Your content is ready. Your caption is perfect. But when you hit "publish," crickets.
Sound familiar? You're not alone. With over 5.24 billion people scrolling social media daily, finding the best time to post on social media has become both more important and more complex than ever before.
Posting at the right time can be the difference between getting buried in the feed—or reaching your audience at peak engagement.
In 2025, algorithms have gotten smarter, audiences have gotten more global, and peak scroll times have shifted dramatically. What worked in 2024 might be sabotaging your reach today.
This guide breaks down what are the best times to post on social media across every major platform, backed by fresh 2025 data. You'll get platform-specific windows, day-by-day breakdowns, and strategies to find your sweet spot. Plus, we'll show you how to automate the whole process so you never miss your optimal posting window again.
Want more reach with less guesswork? Later's Best Time to Post feature analyzes 6 months' worth of profile data, then highlights your unique best time to post on the calendar. Try it free for 14 days.
Table of Contents
How we found the best times to post
The truth is, there's no universal best time that works for every brand, every platform, or every audience. Your ideal posting window depends on your specific followers, your industry, your content type, and even your geographic location.
That said, patterns exist. We've analyzed data from millions of posts across platforms, combined insights from recent industry studies, and examined engagement trends from our own Later community to identify the most consistent high-performing time windows.
Here's what goes into finding your best time of day to post on social media:
Platform algorithms matter more than ever.
Each platform's algorithm weighs timing differently. Instagram might prioritize posts from the last hour, while LinkedIn looks at broader engagement patterns over several hours.
Your audience's behavior beats general trends.
A B2B brand targeting executives will see different peak times than a lifestyle brand targeting college students. Geography matters, too—if your audience is in multiple time zones, you'll need to account for that.
Content type affects timing.
Educational content might perform better during commute hours, while entertainment content peaks in the evening. Video content often has different optimal windows than static posts.
Testing is non-negotiable.
The most successful brands don't just follow general guidelines—they test, measure, and adjust their posting schedules based on their own data.
Later's analytics tools track your audience's activity patterns and automatically identify your personalized best times to post. Instead of guessing, you get recommendations based on when your specific followers are most active and engaged.
Best time to post by platform
Instagram's algorithm prioritizes recency, making timing crucial for initial visibility. Based on our latest Instagram research, here's when your posts are most likely to get seen:
Overall best time: 5 AM is the single best time to post on Instagram for maximum engagement.
The early bird window: Content published between 3 AM and 6 AM consistently yields higher-than-average engagement from Monday through Sunday. This early-morning approach captures less competition and reaches users during their first scroll of the day.
Best day: Monday is the top-performing day overall, especially for posts published between 12 AM and 6 AM.
Best times by day:
Monday: 5 AM and 11 PM
Tuesday: 5 AM
Wednesday: 3 AM (strong engagement until 5 AM)
Thursday: 4 AM to 5 AM
Friday: 3 AM to 6 AM
Saturday: 5 AM
Sunday: 12 AM, 5 AM, and 11 PM
Content-specific timing:
Reels: 12 AM is optimal, with Monday being the most effective day (especially the 12 AM-6 AM window)
Carousel posts: 5 AM works best, with Tuesday being the ideal day
Stories: Throughout the day, with peaks during early morning hours
Remember, posting frequency matters as much as timing. Consistent daily posting often outperforms sporadic content with perfect timing.
Pro tip: Discover your best posting windows with Later's Best Time to Post tool—powered by real-time engagement data.
TikTok
TikTok's algorithm is less time-sensitive than other platforms, but timing still impacts your initial push into the "For You" page. Our TikTok timing research shows:
Our team's best time: Monday to Friday at 10 AM PST consistently delivers the strongest performance for our content, with a significant drop in views when we publish later in the day.
Best days: Thursday and Friday show the highest engagement, likely because audiences spend more time on the app leading into the weekend.
Peak engagement windows:
10 AM PST (our proven sweet spot for maximum reach)
Weekdays outperform weekends for most content types
Earlier posting times generally reach more people than afternoon or evening slots
TikTok users in the United States spend an average of 53.8 minutes daily on the platform, with the highest engagement rates at 2.50% across all platforms. The key is catching users during their dedicated TikTok scrolling sessions.
Gen Z makes up 36.2% of TikTok's user base, so consider their schedules: after school (3-5 PM), dinner time (6-8 PM), and before bed (9-11 PM).
Stay consistent and boost reach by scheduling your TikTok videos in advance with Later's TikTok scheduler.
