I’m so sick of seeing advice like “Post 3-5 times per week”

Absolute nonsense and as much use as a chocolate teapot.

When you market to your audience, the person you speak to at 8am doesn’t  have the same mindset or cognitive bandwidth at  8pm

It’s not enough to plan posts by day, you need to consider timing deeply.

For example let’s take a B2B customer on a weekday morning

08:00–09:00

Why they’re online

• Checking what matters today

• Prioritising workload

Emotional state

• Focused, slightly pressured

• Low tolerance for noise

Behaviour

• Scanning, not engaging

• Saving, not commenting

This is not the time of day to post content where the objective is to drive engagement or replies.

20:00–21:00

Why they’re online

• Slower, more focused scrolling

Emotional state

• Receptive, thoughtful

Behaviour

• Reads properly

• Engages deeply

Now let’s go deeper and specify a day and how that affects the strategy.

Here’s the morning daypart on a Wednesday

08:00–09:00 (Wednesday) — Midweek Pressure Check

Why they’re online

• Assessing whether the week is on track

• Identifying gaps vs targets (covers, bookings, revenue)

• Adjusting plans before it’s too late to recover

Emotional state

• More urgent than Monday

• Slight tension if performance is behind

• Less patient, more outcome-focused

Behaviour

• Scanning for anything immediately useful

• Comparing performance signals (quiet vs busy, strong vs weak days)

• Saving anything that helps fix a problem later today

• Rarely initiating conversation

Or the 8pm slot on a Friday

20:00–21:00 (Friday) — Decompression + Recalibration

Why they’re online

• Mentally stepping out of the week

• Processing what worked vs what didn’t

• Light curiosity about “how others are doing” without pressure to act

Emotional state

• Less analytical than midweek

• More open, but lower urgency

• Slight fatigue, mixed with relief

• Guard down — but not in “decision mode”

Behaviour

• Slower scrolling, but not deep study

• Reads selectively (only what feels relevant or sharp)

• More likely to react than respond

• Saves content framed as “worth revisiting next week”

• Fewer comments, unless it feels effortless

So there you have it, some insights into advice I hate, and why Hospitality Marketing Insight is built differently