Most Important Takeaway: Generic "best times" are a starting point. Your actual best posting times depend on when YOUR specific audience is active. Use these benchmarks, then test and optimize based on your own performance data.
Why Posting Times Differ By Platform
Each social media platform has different user behaviors, demographics, and usage patterns. Here's why timing matters differently across platforms:
- Different audiences: LinkedIn users scroll during work hours. TikTok users scroll late at night. Instagram users scroll... constantly.
- Different content types: Long YouTube videos get watched during "lean-back" time. Quick TikToks get consumed during "micro-breaks."
- Different algorithms: Some platforms heavily weight early engagement (Twitter/X). Others care more about overall watch time (YouTube).
- Different time zones: If your audience is global, there's no single "best time." You need to prioritize your largest audience segments.
Let's break down each platform's optimal posting schedule.
Instagram: Best Times to Post
Instagram's algorithm favors consistent posting when your followers are most active. Peak engagement happens when people are scrolling during breaks and downtime.
| Content Type | Best Days | Best Times (EST) | Why |
|---|---|---|---|
| Reels | Tuesday-Thursday | 9-11 AM, 7-9 PM | Morning commute and evening wind-down. Reels tab gets heavy traffic during these windows. |
| Feed Posts | Wednesday-Friday | 11 AM-1 PM | Lunch break scrolling. Feed posts compete with Reels, so timing matters more. |
| Stories | Monday-Friday | 8-9 AM, 5-6 PM | Stories are checked habitually during transition times (before work, after work). |
Avoid posting on Instagram: Sunday mornings (people are offline), 2-4 AM (unless you have a global audience), during major events (Super Bowl, elections).
For a deeper dive into Instagram Reels posting times specifically, including how to analyze your own best times, check out our complete guide: Best Time to Post Instagram Reels.
TikTok: Best Times to Post
TikTok's For You Page algorithm is less time-sensitive than Instagram's, but early engagement still helps boost distribution. TikTok users skew younger and scroll late.
| Day of Week | Best Times (EST) | Secondary Times (EST) |
|---|---|---|
| Monday | 6-9 AM, 7-11 PM | 12-3 PM |
| Tuesday | 2-6 AM, 9 AM-12 PM | 7-11 PM |
| Wednesday | 7-9 AM, 8-11 PM | 12-3 PM |
| Thursday | 9 AM-12 PM, 7-11 PM | 3-6 PM |
| Friday | 5-9 AM, 8 PM-12 AM | 3-6 PM |
| Saturday | 9 AM-1 PM, 7-11 PM | 5-7 PM |
| Sunday | 7 AM-12 PM, 7-9 PM | 3-6 PM |
Why late hours work on TikTok: TikTok's primary demographic (18-34 year olds) scrolls heavily before bed. The 8-11 PM window consistently shows high engagement across all content types.
YouTube: Best Times to Post
YouTube is less about "posting time" and more about when your audience is likely to watch. The algorithm surfaces videos weeks or months after upload, but early engagement still helps.
| Content Type | Best Days | Best Times (EST) |
|---|---|---|
| Long-form videos (10+ min) | Thursday-Saturday | 2-4 PM |
| YouTube Shorts | Monday-Friday | 6-9 AM, 5-8 PM |
| Tutorials/How-tos | Tuesday-Thursday | 9 AM-12 PM |
| Entertainment/Vlogs | Friday-Sunday | 3-6 PM |
Why weekends work for YouTube: People have more time for longer videos. Weekday uploads might get initial engagement from notifications, but weekend uploads get more total watch time in the first 48 hours.
Facebook: Best Times to Post
Facebook's user base skews older (30-65) compared to other platforms. Posting times reflect traditional daily rhythms more than late-night scrolling.
| Best Days | Best Times (EST) | Content Types |
|---|---|---|
| Monday-Friday | 1-3 PM | All content types |
| Tuesday & Wednesday | 9 AM-12 PM | Business/news content |
| Thursday-Friday | 1-4 PM | Entertainment, lifestyle content |
| Weekend | 12-1 PM | Personal posts, community engagement |
Why midday works on Facebook: Facebook users check during lunch breaks and afternoon lulls at work. Evening engagement is lower compared to Instagram or TikTok.
Twitter/X: Best Times to Post
Twitter moves fast. Tweets have a short lifespan (15-30 minutes of peak visibility). Posting when your audience is active is critical.
| Best Days | Best Times (EST) | Why |
|---|---|---|
| Monday-Friday | 8-10 AM, 12-1 PM, 5-6 PM | Commute times and breaks. Twitter is a "waiting in line" platform. |
| Wednesday | 9 AM-12 PM | Peak engagement day of the week. |
| Weekend | Avoid (lower engagement) | Twitter usage drops significantly on weekends unless tied to live events. |
Twitter strategy tip: Post multiple times per day (3-5 tweets). Unlike Instagram, frequent posting doesn't hurt you on Twitter. Stagger posts around peak times.
LinkedIn: Best Times to Post
LinkedIn is a professional platform. Posting times mirror work schedules, not personal scrolling habits.
| Best Days | Best Times (EST) | Why |
|---|---|---|
| Tuesday-Thursday | 7-8 AM, 12 PM, 5-6 PM | Before work, lunch break, and end of workday. |
| Wednesday | 9 AM-12 PM | Peak engagement day. Mid-week, mid-morning. |
| Weekend | Avoid | LinkedIn engagement drops 70%+ on weekends. |
Why early morning works on LinkedIn: Professionals check LinkedIn before diving into work emails. Posts published at 7-8 AM get visibility during this high-intent browsing window.
