73% of marketers say their company has a posting schedule or calendar for social media marketing. While tools like HubSpot and Hootsuite can help the social media marketers we surveyed in building out an effective scheduling strategy, it’s also helpful to know the best times to post social media content to optimize likes, clicks, and other engagements.

Overall, social media marketers located in Eastern Standard Time say the best time to post is 6-9PM, while marketers in Pacific Standard Time consider the 3-6PM window to be best. 9-12PM and 12-3PM are also popular times to post.

Keep in mind that while all of these times can work, the best time will ultimately depend on when your audience is most active on the platform, so make sure to look at your insights when deciding when to post. You can also run your own tests to see which posting time results in the most engagement.

Speaking of platforms, the best time to post can vary based on which one you are using. Here’s a breakdown of the top three times to post for each platform: