Post Smarter, Get More Results: The 2025 Social Media Timing Guide

At Hypelocal, we make it our mission to help businesses achieve real, measurable results. So, when the same question—“When is the best time to post on social media?”—kept coming up, we decided to dive deep.

In fact, we took on an ambitious project: uncovering the best times to post on every major social network in 2025.

Why? Because we know that when it comes to social media, timing can be the difference between a post that soars and one that falls flat.

Whether you’re aiming to boost engagement, drive traffic, or generate leads, knowing when to hit “post” ensures your efforts deliver results. 

But figuring out the perfect posting schedule has never been more challenging. 

Social media algorithms change constantly, user behavior evolves, and every platform has its quirks. What worked last year may not work today, and what works for one brand might flop for another.

That’s where we come in. 

Our content team rolled up their sleeves and got to work. We combed through as much content about timing as we could. We read all the expert guides, and drew on our own experience managing social media for clients across multiple industries.

The result? A platform-specific guide that will take the guesswork out of when to post.

Remember, this isn’t just about getting your content seen. It’s about driving real engagement, building connections, and achieving your business goals. 

So, whether you’re posting on Instagram, Facebook, TikTok, LinkedIn, or X, this guide will help you get your timing down and maximize your social media impact in 2025.

Why Is ‘When Is The Best Time To Post?’ Such a Popular Question?

Have you ever put time and effort into creating a piece of content, hit "post," and eagerly waited to see the likes, comments, and shares roll in—only to be met with silence? 

It’s a frustrating experience, and the culprit is often as simple as poor timing.

Timing plays a critical role in how your content performs on social media. Even the most creative, high-quality post can fall flat if it doesn’t reach your audience when they’re most active. This is why understanding the best times to post remains one of the top questions for marketers and creators alike. 

Let’s break down how timing can impact your marketing goals and social media traction.

1. Increased Reach

Social media platforms often prioritize fresh content that gains immediate engagement. By aligning your posts with peak activity hours, you increase the chances of your content appearing higher in your followers’ feeds and potentially reaching a broader audience.

2. Better Engagement Rates

When you post during optimal times, your audience is more likely to interact with your content—whether by liking, commenting, sharing, or saving it. This immediate engagement tells the platform’s algorithm that your post is relevant, which can further amplify its visibility.

3. Revenue Opportunities

For businesses, timing can directly impact sales and lead generation. If you’re running a promotion, launching a new product, or sharing a time-sensitive offer, posting at the right moment can drive immediate action. Whether it’s an e-commerce sale or a webinar sign-up, reaching your audience when they’re most likely to click through can significantly improve your ROI.

The Factors That Influence Social Media Posting Schedule

Social media platforms update their rules of engagement regularly, and trends can rise and fall in the blink of an eye. 

With that said, there are some general guidelines that remain consistent. So don’t stress! When you have the basics down, you’re able to adjust as little updates and trends come up. 

To truly understand the basics, we’ve compiled the research and our best tips to understand the dynamic factors that influence optimal posting times.

The Role of Social Media Behaviors

When our team decides when to schedule content, we often go back to the target audience and think about what their day-to-day behavior looks like.  

Here are four key approaches to effectively analyze and understand your audience’s behavior: 

1. User Activity Trends

People’s daily routines heavily impact when they’re most likely to check social media. 

For example, one of our social media clients, a bespoke home improvement company specializing in stunning custom cabinetry, caters to an audience seeking inspiration. Their followers tend to be most active on social media during late mornings and mid-afternoons, as they’re typically occupied with family responsibilities earlier in the day and after the late afternoon.  

Understanding these rhythms is key to truly knowing your audience. Research their habits and step into their shoes to maximize engagement.

Tip: Follow the advice of the creator @HeyNicoleWong, who recommends examining your account’s follower analytics. This is a great way to see if your behavioral insights align with the reality of your audience’s behavior. 

2. Generational Differences

Not all age groups use social media in the same way or at the same time. 

Gen Z might be glued to TikTok in the evening, while Millennials are more active on Instagram during their breaks and after work. Meanwhile, Boomers tend to scroll Facebook during the early morning or midday.

Remember, your target audience may cross over these generational divides, so when considering this point, prioritize the demographic that will boost your engagement most.

3. Platform-Specific Behaviors

Each platform has its own unique user behavior. 

