Every social media guide includes a "best times to post" chart, and almost all of them are misleading. The generic answer. Mornings and evenings, avoid weekends. Is based on aggregated global data that may have nothing to do with your specific Australian audience. The real answer is more nuanced and more useful.
Why generic timing advice doesn't work
A physiotherapist in Perth posting to local clients has a completely different optimal timing than a SaaS company targeting business owners nationally. The Perth physio's audience is active during WA lunch breaks; the SaaS company's audience is spread across three time zones. Generic advice averages out these differences and helps nobody.
How to find your optimal times
Check your platform analytics
Every major platform tells you when your audience is online. Instagram Insights, Facebook Page Insights, and LinkedIn Analytics all show follower activity by day and hour. Start there, not with a blog post.
Test and iterate
Post the same type of content at different times over two weeks. Track which times generate the highest engagement rate (not just reach. Engagement). Your optimal window will emerge from the data.
Consider your audience's routine
Think about when your audience is scrolling. Tradies check their phone at 6am before starting work. Office workers scroll during their commute and lunch break. Parents scroll after 8pm when the kids are in bed. Match your posting to your audience's daily rhythm.
Why scheduling matters more than timing
Obsessing over the perfect posting time misses the bigger point: consistency. Posting at a good-enough time every day beats posting at the perfect time sporadically. Scheduling removes the friction of remembering to post and ensures your content goes out even when you're busy.
Scheduling with Brand and Go
Brand and Go's content calendar lets you schedule posts across all connected platforms with specific date and time selection. The post scheduler handles the publishing automatically, so you batch-create your content in one sitting and the platform publishes at the times you've chosen throughout the week.