Meta — Posting Time and Frequency Optimisation

Use when

• Produces a data-driven posting time and frequency optimisation plan for a client. Covers how to read native analytics to find peak activity windows, a structured 4-week test design, and a frequency decision framework. Replaces generic "best time to post" articles with client-specific recommendations grounded in the client's own platform data. Invoke when onboarding a new client, reviewing an underperforming posting schedule, or when a client asks what time and how often they should post.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• A structured audit, report, model, or analytical framework in markdown, with decisions and recommendations tied to evidence.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Purpose

"Best time to post on Instagram" articles report global averages that are wrong for most individual accounts and systematically wrong for Ugandan and East African audiences, who use social media at different times than US or UK users. The correct answer comes from the client's own analytics, not published studies.

This skill produces a client-specific posting schedule — including day, time (EAT), platform, format, and content direction — derived from native analytics data, EA market context, and a 4-week structured test.

Cross-reference:

• meta-algorithm-guide — algorithm ranking factors that interact with posting timing
• 11-content-calendar — use the output schedule to populate the editorial calendar

---

Required Input

Before generating any output, ask the client or consultant for:

1. Client business name and industry
2. Country and city of primary audience
3. Platforms in scope (list all active platforms)
4. Current posting frequency per platform (posts per week)
5. Access to native analytics — can the consultant log in directly, or are screenshots provided?
6. Team capacity — hours per week available for content production
7. Primary audience age range and city (affects EA time window assumptions)

Do not proceed until all seven inputs are confirmed.

---

Section 1: Read Your Own Analytics First

Before recommending any posting schedule, extract peak activity data from native analytics on each platform in scope.

Facebook — Meta Business Suite

Navigate to: Meta Business Suite → Insights → Audience → When Your Fans Are Online

Extract:

• The 3 highest-activity hours for each weekday (Monday–Friday)
• The 1 highest-activity hour for Saturday and Sunday separately
• Note any consistent daily pattern (e.g., morning spike every weekday)

Important: this shows when fans are online, not necessarily when they engage. Use it as the starting point; the 4-week test (Section 3) confirms whether online presence translates to engagement.

Instagram — Professional Dashboard

Navigate to: Professional Dashboard → Insights → Total Followers → Most Active Times

Extract:

• Hourly activity by day of week
• Compare directly to Facebook findings — the same audience is often active at different times on each platform, even if the demographics overlap

LinkedIn — Company Page Analytics

Navigate to: Company Page → Analytics → Followers → Follower Activity

LinkedIn shows follower activity by day of week only, not by hour. Use this for day-of-week decisions rather than time-of-day decisions.

EA LinkedIn baseline: Monday–Thursday are the highest-activity days; Friday drops noticeably; weekend activity is minimal. Confirm against the client's own follower data before applying this assumption.

TikTok — Creator Tools

Navigate to: Creator Tools → Analytics → Followers → Follower Activity

Extract:

• Hourly activity chart
• Use this for TikTok post timing and for Instagram Reels cross-posting decisions

YouTube — YouTube Studio

Navigate to: YouTube Studio → Analytics → Audience → When viewers are on YouTube

Extract:

• Hour-by-hour activity chart across the week
• Use to schedule video publication times and, where applicable, Premiere scheduling

---

EA Baseline Windows (Use When No Prior Analytics Exist)

Apply these windows for new accounts or accounts with fewer than 90 days of analytics data. Replace with native data as soon as it is available.

All times are East Africa Time (EAT — UTC+3).

Platform	EA Peak Windows
Facebook	07:00–09:00 (morning commute), 12:00–13:30 (lunch), 20:00–22:00 (evening)
Instagram	12:00–14:00, 19:00–21:00
TikTok	19:00–23:00
LinkedIn	07:00–09:00 Monday–Thursday only
WhatsApp Broadcast	07:00–08:30 or 19:00–20:30
X/Twitter	07:00–10:00 (news cycle), 17:00–19:00

Why EA Times Differ from Global Benchmarks

• Uganda is UTC+3. Global "optimal time" studies typically report US Eastern or UK times, which are 8–11 hours behind EAT. Applying those figures directly produces the wrong schedule.
• Boda-boda commuting culture: mobile usage spikes at 07:00–09:00 during the commute across all income segments.
• Afternoon dip: 14:00–17:00 is a productivity window for office workers; social media engagement is low.
• Evening spike: 19:00–22:00 is the highest-engagement window for consumer content. Users are home, often on WiFi, with discretionary time.
• Data cost sensitivity: usage patterns cluster around WiFi access — office in the morning, home in the evening. Mobile data costs shape when people scroll.

---

Section 2: Frequency Decision Framework

The correct posting frequency is the highest frequency at which full quality can be maintained. Quantity without quality destroys engagement rate, which reduces algorithmic reach, which degrades performance of every subsequent post.

