Performance by
Posting Time.

What are the best times to post on social media? It’s a question social media professionals are constantly asking.

In other words, what hours of the day and days of the week should you post at reach the most people and get the most engagements at the highest engagement rate?

In this section, we aggregated all 1.1 million+ posts in the data set to see which times were connected to the best post performance on Facebook, Instagram, LinkedIn and Twitter. Again, all the posts analyzed were organic.

That being said, these times are not a prescription for what will work for you or your brand. There are thousands of factors that affect post performance, and dozens of factors that influence what the best posting time is for you specifically.

For example, what timezone is your target audience in? When does your target audience tend to log in to each social network? What hours are you facing the most competition for feed space at? These are just a few of the questions you need to answer for yourself to find the ideal posting times for your organization. However, we hope that these general trends will serve as a starting point.

Instagram
1 3 : 0 0 1 2 : 0 0 1 1 : 0 0 1 0 : 0 0 0 9 : 0 0 0 8 : 0 0 0 7 : 0 0 0 6 : 0 0 0 5 : 0 0 0 4 : 0 0 0 3 : 0 0 0 2 : 0 0 0 1 : 0 0 2 4 : 0 0 2 3 : 0 0 2 2 : 0 0 2 1 : 0 0 2 0 : 0 0 1 9 : 0 0 1 8 : 0 0 1 7 : 0 0 1 6 : 0 0 1 5 : 0 0 1 4 : 0 0 5,299 4,848 2,917 2,301 2,401 2,196 1,850 2,141 1,946 2,030 2,066 2,228 2,447 3,085 3,113 3,081 3,532 2,387 3,365 2,780 5,479 4,969 2,598 2,563 B e s t T i m e s t o P o s t W o r s t T i m e s t o P o s t

Reach by Hour

On Instagram, posts made from 6 pm to 10 pm and from midnight to 7 am got the most organic reach on average. Meanwhile, the lowest point for reach was from 8 am to 5 pm.

The general trend in this data suggests that posting outside of working hours was the best way to reach a large audience. The spikes at 1 am and 5 am are likely exaggerated due to bias from the small sample size of posts made at those hours in the data.

The main takeaway here is that it’s worth posting in the evening on Instagram and scheduling posts outside of work hours when few users are looking at Instagram and many organizations are competing for limited feed space. It may also be worth testing posting in the middle of the night to see if it works for your audience---in some cases, this means your content will either be the last thing they see before going to bed or the first thing they see when they wake up.

Instagram
M O N D A Y S U N D A Y S A T U R D A Y F R I D A Y T H U R S D A Y W E D N E S D A Y T U E S D A Y 2,507 2,408 2,350 2,267 2,085 2,925 3,543

Reach by Day

As on Facebook, Instagram posts made on weekends had significantly higher average reach than posts made on weekdays. Reach also gradually declined through the workweek, with posts made on Thursdays and Fridays generating the lowest average reach.

This is likely for similar reasons to Facebook. The fewest posts were made by organizations on Saturdays and Sundays, so these days had the least competition for feed space and reach. Furthermore, a larger number of users were likely checking their feeds on weekends, making it easier to attain a higher reach.

For social media pros who want to spread brand awareness, posting to Instagram on weekends may be a winning strategy.

Linkedin
0 2 : 0 0 1 3 : 0 0 1 2 : 0 0 1 1 : 0 0 1 0 : 0 0 0 9 : 0 0 0 8 : 0 0 0 7 : 0 0 0 6 : 0 0 0 5 : 0 0 0 4 : 0 0 0 3 : 0 0 0 1 : 0 0 2 4 : 0 0 2 3 : 0 0 2 2 : 0 0 2 1 : 0 0 2 0 : 0 0 1 9 : 0 0 1 8 : 0 0 1 7 : 0 0 1 6 : 0 0 1 5 : 0 0 1 4 : 0 0 0 2 : 0 0 B e s t T i m e s t o P o s t W o r s t T i m e s t o P o s t 3,123 2,427 1,752 1,847 1,691 1,290 1,750 1,897 2,468 1,599 1,335 1,472 1,194 371 576 941 568 902 701 1,366 543 586 675 730

Reach by Hour

On LinkedIn, the peaks of average impressions by hour came at 6 am and 2 pm, with the highest average impressions in general coming from 6 to 8 am and from noon to 3 pm.

Meanwhile, posts made from 7 pm to 5 am got the lowest impressions on average. This contrasts with post performance on both Facebook and Instagram, as posts made in the evening and night on those networks tended to have higher average reach and engagements.

The explanation for this difference is likely related to LinkedIn’s focus on professional and business-to-business networking. Users are more likely to be using LinkedIn when they are at work or thinking about work. Conversely, they are less likely to view or engage with LinkedIn content during their leisure time.

The takeaway for social media pros should be to try posting when your target audience is waking up or commuting to work, or during breaks in the workday in general. It’s also likely that posting in the evening will not reach as large an audience.

Linkedin
M O N D A Y S U N D A Y S A T U R D A Y F R I D A Y T H U R S D A Y W E D N E S D A Y T U E S D A Y 1,770 1,562 1,463 1,310 1,568.5 1,654 1,285

Reach by Day

On LinkedIn, posts made on Mondays got the most impressions on average, followed by Saturdays and Fridays. Sundays got the least impressions while Thursdays got the second least.

It’s important to note that only a small percentage of LinkedIn posts in our study were made on Saturdays or Sundays, so the data here is most reliable for posts made on weekdays.

Since LinkedIn is a professional network, organizations tend to post more during weekdays and working hours, and users tend to use the platform more at these times. However, this also means more competition. Social media pros should test out posting on Mondays and Saturdays, but expect variation based on the behavior of their target audience and adjust accordingly.

Want More Data & Insights?

Discover what hours and days of the week were the most (and least) effective at reaching audiences in our 2019 Social Media Data Report.