On social media, businesses often need to change their strategy. What may have been working one month may not work the next. What you thought would work may end up being a terrible strategy. That is why you always need to keep testing your social media strategy.
The first thing you need to do is listen to your audience. Hear what they are saying. By listening to them, you can figure out what they want and plan your strategy accordingly.
You also want to find out when your audience is active on social media. You should post at different times and test the results. When you get more engagement, then it is a sign that your audience is more active. Fortunately, there are tools that do this for you as well.
Of course, not everything comes down to when you post. What you post is even more important. Take a look at your past posts. Which posts got the most engagement? Which ones seemed to be ignored by your followers? Look at your competitors. What are they posting? Do they have more engagement than you? What are they doing differently? How can you catch up to them?
Besides looking at your previous posts, test out new ideas. For example, if you only posted text-based posts, consider trying out image-based posts. If you only posted images, consider posting videos. Testing out new ideas will give you a feel for what works.