So what’s going on?

On average, it’s true that posts published during peak hours (6am — 3pm PST on weekdays) tend to perform better. But these posts are also different:

• Peak-time posts tend to be longer
• Peak-time posts tend to take more time to write (per word)
• Peak-time posts tend to have authors with more followers

So these are higher-effort posts with authors who interest more people. In other words, they’re probably higher quality. After normalizing for these factors, we find that the publish time no longer makes a difference.

So, back to the original question — when is the best time to publish? It doesn’t matter!

What really matters is writing good stuff and, in turn, building a following.