Does the time of posting affect the success of a video? Let’s take a look at this question and determine when it’s best to post content on TikTok to get into the Recommendations and maximize your reach.
TikTok is a promising social network
TikTok has revolutionized the user-generated content space with short videos, trendy dances, and sketches. The platform, created in 2017 by the Chinese company ByteDance, was initially targeted at a youth audience.
According to Statista, by the end of 2024, TikTok had 2.05 billion users, and this number is growing. According to Smart Sights analytics, TikTok ranks third in terms of interactions in the world, behind only WhatsApp and Instagram. In Ukraine, more than 9.4 million people aged 18 to 55 use TikTok (Forbes).
Read also how to make money on TikTok in our previous material.
Why is publication time important?
The main mechanism of TikTok is the FYP (“For You”) feed, where users see recommended content. The algorithm determines whether a video should be promoted to a wider audience, focusing on:
- The first reaction of a small group of viewers.
- The level of interaction (likes, comments, sharing).
- Video duration and completion.
If a video receives good engagement rates, its audience expands. That is why it is important to publish content at the moment of maximum activity of the target audience.
Is posting time really important in 2025?
TikTok’s algorithms are changing, but posting time still plays a role. The main factors are:
- Priority of engagement – TikTok tries to keep users’ attention by showing the most interesting content.
- Influence of the first activity – if a post immediately gains likes and comments, TikTok promotes it more actively.
- Long-term promotion – if a video receives a high level of interaction, it can remain in FYP even after a few weeks.
When is the TikTok audience most active?
According to Sprout Social, the best time to post a video is:
- Tuesday and Friday: 16:00-18:00.
- Wednesday and Thursday: 9:00-11:00 and 14:00-18:00.
How do views change over time?
Content maker Kim Craft analyzed 300 of his videos and came up with the following conclusions:
- Optimal time: 12:00-15:00 and 23:00-00:00.
- Lowest activity: 18:00-23:00 – during this period, views drop.
- The day of the week is not crucial, the main thing is the relevance of the content.
The best time to post according to Buffer:
| Day of the week | Optimal time |
| Monday | 10:00 |
| Tuesday | 16:00 |
| Wednesday | 16:00 |
| Thursday | 10:00 |
| Friday | 18:00 |
| Saturday | 14:00 |
| Sunday | 11:00 |
Additional tips for increasing your reach:
- Consider the time of activity of your audience. To do this, you can use TikTok Pro analytics, which shows the peak hours of views.
- Create content that evokes emotions. The more comments and interactions a video receives in the first minutes, the more people will see it.
- Experiment with posting times. Use different posting slots and analyze when your content performs best.
- Involve your audience in discussions. Ask for opinions from followers, use interactive formats, add calls to action.
Conclusions
- The time of publication is important, but not the determining factor.
- The best periods for posting are morning and afternoon hours on weekdays.
- Night posts can also be successful, especially among young people.
- The main thing is quality content that generates engagement.
Use these tips, test different options, and find the best approach for your audience!
