publishing-timing

---
name: publishing-timing
description: Use when determining optimal posting times on Xiaohongshu, scheduling content for maximum engagement, analyzing audience activity patterns, or testing different publish times to improve content performance
version: 1.0.0
author: The Agency
metadata:
  hermes:
    tags: [marketing]
    source: agency-agents
---

# Publishing Timing (发布时机)

## Overview

Publishing timing is the strategic scheduling of Xiaohongshu content to post when target audience is most active and engaged, maximizing impressions, engagement, and algorithm boost from early interaction signals.

## When to Use

**Use when**:
- Planning content publishing schedule
- Experiencing low engagement on posts
- Starting new account and need initial momentum
- Building consistent posting routine
- Optimizing for audience in specific time zones
- Running campaigns or challenges

**Do NOT use when**:
- Content quality is poor (timing won't save bad content)
- Posting frequency is inconsistent (consistency > perfect timing)
- Obsessing over exact minute (hour-level is sufficient)
- Account has no audience yet (<100 followers, post anytime)

## Core Pattern

**Before** (posting randomly):
```
❌ "Post whenever I remember, random times"
❌ "Why does engagement vary so much between posts?"
❌ "Great content getting only 20 likes"
❌ "No predictable engagement patterns"
```

**After** (strategic timing):
```
✅ "Post Tuesday 7-9 PM when 60% of audience active"
✅ "Consistent engagement: 80-120 likes per post (vs 20-50 before)"
✅ "Algorithm boost: early engagement triggers wider distribution"
✅ "Predictable performance: know what to expect"
✅ "Content reaches audience when they're ready to engage"
```

**5 Timing Factors**:
1. **Audience Activity** - When followers are online and scrolling
2. **Competition Level** - When others post (avoid saturation)
3. **Algorithm Freshness** - Early engagement signals boost reach
4. **Content Type** - Video vs图文 perform best at different times
5. **Seasonality** - Time of day, day of week, holidays

## Quick Reference

| Time Slot | Best For | Engagement Level |
|-----------|----------|------------------|
| **7-9 AM** | Morning routines, motivational content | Medium |
| **12-1 PM** | Lunch break scrolling | High |
| **6-8 PM** | Commute home, evening relaxation | Very High |
| **8-10 PM** | Prime time, peak activity | Very High |
| **10 PM-12 AM** | Night owls, binge content | Medium |

**Best Days**: Tue-Thu (highest engagement), Fri-Sun (competitive but high volume)

## Implementation

### Step 1: Analyze Audience Activity Patterns

**Identify Peak Hours**:
```
Xiaohongshu Audience Analytics:

1. Check Built-in Analytics
   - Go to: Creator Studio → Analytics → Audience
   - Look at: "Active Hours" chart
   - Identify: Top 3 hours with highest follower activity

2. Manual Testing (Week 1-2)
   - Post at different times: 8 AM, 12 PM, 6 PM, 9 PM
   - Track: Impressions in first 30 min, Engagement rate
   - Identify: Which time slots perform best

3. Audience Survey (Optional)
   - Ask followers: "When do you scroll Xiaohongshu?"
   - Poll: "Morning, afternoon, evening, or night?"
   - Direct feedback from engaged followers

Target Audience Personas:

Students:
- Active: 7-9 AM (before class), 12-1 PM (lunch), 8-11 PM (homework done)
- Peak: 8-10 PM
- Weekends: All day, especially 2-4 PM, 8-11 PM

Working Professionals:
- Active: 7-9 AM (commute), 12-1 PM (lunch), 6-10 PM (after work)
- Peak: 7-9 PM
- Weekends: 9-11 AM, 8-10 PM

Parents:
- Active: 6-8 AM (before kids wake), 9-11 PM (kids asleep)
- Peak: 8-10 PM
- Weekends: Nap time, evening

Activity Pattern Template:
Primary Peak: [7-9 PM] - [60%] of audience active
Secondary Peak: [12-1 PM] - [30%] of audience active
Tertiary Peak: [8-9 AM] - [20%] of audience active
```

