"best time to post" is a myth.
those "best time to post" charts? noise. the algorithm doesn't work the way they assume — and chasing the clock distracts from what matters.
generic best-time charts are meaningless because algorithms distribute content over time based on performance, not the posting minute. focus on quality and your own data.
every few months a new infographic declares the "best time to post" — tuesday at 11am, or whatever. brands rearrange their schedules around it. it's almost entirely useless, because it misunderstands how modern platforms actually distribute content. here's the reality.
— 01the algorithm isn't a clock
modern feeds aren't chronological. platforms show your content to a few people, watch how they respond, and keep distributing it over hours and days if it performs. a great post finds its audience whenever you post it; a weak one won't be saved by perfect timing.
— 02generic charts ignore your audience
those charts average across millions of accounts that have nothing to do with yours. your audience has its own rhythm — your own analytics, if anything, tell you when your followers are active. a global average tells you nothing specific to you.
— 03focus on what matters
posting time is a rounding error next to content quality and consistency. make something worth watching and post it reliably. if you want to optimise timing, use your own audience data — but don't mistake the clock for the strategy.