Why the Best Time to Post Barely Matters
Founder and Head of Growth, White Label Comedy
The best time to post barely moves the needle. Social feeds stopped being chronological years ago, so the algorithm shows each person the content it thinks they will engage with, not the newest thing. A brilliant post from three days ago will beat a dull one timed to the perfect minute. Time spent hunting for the ideal slot is better spent making the content better.
Why posting time stopped mattering
Once upon a time, feeds showed posts in order, so posting when your audience was online genuinely mattered. That is no longer how it works. Feeds now favour "new" only loosely, and prioritise whatever each user is most likely to engage with first.
If that means a funny post from three days ago outranks a boring one timed for the exact second someone opened their phone, then so be it. The clock is not the lever it used to be.
What the algorithm actually rewards
Open your phone and look at the first few organic posts in your feed. There is a very good chance at least one of them, probably all of them, is entertaining. That is not a coincidence.
The algorithm is optimising for engagement, and entertaining content is what earns it. Being genuinely interesting or funny is what pushes a post to the top, far more than any posting schedule.
Where to spend the time instead
If you want to hyper-optimise, sure, the time of day can matter a little, at the margins. But that hour you spend working out the "perfect" time is an hour you could have spent making the content better, and better content has a far bigger impact on the result.
So stop tuning the schedule and start tuning the post. That is where the growth actually comes from.
Work with us
Making sure your content is always good enough to rise to the top of the feed is exactly what our team of comedy writers does. We have produced content that has been viewed, liked and shared tens of millions of times, driving sales across every niche you can think of.
If you have an offer that is converting and want to send more attention its way, work with us.
Adam Hunt
Founder and Head of Growth at White Label Comedy. He spends his days convincing serious brands that funny is the most profitable thing they're not doing.
Your marketing isn’t broken. It’s just boring.
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