Optimal Social Media Posting | Enhance Your Ecommerce Strategy | Website Development CT

The internet is perpetually active, implying that all times are equally ideal for posting on social media. However, this is a myth we’re aiming to debunk to aid your social team in strategizing, planning, and delivering successful social media marketing.

Considering that there are nearly 5 billion users of social media globally on various platforms, it’s a realm ripe with opportunities. Social media has significantly expanded its role, becoming a cross-functional and collaborative channel. From only being a platform for brand awareness, it now influences various business aspects such as customer experience, sales, product development, content creation, and marketing.

Our collaboration with the data science team has allowed us to analyze trends and findings from Cobalt’s over 34,000 customers to comprehend when their content experienced peak and trough engagement, categorized by platform and industry.

Disclaimer: The data from Cobalt Social covers users from diverse plan types, industries, and locations. All time frames are recorded globally, indicating you can publish according to the suggested times in any time zone and anticipate positive engagement results. The number of engagements signifies total engagements a brand received on the specific channel during that hour. Industry-specific data encompasses mid- to high-level engagement times. However, we recommend experimenting with your own accounts to discover the most optimal send times.

Best Times to Post on Social Media Overall

Data chart displaying the optimal times to post on social media during weekdays, based on Cobalt Social data.

Each social platform offers its benefits, contingent on your objectives, content type, and target audience.

If your engagement levels aren't meeting your expectations, consider revisiting your social media KPIs. Identifying the days with maximum engagement can help achieve your objectives.

While we analyzed data for each social network individually, we persistently noticed that engagement was highest on Tuesdays, Wednesdays, and Thursdays, typically between 9 a.m. and noon. Midweek mornings seem to be a prosperous time across most social platforms, including Facebook, Instagram, Twitter, and LinkedIn. Pinterest and TikTok observe higher engagement during afternoons.

However, there's more to posting on social media than merely observing these stats. Each network experiences different ranges of engagement at various times during the week. Once the specific industries are taken into account, the engagement ranges diverge even more. Therefore, although Tuesdays through Thursdays between 9 a.m. and noon are generally the best times to post on social media, consider other factors before scheduling your posts.

Best Times to Post on Facebook

According to Cobalt Social data, a heatmap representing the best times to post on Facebook globally in 2023.

There's no cause for alarm. Facebook continues to be the most utilized platform by marketers globally at 90%, and it shows no signs of slowing down. We've witnessed an intriguing shift in engagement times aligning with general business hours versus the very early morning hours in recent years. What implications does this hold for marketers?

The ideal posting times on Facebook are from Monday through Thursday, starting at 8 a.m. and ending around 1 p.m. in the afternoon. The only "off" hours for posting on Facebook are the early hours from Fridays through Mondays, usually from midnight until 4 a.m.

A robust Facebook marketing strategy enables businesses to target their audiences with their content at the right time. However, engagement also depends on how frequently you post on social media and what you post. Not all social content translates effectively across all social media platforms. Posting the appropriate content on the right platform makes a significant difference.

Best Times to Post on Instagram

Based on Cobalt data, here is a heatmap illustrating the optimal times to post on Instagram around the world in 2023.

Although Facebook remains the most popular platform used by marketers globally, Instagram takes second place with a 79% usage rate. It's unsurprising that Instagram is also the second most popular platform for customer service after Facebook, both for marketers and consumers. The competition for short-form videos between Instagram and TikTok is still intensifying, with Reels making up 30% of the time spent on the Meta-owned platform.

The ideal times to post on Instagram are generally between 9 a.m. and 1 p.m. on Mondays, Tuesdays, Wednesdays, and Fridays. Similar to Facebook, the least active hours are the early morning hours of every day, from midnight until 4 a.m.

Instagram has evolved significantly since its photo-centric beginnings. With nearly 2 billion monthly active users, the app now allows for sharing images, videos, Reels, and live streams, to name a few creative content types. It's also a platform for collaboration and partnerships with other brands and offers a revenue stream through its e-commerce capabilities.

The Instagram algorithm is unpredictable. Achieving success on the platform requires a balance of regular posting of high-quality content that will captivate and entertain your audiences. This is a considerable demand for each piece of content published, but using this as a guide can assist your Instagram marketing initiatives.

Best Times to Post on LinkedIn

Based on Cobalt data, a heatmap showing the ideal times to post on LinkedIn globally in 2023.

