The Best Times to Post on Social Media
- Sydney Jordan
- Apr 15
- 5 min read
Information in this blog post was obtained from the HubSpot Blog and Hootsuite.com.
Social media has become a foundation for modern-day marketing strategies. Whether you’re an influencer, a business, or an individual looking to build your personal brand, posting at the right time can make all the difference in your visibility and engagement. But how do you know when the best post times are for each platform? The answer isn’t so simple. Optimal post times depend on a variety of factors, such as industry, target audience, and even location. First, we will discuss why post timing is so important in social media marketing. Then we will explore the best times to post on major social media platforms, such as Instagram, TikTok, Facebook, and Twitter (X), based on trends and research. Lastly, we will discuss how to create and adapt your own posting schedule.
Why are Posting Times so Important?
Different people use social media at different times throughout the day. The times that people access their social media can vary based on their location, age group, and lifestyle. Understanding your target audience’s behaviors can help you time your posts for when they are most active. Algorithm preference can also impact how visible your content is. Platforms like Facebook and Instagram use algorithms that prioritize content based on user engagement. This means the earlier a post receives attention through likes, comments, and shares, the more likely it is to appear in your followers’ feeds. Posting when your audience is online increases the likelihood of this initial engagement. Posting at the right time can also ensure your content stays competitive amongst the millions of other posts out there. Lastly, by posting when your audience is most likely to be online, you’re ensuring that your content has the best shot at reaching the largest number of people.
When is the Best Posting Time for Each Platform?
Let’s take a look at the best times to post on some popular social media platforms. Do keep in mind that these are general trends; your target audience may have different habits. The following post time data comes from Flori Needle’s Hubspot article titled “The Best Times to Post on Social Media in 2025 [New Data]”.
Instagram, with its highly visual content, is a great platform for engagement. Its 2 billion-plus monthly users are particularly active on mobile devices during leisure times. A study by Buffer shows that the best time to post content on Instagram is between 7:00 am - 9:00 am on weekdays. This same study also showed Fridays having the highest engagement rates and Sundays having the lowest. However, some researchers state that posting in the late afternoons and evenings will show increased engagement, as this is when individuals will be relaxing after a long day of work and school. Hannah Macready’s article, “How often should a business post on social media? [2025 data],” on Hootsuite recommends posting on Instagram a minimum of three times a week. Instagram’s own Adam Mosseri also encourages posting two stories each day. Posting consistently and frequently will increase your chances of showing up in the Explore feed and will aid in reaching maximum visibility.
TikTok
TikTok has exploded in popularity, especially among younger audiences. The platform’s algorithm prioritizes new and trending content, so posting at the right time can help your video gain traction quickly. A study by SocialBu states that the global optimal time to post on TikTok is between 6:00 am - 10:00 am, 3:00 pm, and 10:00 pm on Mondays and Tuesdays, as there are signs of higher user engagement earlier in the week. Since TikTok is so popular amongst younger audiences, they see increased user activity in the mornings before school or work and in the evenings after the day’s activities. Hannah Macready’s Hootsuite article suggests posting on TikTok a minimum of 3-5 times per week, if not more. With TikTok’s algorithm, the more you post regularly, the more likely you are to reach a wider audience and gain more attention.
Facebook remains one of the largest and most widely used social media platforms. However, since the platform has such a large and diverse user base, it’s important to tailor your posting schedule to your specific audience. According to a study conducted by SocialBee, the best time to post content on Facebook is between 9:00 am - 10:00 am and 1:00 pm - 4:00 pm Monday through Friday. Engagement tends to peak in the early afternoons, as this is when users are likely on their work breaks or winding down from their day. With how diverse Facebook is, its organic reach remains extremely low. Hannah Macready’s Hootsuite article recommends posting 1-2 times a day. This ensures that your brand stays relevant without overwhelming your audience.
Twitter (X)
Twitter is a fast-paced platform where real-time engagement is key. Tweets have a much shorter lifespan compared to posts on platforms like Facebook and Instagram. This means timing is essential for getting your message seen. A study by SocialPilot shows that the best time to post on X is on weekday mornings between 9:00 am - 11:00 am and in the afternoons around 3:00 pm. Posts in the mornings catch people as they start their day, while late afternoon posts target users wrapping up their workday. With how fast-paced X is, Hannah Macready’s research suggests posting at least 2-3 times per day. With the ability to post multiple times a day, this allows you to experiment with timing and frequency to find the ideal mix for your audience.
How to Create Your Own Posting Schedule
While there are general time windows that tend to work for most audiences, it is essential to tailor your posting schedule to your target audience. Many social media platforms provide analytics that show when your followers are active and how they engage with your content. You can use this as a resource to create a posting schedule that best fits your viewers’ behaviors. Tracking your analytics also allows you to experiment with different post times and find time slots that work best for your audience. Scheduling tools can help you post at specific times, even if you're not online. Another Hubspot article by Flori Needle titled “I Tested Different Social Media Content Calendar Tools — Here’s How They Performed” discusses different resources that can help you create a content posting schedule. She discusses the benefits of using a content calendar, such as tracking prime posting times, sharing a collaborative schedule with your team, and customizing your content for each individual platform. For more information on creating the best posting schedule, go read my colleague Brianna's post here.
Conclusion
When it comes to marketing through social media, timing is everything. I first discussed the importance of posting when your audience is most active to increase your chances of reaching maximum visibility. We then explored the best times to post on each platform and how essential it is to adapt your schedule to your unique audience. Finally, we listed resources you can use to help create your own content posting schedule. Utilizing your analytics, testing different posting times, and staying flexible will help you build your social media strategy. By paying attention to when your audience is online, you can ensure your content reaches the widest possible audience and gets the engagement it deserves.
References
Bernazzani, S. (2019). 4 Social Media Calendar Tools to Plan All of Your Content [Template]. Hubspot.com. https://blog.hubspot.com/marketing/social-media-calendar-tools
Macready, H. (2024). How Often Should a Business Post on Social Media in 2024? Hootsuite. https://blog.hootsuite.com/how-often-to-post-on-social-media/
Needle, F. (2014, April 29). The Best Times to Post on Social Media in 2025 [New Data]. Hubspot.com; HubSpot. https://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic#best-time-to-post-on-instagram
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