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2 Types of Content Marketing KPIs You Should Track (Separately)



2 Types of Content Marketing KPIs You Should Track (Separately)

Separating input and output KPIs is a concept rarely used in content marketing. But when applied, it gives a better understanding of what resources to focus on in order to achieve the desired results.

For this concept to work, selecting which KPIs to monitor carefully is essential. Here are a few input and output KPI ideas you can use for your content marketing.

These are your resources: the content you produce and the ability to reach your audience.


Obviously, content quantity is about how much you publish. And it’s important because each piece of content is a chance to reach your desired outcome: new sales, retaining customers, becoming a thought leader in your space, etc. 

For companies that are in the process of discovering content marketing, the quantity of content translates to the number of experiments you can make. 

For companies that know what kind of content their audience appreciates, content quantity is the ultimate KPI—the more you do, the more you grow. 

But how much content is enough? That is the question everyone asks, but it’s the wrong kind of question to ask. Marketing is a game where there is always “never enough” traffic, leads, links, likes, etc. Otherwise, multibillion-dollar companies would cease all marketing. 

So the right question is this: Can you make more content? 

Your competitors can be a good benchmark for this KPI. You can use Ahrefs’ Content Explorer to check how much new and republished content they’ve released in any period. 

  1. Enter a URL and set the mode to “In URL” 
  2. Set the filters: Published (date and published vs. republished) and Language
  3. Get the overall number or click on the graph to zoom in on a period 
Content Explorer—publishing frequency


This KPI is about the types of content you publish. 

I think there are basically three types of content: 

  • Education – You solve your audience’s problems, typically featuring your product/service. 
  • Inspiration – You encourage, influence, and motivate.
  • Entertainment – You evoke experiences. 

And I say this because these types correspond with the three possible goals you can directly achieve with content marketing (read my article on marketing goals for more details).

But however you choose to categorize content, what’s key here is how you prioritize it. 

For example, at Ahrefs, we prioritize content that gets a score of 3 or 2 on our “business potential” scale. That means we focus on educational content because this type offers the best opportunity to feature our product (we call this product-led content). 

"Business potential" score

So for example, your KPI may be to split your content proportion into 70% educational, 20% inspirational, and 10% entertainment. Or you may use something similar to our “business potential” score and, say, publish content with scores 0–1 only once a month. 

The bottom line is to be aware of why you’re making more of a particular type of content than others. If a certain proportion works out for you, change it only for experimentation. 

Distribution power 

Your distribution power consists of the factors that allow you to reach your audience.

It depends on the marketing channels you focus on. Here are some examples: 

  • Link profile – If you create content designed to rank, you usually need links to rank. At Ahrefs, we have a handy metric you can use to gauge the strength of your (and others’) link profile, called Domain Rating
  • Followers – If you publish content on social media, followers “consume” your content and help you reach other people. 
  • Email list – If you want to reach people directly through email, the number of subscribers is your distribution power. 
High DR sites in top-ranking positions for a competitive keyword
For highly competitive keywords like “best workout,” you will likely need a strong link profile to get into the top five.

The main thing that will likely impact your distribution power is the quality of your content. However, there are other ways to gain and lose it, and that’s why it’s good to track it as a separate KPI. Two examples to illustrate:

  • You can improve your link profile by doing link building
  • Too many emails per month can make folks want to opt out. Also, not all content will be a good fit for a newsletter (for example, we don’t send emails about each new addition to our SEO glossary). 

What not to track as input KPIs

Anything related to cost efficiency. 

It’s always a good idea to keep track of your spending. But tying your performance to how much you pay for it leads to these mistakes: 

  • Modeling content based on the cost to create a single successful piece of content. Each topic has its unique potential, and it can change over time. 
  • Cutting costs just for the sake of it; pushing hard to make more with less. Just because you can create more with less doesn’t mean you should. It also doesn’t mean that more with less is a sign of good performance. 

Output KPIs are direct results of distributing content to your audience. In other words, this is the value you create through content marketing directly. 

This is not to be confused with outcomes of effective content marketing, such as sales. 

Difference? If I wanted to throw a birthday party for my son, I’d get him a birthday cake. That would be the output of my actions. Outcome: happy kid. It’s the same with content marketing and sales.

Organic share of voice

Share of voice (SOV) is a metric of brand visibility compared to the visibility of competitors. 