### Step 2: Determine Optimal Posting Schedule

**Strategic Scheduling**:
```
Content Calendar Timing:

1. Primary Posting Time (Best Slot)
   - Use for: Most important content, tutorials, in-depth guides
   - Time: Your highest engagement hour (e.g., 7-9 PM)
   - Frequency: 3-4x per week

2. Secondary Posting Time (Good Slot)
   - Use for: Regular content, updates, lighter posts
   - Time: Second-best hour (e.g., 12-1 PM)
   - Frequency: 2-3x per week

3. Weekend Schedule (Extended Peak)
   - Use for: Lifestyle content, vlogs, behind-the-scenes
   - Time: 2-4 PM or 8-10 PM
   - Frequency: 1-2x per weekend

Weekly Schedule Template:

Monday: [12-1 PM] - Motivation/weekly plan content
Tuesday: [7-9 PM] - Major tutorial/guide (PRIME)
Wednesday: [12-1 PM] - Mid-week update
Thursday: [7-9 PM] - Major tutorial/guide (PRIME)
Friday: [6-8 PM] - Weekend prep content
Saturday: [8-10 PM] - Lifestyle/vlog content
Sunday: [2-4 PM] or [8-10 PM] - Chill/inspiration content

Frequency: 5-7x per week (minimum 5x for growth)

Consistency Rule:
✅ Post at same times weekly (builds follower expectation)
✅ Protect prime slots (never skip Tue/Thu evening if that's your peak)
✅ Communicate schedule (followers know when to expect content)
```

### Step 3: Time for Content Type

**Content-Specific Timing**:
```
Match Content to Audience Mindset:

1. Morning Content (7-9 AM)
   Best for:
   - Motivation/inspiration
   - Quick tips
   - Morning routine content
   - Positive energy to start day

   Why: Audience in optimistic mood, seeking inspiration

2. Lunch Break (12-1 PM)
   Best for:
   - Quick reads
   - Listicles
   - Short carousels (5-7 slides)
   - Entertainment content

   Why: Short attention window, want bite-sized content

3. Evening Prime (6-10 PM)
   Best for:
   - Long-form content
   - Tutorials (10+ slides)
   - Deep-dive guides
   - Educational content

   Why: Relaxed, have time to engage deeply

4. Late Night (10 PM-12 AM)
   Best for:
   - Emotional content
   - Relatable posts
   - "Me vs. also me" content
   - Vlogs/behind-the-scenes

   Why: Introspective mood, seeking connection

Video vs图文 Timing:
- Video: Performs better evenings (7-10 PM) when people have time to watch
- 图文: Performs better lunch (12-1 PM) and commute (6-8 PM) for quick scrolling
```

### Step 4: Test and Iterate Timing

**A/B Testing Framework**:
```
Timing Optimization Process:

1. Baseline Month (Month 1)
   - Post at: Best estimated times based on analytics
   - Track: Engagement rate for each time slot
   - Identify: Top 3 performing time slots

2. Testing Phase (Month 2-3)
   Week 1-2: Test 6 PM vs 8 PM (both prime candidates)
   Week 3-4: Test 7 PM vs 9 PM (fine-tune best slot)
   Week 5-6: Test weekday vs weekend same time
   Week 7-8: Test morning vs evening for light content

   Compare:
   - Impressions in first 30 minutes (algorithm boost)
   - Engagement rate (likes, comments, saves)
   - Follower conversion (new follows from post)

3. Data Analysis
   Create timing performance log:

   Time Slot | Avg Engagement | First 30min Impressions | Follower Conv. | Conclusion
   ----------|----------------|--------------------------|----------------|------------
   12-1 PM   | 8%             | 150                      | 2%             | Good for light content
   6-7 PM    | 10%            | 200                      | 4%             | Strong, keep testing
   7-8 PM    | 15%            | 350                      | 6%             | WINNER - prime slot
   8-9 PM    | 12%            | 280                      | 5%             | Secondary prime
   9-10 PM   | 9%             | 180                      | 3%             | Declining

4. Optimize Schedule
   - Move most important content to winning slot (7-8 PM)
   - Use secondary slot (8-9 PM) for regular content
   - Use lunch slot (12-1 PM) for quick content
   - Retire low-performing slots

Testing Best Practices:
- Test one variable at a time (time of day)
- Keep content type consistent when testing
- Minimum 2-week test period for statistical significance
- Track seasonality (holidays, events affect results)
```

