Where the data comes from
The calculator uses Postbridge's own dataset: 1,990 posts published by 40 Brazilian profiles between January 2025 and October 2026, with engagement measured as the median of likes, comments and shares. We use the median rather than the mean because a few viral posts would distort any comparison between time slots. The original times are in America/Sao_Paulo and are converted to the timezone you choose.
The results show a relative index: 100 means the median engagement of a typical post in the dataset; 150 means 50% above it. The index combines the weekday and the hour of publication. For hours we only use bands with enough posts; very early or late-night slots are omitted because the sample is too small to say anything.
What the data shows
In our dataset, Friday and Monday lead among weekdays, with Wednesday close behind; Saturday and Sunday get about half the engagement. By hour, early afternoon (12:00 to 14:00) concentrates the best results, with peaks at 13:00 and 14:00, followed by mid-morning (10:00 and 11:00). Early business hours (08:00 and 09:00) and the end of the day (17:00 and 18:00) are around average.
This partly contradicts the common wisdom that 'early morning' is the best time. One plausible explanation is competition: many creators schedule for 08:00, so a post at noon competes for less attention. Another is the behavior of the Brazilian audience, which uses LinkedIn over lunch and in the early afternoon.
Be honest with the data: your own analytics win
A sample of 1,990 posts from 40 profiles is useful for discarding hypotheses but small for absolute truths. The profiles are mostly Brazilian, with audiences in B2B, technology and business. If your audience is different (another country, sector or working shift), use this calculator as a starting point and validate with your own account data over the first weeks.
- Test the calculator's top three slots for two weeks each.
- Compare median engagement, not the mean, to avoid distortions.
- Consistency beats the perfect time: publish on fixed days.
- Reply to comments in the first hour; it matters as much as the time slot.
- Read the full report for the charts and the methodology.
Frequently asked questions
What is the best time to post on LinkedIn?
In Postbridge's dataset, the best time is early afternoon, between 13:00 and 14:00 (Brasília time), on Fridays, Mondays and Wednesdays. This holds for a mostly Brazilian B2B audience; convert to your timezone and validate with your analytics.
What is the worst day to post?
Saturday and Sunday, with median engagement around half of the best weekdays. That does not mean they never work: competition is also lower.
Is the time in the author's or the audience's timezone?
The audience's. Choose the timezone where most of your readers are; the calculator converts the dataset's times (America/Sao_Paulo) to it.
Does this data apply to every industry?
Not necessarily. The dataset consists of Brazilian profiles in business, technology and B2B. In sectors like healthcare, education or retail, habits may differ. Use the results as an initial hypothesis.
How often is the data updated?
The current dataset covers January 2025 to October 2026. We update the tool with each new edition of the report.
Does posting at the best time guarantee reach?
No. Timing is secondary to the quality of the hook, reading time and interaction in the first hour. It helps, but it does not rescue a weak post.