TikTok is easily one of the biggest social media platforms today. According to Business of Apps, a leading media and information brand for the global app industry, the channel had about 1.4 billion monthly active users in 2022. The number may even reach 1.8 billion by the end of 2023.
Without a doubt, TikTok has become very competitive for creators. The rise of TikTok video downloaders alone proves the site's unstoppable power on its global audience. But while anyone can post on the platform, when they post content can be crucial.
After all, not all users are always connected, so knowing when they are can make a lot of difference. When it comes to determining the ideal times for posting, it can only begin with understanding TikTok's algorithm.
TikTok considers several factors when deciding which videos to show on the channel, and timing is one of them. It's all part of the site's design to provide only the most engaging and relevant content.
Consider a video posted while many users are active on the platform. Because more people can view the video, it is also likely to get more engagement, meaning more likes, comments, shares, etc.
As the video's engagement rate increases, TikTok begins to think more highly of the content, triggering the algorithm to show it even more frequently around the channel. This is how good timing helps creators reach bigger audiences, gain more followers, and grow faster on the platform.
One of the best things about posting videos with good timing is getting more chances of landing on the channel's For You page (FYP). It's the first thing users see when opening the app, a video feed customized to their interests and behavior.
FYPs ensure that users get instant access to the content they might enjoy. The FYP algorithm considers various factors in determining these videos, including language preferences, location, and past TikTok app behavior, such as likes, shares, and comments.
Additionally, the algorithm looks into each video's engagement rates. The better its numbers or metrics, the bigger the video's chances of appearing on the prized FYP.
The FYP algorithm is highly pliable, bending to every significant change in user behavior and feedback. Through machine learning, it improves over time and makes more accurate predictions of users' preferred videos.
The FYP is helpful to creators, including brands, because it helps them expand their audiences. Unlike other social media sites, TikTok also allows them to reach even users who may not be their followers yet.
While personal creators get more followers and in-app exposure through the FYP, businesses reach more potential customers and establish brand awareness. Content that resonates with users is fundamental to either's success. But before that content gets enough attention to make a difference, its timing must be impeccable.
Indeed, TikTok marketing can be trickier than other techniques like pay-per-click (PPC) or SMS marketing, but its rewards can be dramatic.
Counting on generic "best times" for posting TikTok videos is unrealistic simply because too many factors are involved. However, TikTokers can find that sweet spot by reviewing various research findings, analyzing their specific audiences, and striking a balance between the two.
Among many parallel studies, research performed by Influencer Marketing Hub examined over 100,000 TikTok posts and their engagement rates. According to the respected resource for influencers, agencies, and platforms, below are the best times (Eastern Standard Time) to post on the channel:
TikTok's algorithm ultimately decides the best posting times on the platform, but that doesn't mean content creators are helpless. While they can't dictate on the platform, they can study how it works and work their way around it.
Besides, there can't be one set of rules for a channel with billions of active users. That said, here are helpful tips for those who want to be more confident in timing their TikTok videos:
With good timing encouraging high engagement on TikTok, creators must maintain high content quality to get maximum engagement during optimal hours. One thing's for sure – it's not all about cranking out videos and posting on the channel. A lot of serious work goes into every successful TikTok video, and here are a few tips for serious creators:
Creating appealing content is the first step in increasing engagement during busy times on TikTok. The idea is to catch the audience's attention using attractive, high-quality visuals, stimulating music, and exciting captions.
TikTok allows videos as long as a minute, but there's wisdom in keeping them between 15 to 30 seconds. With shorter videos, the audience can view more content in less time. It can also mean longer average watch times, watching more videos to the end, and more engagement.
On TikTok videos, a CTA can be a caption that encourages the audience to engage with the content. For example, the caption can read, "like the video" or "leave a comment." Simply put, a CTA helps increase engagement by telling the audience to take a specific action. It is also crucial to performance marketing marketing strategies, where the marketer only gets paid when a user takes the desired action.
Engaging with the audience is a great way to attract new followers and promote loyalty among the old. For example, a quick "thank you for your support" can help establish audience connection, and so will responding to comments. All of these tell them that the creator is a human who genuinely values them, helping to increase engagement.
