This study aims to determine the optimal posting time for social media engagement, specifically on the “X” platform, for Higher Education institutions in Abu Dhabi. By applying a Python scraping method, 6558 tweets were extracted from their official accounts. The data was segmented by hour, day, and month to examine the reactions in the form of retweets, likes, and replies. The study results showed that the highest reactions in the hourly analysis occurred at 11 P.M. for likes and replies, and at 12 P.M. for retweets. The daily analysis revealed that the highest reactions were on Saturdays for retweets and likes, while replies peaked on Tuesdays. However, the monthly analysis indicated that March had the highest reactions in terms of retweets and likes, with replies peaking in November. The findings support HEIs’ engagement strategies by highlighting the optimal times for audience interactions.