Originally it was used to measure advertising, but it’s a perfect fit for SEO content too. By tracking SOV for the keywords you target, you can tell instantly who is more likely to be discovered by potential customers. 

To track SOV in organic search, you can use a tool like Ahrefs’ Rank Tracker. It automatically measures SOV by calculating the percentage of clicks that land on a target compared to the total number of clicks for all tracked keywords. 

SOV metric in Ahrefs

Organic traffic 

Everybody wants more traffic. Yet, site traffic is practically on every list of vanity metrics. So what to make of all this? 

The problem with site traffic is the context: What do you expect this metric to tell you? After all, even sales can be a vanity metric if you’re looking for a number that speaks about the true worth of a business. 

If you’re developing SEO content, organic traffic tells you how many clicks came to your website through relevant keywords. In other words, you’re measuring the amount of qualified traffic coming to your site. 

To measure organic traffic coming from Google, use Google Search Console (data straight from the “horse’s mouth”). But here’s a tip: exclude branded keywords to see only keywords for topics you target with your content. 

Filtering out branded keywords in Google Search Console
Open the “Search results” report and add a new filter for queries not containing your branded keywords.

You never know how much organic traffic you’re eventually going to get, but there’s a good way to estimate it. Use the Traffic Potential metric in Ahrefs’ Keywords Explorer. It shows the overall traffic the #1 ranking page gets from all of the keywords it ranks for. 

Traffic Potential metric in Ahrefs' Keywords Explorer


If you want to capture leads with your content, you can also measure their number as an output KPI.

But this only makes sense if you use gated content. It’s when the user needs to submit contact information to access the content. 

To make this as objective as possible, you can measure the rate between views and form completions. This way, you will make the KPI independent of how much promotion any given content piece receives. 


Engagement is a very needed but unfortunately imperfect metric. By engagement, we want to measure if our content was meaningful to the audience: Did they learn anything, did they find it inspiring, were they entertained, etc.? But does a like or share that takes one second to do express that?

You never know because all we get are “interactions.” All you know is that it’s better to get high engagement metrics than low ones. Plus, engagement metrics are still better than mere views. 

So this is definitely not a set of KPIs to obsess over. Treat them rather as a way to compare two pieces of content or as a way to test out new topics, formats, or publish times on social media. 

Here are a few engagement metrics to keep an eye on:

  • Comments on blog posts and social media – You can use social media management tools to track both the amount and sentiment of comments. 
  • Engagement rate on Twitter – A metric that at least tries to be independent of your follower count. 
  • Shares/retweets – Notice how this number is always lower than likes? It’s because people put their own reputation at stake when they share something. When that number gets noticeably higher, you know there was something special about that piece of content. 

Product usage

Mentioning features of your product should generate usage demand inside your product. After all, the whole point of creating content around the product is to make people feel like they want to use it. 

With product analytics tools (e.g., Mixpanel, Heap, etc.), you can learn what features are used, when, and for how long, among many other things. 

Here are a couple of product usage metrics you can consider: 

  • Usage frequency – Tells you how often customers use the features. 
  • Time spent – Users should perform tasks in a reasonable time. Neither too much nor too little time is a good sign. Probably the only exceptions are features focused on productivity or exploration. 
  • Feature flow – How people move from one task to another. For example, for a product like Ahrefs, we expect that most people use keyword filters to refine their initial keyword list. 

That said, there are two tricky things when using product analytics:

  • Causation – If you see an improvement in usage frequency, you need to have a high probability that it’s been impacted by the content. For example, you can pick a time when no feature updates are expected or measure a certain workflow suggested in content. If you’re able to assign an event to content (e.g., in-app video view, a feature release note), you can also take advantage of reports like the impact report
  • Data privacy – Makes sure your product analytics solution is ethical and compliant with local laws. For instance, you may want to collect data in anonymized, aggregated sets rather than individually. 


By feedback, I mean situations when users express their opinions about your content. 

Some feedback may come through comments on blog posts or social media. Something that can help you automate monitoring these discussions is sentiment analysis—you can find this feature in most social media monitoring tools. 

Another idea is to introduce a feedback box on your blog. This can help you understand the quality of your content, but it’s not an ideal solution (prone to trolls, sensitive to where you place it on the blog). 