X (Twitter) users are often highly active during live events or breaking news, while Pinterest thrives on weekend activity as people plan their next project or event.

Knowing the nuances of each platform ensures your content is served when users are most likely to engage.

Let’s revisit our bespoke home improvement company. Their target audience spans both Millennials and Boomers, which requires a strategic approach to posting on the right platform at the right time. For Millennials, Instagram is the go-to platform, while Boomers are more likely to engage with content on Facebook. By tailoring their schedule accordingly, the company can effectively reach both groups.

4. Content Consumption Habits

Mobile-first consumption has led to shorter, more frequent check-ins throughout the day. 

Users may not spend long on any single post, but they’ll engage with content that stands out. For longer form content on places like YouTube, consider when someone might be able to watch comfortably with the sound on. 

Maybe it's during their commute or in the evening when they're unwinding. For an article shared on LinkedIn or Facebook, users will often want to read on their larger desktop screen, so an early morning post might be the better call.

How Algorithm Changes Impact the Best Times to Post

Ever wonder why your perfectly crafted post didn’t get the attention it deserved? 

The way your content is served to your audience is entirely determined by each platform's unique algorithm—dictating who sees it and when.

That's why understanding the basics of how each algorithm works is one of the best ways to determine your posting schedule.

1. Engagement Prioritization

As mentioned earlier, algorithms tend to favour posts that receive quick engagement. 

If your content sparks immediate interactions, such as likes, comments, shares, it’s more likely to get pushed to a wider audience. This is why posting when your audience is most active is so important.

2. Post Recency Matters

While feeds are no longer strictly chronological, recency still plays a significant role. 

No one wants to see stale content when they open their apps, so platforms give a slight edge to newer posts. This means publishing when your audience is online can increase the chances your post will appear in their feed and spark engagement early.

3. Content Type Preferences

Different types of content thrive on different platforms. 

TikTok rewards trending, high-energy videos, while Facebook prioritizes native video content over external links. The love for video continues in 2025 and each platform is finding ways to continue to incorporate more of it.

Matching your content type to the platform’s preferences and timing it well can significantly boost performance.

4. Updates to Algorithms in 2025

This year, platforms like Meta (Facebook and Instagram) are leaning more into AI-driven feed recommendations, which could shift the timing advantage for some types of content. 

Ultra-personalization is becoming the norm with this style of content delivery, so finding ways to connect with your target audience at a deeper level will help you.

Here’s an example of ultra personalization. Though this is an ad, it’s an indicator of some of the personalization to come. 

Platforms are going to continue pushing video, so if it's not part of your strategy already, it's time to find a way to make it happen.

External Influences on Timing

Social media doesn’t exist in a vacuum, and external factors can significantly impact the best times to post. 

From holidays and seasonal trends to breaking news and global events, these influences create unique opportunities to connect with your audience when they’re most engaged. 

While our recommended posting schedules provide a solid foundation, understanding how these external factors play into your strategy can help you adapt and make the most of key moments. 

Here are some considerations to keep in mind:

1. Seasonality and Holidays

Social media activity often spikes during holidays and major events. Black Friday, New Year’s resolutions, or even seasonal trends like back-to-school shopping can impact when and how users engage with content.

2. Breaking News and Trends

Unexpected events, viral moments, or breaking news can drive sudden spikes in platform activity. Posting timely, relevant content during these moments can lead to a surge in engagement—but always proceed with caution and sensitivity. The last thing you want to do is be seen as trying to be opportunistic if/when tragic news occurs.

3. Time Zones and Global Audiences

If your audience spans multiple time zones, finding the right time to post becomes even trickier. Balancing peak times across regions ensures your content reaches as many people as possible when they’re active. 

From experience, when working with global audiences, it’s most effective to post during the peak activity times of your largest customer base. This initial engagement can help trigger the algorithm to boost your post, increasing its visibility across the rest of your audience’s newsfeeds.

The Best Time to Post on Social Media Based on Platform in 2025

While the internet’s 24/7 nature may suggest that any time is a good time to post, data shows that certain days and hours consistently deliver higher engagement. 

By analyzing nearly two billion engagements across hundreds of thousands of profiles, industry leaders like Sprout Social, Buffer, and Social Pilot have uncovered patterns that can help you optimize your social media schedule.

