Optimal Posting Times and Frequency for Social Media – 2021 Edition

Optimal Posting Times and Frequency for Social Media – 2021 Edition

22 September 2021

6 minutes read

Optimal Posting Times and Frequency for Social Media – 2021 Edition

With the constant change of the  social media algorithms, do you know how often you should be posting to social media? You may think there’s a one-size-fits-all approach when it comes to your channels, but that simply isn’t true. You’ve seen an article here or there about optimal posting times and frequency for social media, but may have found the content hard to follow and somewhat confusing. So, we’ve done our research, gathered a comprehensive list, and we’re here to provide you with the only article you need to stay up-to-date with the optimal posting times and frequency for all social media channels in 2021.

 

Facebook

 

Facebook "like" symbol on a yellow background

 

Best times: Tuesday, Wednesday and Friday 09:00-13:00

 

Why: Contrary to popular belief, Facebook is still the platform with the most users worldwide. There are  2.89 billion monthly users which mean there will always be someone online. Taking these stats into consideration, the fight for your audience’s attention is intense. So, you should be posting your content when people have the biggest gaps in their schedules.

 

The average visibility of a post on Facebook is around 5-6 hours. Since video content is currently incredibly sought-after, be sure to include it in your social media strategy. Video gets the highest organic reach and engagement, which has a positive effect on the longevity of your posts.

 

Channel frequency: 1 – 2 posts a day.

 

Optimal number of hashtags per post: 3-5 hashtags per post is optimal for Facebook. Unlike its counterpart Instagram, your focus should be on your copy, which shouldn’t be drowned out by too many hashtags.

 

Instagram

 

Two women holding an Instagram cut out standing against a bright wall

 

Best times: Monday – Friday 11:00-14:00 and 18:00-21:00

 

Why: Instagram is one of the most visual social network platforms. That is why people are most likely to be scrolling on their feed during lunch breaks or after hours to catch up on anything they have missed during work hours. With Instagram’s Insights feature, it’s easy to see when your users are online to give you a clear indication of when you should be posting your content to get the best results.

The secret to staying in front of your audience on this social platform is to post consistently, and to stay up-to-date with any of its new features if you want your content to be seen.

 

Channel frequency: 1-2 feed posts per day and daily Stories 

 

Optimal number of hashtags per post: Although the maximum number of hashtags is 30, we recommend using 3-15 relevant ones to avoid your content coming across as spammy.

 

LinkedIn

 

A person downloading LinkedIn on their smartphone

 

Best times: Tuesday-Thursday 07:00-11:00

 

Why: LinkedIn is a professional platform that is used by industry experts, thought leaders, B2B marketers and recruiters. Posting outside of these times will leverage little to no engagement.

 

Channel frequency: Once a day during the week.

 

Optimal number of hashtags per post: 3-5 per post and add 3 relevant ones to your company’s profile.

 

Twitter

 

A young blonde girl holding a "tweet" sign against a orange background

 

Best times: Weekdays 07:00-09:00 for your first Tweet. Tuesdays-Thursdays are the best days.

 

Why: Twitter is predominately a resource for up-to-the-minute news and a source of information for the audience. The first thing Twitter users do when they wake up is turn to their phones to get updated before their day begins. So, make sure your Tweets are first on their feed.

 

Channel frequency: The average visibility of a Tweet is 20 minutes, so there is a small window to capture the audience’s attention. With  500 million Tweets going out every day, posting 3-5 times a day is optimal if you want to compete for your content to be seen.

 

Optimal number of hashtags per post: 2 relevant hashtags per Tweet. This helps keep the message short and sweet. If you’re unsure of which hashtags to use for your content, type them into the post toolbar and see how easily discoverable or trending they are.

 

TikTok

 

The TikTok logo on a pink background

 

Best times: Monday – Friday 06:00-09:00, 11:00-14:00 and 18:00-21:00

 

Why: Since the start of the Covid-19 pandemic people are staying at home now more than ever. That means they are forced to use alternative ways of entertainment, which has skyrocketed TikTok’s popularity.

TikTok is much like Instagram in terms of optimal posting times as the platforms have similar functionality, and the fact that more users are consuming content through their mobile devices than ever before. Posting before work, during lunch breaks and after-hours is the best way to get your content in front of your audience.

The best part about TikTok is that the content has no lifespan and older videos can go viral at the drop of a hat.

Here are some tips on how to make your content go viral:

  • Use trending songs. You can search for these songs in playlists on Spotify and apps alike.
  • Keep videos short.
  • Add value to your audience by creating videos that involve tips, tricks, hacks and how-to guides. This makes your content more share-worthy.
  • Use trending effects and filters.

 

Channel frequency: 3 times a day.

 

Optimal number of hashtags per post: 5 hashtags is optimal for TikTok. These should be made up of a combination of trending and niche hashtags, which can be found in the Discovery tab on the platform.

 

YouTube

 

a woman filming herself for her YouTube channel

 

Best times: Weekdays 14:00-16:00 and weekends 09:00-11:00

 

Why: Unlike TikTok, YouTube is a platform that people go to to be entertained for longer periods. Most users will consume this type of content outside of work hours and on the weekends when they have more time. Posting your content during these suggested times will allow YouTube to feed the audience when they are more active on the platform.

 

Channel frequency: A minimum of once a week.

 

Optimal number of hashtags per post: 5-15 hashtags should be used in either the description or title of your video. This will help your content be discovered on the results page, giving your video a better chance of being featured as suggested content when searched by the audience. Never use more than 15 hashtags. The platform will flag your content as spam and your account stands the chance of being blocked or suspended.

 

Pinterest

 

A person using Pinterest on their laptop and smartphone

 

Best times: Weekdays 18:00-22:00 and weekends 12:00-14:00

 

Why: Pinterest is a platform that people use to find a release and to get inspired. That is why your content should be posted outside of work hours when people are relaxing and doing some bedtime browsing.

 

Channel frequency: 5 times a day

 

Optimal number of hashtags per post: 5-7 clear, concise, relevant hashtags should be used in the Pins description. This helps the user find your content when they are searching for something similar on the platform.

 

Google My Business

 

A search bar on a yellow background

 

Best times: Monday – Friday 09:00-11:00 and 19:00-21:00

 

Why: Google My Business is different to other platforms as it is used when the audience already has intent. They are likely searching for something specific, which makes posting time not as important compared to the other platforms.

 

Channel frequency: Once a week.

 

Optimal number of hashtags per post: 0. Yes, you read right. Google My Business is one of the few platforms that require no hashtags for your content to be found. Instead, include keywords in your copy and image alt text.

 

Remember this is just a guide and there is no real rule of thumb when it comes to optimal posting times and frequency on social media. Posting content when your users are online is the easier way to improve your organic reach. You should consider the kind of content you are producing and when it makes sense to schedule it.

Don’t forget to continuously look at your analytics, read your insights and engaging with your audience to guarantee higher engagement and follower growth. If you’re unsure how to do so, consider outsourcing a  social media manager to do it for you.

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