Feedback box in a blog post

Probably, the best solution is to survey your audience regularly. For example, you can send out a survey to your email list asking specific questions about your content: “Would you like to see more of a specific topic?” or “Do you find the article easy to follow?”

Another good way to measure feedback would be to use the NPS (Net Promoter Score). It’s based on a simple, quick question, “Would you recommend our blog/newsletter/etc.?” 

How to calculate Net Promoter Score (NPS)


Backlinks (or inbound links) are links to a particular webpage or resource from other webpages. They’re one of the most impactful ranking factors. So generally speaking, the more backlinks you get, the higher you can rank and the more traffic you can generate. 

Backlinks can be useful as a way to measure the output performance of content because people generally link to content they find useful and/or important. 

However, it’s best to track backlinks for content designed to get them (so-called link bait). Because not all types of content will entice people to link. You can use the Backlinks report in Ahrefs to analyze links to any page on the web and get information like DR, traffic of the linking page, when it was discovered, and more. 

Backlinks report in Site Explorer

Do keep in mind that links are quite rare. While everyone can come and comment on a blog post, not everyone runs a website or has relevant content on that website to link from. 

What not to track as output KPIs

Anything related to sales. 

Sales are too complex a phenomenon to attribute to one marketing tactic, even if content marketing is your only tactic. 

The reason for this is consumers typically don’t make purchase decisions based on how good your content is. They weigh in many content-unrelated factors such as price, competitors, customer support, reputation, or even emotional reasons. 

An increase in sales can be an outcome of content marketing—but only if other purchase requirements are met. In other words, you can have great content. But if you have a product without market fit, you’ll struggle with sales (and vice versa). 

The same applies to content marketing ROI. Content marketing affects many aspects of marketing (the whole marketing funnel), so tracking how many sales you got from content would be shortsighted. 

Final thoughts

To sum up, input KPIs are your resources and output KPIs are the value you create with your resources. 

When choosing KPIs in these two groups, choose the ones that you measure and impact directly. A good idea may be to start with the outputs you want to generate and match them with the inputs. 

Got questions or comments? Let me know on Twitter or Mastodon.

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OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X




OpenAI Investigates 'Lazy' GPT-4 Complaints On Google Reviews, X

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

chatgpt openai a/b testingScreenshot from X, December 2023chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Complaints also appeared in OpenAI’s community forums.

openai community forums gpt-4 user feedbackScreenshot from OpenAI, December 2023openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

openai google reviews star rating Screenshot from Google Reviews, December 2023openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

openai reviewsScreenshot from Product Hunt, December 2023openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

The complaint:

yelp openai chatgpt reviewScreenshot from Yelp, December 2023yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

google review for openai toxic workersScreenshot from Google Reviews, December 2023google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdooropenai employee review on glassdoor

openai employee reviewsScreenshots from Glassdoor, December 2023openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

openai inc google business profile local serps google reviewsScreenshot from Google, December 2023openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Google SGE response on OpenAIScreenshot from Google SGE, December 2023Google SGE response on OpenAI


OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.

Featured image: Tada Images/Shutterstock

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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites




ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

RELATED: GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

chatgpt plus subscriptions upgrades paused waitlistScreenshot from ChatGPT, December 2023chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from OpenAI, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

There are also GPTs for analyzing Google Search Console data.

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.


Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.

custom gpts for seoScreenshot from ChatGPT, November 2023custom gpts for seo

Featured image: Robert Way/Shutterstock

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The Best Times To Post On Social Media In 2024




The Best Times To Post On Social Media In 2024

Marketers worldwide know the importance of having a solid social media marketing strategy – and a key part of this is finding the best times to post on social media.

The old adage ‘timing is everything’ holds especially true in the world of social media, where the difference between a post that fades into obscurity and one that goes viral can often be just a matter of when it was shared.

With an always-growing array of social platforms hosting billions of users worldwide, it has never been more challenging to stand above the noise and make your voice heard on social.

To determine the best times to post on social media in 2024, we reviewed original data from leading social media management tools.

It’s important to note that the data from these sources present a variety of findings and suggestions, which underscore the fact that social media is an ever-evolving landscape. The most crucial thing is understanding the behavior of your own target audience.

Let’s dive in.

