| name | meta-posting-optimisation |
| description | 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.
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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
- Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
- Follow the section order and decision rules in this
SKILL.md; do not skip mandatory steps or required fields.
- 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 timing11-content-calendar — use the output schedule to populate the editorial calendar
Required Input
Before generating any output, ask the client or consultant for:
- Client business name and industry
- Country and city of primary audience
- Platforms in scope (list all active platforms)
- Current posting frequency per platform (posts per week)
- Access to native analytics — can the consultant log in directly, or are screenshots
provided?
- Team capacity — hours per week available for content production
- 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:
- Can the team produce this many posts per week at full quality — brand voice, visual
standards, and QC passed — given confirmed capacity?
- Is there enough to say at this frequency, or does it force filler content that dilutes
the editorial value of the account?
- 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:
- Analytics source — state whether times are derived from native analytics or EA
baseline, and which analytics export date was used
- 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)
- 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)
