TikTok is a short-form video sharing app that has exploded in popularity since launching internationally in 2018. Within just a few years, it has become one of the most downloaded and used social media platforms in the world. As of January 2023, TikTok has over 1.5 billion monthly active users globally, with over 100 million active users in the United States alone (Source). The app allows users to create, share, and discover 15 to 60 second videos covering diverse topics from dance challenges to funny skits to educational tutorials. TikTok’s growth has been astronomical, more than tripling its user base between 2018 and 2022. Given its massive popularity among teens and young adults, understanding when engagement peaks on TikTok can provide valuable insights for creators looking to reach this coveted demographic.
Defining Peak Hours
Peak hours on social media refer to the times of day when engagement and traffic on the platform are at their highest. Engagement metrics like views, likes, comments, and shares tend to spike during peak times as more users are actively scrolling through their feeds. Identifying when peak hours occur can help social media managers and creators optimize their posting schedules for maximum visibility and engagement.
On most social platforms, peak hours generally coincide with downtime in users’ daily routines – commute times, lunch breaks, and during the evening after work and school. Weekend peak times may follow slightly different patterns depending on users’ habits. Analyzing when your target audience is most active on TikTok can ensure your content gets seen when it’s most likely to resonate and perform well.
Morning Peak
Usage on TikTok tends to spike in the morning hours as people start their day. According to TikTok’s own screen time data, usage peaks around 8-9am local time. This morning peak is commonly when people first check the app after waking up. Teens getting ready for school and adults commuting to work will often scroll through TikTok during this time to catch up on the latest videos. The morning hours from around 7-10am tend to see high engagement as people browse the For You feed over breakfast or on the way to school or work.
Lunchtime Peak
Engagement on TikTok rises significantly during the lunch hour, as users scroll through their For You feed while eating or taking a break. According to a 2021 survey by MGH, 36% of TikTok users said they use the app while eating a meal alone. This makes the lunch hour, typically between 11am-2pm, one of the peak times for TikTok usage.
Many TikTok users like watching food-related content during their lunch break. Short recipe videos, food reviews, and restaurant recommendations are popular during this time. A Restaurant Dive article notes that 53% of millennial TikTok users have visited a restaurant after seeing it on TikTok [1]. Restaurants can take advantage of the lunchtime peak by posting visually appealing food content to attract hungry viewers.
In addition to food content, funny and entertaining videos also see high engagement during lunchtime on TikTok. Users enjoy laughing and unwinding while taking a break from work or school. Hashtags like #LunchBreak tend to accumulate large amounts of views and interactions in the late morning and early afternoon hours.
After-School Peak
After-school hours on weekdays tend to see a big jump in engagement as kids get home from school and begin consuming content. According to a 2023 Pew Research study, 73% of teen girls and 60% of teen boys use TikTok. With many teens heading straight to social media after school, TikTok activity spikes in the afternoon on weekdays.
Typically between 3pm and 5pm local time is when TikTok sees a surge in views, shares, and overall engagement. Teenagers have free time after school before dinner and turn to TikTok for entertainment and socializing. Brands recognize this is a key window to get content in front of younger audiences before primetime evening hours. According to TikTok trends, the after-school timeframe tends to see greater engagement from users aged 13-18 as teens spend time unwinding from school and connecting with friends on the app.
Pre-Dinner Peak
The hours leading up to dinnertime are a popular time for TikTok usage. According to Business Insider, many people check TikTok in the late afternoon or early evening before dinner plans. This aligns with the viral “girl dinner” trend, where users share snack ideas for a low-effort mini meal before dinner. The convenience of quick homemade snacks appeals to the pre-dinner audience. TikTok peaks around 5-7pm on weekdays as people unwind after work and decide what to have for dinner.
Primetime Peak
TikTok usage tends to spike in the evening hours between 8pm-11pm as people relax after dinner. Many users log on to unwind and catch up on new videos before going to bed. According to Sprout Social, “TikTok engagement stays elevated from about 6 p.m. to around midnight each day.” The hours from 8-9pm specifically see some of the highest levels of engagement, likely because people have finished dinner and are settling in for the evening. Quora notes that “usage tends to peak between 8pm-9pm” in the US.
With so many users logging on and actively engaging with content in the evenings, it’s one of the best times for creators to post new videos. Posts made between 8-11pm are likely to get high viewership and strong initial engagement. TikTok’s algorithm also tends to serve fresh content posted during peak hours to more For You pages. So uploading around 8pm gives videos the chance to go viral overnight.
Weekday vs. Weekend
There are some differences in peak times and overall usage patterns between weekdays and weekends on TikTok. According to studies by Buffer and Hootsuite, weekdays tend to see more consistent engagement throughout the day, with clear peaks around lunchtime (11 am – 1 pm) and after work/school hours (5 pm – 8 pm).
Weekends are less structured, leading to more fluctuating usage. Saturdays have a noticeable morning peak around 9-11 am when people are sipping their coffee and casually scrolling. Late evenings on Saturday also see an uptick around 7-9 pm when users have leisure time. Sundays follow a similar pattern, with a broad peak from 10 am – 2 pm during brunch and relaxation hours. In general, weekends are less predictable but midday and evening are good targets.
The key takeaway is that weekday patterns are more pronounced and consistent, while weekend usage is a bit more scattered across the daylight hours. Knowing the weekday vs. weekend differences allows creators to fine tune their posting strategy.
Yearly Trends
TikTok engagement tends to follow certain trends throughout the calendar year. According to research from Social Insider, engagement rates on TikTok start strong at the beginning of the year, peak in the spring and summer months, and then taper off toward the end of the year.
In particular, Social Insider found that engagement rates on TikTok rose steadily from January through May of 2022, peaking at 7.63% in May. Engagement remained strong through the summer months, staying above 7% from May through August.
However, engagement began declining in the fall, dropping to 5.38% by September. This downward trend continued through the end of the year, likely due to lower usage during the holiday season. So while TikTok engagement can vary month to month, it generally reaches its highest points in the spring and summer and declines in the fall and winter.
Conclusion
In summary, TikTok has several peak posting windows throughout the day and week when users are most active on the platform. The key peak hours tend to be weekday mornings between 9-11am when people are commuting or having breakfast, the early after-school hours around 3-5pm, and evenings around 7-9pm during prime leisure hours. Weekends follow a slightly different pattern with more activity in the late mornings and early afternoons. Some general trends are that earlier morning and evening times tend to perform better, while overnight and midday hours see lower engagement. Weekdays, especially Tuesdays and Thursdays, tend to have higher potential reach compared to weekends. There are also seasonal factors that may impact peak hours. Understanding TikTok’s daily, weekly, and yearly posting patterns can help determine the optimal times to reach your target audience.