In addition to their research, our content team has incorporated our own insights from years of experience working with clients to reach their goals, from social media engagement to demand generation.

Here’s what we found.

Best Time to Post on Facebook

Facebook remains the top social platform for marketers, with more than 3.06 billion users worldwide. 

It’s an excellent place to connect with your audience, especially if your target demographic includes older users. However, it’s crucial to consider your audience's online behavior to make the most of your efforts on the platform. Just like with Instagram, you can get a front row seat to exactly when your audience is engaged using Facebook’s ‘Insights’. 

Now to the data. 

According to SproutSocial, weekday mornings are your best bet for reaching an engaged audience on Facebook. 

Users, primarily adults between 25 and 44, often check their feeds as they start their workday. High-engagement time slots run from 9 a.m. to 3 p.m., with Friday being the standout day as people wind down their workweek and are more likely to scroll and interact with posts.

Buffer Social found that if you’re going to prioritize one day for posting, Friday is your best bet.

As data from Buffer confirms that engagement peaks at this time as users shift their focus from work tasks to weekend planning, making them more receptive to content during this time.

In our experience, Facebook can be a tough spot to get a ton of engagement, unless you’re using video. Include posts that link to your website or other content as that can be a great driver for more viewership, away from the platform.

Takeaways

To maximize your Facebook reach and engagement, schedule posts during weekday mornings and early afternoons, particularly on Fridays. 

Avoid wasting valuable content on low-traffic weekend slots, and instead, focus your efforts when your audience is most active and likely to engage.

Best Time to Post on Instagram

Instagram continues to deliver some of the highest ROI among social media platforms. 

With its two billion monthly active users, it offers a diverse range of content formats—from photos and videos to Reels and live streams—that keep users engaged. Strategic timing plays a vital role in maximizing visibility and interaction. 

According to SproutSocial, Instagram sees increased activity and engagement during evening hours, as users often turn to the platform to unwind after their day.

Despite increasing competition with TikTok, Instagram Reels continue to generate more likes and saves than static posts. Reels are a must-have in your content strategy, and posting them during peak times—particularly on weekdays—can significantly boost engagement.

High engagement typically runs from 8 a.m. to 4 p.m. showing a longer window than Facebook. There is also a significant boost of engagement in the evenings from 6 p.m. to 9 p.m. especially on Wednesday and Thursday.

The best recommendation for the most engagement on Instagram is to post earlier in the morning, like 8:00 a.m. or mid afternoon, closer to 2:00 p.m.

According to Buffer Social’s data, while engagement sees a slight uptick on Mondays and Fridays, the more notable trend is the sharp drop in engagement over the weekends.

Based on our findings with our clients, engagement is the best way to get more reach on Instagram. With that being said, one of the ways to boost that engagement is to post more stories with your posts, regardless of what time (in that general 8-4  window) that you decide to post. 

Additionally, Instagram statistics show that 83% of users turn to the platform to discover new products and services. With the newest update, hashtags are the way to make sure your business is seen when your audience is looking. As a tip, use intent-based keywords as your hashtags to improve that. 

Takeaways

While this data provides a solid starting point, one of the best ways to fine-tune your posting schedule is by diving into your own analytics to see when your audience is most active and engaged. 

Best Time to Post on LinkedIn

LinkedIn, the go-to platform for professional networking, is a powerful tool for businesses to generate leads, connect with partners, and highlight company culture. 

With over one billion members across 200 countries, LinkedIn provides ample opportunities, but timing is key to making sure your content doesn't get lost.

Unlike other platforms, LinkedIn’s algorithm prioritizes content with consistent engagement, allowing your posts to remain visible for longer if they perform well. However, standing out on LinkedIn requires more than just posting at the right time. 

To maximize visibility, actively engage with the platform. Comment on others’ posts, like relevant content, and respond promptly to interactions on your own posts. Building a presence through consistent activity is key to success.

LinkedIn engagement aligns closely with general business hours, particularly midday on weekdays. This is based on our own experience with the platform, but LinkedIn backs that up too. 

Though the workday hours are going to be your general parameters, the best times to post on LinkedIn Company Pages are Tuesdays, Wednesdays and Thursdays, 10 a.m. to noon.

Posting during these windows ensures your content reaches users when the platform is most active. While engagement is steady throughout the workweek, weekends are notably less effective for LinkedIn content.

