TikTok users are most active around midday (11:30–13:00) and evening (19:00–22:30), with weekends slightly stronger. But a golden hour for one vertical can be dead time for another.
Food and delivery spike before mealtimes; fashion and beauty peak late evening during relaxed scrolling; B2B products actually engage better during office hours. So don't copy someone else's schedule — measure your own.
How to find your windows: run without time limits for the first 1–2 weeks, then use the time breakdown report to see when conversions cluster. From that data, apply dayparting to concentrate budget into effective windows.
Notes: with lifetime budgets, TikTok already paces into effective hours, so dayparting mainly matters with daily budgets. And if you sell via livestream, start ads 30–60 minutes before the session to pull viewers in right as you begin.