Less is more on Facebook, that we know. Consumers are unwilling to sift through piles of text, preferring short and snappy updates, accompanied by photos and, increasingly, video content. But when is the best time to post?

Until now, the general school of thought decreed that weekday mornings yielded optimum post engagement, and that weekends, and weekdays after 8pm, were a waste of time. However, new research from LinchpinSEO suggests that this might not be the case.

According to its infographic (below), updates posted between 8pm and 7am see 14% more engagement than posts between 7am and 8pm, and weekend posts see 14.5% more interaction than weekday posts – yet only 14% of total weekly posts are made on a Saturday or Sunday.

Furthermore, the infographic explores optimum posting days for each industry sector, indicating that there’s no ‘one size fits all’ formula. For example, clothing brands do well on Thursdays, ahead of weekend nights out, while Sundays see maximum interaction for beauty brands (perhaps as a result of said nights out).

Take a look: