TikTok is the current golden child of social media, with over 1 billion monthly active users worldwide.
Posting time isn’t the most important consideration when approaching TikTok.
However, it is worth considering when you post on TikTok so you can make more informed decisions and give your content the best chance to perform well.
Our in-house TikTok specialist, Chi Le and our Head of Social Media, Bryan Armit break down TikTok's algorithm and how it impacts the best time to share new content.
Whether you're just starting or already a seasoned TikTok creator or brand, you’ll find some practical advice to boost your engagement.
Understanding your TikTok audience
There's no one-size-fits-all answer to the best time to post on TikTok. The ideal posting time varies because different businesses, industries, niches, and audiences exist on this diverse platform. What works for one account might not work for another.
The key is to uncover your own best time to post on TikTok, and you can do that by diving into your TikTok analytics. If you haven't posted anything yet, you should jump straight to Best times to post on TikTok.
Let’s look at how you can work out the best time to post on TikTok…
If you have a Creator or a Business account on TikTok, you will have free access to the analytics dashboard.
Click on the burger menu in the top right hand corner of your TikTok profile.
Select "Creator Tools"
Choose "Analytics"
Click on "Followers"
Scroll down to "Most active times"
Select "By hours" or "By days".
Here you will see the most active times of your TikTok followers.
Another way to pinpoint your best posting times is to analyse your top-performing posts. Here's how to do it:
Navigate to your channel and locate a post that has demonstrated exceptional performance.
Click on "More insights" on the high-performing post
Access the "Performance" tab
Within this tab, you will find "Data since post time" which reveals exactly when you posted the video.
But that's not all. In this video analysis dashboard, you can also find the average watch time and engagement retention.
Best times to post on TikTok
Once you've figured out your best posting times based on your performance data, here's what you can do to make the most out of it:
Choose a period, not just one fixed time:
Instead of adhering to a single fixed posting time, opt for a broader time frame when your audience is most active. For example, consider posting between 11 am - 1 pm or from 6 pm to 9 pm. Scatter your posts at various times within those frames.
Track your performance:
Create a simple spreadsheet to monitor the performance of your TikTok videos. In your spreadsheet, keep tabs on the following metrics:
- Posting Day and Time
- Video title
- Views
- Likes
- Shares
- Saves
- Engagement rate (Percentage of all engagements relative to total views)
- Average watch Time
- Traffic source (For You Page or Following)
- Top 3 audience cities
After a month or quarter of tracking, revisit your spreadsheet to identify which days and times yielded the best results.
Consider third-party tools:
If you prefer a more automated approach, you can use your current scheduling tool or free tracking tools like tokbackup to track these metrics effectively.
If you haven’t posted on TikTok yet…
If you haven’t yet posted on TikTok, or haven’t shared content frequently, you should aim to build up enough to data to help you make informed decisions around posting times.
Start by posting at different times of the day and on different days over the first few months.
For example, schedule 3 videos per week, each posted at different times on different days; then, you have a dataset of approximately 12 posts per month.
You now can use this data to analyse and select the optimal posting times for the following month.
However, don't forget to test other time periods as well.
Consider the 80-20 rule: 80% of your posts during active hours (based on dashboard data) and 20% outside those hours.
This method helps you determine whether your audience or niche truly depends on specific posting times.
Over time, you'll have the data you need to make decisions and optimise your TikTok posting strategy effectively.
Top tips for maximum engagement on TikTok
While understanding the best times to post on TikTok is important, posting schedule is merely a supplement to help increase your content's visibility potential.
The real key to TikTok success lies in the quality and appeal of your content.
Here are our seven top tips to create content that maximises engagement on this dynamic platform.
1. Understand the TikTok algorithm:
This is the foundation of TikTok success. Knowing how TikTok works is vital to creating engaging content that keeps viewers watching and boosts overall engagement.
Essential factors include:
- Completions and re-watches
- Likes, comments, shares, and saves
- Location and language
- Relevance
- Consistency with your niche
As you can see, the most important thing that TikTok looks at is how long users watch your video for and how many of those users complete (or rewatch) your video.
It’s also worth noting that TikTok may limit content distribution if viewers choose to mark it as "Not Interested".
It's also worth noting that certain factors don't significantly influence the TikTok algorithm's content ranking process:
- Follower count doesn't determine whether a video will go viral.
Approximately 78% of TikTok users agree that you don't need fame or thousands of followers to achieve viral success (1).
- Previous video performance doesn't necessarily dictate future success on TikTok.
The algorithm doesn't solely favour content creators with a history of high-performing videos.
Also, remember TikTok's algorithm is designed to promote safe and respectful content. Videos that violate TikTok's policies and community guidelines will not receive wide distribution.
2. SEO Optimisation:
Make your content search friendly to help new users discover it on the platform. Utilise SEO techniques in your captions, sounds, hashtags, and video content (narration and on-screen text). For more detailed guidance, check out our guide to TikTok SEO.
3. Ride the trends:
TikTok’s culture is based around trends. Be creative in joining existing trends or initiating new ones when relevant. Staying updated with the latest trends keeps your content fresh and engaging. Trending content can be a highly effective supplement to your original content.
4. Quality vs. Quantity:
Post consistently to maintain visibility, but always prioritise quality over quantity. Irrespective of how often you post, if your content lacks relevancy and value, viewers may scroll away - affecting your performance negatively. Always aim to inspire, educate or entertain.
5. Tell a story:
TikTok is a platform built on storytelling. Whether you're a brand or a creator, engaging narratives capture attention. Aim for a high completion rate in your videos.
6. Collaborate with others:
Collaborations, like stitching and duetting with viral videos, can significantly increase your visibility and engagement. Seamlessly integrating yourself into existing trends can help you to reach a whole new audience.
7. Embrace experimentation:
Don't be afraid to test different types of content so that you can identify what resonates best with your target audience. Be authentic and have fun. Formal corporate styles don't usually work well on TikTok.
65% of TikTok-ers say professional-looking brand videos look out of place (1).
78% of TikTok users are open to brands trying various content styles (1).
77% of users appreciate it when brands offer a behind-the-scenes glimpse (1).
Conclusion
The world of TikTok is fast-paced, dynamic and filled with opportunities for creators and brands alike.
While finding the best times to post is helpful in establishing your overall strategy, it's only one piece of the puzzle.
Understanding TikTok's algorithm, optimising your content for search, engaging with trends and embracing experimentation are all vital factors in maximising engagement on this platform.
Our social media team have helped brands increase their reach, engagement and following on TikTok - completely organically.
If your brand is struggling to gain traction with your TikTok account, we can give you a few pointers.
Submit a few details below and we will audit your TikTok account for free.