Strategizing Your Social Media Schedule

Hey everyone! In today’s blog post, I’m going to be sharing my strategies and tips for finding the best time for your business to post on social media. Using a couple of resources I have gleaned from social media-oriented websites I consider trustworthy, coupled with real experiences I’ve had using the information I took from those websites, I’ve been able to write up a fairly comprehensive guide to finding the times with the most engagement across three major social media platforms: LinkedIn, Facebook, and Instagram.

Let’s get started!

Note: All times listed are EDT / EST. Peak hours for social media engagement may vary by timezone.

First and foremost, it’s important to determine which post times work best for you and your company before the posts are even made. Once you do figure out which times are best, I strongly suggest using an auto-publishing service, such as Hootsuite or Later, in order to schedule posts out well in advance. Both Hootsuite and Later offer a number of free plans for users, and I have used (and currently use) both apps in my work for coBranding, our clients, and another small company for which I manage social media. With that being said, let’s get a look at these times!

LinkedIn interaction is consistently at its highest on weekdays, from roughly 9 AM - 3 PM. There is a notable greater level engagement in the middle of the week.

It doesn’t take a rocket scientist to realize that many LinkedIn users are the most active during workdays, at the traditional start of the day. User gradually slides down as the day progresses, with a clear drop-off in activity after 3:00 in the afternoon.

Engagement is also quite low on weekends. As opposed to Facebook and Instagram, which are frequently seen as being social media platforms which can be more or less removed from a work-related perspective, LinkedIn is one social media platform where posts should be reserved for weekday mornings, with the exception of holidays and other special occasions.

Interaction on Facebook is also fairly high on weekday mornings and early afternoons. However, there is a second peak which occurs later in the evening, around 7:00 - 8:00pm.

Facebook, as the world’s most-used social media platform, has a reputation for being a juggernaut in the social media stratosphere. This provides some wiggle room for figuring out the best time for scheduling posts. Similar to LinkedIn, there is a clear uptick in interactions on weekday mornings and early afternoons. However, the drop-off in engagement on weekends is not nearly as sharp as it is on LinkedIn.

This increased flexibility means that you can guarantee at least some form of engagement at practically any time of day. Nevertheless, posts see a clear jump in overall levels of engagement on weekday late mornings and early afternoons, as well as right after when many people have dinner (around 7:00 - 8:00pm.)

On Instagram, finding times to get maximum engagement is notoriously fickle, but it is a code that can be cracked if you know your market. Wednesdays and Fridays are the days with the highest engagement across the board, and there is a noticeable dip in interactions on Tuesdays.

Posts on weekends are not a sentence to low engagement! Depending on what your content is, Instagram is a weekend-friendly app. However, if your content is mostly brand-to-consumer product advertising, try to keep those posts during the week. There is a decrease in engagement when it comes to these posts on weekends, especially on Sundays.

I hope that you’ve learned something from reading this blog post, and I hope this newfound knowledge has given you a clearer picture of when and when not to share your (or your company’s) posts on social media.

Until next time!