The time of day I post doesn’t matter.

I used to try to time my posts around 10 am and 5 pm because I heard that is what works best.

Same for the “optimal” length of posts, optimal number of hashtags, and whatnot.

I’ve been testing posting at all hours of the day and find that it doesn’t matter.

Why? Because my impetus for posting is when I think I have something truly useful to share, not because I’m trying to game the system, force one post a day (even if I have nothing to say), or make it all about me.

If you post mainly evergreen content, as opposed to expiring content (yesterday’s sports score), then quality is what matters in an increasingly competitive and crowded newsfeed.

Further, you would boost your winners and also cross-post to your LinkedIn, Facebook pages, and blog- so your best content can live forever.

I’m not even dependent upon organic reach anyway. But I do use it to gauge what our community thinks— to learn from it and make more of what people want.

Since you’re seeing this organically, notice how long ago I posted this. Was it a few minutes or even a few days ago?

Are you running your content strategy by gimmicks like time of day or by impact?

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.

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