Context is key, but brands will generally favour the early morning and afternoon period for maximum engagement.

A new report has been published which looks at the best time of day to publish content across various social media networks.

The report, released by SproutSocial, investigates the optimum posting times for Facebook, Twitter, Instagram, and LinkedIn. You can access the full report here.

Perhaps the biggest takeaway from their publication is this: optimum posting times will invariably depend on context. Who your audience is, what you are posting, and on what platform matter as much, if not more, than what time of day it is.

That doesn’t mean there aren’t any noticeable conclusions to guide your strategy, however.

Based on over 25,000 customer interactions, SproutSocial have amassed a data set that does uncover general best practice for publication.

Posts made on Facebook and Instagram, for example, will generally receive more engagement if they are posted on Wednesdays between 11am and 1pm.

As you’ll see with other social networks, mid-week is the peak period on Facebook. The middle of each weekday, from morning to mid-afternoon, are safe times to post, meaning engagement remains consistent throughout these blocks of time.

SproutSocial

Twitter sees a slightly different result, with posts receiving maximum engagement on Fridays during the mid-morning period up until 12pm. Finally, if you are active on LinkedIn, you can expect posts to receive more engagement if they are posted on Wednesdays, again during the mid-morning period.

And no prizes for guessing Sunday as the day of limited engagement.

Whilst the report does stress there is no magic formula, its findings uncover correlations worth considering. If you are starting out on social media, for example, mid-week posts made in the morning could bring some interesting results compared to those published on Sundays.