Nothing takes the place of well-written, engaging content. Developing creative content that captures your intended audience is a large part of the battle, but it shouldn’t be the only focus. Publishing content at optimal times to increase user engagement is critical. After all, what’s worse than crafting entertaining and informative content only to get minimal clicks? 

Sprout Social, a social media management tool, took a sample of over 30,000 users and analyzed content that was the most and least engaged with across the major social media platforms. They used this data to determine the most productive times (CST) to publish content on “The Big Four” in 2022.

Facebook

Facebook continues to stay on top as the #1 social media site in the world. While other social media platforms like TikTok have emerged and taken the Internet by storm, none have usurped Zuckerberg’s original site. Brands simply can’t go wrong by utilizing Facebook to reach their demographic. 

The best times to publish content are Monday through Friday at 3 AM (you read that correctly) and 10 AM and 12 PM on Tuesday. It might seem odd that Facebook consistently has a peak time of 3 AM, but keep in mind that this reflects the platform’s massive global audience. In years prior, mid-mornings took the top spot for engagement, but very early mornings have consistently now proved to take that place. In general, sticking with posting Tuesday through Friday is a good strategy. Stay away from Saturdays — it’s the worst day to publish content on this platform.

Twitter

If you use Twitter, it is no surprise that prime time is 9 AM. Checking Twitter tends to be the first thing users do in the morning to stay up-to-date on news and viral trends. Content published at this time on Monday, Tuesday, Wednesday, Friday, or Saturday tends to perform better, while the worst day to post is Sunday. 

Instagram

Unlike the other social media platforms sampled, the optimal time to post photos is from late morning to midday. Monday at 11 AM, Tuesday and Wednesday from 10 AM to 1 PM, and Thursday and Friday at 10 AM or 11 AM boast the highest engagement rates. Similar to the other platforms, posting on Sunday should be avoided. 

LinkedIn

As expected, this professional-networking platform’s highest engagement times reflect the U.S. workweek. Posts published between Monday and Friday from 9 AM to 5 PM showed consistently high levels of engagement (meaning users tend to interact throughout the workday), while weekends are the worst times to publish content. The very best performing times are Tuesday at 10 AM and the 12 PM lunch hour. Outside these specific times, brands should choose to post on Wednesdays and Thursdays for the most engagement. 

Why It Matters

Being cognizant of high-traffic days and times is vital when developing an effective social media strategy to drive conversion. An intentional and consistent posting schedule of original content performs best. Sporadically posting at random times certainly won’t grow your audience. 

Keep in mind that posting at optimal times doesn’t replace poor-quality content. Whether it’s writing long or short-form content, creating videos, or editing photos, when time and effort are spent developing content, it’s worthwhile to be strategic about publishing. 

If you’re looking for help growing your social media audience and creating attention-worthy content, our digital marketing agency will help your business maximize engagement. Contact us today!