There has been a shift in how we all use social media today as businesses and consumers adjust to a new normal following the disruption caused by the pandemic. What time of day was optimal for social media posts in 2021 is now much more tightly clustered.

There is no doubt that social media presents opportunities for many businesses, with nearly 4 billion users across all platforms and the average person using several social platforms each month. As a matter of fact, 71% of consumers have found themselves using social media more than they have in previous years, highlighting the need for brands and marketers to meet their audiences where they are. And when businesses’ social media marketing efforts live up to customers’ expectations, the ripple effects are felt throughout the company.

For this report, we collaborated with our data science team to analyse the engagement rates of Sprout Social’s 30,000+ customers’ social media posts across all platforms and industries to determine the optimal posting times for maximum exposure.

You can use this information to better plan your publishing schedule, or you can continue reading for some suggestions on how to factor these findings into an analysis of your own account’s peak times for engagement.

Social Media’s Peak Posting Times

Depending on your objectives, content type, and target audience, different social media platforms will serve you better. If you find that your audience isn’t as engaged as you’d like, it may be time to reevaluate your social media objectives and key performance indicators. It’s obvious that knowing which days your audience is the most active will aid in accomplishing your aims.

We found that Tuesdays, Wednesdays, and Thursdays between 9 and 10 a.m. tended to have the highest engagement rates across all social networks when we analysed the data separately. Facebook, Instagram, Twitter, and LinkedIn all had their best results in the morning on weekdays.

• Best times to post on social media overall: Tuesdays through Thursdays at 9 a.m. or 10 a.m.
• Best days to post on social media: Tuesdays through Thursdays
• Worst days to post on social media: Sundays

However, there is more to social media posting than just this one statistic. Throughout the week, and at notably different times, each network saw a wide range of engagement. Even more variation in participation is seen when different sectors are considered. In general, social media posts perform best on Tuesdays, Wednesdays, and Thursdays between 9 and 10 a.m. ET. However, there are other considerations to take into account before setting up a posting schedule.

Also Read: Social Media Trends To Watch In 2022

What Times Are Best to Post on Facebook

• Best times to post on Facebook: Mondays through Fridays at 3 a.m., Tuesdays at 10 a.m. and noon
• Best days to post on Facebook: Tuesdays through Fridays
• Worst days to post on Facebook: Saturdays

Facebook remains the most popular venue for advertisers around the globe, but 2022 will be notable for a shift in peak engagement hours. While mid-mornings used to dominate more strongly in years past, it now appears early morning hours have taken the lead.

When looking at the numbers, there seem to be a few more times when Facebook isn’t actively working. Brands have found that early and midday on weekdays are much more opportune times to get eyes on their content, with early mornings showing the most consistent engagement.

It’s important to remember that the top times displayed are recorded in US Central Time, so the fact that Facebook has a large global audience at unusual times (such as early mornings) reflects the fact that Facebook is used in many different time zones. So, let me get this straight: what does this entail? There are still lots of ways Facebook can help with your global social media strategy.

Best Times to Post on Instagram

• Best times to post on Instagram: Mondays at 11 a.m., Tuesdays and Wednesdays from 10 a.m. to 1 p.m., and Thursdays and Fridays 10 a.m. and 11 a.m.
• Best days to post on Instagram: Tuesdays and Wednesdays
• Worst days to post on Instagram: Sundays

Throughout 2020 and 2021, Instagram grew rapidly, and by early 2022, it had 2 billion monthly users. Even though TikTok is providing stiff competition for short-form video content, Instagram continues to dominate the market, especially as the company consistently adds to and improves the app. Reels have made it simpler to create and discover videos on Instagram, and the app’s support for 60-minute videos has given the feature new life.

In 2021, the most popular times to post on Instagram grew, much like those of Facebook’s other popular app. In contrast to the increased opportunities seen in the evenings and on the weekends, midday engagement during the week has become denser, with the peak times ranging from 10 a.m. to 1 p.m.

You can still find new brands and products to try on Instagram. The app’s user base is evolving in response to the addition or improvement of e-commerce capabilities. According to the statistics, almost half of the app’s customers make weekly purchases. It makes sense to add shopping features to the app on a platform whose foundation is the sharing of high-quality photos.

However, if their intended consumers are active on Instagram, brands would be wise not to ignore the platform. You can use it to promote your products or display your brand’s distinctive visual style through infographics. The potential for interaction between you and your Instagram followers is practically limitless.

Also Read: ‘Never get high on your own supply’ – why social media bosses don’t use social media