I got asked a version of this question recently. One of my clients asked how important it was to post when the platform (in this case, Facebook and Instagram) tells you that your audience is active. Because sometimes, those times seem odd, like unusually late at night.

Short answer: This is a good element to test.

Reasoning: I tend to want to post things late morning, so they are available all day to be put into someone’s feed.

However, I noticed that for many clients, the Meta planner says active times are in the evening, often like 8 PM. That seems a little late for me. I would at least post them closer to 5 PM so they’re available all evening for people.

But really, that’s why it’s a good thing to test. Try posting at the proclaimed active times for a couple weeks and see how it affects reach.

Got questions like this? Ask in the comments or in my Facebook group!