The Optimal Posting Time on Social Media Apps

The Optimal Posting Time on Social Media Apps

If we were extremely honest with ourselves, we’d be able to admit that we’re always late for work because of the time we spend every morning scrolling through our social media feeds. It’s easy to say it’s because we’re trying to stay up to date with global happenings, but we all know it’s simply another excuse to stay in bed a little longer. Most often we need those extra minutes in bed because we were up late the previous night, doing the same thing. 

As a business, or a social media marketing strategist, it is important to know to target this scroll time. Most social media apps are designed in a way to make it unable for people to detach from their feed, and stop interacting with the content. However, being the over-scheduled, and busy species we are, people must eventually break away from their incessant scrolling and return to their daily responsibilities. 

Factors Affecting Optimal Posting Times 

Factors Affecting Optimal Posting Times on social media

  • Industry

The industry you are in plays a crucial role in most of what you do on social media platforms. Varying from the type of content you produce, to what apps are best for your business. Lastly, it affects the optimal time for you to post said content on the chosen app. 

For instance, an advertising agency, would aim to make content available to individuals during their down time, outside of work hours; so as to bring the brand to the focus of general consumers as well as professionals. As compared to a food delivery app, that would aim to make content available prior to ideal meal hours. 

  • Target Audience

Each business has a very particular target audience. In accordance with this specific target audience, it is upto you to find the optimal time for you to post and increase engagement, leads, and conversions. 

With groups varying in age, gender, occupation, timings, and general interests, it is important to analyse and mould one’s own optimal time. Of course, there is undeniably a generic optimal time for each application. However, for a higher impact it is crucial that businesses do their research and planning, or hire an agency that offers Digital Marketing services, to do so on their behalf. 

  • Content type

The ideal time to post a certain type of content varies. For instance, it would be ineffective to post a long form video, such as an IGTV (Instagram TV) in the morning, as people would be in the middle of getting their day started. Whereas, evenings would be ideal for such content. 

Calculating when to go live, when to post, when to post stories, or when to create interactive story experiences with your followers all have an interdependence with optimal posting times. 

  • Current Events

In a world as large and populated as ours, and with news travelling quickly over the internet, it’s impossible for most to evade the current happenings globally. This affects people in two potential ways – giving them reason to avoid social media entirely (in the case of gruesome or saddening news), or causing a sudden influx of content, and affecting the apps accordingly. 

In the case of major global emergencies that lead to a reduction of workload, an increase of available time, or access to higher volumes of content, it’s nearly impossible to narrow down an ideal time. Once again, focusing on your target audience. trial and error, and analysis are your best options. 

  • Social Media Apps:

Having said all the above, always remember that these timings also vary on the different social media apps. Each app is successful in its own domain, appealing to a different audience, and catering to a different need. In accordance with that, each app has optimum timings, types of content and other details particular to it. 

We will be focusing on the four most popular and common apps for social media, and for marketing, i.e. Instagram, Facebook, LinkedIn, and Twitter. 

  • Instagram (IG) 


An Instagram Analytics and Research Platform analyzed 12 million posts and established that the best time to post on Instagram is between 09:00 AM and 11:00 AM EST. However, before we discuss the ideal timings through the week in detail, it is important to understand the basics of the platform. 

IG is currently the most prominent social media platform globally. The base for many growing trends, businesses, influencers, entrepreneurs, and individuals, it has taken the experience of social media to a higher and more efficient level. 

As stated, the ideal post timings can be highly varied, however, it is generally an accepted rule that the following are ideal. 

  • Monday: 3:15 pm, 7:30 pm and 7:30 am IST
  • Tuesday: 11:30 am, 1:30 pm and 6:30 pm IST
  • Wednesday: 4:30 pm, 5:30 pm, and 8:30 am IST
  • Thursday: 6:30 pm, 9:30 pm, and 4:30 am IST
  • Friday: 2:30 pm, 10:30 pm, and 12:30 am IST
  • Saturday: 8:30 pm, 4:30 am, and 5:30 am IST
  • Sunday: 4:30 pm, 5:30 pm, and 2:00 am IST

The best day to post is Wednesday, and the worst day is Sunday. 


  • Facebook (FB)


This social media application changed the social media world when it took the world by storm after 2004. However, as more social media apps started to develop, the traffic available and the target audience on FB has changed drastically. 

More commonly used by people over the age of 40 years old in this day and age, your target audience would ideally be in that age group. Facebook is ideal for building communities, and support groups. It is very often used to create groups that people can interact on to discuss, or share content on similar interests. Targeting these groups needs specificity and relatability. Ensure keeping these points in mind.

FB does not have a day-to-day analysis on optimal posting times, however this data collected from varied sources below should be of help: 

  • 01:00 PM to 03:00 PM on Thursdays and Fridays
  • 08:00 PM on Thursdays, and 
  • 01:00 PM to 04:00 PM late in the week, as well as weekends


  • LinkedIn


LinkedIn is a social media app for students, amateurs, and professionals to interact, look for jobs, learn from experienced professionals in their field of interest. It can also be used to enjoy some downtime exposure to helpful information, making it an all-round app for a career person. 

Keeping in mind this varied and simultaneously narrow target audience will help majorly when attempting to initiate brand awareness, gain employees, or increase B2B sales and service exchanges. 

The following data compiled these facts, leaving room once again for your specific target audience to be identified and analysed, and procured the following: 

  • The best days to post are Tuesday, Wednesday and Thursday 
  • Seeing as this app is for working professionals for the most part, posting on weekends or after work hours is inefficient. 


  • Twitter


This app is widely known as a microblogging and social media app. Twitter is the starting point for most current event news, as well current event related trends. Be it the hub of humour, or the place for powerful movements like the #metoo movement, Twitter includes users of all age, race, gender, and culture. 

The most effective and efficient platform to get in touch with varying target groups for companies in the B2C sector, Twitter allows range in posting timings. 

The following data, while unspecific, capture the essence of Twitter’s extent in engagement: 

  • Lunch time from Monday to Friday, generally procure high engagement rates. 
  • Wednesdays, similar to Instagram, are the best days to post on Twitter, while weekends are the worst. 

Social Media, similar to Digital Marketing, and all other digital based worlds, is a highly mutable and constantly modifying world. For an individual it is a learning experience, and a world to explore endlessly. For a business however, it can be the biggest boon, or the harshest failure, if not handled with the right amount of research, professionalism and planning. Therefore, it is highly advised that companies hire agencies that work efficiently with a team of experts to help your business succeed as best it can. 

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