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How Many & Which Ones



How Many & Which Ones

Typical advice says that there are five to 10 content marketing goals and that you can hit them separately with different types of content. I think there are two mistakes in this approach.

First, it mistakes goals for outcomes of content marketing. 

Second, you shouldn’t design to hit only one of those “goals” because it can hurt content quality. 

In this article, I’ll share a perspective on what’s wrong with the typical model and offer a solution —a slightly more streamlined (and hopefully realistic) approach to content goals.

The problem with traditional content marketing goals

For years, we’ve been getting used to the same set of content marketing goals. It goes something like this:

  • Brand awareness 
  • Lead generation
  • Thought leadership 
  • Lead nurturing
  • Creating interest in the product 
  • Conversion (sales/sign-ups)
  • Brand loyalty 
  • Customer retention 

Sounds familiar? These are the traditional marketing goals repeated by countless publications over the years. 

Surprisingly, these goals were built upon two simple fallacies.

1. Mistaking outcomes for goals 

In reality, those are not marketing goals; those are outcomes of good content marketing. In other words, this is how businesses benefit from creating helpful and enjoyable content. 

If you’re wondering what the difference is:

Goals vs. objectives

So the reason to do content marketing is to achieve the outcomes. But to achieve them, you need something else. You need goals that lead to those outcomes. 

2. Implying that you can/should focus on one goal 

Imagine that your “goal” is to make content that will generate more leads. 

Does that mean you can forget about building trust, creating brand awareness, and educating the audience on that same piece of content? 

And why would someone sign up for your product or newsletter if they thought the content was of poor quality?

The point that I’m trying to make is that you can’t just pick one of those traditional goals and forget the rest. 

If you insist on keeping your content about only one of those traditional goals, you risk deteriorating its quality and, as a result, limiting the outcomes. 

Conversely, good content brings multiple outcomes at the same time. It’s just like working out—it affects the whole body and your mind too. But only if you do it right. 

The root of the problem

The above two fallacies have the same root: thinking about content in a business-centric way and not a user-centric one. 

Good content is user-centric. 

At the end of the day, all businesses expect marketing to increase sales. But consumers weigh in many aspects before making a choice. Not all of them can be influenced by marketing, especially content marketing. 

In reality, all content marketing can influence is more or less these three things: 

  • Education
  • Inspiration
  • Entertainment

I propose to use them as content marketing goals. 

Think of the traditional marketing goals as outcomes of user-centric content and consider the following as your new goals. 

Goal 1. Education 

This is where you create helpful content about: 

  • Problems your product or service can solve.
  • Things that your product/service can make better. 
  • Other challenges your audience experiences (relevant to your business).

Educational content works out for businesses because people need information to thrive in this world. But what’s even better than information is a tool that helps you use that information and solve your problems. With content marketing, companies can deliver those two things simultaneously: information and the means to use it. 

Let’s look at three examples. 

Our article called “How to Rank Higher on Google” is an example of the first category—content about a challenge an SEO suite like ours can help to solve. 

Article title

It’s also the kind of topic we’ll prioritize because of the high Traffic Potential.

Keyword data via Ahrefs' Keywords Explorer
Data via Ahrefs’ Keywords Explorer.

The next example is from Zapier. Although its app doesn’t directly solve the problem of “the best to-do list app,” it can make any app experience better via automated integrations. 

Calls to action in Zapier's article

The third example shows that you can be helpful to your audience even if the solution doesn’t lie within your product. The first page of Google for “how to say no to customers” is dominated by companies whose products can’t solve the problem. 

SERP overview in Ahrefs

Goal 2. Inspiration 

This is content that gives people “the spark” to act and achieve their goals. 

Inspiration is different from education in a way that it doesn’t serve complete solutions. It acts on imagination and emotion to show the possible or states an important question. Plus, it’s typically more influential than educational content. 

Inspiration works for businesses because it: 

  • Allows you to reach people before they experience a problem your product solves and when they’re not looking to solve a problem. This allows you to beat the competition to the punch.
  • Makes an emotional connection with your audience through excitement and enthusiasm. Emotions make brands unforgettable. 
  • Lets inspirational brands really stand out. 
  • Has the power to influence. 
  • May make people want to come back spontaneously. And that’s important because then the content makes its way to the reader without any competition. 

Here’s an example from InVision. It has an entire podcast section where it interviews popular and influential people on topics that generate unforgettable inspiration. 

