Usually a piece of content, say a blog post, has a very limited life in the midst of social media. Even the most popular posts hardly manage to “survive” for 2 weeks at best. What this fact points towards is how as a writer/business owner, you are not getting the rewards you should for the time and effort you are putting in to make those posts.
What’s worse is that it’s almost impossible to accurately predict when your audience will be the most active, and that’s why you are left with no other choice but to post whenever it’s most convenient for you. But in this practice, you lose a lot of your potential audience as they are inactive and won’t be able to see, let alone share your posts.