This is supported by SproutSocial's engagement data, which also show that posting on the weekends is not a good time to get any engagement.

Considering LinkedIn's professional focus, it’s no surprise that Tuesday through Thursday sees the most activity. The platform’s algorithm increasingly prioritizes content that delivers insights and value, think thought leadership articles, industry updates, or actionable tips. These types of posts resonate with users who are looking to grow their skills and improve their work performance.

Mondays tend to be spent catching up on emails and planning for the week ahead, while Fridays are reserved for wrapping up tasks and mentally checking out for the weekend. This midweek sweet spot is when professionals are most engaged and receptive to content that supports their professional growth.

Takeaways

From our experience, company pages perform significantly better when their content is shared by real people. This not only boosts engagement but also attracts more followers. 

Our advice? Pair value-driven content with active participation from your team. It’s one of the most effective ways to gain traction and build a stronger presence on the platform.

Best Time to Post on X (Twitter)

X, formerly known as Twitter, is a platform used for real-time conversations, trending topics, and brand engagement. 

Businesses and brands often use X to align with cultural moments and drive customer interactions, especially through trending hashtags and discussions.

According to SproutSocial, the best times to post on X are Mondays through Fridays from 9 a.m. to 3 p.m., aligning with the workday rhythm. 

Additionally, many brands leverage X as a customer service tool, offering real-time support and faster responses than traditional methods, making it a valuable platform for both engagement and customer interaction.

X has long been a hub for sharing real-time news and updates, making Mondays an especially strategic day for posting. 

According to Buffer's data, engagement tends to peak at the start of the week as users turn to the platform to catch up on industry news, trending topics, and conversations that set the tone for the days ahead.

While many of our clients have scaled back their activity on X, past performance shows that frequent posting remains effective. Sharing quick, informative updates is the best way for maintaining visibility and ensuring your account gains the traction you’re aiming for.

Takeaways

To get the most out of X, prioritize posting frequently, especially during weekday mornings and early afternoons, with Tuesdays through Thursdays delivering the highest engagement. Don’t overlook the potential of early-morning posts, as they can often produce great results as well.

Note: It will be interesting to see how BlueSky comes into the social media platform ecosystem to compete with X in the future.

Best Time to Post on TikTok

Note: With TikTok’s projected ban in the US and the continued uncertainty about regulation regarding the platform in Canada, assess whether TikTok is the right move for your brand. 

As one of the fastest-growing platforms, TikTok has amassed more than 1.5 billion active global users who spend an average of 23 hours per month on the app. 

Unlike other platforms, TikTok’s engagement patterns are less predictable, but data reveals a few key time slots to optimize your reach.

TikTok’s audience skews younger, which partly explains the less predictable posting patterns. 

Users engage with the app sporadically throughout the day, seeking quick bursts of entertainment during school, work breaks, or leisure time. This dynamic highlights the importance of testing different posting times to discover what resonates with your specific audience.

This data from SproutSocial is quite unique from other social platforms with high engagement rates happening more in the afternoon. This could be due to school schedules from the younger user base, or simply that's when people turn to TikTok for an afternoon pick me up.

Optimal posting times include Tuesdays from 4 to 6 p.m., Wednesdays from 9 to 11 a.m., noon, and 2 to 6 p.m., Thursdays from 9 to 11 a.m. and 2 to 6 p.m., and Fridays from 4 to 6 p.m. While mid-mornings see consistent interaction, afternoons tend to deliver the highest engagement, as users look to TikTok for a quick entertainment boost during breaks.

Here’s the thing about TikTok: timing isn’t the main driver of engagement. It’s all about the content. From our experience and observing successful brands, the key is to stay on top of trends and create entertaining, value-packed posts. Don’t stress too much about the exact time you post. That said, we do recommend sticking to a general window of 7 a.m. to 6 p.m., as that’s when users are more receptive to branded content.

Takeaways

One consideration for a social media marketer posting on TikTok for the first time is that consistency is going to be far more important than what time you post. 

If you can consistently post daily on the platform between 7 a.m. and 6 p.m., you're going to position yourself for great performance and account growth.

Best Time to Post on Pinterest

Pinterest is a platform brands shouldn’t overlook, especially retail businesses. 