### Step 5: Leverage Seasonal and Event Timing

**Special Timing Opportunities**:
```
Event-Based Posting Strategy:

1. Holidays and Seasons
   Pre-Holiday (1-2 weeks before):
   - Gift guides, holiday prep content
   - Example: "7 Valentine's Gift Ideas" (Feb 1)
   - Timing: 1-2 weeks before holiday

   During Holiday:
   - Real-time celebration, event coverage
   - Example: "Chinese New Year Outfit Reveal" (Feb 10)
   - Timing: Day of holiday

   Post-Holiday (1 week after):
   - Recap, results, thank you content
   - Example: "Valentine's Recap: What I Gave & Received" (Feb 15)
   - Timing: 1-3 days after holiday

2. Trending Topics and Events
   - Monitor: Xiaohongshu trending page
   - Act fast: Post within 24-48 hours of trend emergence
   - Timing: Any time (trend trumps optimal timing)

3. Time-Sensitive Content
   Breaking news:
   - Post immediately (time-sensitive)
   - Timing: Whenever news breaks

   Evergreen content:
   - Use optimal timing (7-9 PM)
   - Timing: Prime slots only

Seasonal Adjustment Strategy:
Winter (Nov-Feb):
- Peak: 6-8 PM (earlier, darker evenings)
- Engagement: Higher (people indoors more)

Summer (Jun-Aug):
- Peak: 8-10 PM (later, outdoor activities)
- Engagement: Lower (more outdoor activities)

Adjust schedule seasonally for maximum reach.
```

## Common Mistakes

| Mistake | Why Happens | Fix |
|---------|-------------|-----|
| Posting only when convenient | Life gets busy | Use scheduling tools, batch create content |
| Ignoring audience timezone | Followers in different region | Analyze follower location, adjust accordingly |
| Posting at same time daily | Habit | Different content types need different timing |
| Not testing timing | Assume industry standard applies | Test and find YOUR audience's peak times |
| Posting during low-activity hours | Don't know when audience active | Check analytics, identify activity patterns |
| Inconsistent schedule | No content calendar | Build content calendar, protect prime slots |
| Obsessing over exact minute | Think precision matters | Hour-level is sufficient, minute-level is negligible |
| Ignoring seasonality | Use same schedule year-round | Adjust timing for seasons, holidays, events |

## Real-World Impact

**Case Study: Timing Optimization Results**
- **Before**: Posted randomly throughout day, 5% avg engagement, 50-100 likes per post
- **After**: Analyzed audience, established schedule (7-9 PM Tue/Thu prime), 12% avg engagement, 150-200 likes per post
- **Result**: 2.5x increase in engagement, predictable performance, 3x follower growth rate

**Data-Backed Insights**:
- Posts published during peak audience hours get 2-3x more engagement
- Early engagement (first 30 min) is critical: 80% of ultimate engagement happens in first hour
- Consistent posting schedule builds follower expectation: 40% higher engagement from regular followers
- Tuesday 7-9 PM is consistently highest engagement across most niches
- Weekend evenings (8-10 PM Sat/Sun) have highest impressions but also highest competition
- Content posted at optimal time gets 50% more algorithm boost (early engagement signals)
- Accounts with consistent posting schedules grow 2x faster than inconsistent posters

## Related Skills

**REQUIRED**: Use content-calendar (plan publishing schedule)
**REQUIRED**: Use data-analytics (track timing performance)

**Recommended for timing optimization**:
- **timing-analysis** (detailed analysis of optimal posting times)
- **content-planning** (integrate timing into content strategy)
- **audience-analysis** (understand audience activity patterns)

**Use publishing-timing WITH**:
- tag-optimization (timing + tags = maximum discoverability)
- content-planning (schedule content at optimal times)
- viral-creation (launch viral content at prime time)