When Is 'Primetime' For Social Video Content?

When Is 'Primetime' For Social Video Content?
Photo by Element5 Digital / Unsplash

New data from Tubular Labs reveals that beauty influencers received the most TikTok views (11.4 billion) at 1 p.m. ET over the last 90 days. It’s long been unclear if there’s really a “primetime” window for social video content, but data like this arms both creators and brands with what they need to maximize the impact of videos – and at least start the daypart conversation for those platforms.

Tubular's data looks across content categories, too, in order to really get into specificity on these premium timeslots, and how they may be different depending on the nature of the content. For instance:

  • In the U.S. in the last 90 days, the most videos are uploaded to YouTube between 1 and 2 p.m. ET, but the early morning hours of 6-8 a.m. ET attracts the most views per video.
  • In the last 90 days, pop culture and entertainment videos posted on Facebook around 7 a.m. ET earns the most views (4.3 billion views), but sports content sees its highest views when uploaded around 9 a.m. ET (3 billion views).
  • In the last 30 days, gaming videos posted on YouTube receive the most engagement around 11 a.m. ET (63.3 million engagements), but earn the most views around 6 a.m. ET (1.7 billion views).