Podcast interview with John Cleese

InVision’s podcasts don’t talk about the product but:

  • The branding is there.
  • Inspiration is the creative fuel for its target audience. 

Goal 3. Entertainment

Make “lighter” content with the goal of entertaining your audience. But only if you see signals that your audience appreciates that. 

Entertaining content may work for your business in similar ways to inspirational content. It creates an emotional connection and gives the audience a compelling reason to come back. But while inspirational content needs something profound (food for thought), entertaining content will mainly aim to catch the attention and evoke an experience.

On top of that, entertaining content has arguably the broadest reach potential from all three types because: 

  • People rarely miss an occasion to be entertained. 
  • In a market where everyone has already published “The Ultimate Guide to X,” you get to jump over that with content no one else has seen before. 
  • It can reach people very early on in their customer journey. Possibly even earlier than inspirational content. 
  • It has high potential to go viral. 

Again, this kind of content may work, but it’s a bit tricky to handle. Businesses are not the usual entertainers (especially B2B ones). However, entertainment doesn’t need to be about posting memes on social media; after all, there are many movie genres, and they are all entertaining. 

In the same sense, entertainment can come from serious topics too. Here’s an example from Mailchimp. It’s a documentary about the owner of a historical candy store.  

Entertaining content example from Mailchimp

This is not an obvious way to do marketing, I get it. But pair that image with a quote (provided to Variety) from Mailchimp VP Mark DiCristina, and you’ll get the idea: 

We see this content being a great vehicle for attracting people to Mailchimp who have never heard of us and maybe don’t need us yet.

The three goals and their outcomes 

As already mentioned, achieving multiple outcomes is a general characteristic of good content marketing. However, with these three goals, you are able to direct your focus on a particular outcome. It’s analogical to training muscle parts—every training will help you burn energy, but you can focus on some parts more than others. 

Here’s a rough breakdown. 

Education Inspiration Entertainment
Primary outcome Interest in the product Interest in the brand Attention and awareness

How to achieve your new content goals

Here are a few tips that will help you work with setting and achieving content marketing goals. 

Express your goals 

So we’ve got three general content marketing goals so far. The problem is they’re too general. We need to make them practical using a goal-setting method. 

One method you have probably heard of is the SMART method. But since not everyone agrees with it, here are some others: CLEAR, PACT, etc.

I think they all have something to offer and are a matter of personal preference because all are open to interpretation. So use whatever goal-setting method that suits you best to educate, inspire, or entertain your audience. Just consider this: 

  • Focus on the outputs you can control – What you can’t control, you can’t control. 
  • Don’t use time frames that are too strict – Good content takes time to produce, and it takes time to show effects too. 
  • Use simple, practical KPIs – This will help you stay on track (more on this in a bit).
  • Don’t be afraid to experiment – If you’re not sure what will happen, make it your goal to find out. 

So here are a few examples:

Good Bad
Publish nine educational articles and two inspirational in Q3 Generate 400 leads with the new ebook
Test the impact on engagement by publishing 20% more entertaining content pieces in the next six weeks Become a thought leader in our industry by the end of this year
See if focusing the content on features X, Y, Z will increase their usage this quarter Decrease churn rate by 2%

Use simple, practical KPIs

Content marketing is a long-term game. It’s important to make sure you’re going in the right direction right off the gate and stay on track. This is where KPIs come into play.

The problem is content analytics can become complicated really fast, and there are only imperfect solutions in this area. My advice is to start with simple, actionable KPIs. Once you get more confident, see if adding more metrics helps you create better content. 

Here are some ideas for practical content marketing KPIs:

  • Publication rate
  • Social media engagement 
  • Share of voice 
  • NPS
  • Impact on product usage 

Let’s take a quick look at each of those. 

Publication rate 

Publication rate is about taking chances. Think of your content topics as chances you need to take to hit your outcomes. The more good chances you take (i.e., topics), the more probable the outcome. New content will help you get more traffic which, in turn, can attract new customers and keep your audience in touch with your brand. 

To illustrate, the more SEO content you create, the more organic traffic you can generate. 

Organic traffic linear relationship with organic pages
Organic traffic to our blog (orange line) increases as we create more content about topics people search for (yellow line).

Keep in mind to put quality over quantity. It sounds cliche, but it’s going to be important for your brand’s reputation. 

Social media engagement 

If you use social media for publishing content (and you probably will), then you can use social media metrics to see what resonates with your audience. 

Social media metrics are often regarded as vanity metrics. But it all depends on how you use them.

Something worth considering is using social media metrics only relative to your social media profile. If you see some content getting more likes, shares, and comments, that’s a sign you should probably do more of that type of content. 

Keep in mind these two specific things about social media:

  • There are multiple possible reasons why any social media post could be performing well or badly, e.g., time of day, more shares, content more suitable for the platform, etc. 
  • Sometimes content is engaging because of the messenger and not the message. That’s how Elon Musk gets viral-like numbers by tweeting three digits. 
Elon Musk's tweet

Share of voice in organic search

Share of voice (SOV) in organic search is an SEO metric used to show how visible your brand is compared to competitors for the keywords you target. 

It’s expressed by the percentage of all possible organic clicks (from SERPs) for the tracked keywords landing on your website. 

To track it, you need a tool like Ahrefs’ Rank Tracker. All you need to do is enter your target keywords, and the tool will automatically calculate and keep track of your SOV (among other things). 

SOV metric in Ahrefs' Rank Tracker


Organic search is an effective channel for content marketing. Optimizing your content for SEO allows you to get free, passive traffic. If you’re new to SEO, make sure to check out our guide.


NPS stands for Net Promoter Score. It’s a measure of how likely your audience is to recommend your brand, product, or even content to others. 

NPS is one of the most useful metrics in marketing and can be used for many aspects of the business, including content. The reason it’s so effective is that people won’t recommend things that make them look bad. It’s a matter of social image and responsibility. 

Here’s how it works: Ask your audience (through email or on-site) this question, “How likely are you to recommend to a friend or colleague?”

The answer is given on a 10-point scale. Generally, an NPS score of 30 to 70 is considered great and a score above 70 is excellent. 

How to calculate NPS

Impact on product usage 

Impact on product usage can help you measure your educational goals. 

The idea is simple: promoting product features through content should increase the usage of those features. 

To track feature usage, you will need product analytics tools such as Heap, Mixpanel, or PostHog.

Find good topics 

One of the best ways to find topics for content is to discover what people look for in Google—this is called keyword research. 

Here’s how you’ll do it in Ahrefs’ Keywords Explorer

  1. Type in some things that your audience may be interested in, for instance, “car seat”
  2. Go to the Matching terms report 
  3. See keyword ideas 
How to look for topics with search potential

For example, here are some keywords that will probably make good topics for educational content:

Example keywords related to "car seats"

Other topic generation ideas: 

Find the right proportions

Focusing on only one goal can minimize the outcomes. 

But doing everything in equal proportion may not be optimal for your business. 

So what you need is to find the right proportions that will help you prioritize your goals. 

Unfortunately, there is no silver bullet. You’ll need to experiment and find out what works in your niche with your brand. 

Two quick tips to get you started:

  • You can “guesstimate” a reasonable number and see what happens – For example, 70% education, 20% inspiration, 10% entertainment. 
  • You can use our prioritization matrix – At Ahrefs, we practice product-led content, which means we prioritize articles that allow us to feature the product naturally. As a result, usually, our goal is to educate. 
Table showing how business potential scores are determined

Think like a farmer, be resourceful

A resourceful farmer doesn’t let things go to waste. They will fix what’s broken and find ways to get the most out of the fruits of their farm.

A resourceful content marketing team will use a similar strategy. Its members won’t just publish something and forget. There are a few options to “squeeze” the most out of content:

If you’re worried that you’ll be repeating the same message or focusing too much on existing content instead of going full forward, consider this: 

  • Each of your content produces bits of information.
  • That information can be packed and repacked multiple times. 
  • Your audience is fragmented among different channels with different reach capabilities. 
  • Messages are more effective when repeated (of course, there’s a limit to this too).

This idea is nothing new. Walt Disney’s success is built upon the idea of diversification and recycling. It’s all laid out in this amazingly complex drawing from 1957. 

Walt Disney's strategy

Final thoughts 

OK, so is it that simple to stop worrying about business outcomes and just focus on one of these three goals? Not necessarily: 

  • Success rarely comes overnight. You will still need to try different things to find what resonates with your audience.
  • While you’re out there on a mission to create epic content, your boss could expect that every piece of content brings in customers. 
  • This approach to content marketing goals is a generalization. And just like any generalization, it simplifies things and makes compromises. Treat it rather like a compass than a map.

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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