Prime Time answers a question almost everyone has: when should I actually post? Instead of relying on rules of thumb from the internet, Prime Time works with your own numbers – that is, with when your posts landed best in the past.
Note: Prime Time evaluates the performance of your connected profiles, so it needs connected social accounts. To learn what's required, see Requirements for insights.
Reading the heatmap
At the centre is a heatmap: weekdays running top to bottom, the time of day in 2-hour blocks running left to right. So each cell stands for a specific window – for example "Tuesday, 6–8 pm".
- Each cell shows a value (index). It's relative to your own average: a value above 1.0× means your content performs better than your average in that window.
- The stronger a cell's colour, the stronger the window.
- Hover over a cell (or tap it on your phone) to see the details for that time window.
- On the right, the context column shows your best and your weakest time windows as a recommendation at a glance – in case you don't want to scan the whole heatmap.
Each platform (Instagram, TikTok …) has its own tab, because the good times differ from channel to channel.
Your field as a comparison (consensus & opportunities)
Below your own heatmap there's a second block: your field. It shows when similar profiles on maebe perform well – anonymously aggregated across many profiles and, where possible, tailored to your industry. Important: this is the field without you – a genuine comparison, not your own pattern mirrored back.
This second heatmap shows the field's strong times everywhere – including windows you haven't tried yourself yet. That's the whole point: you should be able to discover new good times, not just get confirmation of the ones you already use. Below it you'll find two lists:
- Strong in your field – untapped by you: time windows that perform above average in the field but that you've barely used. Worth a test.
- Strong for you and your field: windows where your own strength and the field line up – your safest posting time.
While your own history is still too thin for a clear recommendation, the recommendation card on the right already fills up with the strong times from your field – a starting point until your own numbers take over.
No data yet? That's normal
Prime Time needs a certain amount of evaluated posts to spot reliable patterns. If there are still too few, the heatmap stays empty at first – that's not a bug. In this early phase it's worth taking a look at the Radar, which compares your competitive field and gives you some orientation even without a long history of your own.
Using Prime Time while planning
You don't have to keep the times in your head: in the AI campaign assistant you can tick "include best posting times". The assistant will then suggest publishing times that match your strongest windows – straight from the analysis into the finished plan.
Where to find Prime Time
You can reach Prime Time in the menu under Tools → Insights.
Where to go next
If you'd like to compare your times with your competitive field, head over to the Radar.