Sharing content: What’s the perfect timing?

14 September 2021
2 minutes

Once you’ve created a content piece, you’ll want to share it on social media. But how can you be sure you’re posting at the best day and time on Facebook, LinkedIn, Twitter, YouTube and Instagram? This is different for each company, of course, because every target audience is different. Younger consumers, for example, spend more time on social media than older audiences.

Choosing the right timing can help you increase your interaction with audiences by 90 percent. A study by Coosto shows that the ideal timing varies, depending on the social media platform:

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Around 7:00 p.m. is the time of day when posts on Facebook receive the most responses on average. This also applies to messages that were already posted in the past. So, what is the ideal time to share your content? A recent study investigated content-sharing on 100,000 Dutch company pages. The focus was on which type of content generated the most interaction.

The results shows that 1:00 p.m. is the best time to share content on Facebook.


Research shows that people often check their LinkedIn profiles during working hours. That means most people post on this platform between 9:00 a.m. and 5:00 p.m. However, interaction often takes place later in the evening, with a big peak between 7:00 and 8:00 p.m. To ensure optimal interaction, it’s best to avoid posting on Mondays, Saturdays and Sundays.


Twitter is viewed most often during evening hours. Around 10:00 p.m. there’s a clear spike in interactions. However, the evening hours are not the best time to share your content. Coosto studied 100,000 Dutch-language tweets to measure the level of interactivity. They found that 8:00 p.m. is the best time for posting content. The best day of the week for tweeting is Wednesday.


For YouTube, it’s harder to pinpoint which time of day is best for posting new content. Interaction here takes place at different times. According to research, 5:00 p.m. on Wednesdays is the peak time of the week for YouTube. This is the period in which videos receive the most responses from viewers.


Instagram is an extremely popular platform worldwide, especially in the evening hours. On Instagram, you sometimes see posts from a few hours ago, and even some from the day before. Researchers from Coosto looked at 100,000 Instagram posts and the times at which they were posted. Wednesday was found to be the ideal day for posting, with 10:00 a.m. and 10:00 p.m. being the best times.

Do you want to know more about the ideal times for posting your content? Hubspot recently published a similar study with findings for the American market.

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