There is no universal best hour
A useful posting window depends on the audience you want to reach and when they use the platform. A global timetable cannot account for your niche, geography and content. Treat published averages as starting hypotheses, not an appointment with guaranteed reach.
Run a small scheduling experiment
Choose two or three realistic time windows. Rotate comparable formats through them over several weeks, keeping notes on topic and distribution. Compare posts after the same elapsed period rather than checking one immediately and another days later. Do not attribute a difference to time if the topics were entirely different.
Choose a sustainable routine
A time when you can also respond to relevant questions may be more useful than a theoretically optimal hour you cannot support. Keep testing as the audience changes. If there is no consistent difference, spend the next production effort on the opening and substance.
Your next brief
Put these decisions in writing before you start production. A short brief gives the creator and reviewer the same standard to work towards. Keep the approved source material with the final file so the next version can build on the work rather than start again.
- Timezone. Record the audience’s local time.
- Comparison. Use similar formats and equal observation windows.
- Routine. Choose a cadence you can maintain.