Posting on TikTok – a short introduction for law firms

If you’re looking for the best time to upload to TikTok, there isn’t one. Posting on TikTok is a tactical game – with optimal times varying depending on (a) where you’re based; (b) the sector you operate in.

TikTok is popular with teenagers, for example. And this demographic is more likely to stay up late – because they’re too young to work or are burning the midnight oil studying for their exams.

Contrastingly, an older audience might browse their smartphones on the train home or while watching television in the evening.

According to Hootsuite the best times to post on TikTok are…

Day  Time
Monday 10.00 pm
Tuesday 09.00 am
Wednesday 07.00 am
Thursday 07.00 pm
Friday  03.00 pm
Saturday 11.00 am
Sunday 04.00 pm

Which makes it sound like there’s a magic formula after all.

But posting on TikTok is still dependent on your target audience’s:

  • Age
  • Gender
  • Location
  • Interest 

So how can you work out the best time to post on TikTok? Fortunately, the platform’s analytics section can help.

Using TikTok analytics to calculate posting times

Is TikTok analytics a precise science? No, but it will provide you with enough data to make informed decisions – thereby removing guesswork from the process.

Check you’ve got a TikTok Pro account

  • Go to your profile page – then visit the Privacy and Settings tab
  • Select ‘Manage my account’
  • Tap ‘Switch to Pro Account

Follow these steps successfully and you’ll be rewarded with an analytics button that appears under your account options – provided you created a Business rather than Creator account.

Play around with TikTok’s analytics tool

There’s not too much to learn here. So you should be able to understand the tool’s three main functions quickly.

Analytics is presented in three tabs:

  • Overview – visit this section to get a summary of followers, views, and profile hits
  • Content – which tells you who’s liked and viewed your posts, average watch times and comments.
  • Followers – this provides follower growth metrics, engagement statistics, and location data.

It’s time to start posting on TikTok

Step 1 – gather ideas and start creating

You haven’t posted a video yet. And so the analytics section of your TikTok account will be blank. What sort of content should you post? 

Check out the following blogs for inspiration:

There’s no substitute for diving straight in, though. Put content out there – then dig deep into the data to understand which videos work best and when to post them.

Step 2 – work out where your followers live

Now you’ve got access to TikTok’s analytics, you can access the Followers tab to discover the territories your viewers hail from.

Before posting on TikTok, revisit the table at the start of this blog. If you’re not based in the UK, convert the schedule to your time zone.

Step 2 – work out when followers are active

Once again, head over to the Followers tab. Depending on how granular you want to get the view can be broken down into days or hours.

  • Using this feature you might discover follower engagement levels remain the same week to week
  • Using the day view you might find follower activity spikes between 15.00 and 20.00 

By identifying when posting on TikTok is best, you’ll ensure followers don’t miss your videos – resulting in more views and likes.

Step 3 – keep tabs on your strongest content

Having identified when your demographic is most active it’s time to learn how your best content is performing over time – an activity your law firm should engage in weekly.

How can you use TikTok to find your best-performing content? 

  • Visit the Content tab at the top of your analytics page
  • Keep scrolling until you see your trending videos
  • Tap on individual posts to reveal key metrics

The Content section will show you:

  • Likes
  • Views
  • Comments
  • Shares

What has this got to do with posting on TikTok? Learning when your strongest videos were posted will help inform your strategy. If followers respond best at 21.00 on a Friday when eating dinner – that’s the optimal time to publish your content.

Market research is hard

Warning: Tiktok deletes analytic data every 28 days

A brief reminder again: posting on TikTok is not a precise science. And so, inevitably, you’ll make mistakes along the way. That’s why it’s important to track data across time to spot trends.

Exporting your TikTok analytic data to a spreadsheet will keep you on track. Forget to capture weekly stats and they’ll be permanently deleted, leaving you with frustrating gaps.

Do you use YouTube, Instagram Reels, or other video platforms?

If so, use the analytics features in these platforms to spot trends. Especially at the beginning – when you have no followers – mining data from elsewhere could furnish you with an interim strategy.

Conclusion

Posting on TikTok isn’t necessarily complex. But there’s no guarantee of success – even if you post when your followers are most active. That’s because (a) the platform comprises over one billion users – so there’s lots of competition and (b) timing only occupies a small part of the success equation.

Perhaps you’ve got posting on TikTok down to an art but…

  1. Competitors are deliberately posting at the same time as you
  2. The format of your content is wrong for its intended audience
  3. You’re following trends without adapting them for your brand
  4. You’re not posting often enough to please TikTok’s algorithm
  5. Your videos are too long – so people skip them

In short, knowing what time to post on TikTok won’t guarantee more views and likes. Instead, be curious about everything and try to see the bigger picture – rather than zeroing in on a specific element.


Posting on TikTok not really your cup of tea?

If you want to reap the benefits of TikTok – but without having to create, curate, and analyse content – you should contact us instead. With a strong track record of helping law firms like yours improve customer engagement and increase ROI, we’re perfectly positioned to help you enjoy social media success.