You’ve put in the work. You filmed the perfect video, wrote a killer caption, and nailed the edits. You hit the post, sit back, and… crickets. What went wrong?
It might not be your content—it might just be your timing.
Buffer recently analysed millions of posts across Facebook, Instagram, LinkedIn, TikTok, YouTube, and X (formerly Twitter) to find the best times

for maximum engagement. Here’s what they found.
Timing Matters—But Engagement is King
Before we dive in, let’s be clear: posting at the right time won’t magically make your content go viral. Engagement—likes, comments, shares, and clicks—is the real driver of social media success. Platforms prioritise content that sparks interaction. But timing does play a role. Post at peak engagement hours, and you give your content the best chance to be seen.
The Best Times to Post (According to Buffer)
Every platform has its own peak times based on user behaviour. Here’s a quick cheat sheet:
Facebook: 9 AM – 10 AM on weekdays (Fridays are best)
Instagram: 7 AM – 8 AM on weekdays (Friday is top)
LinkedIn: 9 AM – 5 PM on weekdays (Fridays win again)
TikTok: 2 PM (Monday), 4 PM (Wednesday), 8 AM (Sunday)
YouTube: 3 PM – 4 PM on Fridays
X (Twitter): 11 AM on Mondays and Fridays
What’s the worst time to post? Weekends and late nights tend to see lower engagement across the board.
Why These Times Work
Each platform caters to different audiences. LinkedIn thrives during work hours, while Instagram and TikTok peak during breaks and evenings. YouTube? People are ready to watch longer videos towards the end of the week. Understanding user habits helps you align your posting schedule with when your audience is most active.
Find Your Own Best Posting Time
While these insights are a great starting point, your audience might behave differently. Track your analytics, experiment with different posting times, and see what works best for your brand. Buffer’s scheduling tools can help by analysing your engagement and suggesting optimal posting windows.
Final Thoughts
The best content deserves the best chance to shine. Use these posting times as a guide, but focus on creating engaging, valuable content that resonates with your audience. Nail the timing and the message, and you’ll see the results.
For more details, check out Buffer’s full report. Now, go make some scroll-stopping content!
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