Frequency Floors and Ceilings by Platform

Platform	Minimum (viable)	Optimal (EA context)	Maximum (before quality drops)
Facebook	3/week	5/week	7/week
Instagram Feed	3/week	5/week	7/week
Instagram Stories	3/week	5–7/week	Daily
Instagram Reels	1/week	3/week	5/week
TikTok	3/week	5/week	Daily
LinkedIn	2/week	3–4/week	5/week
YouTube	1/week	1–2/week	3/week
WhatsApp Broadcast	1/week	2/week	3/week
X/Twitter	3/week	5/week	Multiple daily

WhatsApp Broadcast note: exceeding 3 broadcasts per week materially increases opt-outs in EA markets, where users treat broadcast lists as a trusted inner circle. Protect that relationship by keeping frequency conservative and content genuinely useful.

Three Questions Before Setting Frequency

Ask and record answers for each platform in scope:

1. Can the team produce this many posts per week at full quality — brand voice, visual standards, and QC passed — given confirmed capacity?
2. Is there enough to say at this frequency, or does it force filler content that dilutes the editorial value of the account?
3. Has engagement per post dropped as frequency has increased in the past? If yes, reduce frequency before running the optimisation test.

---

Section 3: The 4-Week Optimisation Test

Run this test when establishing a new posting schedule or reviewing an underperforming one. Each week isolates one variable so the cause of any change in performance is clear.

Week 1 — Baseline

Post at the existing schedule (or EA baseline windows if the account is new). Record for each platform in scope:

• Impressions
• Reach
• Engagement rate (engagements ÷ reach × 100)
• Best-performing post: format, day, time, topic
• Worst-performing post: format, day, time, topic

This week produces the benchmark against which Weeks 2–4 are measured.

Week 2 — Time Shift

Keep posting frequency identical to Week 1. Move all posts to the peak activity windows identified from native analytics (or EA baseline if analytics are unavailable). Record the same five metrics.

Compare engagement rate and reach against Week 1. A meaningful lift (5 percentage points or more on engagement rate) confirms the time shift is working.

Week 3 — Frequency Test

Keep the optimised timing from Week 2. Increase frequency by 1 post per week on the primary platform only. Record the same metrics.

• If engagement rate per post holds or improves: frequency increase is sustainable.
• If engagement rate per post declines: the frequency ceiling has been reached; revert to Week 2 frequency.

Week 4 — Content Type Test

Keep the optimised timing and confirmed frequency from Weeks 2 and 3. Replace 2 static image posts with 2 Reels (or equivalent format test relevant to the platform). Record the same metrics plus save rate and shares, which indicate content format preference.

Decision Rule at End of Week 4

Apply this rule without discretion:

• Engagement rate improved vs Week 1 → adopt the new schedule permanently
• Engagement rate held but reach increased → maintain the change (more reach is a net gain even at the same engagement rate)
• Engagement rate declined → identify which specific variable (timing, frequency, or content type) caused the drop; revert only that variable

---

Section 4: Output — Posting Schedule Document

Produce a weekly posting schedule as a table. Each row specifies one post slot.

Include columns for: day of week, platform, time (EAT), format, content pillar, and a brief content direction note.

Template:

Day	Platform	Time (EAT)	Format	Pillar	Content Direction
Monday	Instagram	12:00	Carousel	[Pillar name]	[Topic and angle]
Monday	Facebook	20:00	Video	[Pillar name]	[Topic and angle]
Tuesday	LinkedIn	08:00	Static image	[Pillar name]	[Topic and angle]
Wednesday	Instagram	19:30	Reel	[Pillar name]	[Topic and angle]
Wednesday	WhatsApp	19:00	Broadcast message	[Pillar name]	[Topic and angle]
Thursday	Facebook	12:30	Static image	[Pillar name]	[Topic and angle]
Thursday	X/Twitter	08:00	Text post	[Pillar name]	[Topic and angle]
Friday	Instagram	13:00	Story	[Pillar name]	[Topic and angle]
Saturday	TikTok	20:00	Short video	[Pillar name]	[Topic and angle]

Populate every cell. Do not leave pillar or content direction blank. Use the content pillars established in 10-content-pillars and schedule them into 11-content-calendar once confirmed.

Below the table, include three summary notes:

1. Analytics source — state whether times are derived from native analytics or EA baseline, and which analytics export date was used
2. Review trigger — state when the schedule should next be reviewed (recommend: after 4 weeks of data, or if engagement rate drops more than 10% in any rolling 2-week period)
3. WhatsApp frequency cap — explicitly note the broadcast frequency agreed with the client and the rationale for the cap

---

Quality Criteria

• Timing recommendations are derived from native analytics data, not global benchmark articles; EA baseline is used only when analytics are unavailable and is labelled as provisional
• EA baseline posting windows are provided for all six platforms with UTC+3 times and documented rationale for why they differ from published global studies
• Frequency recommendations are specific per platform; no single "post X times per week" instruction is given across all channels
• The 4-week test is structured with discrete weekly variables so the cause of any performance change can be attributed to a specific change
• The Week 4 decision rule is binary (adopt / maintain / revert specific variable) — not open-ended "evaluate performance"
• The output posting schedule is a fully populated weekly table ready for use in 11-content-calendar without further editing
• WhatsApp Broadcast timing and the 3/week frequency ceiling are explicitly addressed, with the opt-out risk noted
• All times in the schedule are expressed in EAT (East Africa Time, UTC+3)