TikTok has over 1 billion users and is available in 150 countries. Over the last few years, the platform has reported a surge in subscribers that has accelerated due to the Covid-19 pandemic and consumer demand for short-form video. How can we use this upcoming social media to its fullest potential?
TikTok has over 1 billion users and is available in 150 countries. Over the last few years, the platform has reported a surge in subscribers that has accelerated due to the Covid-19 pandemic and consumer demand for short-form video.
Spending on TikTok also continues to increase, and quarter two of 2022 saw its most significant quarter-on-quarter growth since the pandemic's start.
For brands and marketers, you can ill afford not to utilize TikTok to engage younger demographics.
However, posting on TikTok is only the first part of the challenge. As more individuals, influencers, and businesses seek to promote their brand on the platform, it's critical that you focus on the type of content and when you post it.
To avoid being stuck in the depths of funny dancing videos and memes, this article helps you understand the best times to post on TikTok for optimal visibility.
The "For You" section of TikTok is where users find the content they might be interested in but not already following. If you are an Instagram user, it is similar to the Instagram Explore page.
The TikTok algorithm creates the content, which uses data from your interaction history to promote items that you'll be interested in.
On Instagram, the Explore page is secondary, and you need to navigate away from the main page to view it, but with TikTok, the "For You" section is effectively the user's homepage.
Given that the TikTok algorithm decides what shows on the feed, it is absolutely pivotal to post at the right times and be visible to your target audience.
Engagement and repeat views influence the ranking of the "For You", so if you are not putting your posts up at the right time, they are not going to be shared.
Although some sources vary slightly, the weekly calendar below shows, on average, the best time to post on TikTok.
The data is based on research from 100,000 posts by Influencer Hub to ascertain which had the highest levels of audience engagement.
Note, the study uses Eastern Standard Time, so when scheduling, you will need to convert to the relevant timezone for your audience (we will talk about this more later).
You don't have to post at all of these times to be successful on TikTik.
With a bit of trial and error, you can work out the optimal schedule for your audience. To build a strong following, the recommendation is to post between one and three times per day on TikTik in 2022.
High-profile users might be posting up to ten times per day as their followers come to expect it, making timing even more critical.
Can you post too much on TikTok?
It's always possible to overdo campaigns, just like with any other digital marketing tactic.
However, if you post relevant content to a target audience at the correct times, followers will be happy regardless of volume.
Problems occur if you begin posting for the sake of posting to meet a quota. As soon as the content doesn't represent your brand or becomes unrelatable to followers, start thinking about your schedule and post fewer stories to maintain engagement.
The NBA posts multiple videos per day, including highlights, memes, and player profiles. Everything is on brand and relevant to the followers.
While you should consider the times we've spoken about in this article, to optimize your TikTok success, you need to think about your brand audience. For example, if you are in the United Kingdom but much of your audience is in the United States, posting at 9 am on a Tuesday with an eight-hour timezone difference won't work.
Use TikTok Analytics to analyze your top audience territories. This will tell you where your followers are located and indicate the time you should be posting content.
You can use a timezone checker like this one to match the optimal times we discussed earlier with the right time for your audience.
When your audience is evenly split across the world, concentrate on the ones with the highest percentages or maybe do some A/B testing of your posts to understand which engages better as you schedule your content.You will need a Pro Account to get fan analytics.
There is an excellent guide here on setting up your Pro Account and getting started with TikTok Analytics.When are your followers most engaged?
TikTok Analytics can also show you the days and times your posts get the most engagement from followers. On the Followers tab, scroll down to get a more granular overview of the activity.
Once you publish new content, be sure to check the days and times you see spikes. Using the data, you will understand the optimal to promote content and maximize audience engagement.
If your competitors are posting regularly, you can assume they might have done some analysis already. There are two strategies you can take.
The first is copying their schedule, as the target audience is online, and they know that. The second option is to post at opposite times and engage without audiences not seeing competitor posts.
Of course, only post at times that make sense. If your competitors are not posting at 2 am, it's because everyone is in bed. Although you will have the platform to yourself, without an audience, it won't matter.
The times and tips covered in this article should help you plan your TikTok marketing strategy. Although the data shows peak engagement times, the critical element to success is understanding your audience and how they interact with the social media platform.
Experiment with schedules and content and get to know your followers. Over time, you will learn what works best and how to maximize engagement and views.