Best times to post on social media in Australia (2025)

Are you struggling to make an impact with your Australian social media strategy and wondering when the best time to post is?

We have the answers you need.

For the first time, Sprout has analysed 50 million engagements from 17,000 Australian profiles to identify the best times to post by network. These localised insights matter for Australian businesses, because the majority of similar data is from the US and Europe. Understanding when Australian audiences are most active online allows you to schedule posts for peak engagement and maximise your reach.

Still, the best way to identify your brand’s best times to post across each network is to start a free trial of Sprout Social and give our ViralPost® feature a whirl with your own social profiles.

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With 78% of the Australian population using social media, the opportunity for your brand to engage its target market is vast. Knowing where and when your audience is online is more important than ever. Social media is now a key business tool in Australia and overseas. It has revolutionised customer service, sales, product development and marketing strategies. By leveraging Australian social media statistics, you can gain valuable insights to shape a strategy that resonates.

This is crucial, as the Australian Sprout Social Index™ shows that more Australians are using social media to research products and services before buying.

Understanding these trends and aligning your posting schedule accordingly is essential for reaching consumers in their research phase.

To provide you with this information, we worked closely with Sprout’s Data Science team to uncover how users have been engaging with social media. We reviewed data from Sprout Social’s Australian-based customers to understand when their content was most and least frequently engaged with. We then broke this data out by network and day.

Now, let’s dive into the insights to refine your social media strategy.

For network–specific optimal engagement times, check out our 2025 guides:

• • Best times to post on Facebook in Australia
  • Best times to post on Instagram in Australia
  • Best times to post on TikTok in Australia
  • Best times to post on X (formerly Twitter) in Australia
  • How to find your best time to post on social media with Sprout Social

But first let’s look at the most popular engagement times from all our social media analysis:

Best times to post on social media in Australia

Looking across networks, we’ve identified the times when Australians are most engaged with social media. Afternoons to mid–evenings from about 4-8 p.m. Mondays through Thursdays are most popular. With mornings winning out on Fridays and across the weekend. The best day to post on social media in Australia is Thursdays, and the worst day is Saturdays.

The social media engagement data we’ve shared here covers a wide range of users and networks. Although this provides a broad framework for when Australians are active on social media, the real key to success lies in focusing on your brand’s goals, campaign objectives and target audience. Each social media network offers unique advantages and use cases.

By using data to inform your decisions, you can make smart choices about your social media content strategy and channel selection, ensuring that your message reaches the right people.

Best times to post on Facebook in Australia

The best times to post on Facebook for an Australian audience are often divided. We had tied results for engagement rates in the morning and again in the evening with lower-level engagement during the day. Engagement rates are generally lower at the weekend, with Saturday as the day with the least engagement.

Facebook maintains its position as a dominant social platform in Australia, with over 13 million active users. This extensive reach provides businesses with an opportunity to connect with its diverse user base.

Retailers like Woolies, effectively leverage Facebook to engage customers through weekly specials, recipe sharing‌ and community initiatives.

The popularity of Facebook community groups in Australia fosters robust local engagement, making it a crucial channel for businesses seeking to build strong community connections.

Best times to post on Instagram in Australia

Australians are most engaged with Instagram on weekday evenings from Monday to Thursday. On Friday, we also engage in the mornings from 8–10 a.m. We see longer periods of less intense engagement at the weekend, although there’s a period of high engagement on Sunday evenings. This could be people sharing their weekend activities or looking for some entertainment before the start of another busy week.

Instagram’s visual–first approach has solidified its popularity in Australia, attracting over 12 million active users. This platform is particularly popular with younger demographics and those seeking visual inspiration.

Aussie brands, notably Lorna Jane, leverage Instagram to showcase their products, promote fitness lifestyles and foster a strong community.

Tourism Australia also use Instagram to tell stories. This shows the country’s natural beauty and attracts both local and foreign visitors.

The platform’s high engagement rates and focus on visual content make it a vital tool for Australian businesses looking to build brand awareness and connect with their target audience through compelling imagery and videos.

