TikTok has become one of the most popular social media platforms in recent years, with over 1 billion monthly active users as of September 2021 (Source). The app allows users to create and share short videos, often set to music, and its algorithm is very effective at showing users content that aligns with their interests.
Posting time has become an important consideration for TikTok creators looking to maximize their views and engagement. Some debate whether posting late at night, around 11pm, is an optimal strategy. Arguments around late night posting cite factors like when users are most active on the app, how the algorithm surfaces content, and tailoring content for different target audiences.
Potential Benefits
Posting on TikTok late at night around 11pm can allow creators to reach teens and young adults who are awake and active on the app during those hours. According to one expert, “At 2 a.m., your audience’s feeds will not be brimming with new stories because fewer people post during sleep hours, though active users stay on their phones late into the night” (Source). Since teens and young adults tend to stay up later, posting at 11pm allows TikTok creators to reach this key demographic when they are most engaged on the platform.
In addition, posting late at night means there is less competition from big brands and companies that typically post content during daytime business hours. The late night window provides creators an opportunity to stand out before the flurry of branded content picks up again in the morning.
Late night posting also gives TikTokers the chance to capitalize on trending memes, challenges, and hashtags that tend to spread quickly late at night when many teens are active on the app. By staying up-to-date on the latest viral trends, creators can produce timely content that rides the late night wave of engagement.
Potential Drawbacks
Posting late at night on TikTok can have some potential drawbacks that are worth considering:
Smaller audience size at late hours – According to this article, engagement on social media tends to be lower late at night when fewer people are awake and online. Posting when your followers are asleep means less immediate visibility.
Content may get buried by next morning – With the fast pace of new content on TikTok, there’s a risk of posts made very late at night getting buried and overlooked by the next morning when more people are active. Scheduling posts for peak awake hours may help maximise visibility.
Staying up late can be unhealthy – Multiple studies, like this one, show that late night screen time can disrupt sleep and circadian rhythms. This “social jet lag” is tied to problems with memory, learning, mood, and more. Prioritising sleep could be healthier.
Optimizing for Late Night Audiences
When posting late at night on TikTok, it’s important to optimize your content for the late night viewing audience. Some tips include:
Using trends and sounds that are popular late at night. TikTok’s “For You” page algorithm tends to serve different content late at night compared to during the day. Take advantage of this by using trending late night sounds in your videos.
Engaging with late night comments. Stay active in the comments on your late night posts to interact with the late night audience. This shows you’re publishing at a time when you’re available to engage.
Creating dark mode optimized videos. Use color schemes, filters, and editing styles that look best in dark mode on mobile devices. This creates a better viewing experience for the late night audience.
Cite: (https://blog.hootsuite.com/social-media-optimization/)
Alternatives to Late Night Posting
For creators who still want to engage with late night audiences without staying up themselves, there are some effective alternatives to posting late at night:
One option is to schedule posts for the next morning when audiences are most active on TikTok, usually between 8-11am. Using TikTok’s native scheduling tool or a social media management platform, creators can plan and stagger content in advance so it goes out at optimal times without having to be awake.
Staggering post times throughout the full day, not just late at night, can also help creators reach a wider range of audiences at different times of day. Focusing on late night alone means missing out on other highly engaged viewers.
For real-time late night engagement, TikTok’s stories feature allows creators to interact with fans outside of the main feed. TikTok stories only last 24 hours, so creators can use them to have more casual chats without worrying about overposting.
The key is finding a balance between reaching those coveted late night viewers while also expanding your audience at other times of day. With some planning and experimentation, creators can achieve that balance without disrupting sleep schedules.
Case Studies
Some accounts have found success posting late at night on TikTok. According to a case study from TikTok’s Creative Center, travel company lastminute.com ran a branded TikTok campaign focused on night owls. They targeted users from 10pm-2am and saw strong results. More than 10.5 million impressions were recorded during the campaign, with an engagement rate of 18%. This shows the potential impact of late night TikTok content.
In an interview with TikTok creator @nightshiftneil, who posts comedy sketches late at night, he explained, “I’ve built an audience that looks forward to my new videos at midnight. The late night crowd is very engaged and loyal.” He credits posting consistently at the same time for building his niche audience.
Other case studies from Popular Pays highlight brands finding connections in the late night hours. It seems tailoring content for a late night demographic, when done thoughtfully, can lead to organic growth and quality engagement.
Best Practices
When it comes to late night posting on TikTok, it’s important to follow best practices to optimize your content strategy. One key recommendation is to test different posting times to analyze what resonates with your target late night audience (Hootsuite, 2023). Look at your analytics to see when your late night posts generate the most engagement. You may find certain days or times work better than others. Experimentation is key.
It’s also crucial to make sleep a priority, even as a social media manager or content creator. While late night posting may seem optimal for night owl audiences, lack of sleep can negatively impact your mental and physical health (Venkat, 2020). Aim to develop a sustainable schedule that allows for adequate rest while still engaging your followers.
Additionally, be sure to analyze the data and metrics behind your late night content before committing long-term. Understand your audience demographics and habits to determine if the potential trade-off is worthwhile (Social Pilot, 2024). With the right strategy, late night posting can be effective, but analyze the analytics to optimize.
Expert Opinions
In an interview with Social Media Marketing, Andre Probst, a digital marketing expert, stated: “Late night posting can be effective if it aligns with your target audience’s habits. For example, posting at 11pm may work well for brands targeting teens and young adults who tend to be more active on social media at night.” He cited a study showing 70% of 18-29 year olds report using social media within an hour of going to bed.
Jamie Turner, author of “Go Mobile” said: “Posting late at night allows you to engage night owl followers in their natural habitat.” However, he warned not to neglect early risers, suggesting brands alternate between late night and early morning posting. “You don’t want to isolate any segment of your audience,” he concluded.
While some experts recommend late night posting, others urge caution. Social media strategist Sarah Peterson stated: “There are lower engagement rates late at night. I’d stick to afternoon and early evening posting for most brands.”
Audience Research
According to a 2022 survey from Research.com, 78% of TikTok users aged 18-29 prefer to view content in the evening hours between 8pm and midnight in their respective timezones. When surveyed about their posting habits, 63% of TikTok creators said they aim to post content between 10pm and midnight to reach this engaged night owl audience.
An analysis of TikTok audience demographics in 2021 found that over 50% of the platform’s users are under the age of 30. Given the younger skew of TikTok’s audience, late night hours tend to overindex for engagement compared to other major social platforms. TikTok’s own analytics dashboard provides creators insight into when their followers are most active.
Conclusion
In summary, there are potential benefits and drawbacks to posting on TikTok late at night. The key benefits include tapping into night owl audiences and avoiding competition during daytime hours. However, engagement and viewership may be lower at night overall.
Based on the research, here are some final recommendations:
- Test posting at different times and track engagement to see what works best for your audience and content.
- Use TikTok analytics to identify when your current followers are most active.
- Consider mixing late night posting with some daytime posting to reach a broader audience.
- Optimize video content, sound, captions, and hashtags for late night viewing.
- Promote and share nighttime content during daytime hours to maximize reach.
- Provide enough context and explanation for night owls viewing your content alone.
While the optimal posting time depends on your goals and audience, a strategic approach can help maximize the impact of late night posting on TikTok.