Working with other TikTok creators is a great way to expand reach and engagement. Collabs put a creator before a new audience and help them forge mutually beneficial relationships with other creators. Needless to say, partnerships only truly work when the creators share the same values and objectives.
Like collaborations, TikTok challenges help creators reach broader audiences and even go viral. Challenges allow creators to show off and stand out from the crowd, but not all challenges are helpful. For example, the Devious Licks challenge in 2021 encouraged young people to steal from public places.
TikTok ads are a sure way to boost reach and engagement on TikTok, allowing creators to target particular audiences and become more visible. The best way to use TikTok ads is to ensure they are relevant to the target audience and align with the creator's or brand's values and objectives.
As mentioned, TikTok's analytics tool helps creators nail a posting schedule that works best with their audience. However, the benefits go way beyond. The tool also allows creators to make crucial decisions about the best types of content to publish based on actual data.
Hashtags can be a significant issue in determining ideal posting times on TikTok. For one, some hashtags are more popular across different best days of the week or times of the day. Content performance with food-related hashtags may be better around meal hours than other times of the day. Those about rest and recreation may be more timely as the weekend approaches.
Competition is another way hashtags can affect timing. Getting attention for an extremely popular hashtag can be difficult, considering many other creators are using it. In this case, it may be wise to schedule posts during less crowded hours, when competition for attention is less tight.
On the other hand, using a less popular hashtag can be wise since it's less competitive and therefore more likely to fetch attention. Posting videos during peak times can work best in this scenario.
Aside from competitiveness, the frequency of using hashtags can also impact optimal times for posting on TikTok. Although hashtags are essential in expanding a video's reach, overusing them can do the opposite. TikTok recommends a maximum of four hashtags per video, all relevant to the content.
Strategic creators are always looking for ways to grow faster on the channel, and they know that content is still king. But with the technical demands of TikTok's algorithm, such as good timing, they might be forced to publish videos for the sake of being "on time."
As always, the biggest casualty is quality, which then makes posting on time counterproductive. Also, it raises the question of which is more critical to the channel: content or timing?
Most people think content quality is the most crucial driver of success on TokTok. Indeed, all TikTok users are attracted to fun, engaging, and informative videos, the same qualities that make them return. Because users want great content, so does the platform. One way TikTok determines video quality is by watching its engagement numbers.
Again, this brings us back to timing. When a video is posted at the right time, it will likely get more interactions, prompting TikTok to show it to even more users. Otherwise, creators lose lots of exposure and engagement opportunities, regardless of how compelling their content is.
Still, good timing cannot save poor content. Even the most well-timed TikTok post can have low engagement if it's unengaging in the first place. In other words, there is no contest between content quality and timing. One cannot exist without the other as far as TikTok's algorithm is concerned.
Did You Know? In January 2023, TikTok was seventh on the list of the top social media sites worldwide according to user volume. However, it was the most downloaded mobile app worldwide in 2022, beating all its predecessors with a staggering 672 million downloads throughout the year.
The best timing for posting on TikTok depends on various factors but mainly the content and its audience. Trends can make certain days and times more impactful in increasing engagement. However, creators must analyze their specific audiences to determine their most effective posting schedules.
Experimenting with different times and tracking engagement rates also help perfect timing on TikTok. Most importantly, creators must publish content that is not only technically superior but also engaging and relevant to their audience. Of course, using expert tools from Archive is indispensable.
Archive can help you nail down the best times for posting on TikTok. Contact us today, explore our tools, and use our expertise for your success.
A creator can get banned on the platform when they post too much content within a short period. In TikTok terminology, this is called shadow banning, or the partial or complete ban on a TikTok account that displays spammy behavior. Two other reasons creators get shadow-banned on TikTok are writing too many comments and bulk-following other users.
Videos posted outside optimal times on TikTok usually get fewer video views and less engagement. However, follow count does not automatically restrict a video's chances of going viral. That means a video posted by a creator with zero followers can still go viral if it piques the interest of many viewers.
One classic aspect of marketing is competitor analysis, which now includes the timing of TikTok posts and social media management in general. Brands should keep track of the timing of their competitors' videos on the channel, not only in terms of the actual posting times but also the frequency of their posts, the duration of their videos, and their target audiences. Knowing all these helps a brand position itself and gain an advantage over the competitors' content on the channel.