No One Owns the 5 PM Slot: Why You Should Go Live When It Works for You

Let’s talk about something I know a lot of you are thinking but might not be saying out loud: "I don’t want to go live at the same time as a big creator because no one will come to my live." Sound familiar? One of our incredible MakeHER Room members brought this up, and it struck a chord—because it’s a real thing. And I’ve felt it too. But let’s unpack it and reclaim our confidence, shall we?

First off: “Tumbler Tok” is not the Fox Network. No one has exclusive rights to prime time. No one owns 5 PM. Or 8. Or 9. Or whenever YOU need to go live. Your business doesn’t run on anyone else’s broadcast schedule, and it shouldn’t. You deserve to show up when it works for your life, not squeeze into gaps in someone else's.

Yes, there might be some viewer overlap. And yes, that’s okay. The real goal isn’t to win the race of who can pull the most viewers at once—it’s to show up consistently, with heart, for the people who vibe with you.

People connect with people. Not products. Not polished feeds. Not price points. YOU. Your vibe, your energy, your cadence, your face, your presence. There are a million reasons someone might choose to watch or shop with you—and most of them have nothing to do with what you’re selling. That’s the magic of personal branding, and it's why there’s room for everyone.

Let’s say it louder for the folks in the back: it’s not about having the flashiest personality or the biggest following. It’s about showing up as your authentic self. Because when you do that consistently, your tribe—the people who truly connect with who you are—will find you. And they’ll stick with you not because you’re the loudest, but because you’re the realest.

And here’s something that needs to be said with love and clarity: none of these other creators you’re worried about—no matter how talented, popular, or influential—are paying your bills. That’s the bottom line. When you hesitate to go live out of fear that you’ll upset someone or overlap with another live, ask yourself this: Is this person responsible for my business success? Are they covering my expenses, feeding my family, or investing in my dreams? The answer is no. Which means your decisions need to be rooted in what’s best for you, your goals, and your schedule.

This is one of those moments where you have to make a mindset shift from community-only thinking to CEO-level thinking. It’s not about being selfish—it’s about being strategic. You can still support others, but you have to prioritize your growth. That’s not mean or inconsiderate. That’s business.

And here’s the thing—there’s a bit of a content bubble happening in our corner of the creative world. Everyone’s supporting each other (which is great!), but sometimes it becomes a vacuum. We’re all watching each other, but not breaking out to reach the buyers, the fans, the fresh eyes who are out there waiting to find us.

Fact: TikTok boasts about 1.59 billion monthly active users worldwide.
So those few hundred viewers you’re worried about? They don’t even scratch the surface of who could find you.

Going live outside of the bubble is how you pop it. It’s how your content gets pushed out. It’s how new people discover you. So if your audience right now is mostly other creators, it might be time to ask: Am I playing it safe? Or am I showing up like a leader?

And look—if someone gets upset that you went live "at the same time," that’s not on you. That’s an insecurity, limited belief system, and scarcity mindset that you cannot control. For example, there are plenty of vendors selling craft supplies. Plenty of shops selling shirts. And guess what? People buy from the ones they like. The ones they trust. The ones they see. You’re not taking up space. You ARE the space.

So, here’s my challenge to you: Go live when it works for YOU. Don’t wait for permission. Don’t wait for a gap. Don’t worry about stepping on toes. Instead, start thinking like the brand you are. Think about how you can consistently reach your people.

We’ll always be here to support each other—but let’s also build systems that help us stretch further. Maybe it’s a MakeHER Room post: “Hey, I’m going live at 6—can someone pop in for a minute so I’m not alone?” Maybe it’s a shared calendar so we know when we can support our fellow MakeHERs.

But more than anything, it’s a mindset shift.

No one owns the time slot. You don’t need permission. Show up anyway. Your people are waiting.

And they need you.