When is the best time to post on social media? Analysis of 100+ million posts suggests there is no single answer.

Nemanja Spasojevic, Adithya Rao, Zhisheng Li, and Prantik Bhattacharyya share findings from their large-scale analysis of user behaviour on social networks. Every network has a unique audience with unique reaction patterns, and as such, each network has a “snowflake”-like schedule for ideal response and engagement. City-based or network-based schedules may be better than posting at random times, but these rigid schedules do not account for the unique composition of a specific user’s audience, and therefore are not as effective as personalized schedules.