Facebook's audience skews older, which affects optimal posting times. Our Facebook timing analysis reveals:
Our team's best window: 6 AM to 12 PM PST works for us because our audience spans major time zones, including the U.S., U.K., and South Africa.
Best days: Testing is more important than following general day-of-week guidelines, as your audience behavior may differ from industry averages.
Peak engagement approach:
Our proven window for global audiences is from 6 AM to 12 PM PST.
Focus on when your specific audience is online rather than general peak times.
Multi-time zone audiences require broader posting windows.
Facebook's algorithm prioritizes meaningful interactions, so posts that generate comments and shares perform better than those with just likes. Time your posts when your audience has time to engage meaningfully, not just scroll past.
Optimize your Facebook strategy with Later's Facebook scheduler—test timing, stay consistent, and reach your audience when it matters most.
LinkedIn's professional audience creates unique timing patterns. Our LinkedIn timing research shows:
Overall best times: Tuesday through Thursday, 8-10 AM and 5-6 PM
Best days: Tuesday, Wednesday, Thursday. Avoid weekends unless posting thought leadership content.
Peak engagement windows:
Morning:
8-10 AM (start of workday)
Lunch:
12-1 PM (professional networking break)
End of day:
5-6 PM (wrapping up work, checking updates)
LinkedIn's algorithm favors content that generates professional discussions. Time your posts when your audience has time to engage thoughtfully with industry insights and career-related content.
Video content drives 5x more engagement on LinkedIn, so consider timing video posts during peak professional hours when people are most likely to watch and share.
Plan and publish your LinkedIn content during peak engagement hours with Later's scheduler.
YouTube
YouTube timing depends heavily on your content type and audience:
Overall best times: Tuesday through Thursday, 2-4 PM and 6-9 PM
Best days: Tuesday, Wednesday, Thursday, Saturday (for entertainment content)
Peak engagement windows:
Afternoon: 2-4 PM (after-school/work break)
Evening: 6-9 PM (prime video watching time)
Weekend: 9 AM-11 AM (leisurely morning viewing)
YouTube's algorithm prioritizes watch time and session duration over immediate engagement, but timing still affects initial visibility. Consider your audience's video-watching habits rather than just social media scrolling patterns.
Maximize views by publishing your videos at the best time using Later's YouTube scheduler.
Pinterest functions more like a search engine than a social platform, making timing less critical but still important:
Overall best times: Tuesday through Friday, 8-11 PM
Best days: Tuesday through Friday. Weekends work well for lifestyle and DIY content.
Peak engagement windows:
Evening: 8-11 PM (planning and inspiration time)
Weekend mornings: 9 AM-12 PM (project planning)
Pinterest users often plan ahead, so your content can continue gaining traction weeks or months after posting. Focus on seasonal timing and trending topics rather than daily optimal windows.
Use Later's Pinterest scheduler to maintain consistency and plan seasonal content in advance.
Threads
As Meta's newest platform, Threads' timing patterns are still evolving:
Overall best times: Tuesday through Thursday, 9 AM-11 AM and 6-8 PM
Best days: Tuesday, Wednesday, Thursday
Peak engagement windows:
Morning: 9-11 AM (morning social media check)
Evening: 6-8 PM (after-work engagement)
Threads reached over 160 million monthly active users in Q1 2025, with 63% year-over-year growth. As the platform matures, timing patterns may shift, so monitor your analytics closely.
Test and optimize your Threads strategy with Later's scheduler—built to adapt as the platform grows.
Snapchat
Snapchat's younger audience creates specific timing patterns:
Overall best times: Tuesday through Friday, 10 AM-1 PM and 7-9 PM
Best days: Tuesday through Friday
Peak engagement windows:
Mid-day: 10 AM-1 PM (school/work break)
Evening: 7-9 PM (social time)
Weekend evenings: 8-10 PM (social activities)
With 90% of U.S. Gen Z teens on Snapchat, consider school schedules and social patterns when timing your content.
Reach Gen Z at peak engagement hours using Later's Snapchat scheduler.