With over 500 million active users, Pinterest serves as a hub of inspiration, with 36.6% of users reporting they use the platform to research brands and products. Whether it’s for DIYers, vision-board enthusiasts, planners, or hobbyists, Pinterest is a goldmine for DTC and product-based brands.

If you’re not as familiar with Pinterest, this posting time data may surprise you. According to SproutSocial, engagement spikes a bit unusually at 1 a.m. on weekdays. However, in our experience, this isn’t the best timing for most brands.

Instead, data from Social Pilot aligns much more closely with what we’ve seen drive engagement and performance. Evenings and weekend mornings are typically the best times to catch your audience. These are the hours when Pinners are actively planning home projects, curating their 2025 capsule wardrobes, and dreaming up their next travel adventure.

Our recommendation is to post between 7 p.m. and 9 p.m. Monday through Thursday, and 9 a.m. to 11 a.m. on Saturdays. This is going to be the best opportunity to get in front of your audience. 

Pinterest isn’t the best platform for every brand. Take a close look at your target audience to determine if they’re spending time on Pinterest. Ask yourself how your brand can provide value in the form of inspiration, education, or actionable ideas. If your products or services don’t align with Pinterest’s core use cases, it might be better to focus your efforts on platforms that better serve your audience.

Takeaways

For brands leveraging Pinterest, the key is to focus on your audience’s behavior and provide content that inspires action. 

Posting during evenings and weekend mornings offers the best chance to connect with Pinners while they’re actively planning and researching. Consistently showing up during these peak times will help drive engagement and build a loyal audience.

General Guidelines Across All Social Media Platforms

While there’s no universally “perfect” time to post, there are times to avoid.

Posting late at night or during periods of low activity can significantly reduce your reach and engagement. 

Use analytics to identify when your audience is least active and steer clear of those time slots.

For most people, Sundays are a reset day. Think back to audience behavior; this is often when people will do their housework, spend time with family, catch up on their favourite TV series, or go out for brunch. 

As a general rule, people don't really want to see anything from brands on Sundays.

Key Considerations for Your Social Media Strategy in 2025

While timing and scheduling are critical to social media success, they’re just one piece of the puzzle. 

Platforms are evolving, algorithms are more selective, and audience expectations are higher than ever. To create a winning strategy, keep these essentials in mind:

Engagement Drives Reach

Social media algorithms prioritize posts that spark quick engagement. Create content that encourages likes, comments, and shares to boost visibility.

Consistency Builds Presence

Regular posting signals reliability to both your audience and the algorithm. Stick to a schedule and incorporate high-engagement formats like video to stay top of mind.

Relevance Matters Most

A perfectly timed post won’t land if it doesn’t resonate. Tailor your content to your audience’s interests and needs to ensure it connects.

Understand Your Audience

Use analytics to learn your audience’s behaviors and preferences. Align your approach with their expectations, whether you’re targeting Gen Z on TikTok or professionals on LinkedIn.

Stay on Trend

Leverage trends and cultural moments to boost visibility, but ensure they align authentically with your brand to maintain credibility.

Adapt to Your Industry

Different industries thrive on different platforms. Know where your audience is most active and tailor your strategy to fit.

Analyze and Refine

Social media success requires constant iteration. Monitor performance, test new ideas, and adjust your approach based on what works.

Building a Winning Social Media Strategy in 2025

Timing your posts is undeniably important, but it’s just one piece of a much larger puzzle. 

To truly succeed on today’s ever-changing social media platforms, you need a well-rounded approach that prioritizes consistency, engagement, and audience insights.

Use this guide to develop a framework for your social media calendar, aligning your content with the peak activity periods of your audience. But remember, even the most strategic timing won’t guarantee success without relevant, high-quality content that resonates with your audience.

As you implement your strategy, focus on:

• Testing and Refining: Regularly analyze performance and adjust your approach based on what works.
• Staying Engaged: Actively interact with your audience to build relationships and encourage meaningful connections.
• Remaining Flexible: Social media platforms and user behaviors evolve constantly—be ready to adapt and innovate.

By combining the timing insights in this guide with a deeper understanding of your audience and their habits, you’ll set the stage for long-term success. Social media is a dynamic space, and those who experiment, refine, and stay consistent are best positioned to see results for their business.

Start applying these strategies today, and watch as your social media efforts turn followers into customers.