As expected from a platform with a professional focus, LinkedIn engagement times align with standard business hours. High engagement hours peak around midday and typically don't extend far beyond workday hours. Your LinkedIn content is less likely to attract attention on weekends, when engagement drastically decreases.

Given that LinkedIn content revolves around professional thought leadership and career advancement, it's logical that the majority of users interact with content throughout their workday. The platform becomes active by midday, and the ideal times to post on LinkedIn are Tuesdays and Wednesdays between 10 a.m. and noon.

Although LinkedIn is a business and employment-centric platform, it's more than just a job board and networking tool. It provides a platform for professional storytelling and advocacy, from both employers and employees. Users at all levels can share their expertise, stimulate conversations that challenge the norm, and amplify professional voices globally.

With over 900 million members in 200 countries and regions, LinkedIn is crucial for a plethora of business opportunities. Companies on LinkedIn are discovering innovative ways to generate leads, identify co-marketing partners, showcase company culture, and attract talent. Given these additional business opportunities provided by LinkedIn, it's logical that posting and engagement align with business hours.

Best Times to Post on Pinterest

Based on Cobalt data, a heatmap is provided which indicates the optimal times to post on Pinterest worldwide in 2023.

Pinterest serves as the visual search engine where users explore products, trends, designs, and more. The value of Pinterest is well recognized by the brands that utilize it.

Cobalt newly offers data about the best times to post on Pinterest this year. Users are interacting with content at almost all hours, nearly every day of the week. The best times include the 1 p.m. hour on Tuesdays, Wednesdays, and Thursdays, typically an hour before or after. Intriguingly, Wednesdays at 6 a.m. also represent a peak posting time on Pinterest.

The mix of when users are perusing their feeds and the Pinterest algorithm might impact engagement times, but this should not deter you from designing a social media calendar with posts scheduled at these hours.

Best Times to Post on TikTok

Based on Cobalt data, a heatmap indicating the ideal times to post on TikTok globally in 2023.

As the newest digital platform on this list, TikTok has seen substantial growth and impact in half the time of its competitors. With over 1 billion active global users spending roughly 20 hours on the app every month, TikTok has proven its staying power.

The optimal times to post on TikTok are Tuesdays from 2 to 6 p.m., Wednesdays from 2 to 5 p.m., and Thursdays from 3 to 5 p.m. Afternoons see the highest engagement levels on the platform, as users seek an entertainment boost. However, overall, Tuesdays through Thursdays from 9 a.m. to 5 p.m. experience higher engagement.

As market trends shift rapidly, it's essential to comprehend how trends emerge, evolve, and influence. Once you grasp these factors, moments, or signals, you can craft a proactive TikTok trend strategy rather than reactively participating.

Best Times to Post on Twitter

Based on Cobalt data, a heatmap indicating the ideal times to post on Twitter worldwide in 2023.

Twitter remains the go-to platform for real-time conversations and news updates. It didn't slow down with breaking news and trends in 2022. Brands that aim to engage with trending topics need to be timely while upholding their brand values.

The peak times for Twitter engagement increased significantly from the previous year, with most active hours typically from late morning to midday during weekdays. The ideal times to post on Twitter are from Tuesday through Friday, starting at 9 a.m. and generally slowing down around noon.

This may reflect users' interest in the unfolding news and updates throughout the day, as well as a craving for entertainment. It's worth noting that many brands use Twitter as part of their customer service strategy, offering an alternative to traditional customer support options. Brands should persist in building trust with their customers and enhancing customer experience through social listening.

Determining Your Optimal Social Media Posting Times

With the right data, social marketers can plan their content more effectively. As platforms evolve, the ways brands and consumers use social media will adapt accordingly. Keeping up-to-date with new content formats and trends could help you connect with your audience in unforeseen ways or discover new segments and personas that weren't previously your focus.

While it may be tempting to utilize these provided peak engagement times as part of your strategy immediately, it would be beneficial to complement this data with your own social media analysis. You might find that your specific target audience is active around these peak times or perhaps a few hours earlier.

With functionalities like post tagging and cross-network reporting, it's possible to distinguish between various factors such as post author or content types, and delve into how your posting time affected your social success.

Through Optimal Send Times, the specific times recommended are based on your publishing history and when your audience is most active.

How Cobalt Compiled the Data