Reaching your online audience requires careful planning – and timing

By our News Team | 2022

The American Marketing Association has some advice on when your social media posts are most likely to grab your audience’s attention.

What are the best times for businesses to post on social media? This is a question that the American Marketing Association (AMA) has sought to answer, using research gleaned from sources such as Sprout Social and Hootsuite.

Overall, the best time is early morning on a weekday, the AMA found. This way, when your audience wakes up in the and starts scrolling through their favourite social media platform, your post will be one of the top pieces of content in their feed. 

“This information is the most helpful for brand new social media accounts that are working on building a following. Once you do have an audience, however, there are plenty of tools and services you can use to find out the best days and times to post for your own brand, which might be different,” the AMA notes in a blog post.

Social Media

Photo by Cottonbro from Pexels

Looking specifically at Facebook, the most opportune times to post are Tuesday, Wednesday and Friday between 9am and 1pm. Skip posting on Saturdays, as it is the day of the week with the lowest engagement.

There is 24/7 audience engagement with Facebook

“Facebook remains undefeated as the top social media platform in the world, which means that you really can’t go wrong with when you post. Facebook enjoys 24/7 engagement. However, weekdays, evenings and early mornings show the most consistent engagement and opportunities for brands to get eyes on their content,” the AMA advises.

Turning to Instagram, the platform that started life as a place to post pretty photos has now evolved into a shopping app awash with influencers marketing products and services for brands, as well as micro-businesses selling everything from health foods to bespoke children’s toys.

The best times to post on Instagram are between 11am and 2pm on Tuesday, and at 11am on the other weekdays.


“Many companies have pivoted to Instagram for business purposes. In the last few years, Instagram has updated with several new features, including Reels, Instagram Shopping and other fun additions. Instagram is the perfect place for brands to post new content, whether it’s high-quality photos, a fun reel or even infographics,” according to the AMA post.


Twitter, though, has slightly different characteristics. The best time to post is early in the morning on weekdays: ideally at 8am on Mondays and Thursdays. If you need to post on the weekend, still aim for the morning, but a little later when users are awake.

“However, since tweets are so fleeting, don’t be afraid to schedule tweets … at all hours of the day. You can’t really over-post on Twitter, like you can on other platforms,” says the association.

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.