The Best Times To Post On Social Media

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 9 a.m. – 2 p.m. Local
Hootsuite Monday 12 p.m. EST
CoSchedule Friday, Wednesday, and Monday (in that order) 7 p.m. Local
  • Best times to post on social media: 9 a.m. – 2 p.m.
  • Best days to post on social media: Monday and Wednesday.
  • Worst days to post on social media: Saturday and Sunday.

Determining an ideal time for posting on social media in general is complicated, as each platform is different, with unique users, features, and communities.

When deciding which social media platforms to focus on, you should think carefully about your brand’s target audience and overarching goals.

If you’re looking to reach a network of professionals, LinkedIn might be a good fit; if your brand is hoping to speak to Gen Z consumers, you might consider TikTok or Snapchat.

This explains why – when analyzing data from Sprout Social, Hootsuite, and CoSchedule on the best overall times to post on social media – we can draw some similarities but also see a variety of recommendations.

Weekdays emerge as a clear winner. CoSchedule and Sprout Social both highlight Wednesday as a good day, with Hootsuite and CoSchedule also highlighting Mondays as a strong day for engagement.

The most common time range among the sources is in the morning to mid-afternoon, with CoSchedule providing some very specific suggestions for post-timing.

Both CoSchedule and Sprout Social agree on avoiding Saturdays and Sundays.

The Best Times To Post On Facebook

Source Day Of Week Time To Post
Sprout Social Monday to Thursday 8 a.m. – 1 p.m. Local
Hootsuite Monday and Tuesday 1 p.m. EST
CoSchedule Friday, Wednesday, and Monday (in that order) 9 a.m. Local
  • Best times to post on Facebook: 8 a.m. – 1 p.m.
  • Best days to post on Facebook: Weekdays.
  • Worst day to post on Facebook: Sunday.

Facebook remains the most used social media platform in the world, with the largest advertising market share (16%).

While it’s experienced a shift in user demographics over recent years – now catering to older users – its popularity continues to climb, and its potential as a brand marketing tool cannot be disputed.

Regarding the best times to post on Facebook, all of our sources agree that weekdays are best. Sprout Social, Hootsuite, and CoSchdule all name Monday as a great day to engage on Facebook, along with calling out various other days of the week.

There is a general consensus that Sundays should be avoided.

The sources vary in their suggestions for optimal time slots, but generally speaking, early to mid-morning seems to be the most popular selection.

The Best Times To Post On YouTube

Source Day Of Week Time To Post
SocialPilot Sunday 2-4 p.m. EST
HubSpot Friday and Saturday 6-9 p.m. Local
  • Best times to post on YouTube: 2-4 p.m. on weekdays and 9-11 a.m. on weekends.
  • Best days to post on YouTube: Friday, Saturday, and Sunday.
  • Worst day to post on YouTube: Tuesday.

As the second most visited site in the world and the second most used social platform globally, YouTube offers an unparalleled opportunity for brands and individuals to connect with audiences through video.

And with its continued expansion – by introducing features like YouTube Shorts, initiatives like expanding the ways creators can get paid on the platform, and its increasing popularity as a search engine – the platform shows no signs of slowing.

YouTube is no longer just a video-sharing site; it’s a robust marketing tool that empowers businesses to raise brand awareness and drive meaningful engagement.

Finding recent data on the best times to post on YouTube proved harder than for some other channels, so these recommendations should be taken with a grain of salt.

While HubSpot suggests Friday and Saturday are the strongest days to publish on YouTube, SocialPilot specifically calls out Sunday as the most engaging day – so it’s worth experimenting with all three.

SocialPilot doesn’t specifically name the worst day, but according to HubSpot, you’d be wise to steer clear of Tuesday.

Both sources suggest the afternoon as an effective time for posting during the week. SocialPilot specifies that publishing in the mornings on weekends (9-11 a.m.) is effective, so this is important to bear in mind.

The Best Times To Post On Instagram

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 9 a.m. – 1 p.m. Local
Hootsuite Wednesday 2 p.m. EST
HubSpot Saturday 6-9 p.m. Local
CoSchedule Wednesday, Friday, and Tuesday (in that order)

9 a.m. Local

Later Monday 4 a.m. Local
  • Best times to post on Instagram: 8 a.m. to 1 p.m.
  • Best day to post on Instagram: Wednesday.
  • Worst day to post on Instagram: Sunday.

