TikTok has exploded in popularity over the last few years, becoming one of the most used social media platforms globally. As of 2022, TikTok has over 1 billion monthly active users, making it one of the biggest social networks in the world (1). With such a massive audience, it’s crucial for creators to understand how to best utilize the platform.
One of the most important factors for success on any social media network is timing. When you post can have a significant impact on how much engagement your videos receive. Knowing the best times to post on TikTok is key to maximizing your views, likes, comments, and overall reach.
The goal of this article is to dive into the data and research around optimal posting times on TikTok. We’ll look at factors like audience demographics, peak usage hours, and algorithm basics to determine the best times to post for maximum results.
(1) https://www.oberlo.com/blog/tiktok-statistics
Audience Demographics
According to Data Reportal, 53.4% of TikTok’s global users are female and 46.6% are male. In terms of age groups, the majority of TikTok users are young, with 60.7% between the ages of 10 and 29. TikTok is most popular with teens aged 13-17, who make up 27.1% of TikTok’s global users. However, TikTok’s popularity is also growing rapidly among older adults. Meltwater reports that 63% of U.S. teens use TikTok. On a country level, China has the highest number of TikTok users at 65.9 million. The US comes in second with 65.9 million users, followed by India with 119.5 million.
Peak Usage Times
TikTok sees peak usage at different times depending on the user demographic. According to Factswave, on weekdays TikTok experiences peak usage between 12 pm to 3 pm as users check the app over their lunch break. Usage remains high from 5 pm to 11 pm as people relax after work and school. On weekends, peak times are 11 am to 5 pm.
Younger users tend to be most active in the evenings and late at night. According to Estudeonbr, TikTok usage peaks around 9 pm for teens and 10 pm for young adults. For users over 30, engagement is highest earlier in the day.
Geographic location also impacts peak times. In the US and Europe, evenings and late nights see the most traffic. But in parts of Asia and the Middle East, mornings are more popular as that aligns with people’s daily schedules.
Regardless of demographics, TikTok sees fewer users early in the morning when most people are asleep. Late at night is also slower. Tailoring your posting schedule around peak hours can help maximize engagement.
Algorithm Basics
The TikTok algorithm is designed to quickly determine which videos will be most engaging to each user based on their interests and past engagement. According to a report by Social Insider, TikTok’s main goal is “keeping users glued to their screens” by showing them content that captures their attention.
There are a few key factors that influence how the algorithm surfaces content:
User interests and watch history – The algorithm maintains detailed profiles of each user’s interests based on factors like videos watched, searches, likes, shares, comments, etc. It gives more visibility to videos that align with a user’s past engagement.
Video quality and engagement – Higher quality videos that receive lots of engagement in the form of views, likes, comments, and shares tend to rank better. TikTok describes this as “quality user retention.”
Sounds and hashtags – Using trending sounds and hashtags can help put videos in front of users most likely to enjoy that content.
Recency – More recently posted videos often get precedence to keep content fresh and capitalize on trending topics.
Overall, the TikTok algorithm aims to entertain users and maximize time spent on the platform by quickly learning about each user’s preferences and matching them with engaging content. Visibility depends largely on how well a video performs relative to these algorithmic goals.
Posting Frequency
The recommended posting frequency on TikTok is once or twice per day according to experts. Posting 1-2 times daily strikes the right balance between quality and quantity of content (Source: https://vistasocial.com/insights/how-often-to-post-on-tiktok/).
Some best practices for posting frequency include: experimenting to find the right pace for your niche and audience, maintaining consistency with a regular schedule, spacing out posts throughout the day, and monitoring analytics to identify peak times when your audience is most engaged (Source: https://socialbarrel.com/social-media-strategy-how-often-to-post/144021/). The key is optimizing both the quality and quantity of content to boost visibility and engagement on TikTok.
Weekday vs Weekend
Engagement on TikTok tends to be higher on weekdays compared to weekends. According to Buffer, Fridays sees the most engagement with an average of over 175,000 likes per video posted between 9-11am. Engagement on Saturdays and Sundays drops to around 125,000 likes per video posted during peak times1. This is likely because more users are on the app before and after school or work on weekdays.
TikTok usage and engagement spikes in the mornings on weekdays as people check the app before starting their day. Engagement peaks again in the evenings after school or work hours. Weekends lack the same morning and evening rush hours. As a result, posting on weekdays, especially Thursday and Friday mornings tends to yield better results.
Time of Day
Analyzing when your target audience is most active on TikTok is crucial for determining the optimal times to post. Overall, late morning and early evenings tend to see higher engagement.
According to Influencer Marketing Hub, the peak times to post on TikTok are:
- 8-10 AM
- 12-2 PM
- 4-6 PM
Mondays at 12 PM and 4 PM garner high viewership. The 4-6 PM window also performs well Tuesday through Thursday. Fridays see high engagement from 12-2 PM.
Weekends follow a slightly different pattern, with Saturdays peaking from 9-11 AM and Sundays around 10 AM. However, evenings continue to be popular on weekends.
In summary, tailoring your posting times around when your audience is most active can help maximize engagement and views.
Trending Sounds
Using trending sounds or hashtags in your TikTok videos can be an effective way to increase your reach and views. When a sound goes viral on TikTok, it gets shared rapidly as other users make videos using the same sound. According to TikTok’s page of top trending sounds, sounds that gain popularity get repeated in thousands if not millions of videos.
If you manage to create a video using a trending sound while it’s still surging in popularity, your video is likely to get pushed by the algorithm to a wider audience. The key is to identify rising trending sounds early and be among the first to capitalize on them. You can browse TikTok’s trending sounds page to spot the latest viral sounds. Alternatively, keep an eye on which sounds you’re hearing repeatedly as you scroll through your For You page, as these are likely up and coming.
Just make sure to put your own creative spin on trending sounds instead of copying others exactly. Add unique visuals, captions, effects, or context to stand out. Riding the coattails of a viral sound can give your TikTok a boost, but your content itself still needs to engage viewers.
Video Length
When it comes to ideal video length for maximum engagement on TikTok, research shows that keeping videos concise is key. According to a study by Wersm, the most successful TikTok videos tend to be between 21 and 34 seconds long. Anything longer than 60 seconds may start to lose viewer interest and lead to drop off.
Shorter videos align with the quick, entertaining nature of TikTok. Viewers are more likely to watch a 15-60 second video all the way through rather than sit through a lengthy 10 minute ad, for example. Brands looking to drive engagement should aim to condense their message into highly consumable, bite-sized content according to the ideal 21-34 second length.
Key Takeaways
Here are some key takeaways for determining the best times to post on TikTok:
- Know your target audience and when they are most active on the app.
- Aim to post when engagement is highest, typically on weekends and weekday evenings.
- Post at least 1-2 times per day to stay relevant in the algorithm.
- Experiment with posting times to determine what works best for your niche.
- Use trending sounds and create short videos under 60 seconds.
- Analyze your analytics to identify patterns in top performing posts.
- Be consistent with posting schedule once you determine optimal times.
Paying attention to metrics and fine-tuning your posting strategy can help maximize views and engagement on TikTok.