Best times to post on TikTok in Australia

The overall best day to post on TikTok for an engaged Aussie audience is Thursday, with a long period of high engagement. Engagement is high from 2 p.m., but it ramps up considerably at 7 p.m. and stays very high until 10 p.m. Generally, weekday evenings are a good bet for high engagement. Fridays are a little different, with the highest engagement 9–10 a.m. Things quieten down at the weekend with some engagement on Saturday and Sunday mornings that tapers off through the day.

As a network, TikTok has seen explosive growth in Australia, capturing a significant audience with its engaging short-form video format. With over 8.5 million active Australian users, particularly within the 18–34 demographic, it’s a key platform for reaching younger consumers.

Australian brands like Grill’d leverage TikTok’s viral trends and creative content to showcase their products and engage with their audience through entertaining and relatable videos.

TikTok’s algorithm-driven content delivery ensures high visibility and engagement, making it a powerful tool for Australian businesses seeking to build brand awareness and connect with a dynamic, trend-conscious audience

Best times to post on X (formerly Twitter) in Australia

X (formerly Twitter) has the highest engagement rates during the week, peaking mid–week on Wednesday, closely followed by Monday and Tuesday. Engagement tapers into the weekend but is relatively high on Saturday afternoon into evenings and Sunday evenings.

X remains a prominent fixture in the Australian digital landscape, known as a go-to platform for instant news, public conversation and professional networking. Although its user base has fluctuated, X still commands a substantial following, particularly among those craving the latest updates.

Australian media outlets like ABC News leverage X to disseminate breaking news and engage in public conversations, while political figures and government agencies utilise it for direct communication with citizens.

Many Australian businesses also use X for customer service and to share timely industry updates, demonstrating its continued relevance for those seeking immediate information and engagement in our market.

How to find your own best time to post on social media

We’ve compiled the most accurate data on optimal posting times for social media in Australia. While this data will provide valuable directional insights, it’s based on averages from Australian businesses and industries. But what if we told you there’s a way to pinpoint the perfect posting times specifically for your brand, using your own social media data?

There is, and you can try it for free.

Find your best time to post with Sprout

Sprout’s proprietary ViralPost® technology leverages data from your brand’s social media profiles to determine the best times to post by network. This advanced algorithm powers our Optimal Send Times feature, available in our Professional and Advanced plans. Our machine-learning capabilities are continually improving, helping you uncover insights faster and operate more efficiently.

With features like post-Tagging and cross–network reporting, you can analyse elements like post author, content type and see how your posting times influence your social media success.

Step 1: Start your free Sprout Social trial. Sign up using your business email and connect your social media profiles. This will customise the Optimal Send Times feature to match your audience’s engagement patterns.
Step 2: Compose your message and select networks. Open the Compose window in Sprout, craft your post and choose the networks where you want to publish.
Step 3: Schedule with Optimal Send Times. Next to “When to post,” select “Specific Days and Times” to view the Optimal Send Times. Choose a suggested time, marked with stars, for higher engagement.

Step 4: Finalise and publish. Add a compelling message, visuals‌ and relevant hashtags. Schedule your post to publish at the chosen Optimal Send Time.
ViralPost® continuously refines these suggestions, saving you time and allowing you to focus on creating exceptional content.

Making the most of best times to post on social media in Australia

To really nail your social media goals in Australia, you need to be smart about when you post. While data can give you a good idea of when your audience is most active,  but knowing your audience is key. Don’t forget, the timing is only part of the job.

You also need to post regularly and dish out quality content that your audience want to see. To get the best results, you need reliable data to fine-tune your posting plan and content strategy. By combining all of these elements, you’ll be able to make a real impact on your industry’s social scene.

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Are you targeting a global audience? We can help there too, with our global best times to post data:

Best times to post on Facebook in 2025
Best times to post on Instagram in 2025
Best times to post on LinkedIn in 2025
Best times to post on TikTok in 2025
Best times to post on X (FKA Twitter) in 2025

How Sprout gathered the data

We know you may be curious about the source of our data. Sprout Social’s Data Science team made this report by looking at over 50 million engagements from 17,000 brand social profiles in Australia. This analysis covers Twitter, Facebook, Instagram and TikTok‌. Our Data Science team then processed and synthesised this data to create the insights shared in this article.

Currently, we don’t have Australian engagement data for Threads, YouTube or LinkedIn.

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