From its origins as a photo-sharing platform, Instagram has evolved into one of the most popular social media networks in the world – and an indispensable marketing tool.

With billions of users – 90% of whom are following at least one business – Instagram has become a powerful engine for ecommerce, brand awareness, and community-building.

As a leader in the social media space, Instagram constantly provides new formats and features for users to try out – from Reels to Stories, user quizzes and polls, and more.

We consulted a handful of sources to determine the top posting times for Instagram and came away with a mixed bag of answers.

Wednesday appears to take the cake as the most consistently recommended day, with CoSchedule, Sprout Social, and Hootsuite all suggesting it.

Generally, our sources seem to lean towards weekdays as being strongest for Instagram engagement – with the exception of HubSpot, which recommends Saturday.

In terms of timing, the morning to midday hours seem to be your best bet, especially around 8 a.m. through 1 p.m. HubSpot and Later provide times that significantly differ from other sources, which suggests that effectiveness can vary based on audience and content type.

The Best Times To Post On TikTok

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 2-6 p.m. Local
Hootsuite Thursday 10 p.m. EST
SocialPilot Tuesday and Thursday 2 a.m. and 9 a.m. EST
HubSpot Friday 6-9 p.m. Local
  • Best time to post on TikTok: Inconclusive.
  • Best day to post on TikTok: Tuesday.
  • Worst day to post on TikTok: Inconclusive.

While it’s a relative newcomer to the fold, TikTok has quickly become one of the most beloved social platforms worldwide – and is drawing brands in increasing numbers.

With the average user spending nearly 54 minutes on the app daily, it’s hard to beat the hold that TikTok has among audiences. By optimizing your presence there, you can stand to generate some impressive returns on your marketing efforts.

So, what’s the best time to post on TikTok? The jury is out on this one – and it may take extra experimentation on your part to find the sweet spot that engages your audience.

Tuesday seems to rise to the top among the sources we consulted, with Wednesdays and Thursdays also getting recommendations. Generally speaking, it looks like midweek is a good time to test out your TikTok content, but there are plenty of discrepancies in the data.

While HubSpot named Friday as the best day, it also highlighted that Saturdays and Thursdays are strong for B2B brands, and Saturdays and Sundays work well for B2C brands.

Sprout Social found Sunday to be the worst performing day, while Monday and Tuesday are the worst days, according to HubSpot.

We also find a mix of recommended time slots, from early morning to mid-afternoon and also evening being suggested.

The Best Times To Post On Snapchat

Snapchat, the pioneer of ephemeral social media content (and the inspiration behind Instagram Stories), provides unique opportunities to reach younger demographics.

It differs from other platforms in how it works and the type of content that engages there. Snapchat typically centers around showcasing real-time experiences and authentic behind-the-scenes content versus polished marketing content.

This makes Snapchat an advantageous yet often underutilized tool in digital marketing. But it should not be overlooked, especially given that the platform continues to innovate.

While we have seen 10 a.m. – 1 p.m. cited as the best times to post on Snapchat in various secondary sources around the internet, we have found no recent original data to either confirm or refute this.

Given this, we would recommend testing out different times and days based on the behaviors and lifestyles of your target audience and then iterating based on your results (which is what you should be doing across the board, regardless!)

The Best Times To Post On Pinterest

Source Day Of Week Time To Post
Sprout Social Wednesday to Friday 1-3 p.m. Local
HubSpot Friday 3-6 p.m. Local
CoSchedule Sunday, Monday, and Tuesday (in that order)

8 p.m. Local

  • Best times to post on Pinterest: 3-6 p.m.
  • Best day to post on Pinterest: Friday.
  • Worst day to post on Pinterest: Sunday.

Pinterest, once thought of as a simple inspiration board-style site, has today become a crucial player in the world of ecommerce.

Businesses can leverage Pinterest to showcase their products and drive conversions, but also to grow and expand brand awareness and sentiment.

Success on Pinterest can be found through sharing brand-specific imagery, optimizing for mobile, and appealing to your audience’s sense of aspiration and inspiration.

Friday, alongside other weekdays, is consistently mentioned as a strong day among our sources. On the other end, Sunday is commonly named as the least effective day for posting on Pinterest.

When it comes to the most fruitful posting time on the platform, it appears that the late afternoon to early evening, specifically around 3-6 p.m., is optimal for best engagement.

