When Is the Best Time To Post on TikTok in 2023?
Spend just five minutes scrolling through the For You feed on TikTok, and you’ll understand why it’s such a potent way to make an impact on global audiences. With over 1 billion users around the world, the sheer number of TikTok users makes it an incredibly powerful platform for promoting your brand. TikTok also features a slew of TikTok marketing features that help connect advertisers with their target audiences.
But even if you’ve mastered the tone and style that TikTok demands, there are other considerations involved, including the best time to post on TikTok.
Here, we’ll explore the importance of posting times on TikTok, how it factors into the TikTok algorithm, and how you can make the most of your time on the platform.
Does Posting Time Matter on TikTok?
In short, yes. Posting time matters on TikTok because the platform thrives on trends, timeliness, and new content. To reach the largest number of relevant users, your content must first be judged by the algorithm.
Understanding the TikTok Algorithm
Think of the TikTok algorithm as a machine for matching your interests with the content you see on your feed (on TikTok, that’s the For You page, or FYP for short). The algorithm (or, more precisely, algorithms) involve a series of mathematical formulae that take into account user signals, including:
- Your likes and general interests, as indicated by you through your previous likes, shares, and comments.
- Your dislikes, as indicated by videos you didn’t watch to the end, hit the dislike button on, or commented negatively on.
- Broader trends that are sweeping TikTok, such as popular audio, specific dance moves, or current events.
On the creation end, the TikTok algorithm takes into account whether your content is high quality enough to share across the platform. For example, it will first filter out any content it finds to be spammy, problematic, or otherwise offensive. Once that’s done, the algorithm will push the content out to a small group of people who typically engage with your content. If the post does well with them, your content will then be served to a wider audience, casting a wider net and allowing your brand to reach more of the platform’s users.
Best Times To Post on TikTok
One of the main indicators of quality content on TikTok is how quickly and positively your content is received. For that reason alone, timing matters: you have to appeal to as many of your diehard followers as possible for them to like and share it.
There’s not much point in posting content if that following is asleep or when they’re less likely to be looking at their phones. After all, there’s an ocean of other content on TikTok for them to see (the average user spends 47 minutes a day on the app, and they have plenty of videos to choose from). If you time your content well, you’re more likely to reach your devoted followers.
When you plan the best times to post on TikTok, think about the ways users tend to engage with TikTok on their phones—in the evenings when they’re relaxing after a long day, late at night when they can’t sleep, on lunch breaks, and between tasks.
On Mondays, 6 a.m., 10 a.m., and 10 p.m. are typically the best times to post TikToks. People could be looking for inspiration as they start their day or looking for a way to relax before bed.
This study found that 2 a.m., 4 a.m., and 9 a.m. are the best times of day to post on TikTok on Tuesdays.
In the middle of the week, 7 a.m., 8 a.m., and 11 p.m. return the best results. As people become more comfortable with their weekly schedules, the times tend to revolve again around mornings and nights.
As we get closer to the weekend, 9 a.m. and 7 p.m. are the best choices for Thursdays.
5 a.m., 1 p.m., and 3 p.m. are your best choices for Friday TikTok posts. These times show that folks are up a little bit earlier to get a headstart on the last day of the traditional workweek—and they’re also ready to check out a bit earlier.
On the weekends, many people don’t have set schedules, so we’re seeing the first peak of engagement a bit later in the day. On Saturdays, 11 a.m., 7 p.m., and 8 p.m. are the top choices for posting TikTok content.
On Sundays, 7 a.m., 8 a.m., and 4 p.m. are the most effective posting times.
Considerations for Timing Your TikTok Posts
While the above are all good general guidelines—with averages based on data—your specific audience is going to have its own particular characteristics and demographic profile, which could very well change the most effective time for your brand to post on social media.
For example, based on their own TikTok engagement data, one company found that their ideal posting time was 1 p.m., with Thursdays and Fridays having the highest engagement. Their app is for social media management, so they theorized that after lunch and before the weekend was when their users relied most on their tech.
In other words, you know your audience best, so there are certain factors to consider when refining your times and techniques for posting. Factors like:
Where do the majority of your users live? Prime times in the US could mean the early hours in some European and Asian countries. You can’t catch everyone with your posts, so make sure you prioritize your core audience.
Similarly, your audience’s geographic location will play a role in determining not only your content but your timing. In addition to time zone differences, there are also seasonal differences that may affect the big picture of your content.
Your core target audience will have their own behavior patterns based on what stage of life they’re in, where they live, and what they are looking for from your content. The more you engage with your users, the more you’ll learn about them. Get granular about what your audience wants from your content and plan accordingly.
TikTok, even more than other social media platforms, thrives on trends. Hashtags, keywords, and the use of popular songs and sound effects can all help boost your engagement and perhaps even help you go viral on TikTok. As touched on above, it’s important to note what’s trending broadly on TikTok so you can take advantage of it.
Types of Content
TikTok thrives on native content, which is content that feels made for TikTok, not just repurposed from other platforms. Make sure you’re familiar with the TikTok video ad specs and guidelines for content. Additionally, the kind of TikTok content you post will depend on the audience you want to reach, whether that’s a behind-the-scenes explainer video or a goofy dance trend clip (to name two common TikTok genres). (Speaking of trends, they move fast on TikTok, so staying in the know about what’s happening at any given time can be massively helpful.) In turn, those audiences will have different needs and behaviors, including the times of day they’re online.
Of course, always remember that you’re making content that feels right for TikTok, not a used ad that worked for another medium. (This is a platform originally popularized by Gen Z users—trust us, they can smell non-native content from a mile away.)
How To Measure Success
How you measure success depends on the key performance indicators (KPIs) you’ve set for yourself. That could mean more conversions, more new followers on social media, raising awareness of a new product, or any number of goals. Just make sure your goals are measurable and clear, so you can gauge how well your campaign is helping you—and recalibrate if it’s not achieving your benchmarks for success.
It’s Not a Perfect Science
The times mentioned above are averages from all of the collected data, which won’t be the same for every business. Only through iteration and a certain amount of trial and error will you be able to work out the plan that works for your business and social media video strategy.
Use TikTok Analytics
TikTok Analytics provides valuable insight into your content and how well it’s engaging users.
TikTok Analytics can tell what your most valuable territories are, which can inform your timing strategy (aiming squarely for the geographical territories where most of your subscribers live). It can help you quantify and make sense of such essential information as your total number of views, likes, shares, and comments, as well as how viewers came upon your video production in the first place. All that information can be used to fine-tune your strategy.
Test, Test, and Test Some More
Creative testing is critical for you to break through users’ ad fatigue and actually connect with your audience. This testing also helps you yield better creative results for your brand, with more compelling stories and a greater sense of authenticity (on which, as mentioned earlier, TikTok thrives).
Making TikTok Videos at Scale
The need for constant experimentation and release of content can put a strain on marketing teams, but you don’t have to manage it alone.
With the right video marketing partner, you can create the video you need to make an impact on social media. As an official TikTok Marketing Partner, we know what works and we’ll match you with the right video creators and production teams.
When To Post on TikTok: Final Thoughts
When it comes to the best time to post on TikTok, it’s essential to test different strategies and find what works best for your specific audience. With the right TikTok content calendar and video content, you’ll be able to reach your target audience, promote your products, and grow your business.
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