people switch from work mode to personal time.
Video content performs better Thursday–Friday.
LinkedIn: When to Post
LinkedIn is work mode only. Weekends are dead. After 7 PM is dead.
Best Times to Post
| Day | Optimal Window | Why |
|---|---|---|
| Monday | 9 AM – 12 PM | Week kicks off |
| Tuesday | 8 AM – 2 PM | Best day |
| Wednesday | 8 AM – 1 PM | Tied for best |
| Thursday | 9 AM – 1 PM | Still solid |
| Friday | 9 AM – 11 AM | Brief window |
| Saturday | Don't bother | 90% engagement drop |
| Sunday | Don't bother | Same story |
LinkedIn's Sweet Spot
10 AM midweek = money time. Decision-makers are in first coffee break mode. Perfect for thought leadership and B2B content.
Surprising finding: Very early morning (4 AM – 6 AM) Tuesday/Wednesday posts perform well,you're hitting professionals globally before their day starts.
By Content Type
- Thought leadership: Tuesday or Wednesday, 10 AM
- Job posts: Monday morning
- Company updates: Wednesday midday
- Personal stories: Tuesday, 8 AM
TikTok: When to Post
TikTok's algorithm is more forgiving on timing than other platforms,content can blow up days later. But early engagement still helps.
Best Times to Post
| Day | Optimal Window | Why |
|---|---|---|
| Monday | 12 PM, 4 PM | Slower start |
| Tuesday | 4 PM – 6 PM | Afternoon surge |
| Wednesday | 9 AM – 11 AM, 2 PM – 6 PM | Double windows |
| Thursday | 9 AM – 11 AM, 2 PM – 6 PM | Strong |
| Friday | 5 PM – 7 PM | Weekend vibes start |
| Saturday | 11 AM – 1 PM | Leisure scrolling |
| Sunday | 3 PM – 5 PM | Afternoon lull |
The Pattern
TikTok peaks in the late afternoon and evening (4 PM – 7 PM) when people are done with work/school and decompressing.
10 AM is a consistent sweet spot across the data.
Monday is the worst day. Something about starting the week doesn't vibe with TikTok browsing.
X (Twitter): When to Post
X moves fast. If you miss the window, you miss the conversation.
Best Times to Post
| Day | Optimal Window | Why |
|---|---|---|
| Monday | 7 AM – 10 AM | Catching up on news |
| Tuesday | 9 AM – 11 AM | Prime time |
| Wednesday | 9 AM – 11 AM | Best day |
| Thursday | 9 AM – 11 AM | Still strong |
| Friday | 9 AM – 11 AM | End of workweek |
| Saturday | 9 AM – 11 AM | Reduced but active |
| Sunday | Skip it | Lowest engagement |
X Reality Check
The morning window (9 AM – 11 AM) catches people during the news/update cycle. They're checking what happened overnight.
Secondary evening window (6 PM – 9 PM) when people scroll during TV time.
Frequency matters more on X than other platforms. Aim for 3-5 posts daily to stay visible. Timing is less critical per-post when you're maintaining presence.
Pinterest: When to Post
Pinterest is different,users are planning, not just scrolling. Timing still matters, but content lifespan is much longer.
Best Times to Post
| Day | Optimal Window | Why |
|---|---|---|
| Monday | 8 PM – 11 PM | Evening planning |
| Tuesday | 12 PM – 2 PM | Lunch break inspo |
| Wednesday | 12 PM – 2 PM | Same |
| Thursday | 12 PM – 2 PM | Same |
| Friday | 12 PM – 2 PM | Weekend planning starts |
| Saturday | 8 PM – 11 PM | Project night |
| Sunday | 8 PM – 11 PM | Week-ahead planning |
Pinterest Is Weird
Unlike every other platform, evenings (8 PM – 11 PM) perform well. People plan projects and purchases at night.
Friday evening is strong,weekend project planning mode.
Content longevity: Pinterest surfaces pins for weeks or months. Consistency matters more than perfect timing.
YouTube: When to Post
YouTube needs processing time. Upload 2-3 hours before you want people to see it.
Best Times to Publish
| Day | Upload By | Why |
|---|---|---|
| Monday | 2 PM – 4 PM | Catches evening viewers |
| Tuesday | 2 PM – 4 PM | Same |
| Wednesday | 2 PM – 4 PM | Same |
| Thursday | 12 PM – 3 PM | Preps for Friday surge |
| Friday | 3 PM – 5 PM | Best day |
| Saturday | 9 AM – 11 AM | Weekend bingeing |
| Sunday | 9 AM – 11 AM | Good but not peak |
YouTube Strategy
Friday afternoon is prime time. People queue up videos for weekend watching.
The first 24 hours matter a lot for algorithm lift. Post when you can cross-promote on other platforms immediately.
Shorts follow different rules. Post 4-5 daily; timing is less critical.
How to Find YOUR Best Times
Here's the thing: these benchmarks are based on aggregate data. Millions of accounts averaged together.
Your audience might be different.
Use Your Own Analytics
Instagram: Insights → Audience → Most Active Times
Facebook: Business Suite → Insights → When Fans Are Online
LinkedIn: Analytics → Followers → When they're online
TikTok: Analytics → Followers → Follower Activity
These tell you when YOUR followers are actually online. More useful than any benchmark.
The 2-Week Test
- Pick 4 different time slots (morning, lunch, afternoon, evening)
- Post similar content at each time
- Track engagement rate:
(likes + comments) ÷ impressions × 100 - After 2 weeks, your winners will be obvious
- Double down on what works
Or Just Let AI Figure It Out
This is where modern scheduling tools with AI come in. They analyze YOUR past performance and data to tell you exactly when your unique audience is scrolling.
Industry Cheat Sheet
Different industries, different audiences, different timing.
| Industry | Best Times | Why |
|---|---|---|
| B2B / SaaS | Tue–Thu, 7 AM – 10 AM | Before meetings start |
| E-commerce | Wed–Fri, 11 AM – 2 PM | Lunch-break shopping |
| Food & Bev | Tue–Thu, 11 AM – 1 PM | Meal decision time |
| Fitness | Mon–Wed, 5 AM – 7 AM & 5 PM – 7 PM | Workout planning |
| Entertainment | Fri 3 PM – 7 PM; Weekends | Leisure time |
| Finance | Tue–Wed, 7 AM – 9 AM | Before markets open |
The Bottom Line
Midweek mornings win. Tuesday through Thursday, 8 AM – 12 PM, is the universal engagement window across most platforms.
Sunday is dead. Skip it on LinkedIn, Facebook, and X.
Your analytics > any benchmark. General data is a starting point. Your specific audience behavior is the answer.
Consistency beats perfection. Posting at a "good" time every day beats posting at the "perfect" time once a week.
You now know when to post. The challenge is actually doing it consistently.
Whether you use a spreadsheet, a calendar on your wall, or a scheduling tool, the key is to build a system that works for you. Consistency beats perfection every single time.