Understanding when to post on social media is crucial for maximizing reach and engagement. However, the optimal posting time isn’t the same for all types of content. Visual content like photos and videos, written articles or posts, and interactive content all have different best practices when it comes to posting times. Understanding how content type interacts with timing can make all the difference in whether your content is seen by your target audience.
Demystifying Content Types
Before diving into specific platforms and best posting times, it’s important to understand the different types of content and how they resonate with audiences. Different content types often demand different approaches to timing, as engagement patterns vary based on the medium and the type of message being delivered.
Visual Content (Images and Videos)
Visual content, including images, graphics, and videos, is inherently engaging and tends to perform well across almost all social media platforms. Whether it’s a product photo, a behind-the-scenes look, or an animated graphic, visuals capture attention quickly and are more likely to be shared or commented on. The characteristics of visual content make it ideal for moments when users are scrolling quickly through their feed, seeking quick entertainment, inspiration, or visual stimulation.
Why visual content may perform better at specific times
Visual content performs well during “leisure” times when users are more likely to engage passively with their feed. For example, visual posts tend to garner higher engagement during breaks at work or late in the evening when people are winding down.
Videos, in particular, are best posted during peak engagement times, such as mid-afternoon or early evening, when people have time to watch and engage with longer content. This is especially true for platforms like Facebook and Instagram, where users are more inclined to watch videos while relaxing at home.
Written Content (Articles, Posts)
Written content includes text-based posts, blog articles, or any form of content that requires more in-depth reading. These types of posts often contain more information and may require more focus from the reader. Because written content demands more time and attention, it tends to perform better during periods when people are more focused or have longer periods of time to engage, such as mid-morning or during lunch hours.
Best times for posting written content
- Mid-morning to early afternoon: People are typically more focused during these hours and more likely to engage with in-depth content.
- Weekdays: Written content often performs better on weekdays, particularly during work hours, when people are in a professional mindset and may be seeking educational or industry-related content.
Interactive Content (Polls, Quizzes)
Interactive content, such as polls, quizzes, and interactive stories, engages users directly by prompting them to take action. These types of posts encourage immediate participation, as users are often driven by curiosity or the desire to contribute. Interactive content is particularly effective in capturing short bursts of engagement and is ideal for increasing participation and driving traffic.
Optimal posting times for interactive content
Interactive content tends to perform best during high-engagement times when users are more likely to interact with the post. This includes late mornings or early evenings when users are actively checking their feeds and looking for engaging, participatory experiences.
For B2C brands, weekends can also be a good time to post interactive content, as users are more likely to have free time to participate in quizzes, surveys, or polls.
Analyzing Social Media Platforms
Each social media platform has its own audience and engagement patterns, making it essential to understand when the best times to post are for different content types. Here, we analyze how various types of content perform on popular social media platforms.
Facebook is one of the most versatile platforms for all types of content, from images and videos to articles and interactive content. However, the best times to post vary based on content type.
- Visual content (images/videos) tends to perform well in the evening, typically between 7 PM and 9 PM, as users relax and browse their feeds.
- Written content (articles) is best posted during mid-morning or early afternoon, around 10 AM to 2 PM, when users are engaged in work or leisure activities and might be looking for more informative posts.
- Interactive content (polls, quizzes) should be posted during lunchtime (12 PM to 1 PM) or in the early evening (6 PM to 8 PM), when people have some downtime to engage and interact.
- Studies suggest that mid-week days (Tuesday through Thursday) tend to have higher engagement on Facebook, particularly for business and professional content.
Instagram is a visually driven platform, where stunning photos and videos take center stage. The timing of posts on Instagram can be crucial because users are often looking for engaging visuals to consume quickly.
- Visual content such as images and videos is most effective during the evening, typically between 7 PM and 9 PM, when people are unwinding and scrolling through their feeds.
- Written content (such as captions and quotes) generally performs better in the late morning or early afternoon (10 AM to 2 PM) when users are on a break or during lunch hours.
- Interactive content (polls, quizzes, etc.) often sees high participation during the morning and early evening hours, especially on weekends.
- Instagram’s audience is most active on weekdays, with Wednesday and Thursday seeing particularly high engagement rates.
Twitter’s fast-paced, real-time nature means timing is critical. Tweets have a short lifespan, so posting at the right time is crucial to ensuring visibility and engagement.
- Visual content (images/videos) performs best during lunch hours (12 PM to 1 PM) and in the early evening (5 PM to 6 PM).
- Written content (tweets) should be posted during peak hours when users are active, such as mid-morning (9 AM to 11 AM) and early evening (6 PM to 8 PM).
- Interactive content like polls and Q&A sessions can generate high engagement during lunch hours and late afternoons when users are actively seeking quick interactions.
- On Twitter, peak engagement times are typically early mornings (7 AM to 9 AM) and mid-afternoon (2 PM to 4 PM), making these ideal times for all types of content.
LinkedIn is a professional networking platform, so content posted here tends to be more formal and business-oriented. Written content, particularly articles and industry insights, is more likely to perform well on LinkedIn compared to other platforms.
- Written content such as long-form posts and articles should be posted during business hours, particularly in the morning (8 AM to 10 AM) and mid-afternoon (12 PM to 2 PM), when professionals are most active.
- Visual content such as infographics or product photos is best posted in the afternoon (2 PM to 4 PM) when users are likely to be winding down from meetings or focused on more creative tasks.
- Interactive content like polls can be effective during the lunch hour or early evening when users have a moment to engage with the platform.
- On LinkedIn, weekdays are the best time to post, with Tuesday to Thursday seeing the highest engagement.
Best Practices and Strategies
Adjusting for Time Zones
If your brand serves a global audience, time zone considerations are essential. Posting content at times that align with your audience’s time zone ensures that your posts reach the maximum number of users. Tools like Su Social allow marketers to schedule posts across different time zones, ensuring content is published at peak engagement hours for each audience segment.
Responding to Analytics
One of the most effective ways to fine-tune your posting schedule is by regularly reviewing your social media analytics. Tools like Instagram Insights, Facebook Analytics, and Twitter Analytics provide data on when your audience is most active. Adjusting your posting schedule based on this feedback can significantly improve engagement.
For instance, if your analytics reveal that your audience engages more with video content on weekends, adjust your strategy to post videos during this time. A/B testing can also help determine which types of content perform best at different times of day.
Final Thoughts
Understanding how different types of content interact with timing is crucial for maximizing social media engagement. Visual content thrives during leisure hours, written content works best during mid-morning and afternoon, and interactive content demands more timely participation during peak engagement times. By analyzing the best times to post for each content type and considering the specific platform, you can optimize your social media strategy for greater success. Ultimately, adapting your approach to content and timing based on audience behavior and analytics will lead to more effective and sustainable engagement with your brand.
