Social media continues to be one of the best digital channels to reach the target audience of our campaigns. However, it will be to no avail to send your best content and seek interaction with users during times when nobody is viewing them.
Throughout the history of social media, best practices for posting content have evolved. That is why Hootsuite, in partnership with the data science agency Critical Truth, has shared a report updated to March 2025 to determine the best days and times to post on Facebook, Instagram, X, LinkedIn, TikTok, and Pinterest.
The report is based on data obtained after analyzing more than a million posts across various platforms and industries. However, it explains that, while a pattern can be found with the best timing for each social network, the optimal moment to share your content depends on several factors. First and foremost, it is essential to understand the audience: their habits, schedules, and preferences will determine when they are most active online. Tools like social media analytics can reveal useful behavior patterns.
The industry also plays a role; for instance, in the fitness sector, mornings and evenings might be better, while in entertainment, afternoons and weekends typically generate more interaction. Additionally, observing the competition can provide hints about effective times without needing to replicate their strategies directly.
Time zones play a key role if the audience is globally distributed. Adjusting posts for different time zones or using scheduling tools will help maximize visibility. In turn, platform algorithms favor posts that quickly generate interaction, so it is crucial to align posting times with the audience’s peak activity times.
Factors such as current trends and events can also increase reach, making content more relevant. Finally, experimentation and the continuous analysis of engagement metrics and performance allow for fine-tuning the strategy and optimizing posting times.
With this understanding, we analyze the best times to post on each social network.
According to Hootsuite data, the best time to post on Facebook and achieve maximum engagement is at 5 a.m. on Tuesdays. Last year, the best days and times to post were from Monday to Friday, starting at 9 and until 2 p.m., which marks a significantly drastic change.
However, if you wish to know in detail the best times for each day, here is the weekly breakdown:
Regarding Instagram, the optimal universal times for your posts to generate more engagement are on Mondays from 3 p.m. to 9 p.m., on Tuesdays from 5 a.m. to 8 a.m. and from 3 p.m. to 7 p.m., and on Thursdays from 5 p.m. to 7 p.m.
Now, if you want to get into the details to find the best moments for each day, here is the weekly breakdown:
The optimal times to post on Instagram vary according to the industry and the specific audience of each business. For marketing agencies, the best moments are on Mondays from 9 to 11 a.m. and on Fridays from 8 to 10 a.m. In the media and entertainment industry, recommended times include Sundays at 1 p.m., Tuesdays from 7 to 8 a.m., Wednesdays at 5 p.m., and Fridays from 2 to 4 p.m.
However, there is no single ideal time for all businesses, as factors such as audience habits, social context, and geographical trends influence. To identify the best time to post, it is essential to analyze audience data and use tools like Instagram Insights.
On the other hand, the Instagram algorithm prioritizes certain factors when displaying content in feeds:
To improve your strategy, we recommend using social listening, adapting posting frequency based on the obtained data, and staying updated with the platform’s algorithm changes (you can follow Adam Mosseri for updates).
As for the best time to post on Twitter-X, it is between 10 a.m. and 1 p.m. on Mondays and Tuesdays (in the previous edition, the best times were from Monday to Friday, starting at 9 a.m. and until almost 3 p.m.).
If we look at the daily breakdown, these are the best times:
It should be noted that the use of X extends beyond breaking news and viral content, as many brands use this social network as part of their customer service strategy, which is particularly important for brands to continue building their credibility on the network and maintaining a good close relationship with consumers on X.
The best time to post on LinkedIn is between 8 and 9 in the morning on Tuesdays and Wednesdays. This trend is quite similar to last year when the best moments were also on Tuesdays and Wednesdays, but from 10 to 12, and on Thursdays at 10 a.m.
If we analyze each day of the week, these are the best times to post on LinkedIn:
Given how much LinkedIn content focuses on leadership and professional growth, it is unsurprising that most of its audience makes the most of this content during the workday or in the hours leading up to it. Let us not forget that even as it continues to specialize in this type of focus, it has been diversifying its audiences, and in addition to being an important target for promotional and recruitment campaigns, it also becomes important for a wide range of content creation.
According to the Hubspot analysis, the best time to post on TikTok is at 3 p.m. on Thursdays, a much more specific moment than in the previous edition when the best times seemed to be on Tuesdays and Fridays from 4 to 6 p.m.; Thursdays from 2 to 6 p.m., and Wednesdays and Thursdays from 9 to 11 a.m.
If we look at the detail for each day of the week, these are the best times:
Despite being one of the youngest social networks, it achieves an impressive level of growth and engagement, with an audience spending nearly 20 hours a day on it, especially in the evening hours.
The best time to post on Pinterest is Tuesdays and Fridays at 12:00 p.m. Pacific Standard Time, a very different schedule from the previous edition when the best times were concentrated from Tuesday to Friday at 1 a.m. and on Thursdays at 3 a.m.
In the weekly detail, these are the best times:
Monday: 10:00 a.m. PST → 7:00 p.m. CET. Tuesday: 12:00 p.m. PST → 9:00 p.m. CET. Wednesday: 10:00 a.m. PST → 7:00 p.m. CET. Thursday: 6:00 p.m. PST → 3:00 a.m. CET (Friday morning). Friday: 12:00 p.m. PST → 9:00 p.m. CET. Saturday: 1:00 p.m. PST → 10:00 p.m. CET. Sunday: 4:00 p.m. PST → 1:00 a.m. CET (Monday morning).
This year, the best time to post on the alternative social network to X, Threads, by Meta, has been included in the study. According to Hootsuite’s study, the best time to post on Threads is at 5 p.m. on Tuesdays.
If we look at the weekly breakdown, these are the best times to post your threads:
Image: GPT Plus
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