In 2025, social media success is no longer just about creating great content—it’s about posting it at the right time and frequency.
With ever-changing algorithms and audience behaviours, finding the perfect posting schedule can make or break your growth. This guide explores the best times and posting frequencies for major platforms, helping you maximise engagement and reach.
Understanding posting frequency and timing
The ideal posting schedule depends on your goals, platform, and audience. Posting too often can overwhelm your followers, while posting too little can make you irrelevant. The key is finding a balance between consistency and quality.
Factors to consider:
- Audience behaviour: When is your audience most active?
- Algorithm preferences: Platforms reward consistency but penalise spammy posting.
- Content type: Short-form videos, long-form posts, and live streams have different optimal timings.
- Your capacity: Can you maintain quality at your chosen frequency?
Now, let’s break it down by platform.
Best posting schedules for each platform
- Feed posts: 3–5 times per week
- Reels: 4–7 times per week (video is prioritised)
- Stories: Daily (at least 5–10 per day for engagement)
- Best times to post: 7–9 am, 12–2 pm, and 6–9 pm (local time)
TikTok
- Frequency: 1–3 posts per day
- Best times to post: 6–10 am and 7–11 pm (local time)
- Key insight: Consistency matters more than perfect timing—focus on quality and trends.
- Feed posts: 3–5 times per week
- Stories: Daily
- Best times to post: 8–10 am and 6–8 pm (weekdays perform best)
- Key insight: Engagement drives reach—ask questions and encourage comments.
X (formerly Twitter)
- Tweets: 3–5 times per day (or more if engaging in conversations)
- Best times to post: 8–10 am, 12 pm, and 6–9 pm
- Key insight: Retweet and engage with others to boost visibility.
- Frequency: 2–4 posts per week
- Best times to post: Tuesday to Thursday, 8–10 am and 5–6 pm
- Key insight: Thought leadership and storytelling perform best.
YouTube
- Long-form videos: 1–2 times per week
- Shorts: 3–7 times per week
- Best times to post: 12–3 pm (to allow indexing before prime time)
- Key insight: Consistency and high retention rates are crucial.
- Pins: 5–15 per day
- Best times to post: 8–11 pm and weekends
- Key insight: Focus on evergreen content for long-term traffic.
How to create your perfect posting schedule
- Know your audience: Use platform insights to track when your followers are active.
- Test and adjust: Experiment with different posting times and measure engagement.
- Use scheduling tools: Platforms like Meta Business Suite, Buffer, and Later can automate posting.
- Prioritise quality: It’s better to post less often with high-quality content than to spam low-effort posts.
- Stay consistent: Even if you post less frequently, sticking to a schedule builds audience trust.
There’s no one-size-fits-all posting schedule, but understanding platform trends and audience behaviour will help you optimise your strategy. The best approach is to remain flexible—test different timings, analyse performance, and refine your posting routine to maximise engagement.
