This means that both positive and negative posts tend to do well with engagement.
Timing is also key. Updates posted later in the day (Eastern Time) bring in more shares and Likes, but they tend to peak around 8 p.m. Shares trickle off around the end of the work day (6 p.m.).
“Publish when others aren’t, such as later in the day and on the weekends,” Zarrella advised.
For example, Facebook posts that go up on Saturdays and Sundays tend to get more Likes than those during the week. Similar to Twitter engagement, Facebook posts do better earlier in the week than later: Thursday is the least active day for Likes.
People also tend to be active throughout the week in the early hours of the day (5 a.m. ET) and during lunchtime (12 p.m. ET).