The Best Times To Post On X (Twitter)

Source Day Of Week Time To Post
Sprout Social Tuesday to Thursday 9 a.m. – 2 p.m. Local
Hootsuite Monday and Wednesday 10 a.m. – 1 p.m. EST
CoSchedule Wednesday, Tuesday, and Friday (in that order) 9 a.m. Local
HubSpot Friday and Wednesday (in that order) 9 a.m. to 12 p.m. Local
  • Best times to post on X (Twitter): 9 a.m. to 12 p.m.
  • Best days to post on X (Twitter): Wednesday and Friday.
  • Worst day to post on X (Twitter): Sunday.

X (formerly known as Twitter) has long been a place for marketers to connect and engage with their audience, join trending conversations, and build community.

The real-time nature of X (Twitter) differentiates it from other social platforms and allows for spur-of-the-moment and reactionary marketing moves. And with CEO Elon Musk’s big plans for the app, it’s undoubtedly a space to watch.

When looking for the top days to post among the sources we consulted, Wednesday and Friday are most often mentioned – with Sprout Social specifying Tuesday through Thursday.

Hootsuite nominates Monday and Wednesday as the top days, proving that weekdays reign supreme on X (Twitter).

Like many other platforms, Sunday seems to be the least effective day for post-engagement.

Looking for the best times to post on X (Twitter)?

Late morning, from around 9 a.m. to noon, seems to be the most recommended time – though, as always, this will differ based on your specific audience and the type of content you are sharing.

We always recommend testing and experimenting to see what works for you.

The Best Times To Post On LinkedIn

Source Day Of Week Time To Post
Sprout Social Tuesday to Thursday 10 a.m. – 12 p.m. Local
Hootsuite Monday 4 p.m. EST
CoSchedule Thursday, Tuesday, and Wednesday (in that order) 10 a.m. Local
HubSpot Monday, Wednesday, and Tuesday (in that order) 9 a.m. – 12 p.m. Local
  • Best times to post on LinkedIn: 10 a.m. – 3 p.m.
  • Best days to post on LinkedIn: Tuesday, Wednesday, and Thursday.
  • Worst days to post on LinkedIn: Weekends.

Though first and foremost a platform for professionals, LinkedIn has picked up steam in recent years, becoming a hub of engagement and a frontrunner among social media networks.

It’s also an essential tool for businesses that want to reach business executives and decision-makers, as well as potential candidates.

Done right, LinkedIn content can go a long way in building a public perception of your brand and providing deep value to your target audience.

Digging into the data, we can see that weekdays provide the biggest opportunities for engagement on LinkedIn, which is hardly surprising. Tuesdays through Thursdays are often mentioned as the top days, with Mondays also highlighted by Hootsuite and HubSpot.

All of our sources agree that weekends are less effective for LinkedIn posts.

If you’re searching for the right time, you might try your hand at posting from late morning to mid-afternoon, based on what these sources discovered.

But (and not to sound like a broken record) your results may differ based on your brand, niche, target audience, and content.

What Is The Best Time For You To Post On Social Media?

Finding the best times to post on social media requires a delicate blend of testing, experimentation, and personal analytics.

And it never hurts to start your journey with industry insights like the ones we’ve covered in this article.

By aligning your content strategy with your target audience and trying out different posting strategies – taking into account these recommended time slots – you will be able to determine what works best for you and significantly enhance your social media presence and engagement.

Sources of data, November 2023.

All data above was taken from the sources below.

Each platform conducted its own extensive research, analyzing millions of posts across various social networks to find the times when users are most engaged.


  • Sprout Social analyzed nearly 2 billion engagements across 400,000 social profiles.
  • Hootsuite analyzed thousands of social media posts using an audience of 8 million followers. For its Instagram updates, it analyzed over 30,000 posts.
  • CoSchedule analyzed more than 35 million posts from more than 30,000 organizations.
  • SocialPilot studied over 50,000 YouTube accounts and over 50,000 TikTok accounts to compile its data. 
  • Later analyzed over 11 million Instagram posts.
  • HubSpot surveyed over 1,000 global marketers to discern the best times to post on social media. For its Instagram-specific data, it partnered with Mention to analyze over 37 million posts.

More resources: 

Featured Image: Kaspars Grinvalds/Shutterstock

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