One of the most common questions we hear from clients is: “When’s the best time to post on social media?”
It’s a fair question. After all, if you’re investing time and energy into creating content, you want it to be seen, engaged with, and shared.
Recently, Buffer analyzed millions of posts across platforms — from Instagram Reels and TikToks to LinkedIn updates and YouTube videos — to identify the best times to post in 2025. They measured key metrics like engagement, reach, and views to pinpoint trends by platform.
Best Times to Post by Platform
While every audience is different, here are some general trends the study uncovered:
- Facebook: Highest engagement tends to happen early in the morning, especially around 5 a.m. on Mondays.
- Instagram: Activity peaks in the afternoon on Fridays, around 3 p.m.
- LinkedIn: Engagement is strongest during the mid-morning on Tuesdays, typically around 10 a.m.
- TikTok & YouTube: Viewers are most active later in the day and into the evening, when users have more free time to scroll and watch longer-form content.
These insights can provide a helpful starting point, especially if you’re trying to improve reach or test new content formats.
The Secret to Social Media Success is Consistency, Not Timing
But here’s the key: there’s no single perfect time for everyone. Each platform and audience is unique, so what works for others might not be best for you.
Social media algorithms reward consistency. Posting regularly tells both your audience and the platforms that you’re active, reliable, and worth following. Consistency builds traction.
Don’t get caught up trying to find the perfect moment. Instead, focus on creating a realistic schedule that you can maintain long-term. This consistency is even more important than the quantity of times you post.
Use Analytics to Guide You
Most platforms provide analytics that show when your audience is most active. Instagram, for example, offers insights on follower activity by hour and day, while YouTube’s analytics show when viewers are online. On platforms that don’t offer built-in tools, you can still track your top-performing posts and look for timing patterns.
Ask yourself:
- When are my highest engagement rates happening?
- Are there days or time blocks that consistently perform better?
- Am I showing up regularly, or posting sporadically?
- Use those insights to inform your strategy. Don’t just rely on global benchmarks.
Your Action Items
Wondering how you can use this information?
- Create a sustainable posting schedule.
- Check your platform analytics.
- Focus on consistency rather than timing.
Consistently providing valuable content will grow your audience and trust, no matter the specific timing. You’ve got this, and we’re here to help along the way.
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Links in this episode: The Best Time to Post on Social Media in 2025: Times for Every Major Platform
Where Should You Post Your Content?
What Are Your Customers Really Doing on Social Media?
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