Social media success isn’t just about what you post. It’s also about when you post.
Timing can make or break your content’s reach and engagement. With Facebook’s ever-changing algorithm and the flood of daily content, finding that “sweet spot” for posting can help your brand cut through the noise and truly connect with your audience.
In this guide, we’ll explore when people are most active on Facebook, what the data says for 2025, and how to tailor posting times to your specific audience. Whether you’re running a small business, managing community campaigns, or building brand awareness, timing your posts well can make a major difference.
Why Timing Matters on Facebook
Facebook’s algorithm rewards engagement. Posts that start receiving likes, comments, and shares shortly after they go live are more likely to be shown to a broader audience. That early burst of interaction signals to Facebook that your content is valuable, and it boosts your organic reach.
Think of it like this: you’re competing for attention in an endless scroll. If your post goes live when your followers are asleep, at work, or simply not checking their phones, you’ve missed your chance to appear in their feed at the right moment.
For businesses, not-for-profits, and community pages, this makes timing absolutely critical. The goal isn’t to post more, it’s to post smarter.
The Best Times to Post on Facebook in 2025
Research from sources like Sprout Social, Later, and Hootsuite continues to show strong engagement patterns across specific windows of time. While these can vary depending on audience location and industry, there are clear trends you can use as a starting point.
General Global Patterns
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Morning hours (8 am–11 am) consistently perform well.
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Engagement peaks again in the early evening, around 5 pm–8 pm when people are winding down.
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Weekdays, particularly Tuesday through Thursday, deliver stronger engagement than weekends for most business content.
Best Times to Post for Australian Audiences
If your audience is primarily Australian, especially in Queensland or along the East Coast, your best windows align with typical work and lifestyle habits.
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Monday to Wednesday: 9 am–10 am and 4 pm–8 pm
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Thursday: 8 am–10 am and 3 pm–8 pm
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Friday: 8 am–10 am (before the weekend slowdown)
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Saturday: 9 am–10 am and 4 pm–9 pm
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Sunday: 9 am–10 am and 6 pm–7 pm
In short, the early morning “scroll over coffee” and the post-work “evening unwind” are golden opportunities.
Industry-Specific Insights
The best posting times also depend on who you’re trying to reach.
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B2B or professional audiences: Mid-morning to early afternoon on weekdays works best. Think 9 am–1 pm, when professionals take a quick break or check updates between meetings.
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Lifestyle, retail, and community brands: Morning and late afternoon posts perform better, particularly on weekends when people have more leisure time to browse.
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Nonprofits and community campaigns: Evening posts often perform strongly, as audiences are more reflective and emotionally engaged at the end of the day.
What Times to Avoid
Late nights (after 10 pm) generally see low engagement unless you’re targeting shift workers or international audiences. Midday on weekends can also be hit-and-miss, as many people are out and about rather than online.
It can be tempting to post during office hours, but most users scroll during breaks, not meetings. Aim for transition times like early morning, lunch, or just after 5 pm.
How to Find Your Best Time to Post
Every audience is unique, so it’s worth testing what works best for you. Here’s a step-by-step approach.
1. Check Your Insights
Facebook’s built-in Page Insights tool shows you when your followers are most active. Look at the “Days and Times” section. This gives you real data based on your actual audience, not general averages.
2. Experiment with Timing
Try posting similar content at different times of the day for two to three weeks. You might discover your audience engages most around breakfast or during their commute home.
3. Track and Compare
Review engagement metrics such as reach, likes, shares, comments, and click-through rates. Small patterns will quickly emerge, giving you clear data to refine your schedule.
4. Align with Your Content Type
Different posts perform best at different times.
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Educational or professional content: Weekday mornings.
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Fun or community-driven posts: Evenings and weekends.
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Announcements or event promotions: Late afternoon mid-week, when engagement peaks.
Example Weekly Posting Schedule
Here’s a simple schedule based on average Australian engagement times that you can adapt to your own campaigns:
|
Day |
Time |
Content Type |
|---|---|---|
|
Monday |
9 am |
Light lifestyle or community content |
|
Tuesday |
10 am |
Campaign or sales post |
|
Wednesday |
4 pm |
Interactive question or poll |
|
Thursday |
3:30 pm |
Strong call-to-action post |
|
Friday |
8:30 am |
Weekend teaser or event reminder |
|
Sunday |
6:30 pm |
Reflective or gratitude-based content |
This approach keeps your feed consistent and aligned with audience behaviour without overwhelming your followers.
Don’t Forget Engagement Momentum
Posting at the right time is only part of the puzzle. The first 30 to 60 minutes after posting are crucial. Encourage interaction by asking questions, tagging local partners, or using a short, conversational caption that invites replies.
When people engage early, Facebook’s algorithm takes notice and pushes your post to a wider audience. This is why a perfectly timed post with a weak caption will still underperform compared to a well-crafted post that gets immediate responses.
Final Thoughts
There’s no one-size-fits-all formula for the best time to post on Facebook, but the data gives you a powerful head start. For most pages, posting mid-morning on weekdays or early evening on weekends is a reliable rule of thumb. From there, use insights, testing, and audience feedback to fine-tune your schedule.
Consistency builds visibility. Post regularly, stay authentic, and adjust based on performance, not guesswork. Over time, you’ll discover not just when your audience is online, but when they’re truly ready to engage.