Pinterest: Best Times to Post
Pinterest is a visual search engine. "Best time" matters less than on other platforms since Pins get discovered weeks/months after posting. However, initial engagement still helps.
| Best Days | Best Times (EST) | Why |
|---|---|---|
| Saturday-Sunday | 8-11 PM | Pinterest users browse for inspiration during weekend evenings. |
| Tuesday-Friday | 2-4 PM, 8-11 PM | Afternoon breaks and evening relaxation. |
| Monday | Avoid | Lowest engagement day of the week. |
Pinterest strategy tip: Post consistently (daily or several times per week) rather than worrying about exact timing. Pinterest rewards fresh content and favors active accounts.
How to Find YOUR Best Posting Times
Generic best times are a starting point, but your actual optimal posting schedule depends on your specific audience. Here's how to find it:
Step 1: Check Your Platform Analytics
- Instagram: Go to Insights → Audience → See when your followers are most active (by day and hour)
- TikTok: Creator Tools → Analytics → Followers → Follower activity shows peak times
- Facebook: Insights → Posts → When Your Fans Are Online
- LinkedIn: Page Analytics → Visitors → Visitor demographics shows active times
- Twitter: Twitter Analytics → Tweets → Top Tweets shows when your posts perform best
Step 2: Test Different Time Slots
Pick 3-4 different posting times and test them over 2-3 weeks. Track engagement for each time slot:
- Morning (6-9 AM)
- Midday (11 AM-1 PM)
- Afternoon (2-4 PM)
- Evening (7-10 PM)
Keep your content quality and type consistent during testing so you're measuring timing, not content differences.
Step 3: Track Performance Consistently
Create a simple tracking system:
- Date and time posted
- Platform
- Engagement rate in first hour
- Engagement rate in first 24 hours
- Total reach/impressions
Tools like IShort's analytics dashboard can automatically track your Instagram Reels performance by posting time, showing you patterns without manual spreadsheet work.
Step 4: Adjust for Your Niche
Your audience's behavior varies by niche:
- Fitness: Early morning (5-7 AM) and evening (5-7 PM) when people work out
- Food: Meal times (11 AM-1 PM for lunch, 5-7 PM for dinner)
- Business/productivity: Weekday mornings (7-9 AM) when people are in "work mode"
- Entertainment: Evenings and weekends when people relax
- Education: Mid-morning (9-11 AM) when people are in learning mode
Step 5: Consider Time Zones
If your audience spans multiple time zones:
- Check your analytics to see where most followers are located
- Optimize for your largest time zone segment
- Consider posting twice (once for East Coast, once for West Coast)
- Use scheduling tools to post at optimal local times
The Role of Consistency vs. Timing
Here's an important truth: Consistent posting matters more than perfect timing.
Posting at 7 PM every Tuesday and Thursday will outperform posting at "optimal" times but sporadically. Here's why:
- Algorithm rewards: Most platforms favor accounts that post consistently
- Audience expectations: Your followers learn when to expect your content
- Sustainable growth: You can maintain a consistent schedule long-term. You can't sustain constant optimization.
Find a posting schedule you can realistically maintain, then optimize timing within that framework.
Track Your Instagram Reels Performance
Want to know exactly when YOUR Instagram Reels get the most views? IShort analyzes your posting times and shows you which hours and days consistently perform best for your specific content.
Try IShort Free →Common Posting Time Mistakes
Avoid these timing errors that hurt even great content:
1. Copying Competitors' Schedules Blindly
Just because a successful account posts at 9 AM doesn't mean that's optimal for you. Their audience might be in different time zones or have different browsing habits.
2. Posting When It's Convenient for You
Your schedule doesn't matter. Your audience's schedule matters. Use scheduling tools if your optimal posting time is 6 AM but you're not awake then.
3. Never Testing or Adjusting
Audience behavior shifts over time. What worked six months ago might not work now. Review your timing strategy quarterly.
4. Ignoring Platform-Specific Patterns
Don't post to all platforms at once just because it's easier. Instagram, TikTok, and LinkedIn have different peak times. Customize your schedule per platform.
5. Posting During Major Events
During major news events, sports finals, or cultural moments, social media engagement patterns shift dramatically. Avoid posting during these times unless your content is directly related.
Quick Reference: Best Times Summary
Bookmark this for quick reference:
| Platform | Best Days | Best Times (EST) |
|---|---|---|
| Tue-Thu | 9-11 AM, 7-9 PM | |
| TikTok | Wed-Fri | 7-9 AM, 8-11 PM |
| YouTube | Thu-Sat | 2-4 PM |
| Mon-Fri | 1-3 PM | |
| Twitter/X | Mon-Fri | 8-10 AM, 12-1 PM, 5-6 PM |
| Tue-Thu | 7-8 AM, 12 PM, 5-6 PM | |
| Sat-Sun | 8-11 PM |
Final Thoughts
The "best time to post on social media" isn't a universal answer. It's a combination of:
- Platform-specific user behavior patterns
- Your specific audience's active hours
- Your niche and content type
- Geographic distribution of your followers
- Consistent testing and optimization
Use the benchmarks in this guide as your starting point. Then invest time in analyzing your own data to find your optimal posting schedule. The creators who succeed long-term aren't the ones following generic advice—they're the ones who understand their own audience deeply.
Post consistently, track your results, and adjust based on what actually works for your content and community.