General studies point to weekday mornings and lunchtimes, but a nightclub, a bakery and a law firm have different audiences. Look at when your posts got the most reach and engagement over the last months.
Timing matters most in the first hour, when platforms decide whether to show a post to more people. Consistency matters more than a perfect minute.
Example
A bakery's analytics show its posts do best at 6:30 am, when people plan breakfast, not at the noon slot most guides suggest.