Best Times to Post on TikTok, Reels, and Shorts (2025 Data)

"When is the best time to post?"

It's the most common question in social media marketing. And the answer is usually frustrating: "It depends."

But data doesn't lie. After analyzing millions of viral videos, clear patterns emerge. While your specific audience is unique, these global baselines will give you the best chance of hitting the algorithm at the right moment.

Part of our series: Mastering Short-Form Video: TikTok, Reels, and Shorts

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The "Global" Best Times (EST)

If you are starting from scratch and have no audience data, use these windows. (All times EST).

TikTok

• Best Days: Tuesday, Thursday, Friday.
• Best Times:
  • Morning: 6 AM - 10 AM (The "Wake Up" Scroll)
  • Evening: 7 PM - 11 PM (The "Post-Work" Doomscroll)
• Worst Day: Sunday.

Instagram Reels

• Best Days: Wednesday, Friday.
• Best Times:
  • Lunch: 11 AM - 1 PM
  • Evening: 5 PM - 8 PM
• Note: Instagram users are often active during work hours/breaks.

YouTube Shorts

• Best Days: Monday, Tuesday.
• Best Times:
  • Afternoon: 12 PM - 3 PM
  • Evening: 6 PM - 9 PM
• Note: Shorts traffic often peaks slightly later in the day than TikTok.

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How the Algorithm Handles Timing

It's important to understand why time matters.

1. Initial Velocity: When you post, the platform shows your video to a "test group" (usually your followers or active users). If they engage quickly (velocity), the algorithm pushes it further.
2. Active User Base: You want to post when the maximum number of potential viewers are online to maximize that initial velocity.
3. The "Delayed Explosion": Unlike Twitter/X, short-form video has a long shelf life. You might post at 8 AM, but the video could go viral at 8 PM—or 3 weeks later. Timing matters for the initial push, but good content eventually wins regardless of time.

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How to Find Your Personal Best Time

Global data is a starting point. Your audience data is the truth.

TikTok

1. Go to Profile > Menu > Creator Tools.
2. Click Analytics > Followers.
3. Scroll down to Follower Activity.
4. Look at the graph to see when your specific followers are most active. Post 1 hour before the peak.

Instagram

1. Go to Professional Dashboard > Total Followers.
2. Scroll to the bottom to see Most Active Times.

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The "3x Per Day" Strategy

Since algorithms are unpredictable, volume is often the best strategy. If you post 3 times a day, you cover all major time zones and activity windows.

Sample Schedule:

• Video 1 (9:00 AM): Catch the morning commuters/students.
• Video 2 (2:00 PM): Catch the lunch/afternoon slump crowd.
• Video 3 (7:00 PM): Catch the prime-time evening crowd.

Does this sound exhausting?

It is—if you do it manually.

This is why Reelbase exists.

1. Batch Create: Generate 21 videos for the week in 30 minutes on Sunday using AI.
2. Schedule: Use our One-Click Publishing to schedule them out for the week.
3. Sleep: Let the system post for you while you rest.

Consistency beats timing. Posting every day at a "bad" time is better than posting once a month at the "perfect" time.

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Conclusion

1. Start with the global best times (Tue/Thu/Fri mornings & evenings).
2. Check your analytics after 30 days to find your specific window.
3. Use automation to hit those windows consistently without being glued to your phone.

Start automating your schedule: Try Reelbase.

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