Optimal Social Media Engagement Times For Marketers Amid COVID-19

Posted on by Kaylee Hultgren

With so many more Americans adjusting to work-from-home situations, social media usage and behaviors have undergone changes, too. And with that comes new priorities and interests from audiences. Analyzing data from approximately 11,000 brands between January 1 and April 15 this year, Sprout Social has determined that there are new optimal times for marketers to post on social platforms in order to maximize engagement.


Previously, Sprout Social reported the optimal time to post on Facebook was 11 a.m. and 1-2 p.m., with Wednesday as a peak day. New data shows that activity is now—not surprisingly—more consistent across all days. The best times to post are now Monday, Wednesday and Friday from 10-11 a.m. Every day at 11 a.m. experiences a slight peak compared to other times during the day, and a drop-off occurs after 5 p.m.


Similar to Facebook, peak times on Instagram have expanded. Prior to COVID-19, the best times to post were Wednesday at 11 a.m. and Friday 10-11 a.m. Now, Monday, Tuesday and Friday at 11 a.m. are optimal times as well as Tuesday at 2 p.m. Moreover, Instagram is now seeing a new drop-off of activity after 6 p.m. during the week, but Sundays are now highly active from 9 a.m. to 5 p.m. compared to previously.


For this platform, usage has remained fairly consistent. However, optimal times to post have moved from Wednesday and Friday at 9 a.m. to Friday from 7-9 a.m.


Engagement on this professionally-focused network have begun later and end later as well, according to Sprout Social data. The day is now most active from 8 a.m. to 4 p.m. instead of 7 a.m. to 3 p.m. Recommended posting times shifted slightly, from Wednesday 8-10 a.m. and noon; Thursday at 9 a.m. and 1-2 p.m.; and Friday at 9 a.m. to these times: Wednesday at 3 p.m., Thursday from 9-10 a.m. and Friday 11 a.m. to noon.

Other articles you might enjoy:


Related Posts

Chief Marketer Videos

by Kaylee Hultgren

For the 2020 Chief Marketer PRO Awards, Ally Financial and agency partner PrizeLogic took home the highest honor, the Platinum PRO Award, for its Ally + Monopoly – Grow Your Fortune campaign.


PRO Awards


Join your industry peers for a fast-paced afternoon of inspired conversations led by industry leaders and live celebrations as we announce the winners of the 2021 PRO Awards. Click here to register.


CM 200

Click here to sign up for more information on the 2022 CM200 call for entries and to view the CM 200 2021 List.