Best time to post by day of the week (at a glance)
Best time to post on social media on Monday:
Instagram: 5 AM, 11 PM
TikTok: 10 AM PST
Facebook: 6 AM-12 PM PST
X: 8-10 AM, 6-9 PM
LinkedIn: 8-10 AM, 5-6 PM
Best time to post on social media on Tuesday:
Instagram: 5 AM
TikTok: 10 AM PST
Facebook: 6 AM-12 PM PST
X: 8-10 AM, 6-9 PM
LinkedIn: 8-10 AM, 5-6 PM
Best time to post on social media on Wednesday:
Instagram: 3-5 AM
TikTok: 10 AM PST
Facebook: 6 AM-12 PM PST
X: 8-10 AM, 6-9 PM
LinkedIn: 8-10 AM, 5-6 PM
Best time to post on social media on Thursday:
Instagram: 4-5 AM
TikTok: 10 AM PST (peak day)
Facebook: 6 AM-12 PM PST
X: 8-10 AM, 6-9 PM
LinkedIn: 8-10 AM, 5-6 PM
Best time to post on social media on Friday:
Instagram: 3-6 AM
TikTok: 10 AM PST (peak day)
Facebook: 6 AM-12 PM PST
X: 7-9 AM, 5-8 PM
LinkedIn: 8-9 AM, 4-5 PM
Best time to post on social media on Saturday:
Instagram: 5 AM (lower engagement overall)
TikTok: Lower engagement for most brands
Facebook: 6 AM-12 PM PST
X: 9 AM-12 PM, 6-8 PM
LinkedIn: Lower engagement (avoid unless lifestyle content)
Best time to post on social media on a Sunday:
Instagram: 12 AM, 5 AM, 11 PM
TikTok: Lower engagement for most brands
Facebook: 6 AM-12 PM PST
X: 10 AM-1 PM, 6-8 PM
LinkedIn: Lower engagement (avoid unless thought leadership content)
How to find your best time to post
Generic timing guidelines are a starting point, but your best posting times depend on your unique audience. Here's how to find your optimal windows:
Analyze your audience behavior
Look at when your followers are most active on each platform. Instagram Insights, TikTok Analytics, and Facebook Insights all show audience activity patterns. This data is more valuable than any general guideline.
Consider your industry and content type
A coffee shop might see morning engagement peaks, while a fitness brand might perform better in the early evening when people plan their workouts. Educational content often performs well during commute times, while entertainment content peaks in the evening.
Test different time slots systematically
Pick two to three time slots and test them consistently for at least two weeks. Track engagement rates, not just total engagement numbers—a post with 100 likes from 500 followers outperforms one with 150 likes from 1,000 followers.
Create controlled A/B tests by posting similar content at different times on the same day. Run tests for several weeks to account for variables. Compare engagement rates, reach, and meaningful interactions (comments, shares, saves) when finding the best times to post on all social media platforms.
Use Later's Best Time to Post tool to analyze your audience's activity patterns and get optimal posting windows based on your specific data.
Account for time zones
If your audience spans multiple time zones, you may need to post at various times or find windows that work across different regions. Later's analytics dashboard displays your audience's geographic distribution, helping you make informed decisions.
Scheduling content ahead for peak times
Posting manually at optimal times is exhausting and often impossible, especially when managing multiple time zones or platforms. Smart scheduling is the key to consistent timing without the stress.
Why scheduling matters for consistency
Algorithms favor accounts that post regularly. Sporadic posting, even at perfect times, performs worse than consistent posting at good times.
Global audience considerations
If your followers span multiple time zones, scheduling becomes even more critical. You might need to post duplicate content at different times for different regions or find universal windows that work across time zones. Later automatically adjusts for local time zones, so you don't have to do mental math to figure out when "3 PM EST" translates to your audience in different regions.
Content variety scheduling
Mix up your content types and timing. Schedule feed posts for peak engagement windows, Stories for throughout the day, and Reels for when your audience has time to watch videos. Later's content calendar view makes it easy to visualize your posting schedule and ensure variety across the best times and days to post on social media.
Batch content creation
The most successful social media managers create content in batches and schedule it all at once. Spend one day creating a week's worth of content, then schedule it across your optimal time slots.
Later's social media scheduler handles the complexity for you. Upload your content, set your optimal times, and let the platform handle the rest. You can schedule weeks or months in advance, ensuring you never miss your peak engagement windows.
Final tips for timing your posts right
Perfect timing only counts when your social media content successfully connects with your audience. Use these proven timing windows as your starting point, but let your analytics guide your final decisions. Every audience is unique, and the most successful brands find their optimal posting rhythms through consistent testing and measurement.
Ready to stop guessing and start posting at your perfect times? Start your free trial to unlock Later’s personalized posting insights, smart scheduling tools, and in-depth analytics. Your audience is waiting—make sure you're posting when they're most likely to see and engage with your content.
