Instagram is one of the most ROI-driven social media video marketing platforms, making it a goldmine for brands. Yet, many businesses struggle to find success here.
They often blame their content, constantly tweaking it without seeing significant results. But what if the issue isn’t your content at all? What if it’s your timing?
Yes, timing plays a critical role in your Instagram success. While likes, shares, and engagement are key metrics, without the right timing, your posts might not even appear in your audience’s feeds.
And here’s the thing—timing isn’t one-size-fits-all. If you’re targeting a specific industry, the best time to post will vary. If your audience is in a particular location, that timing changes again.
So, how do you figure out the perfect time to post on Instagram for your business? Don’t worry—we’ve got you covered.
In this blog, we’ll break down everything you need to know about timing, including the factors that influence it, how to discover your ideal posting schedule, and much more.
Let’s dive in!
Instagram’s algorithm doesn’t follow a chronological order of showing posts—it prioritizes content it thinks users will engage with.
If your post gets a flurry of likes within the first 15–20 minutes, it assumes that it’s high-quality content and pushes it more on people’s feeds.
But how will this happen if your targeted viewer isn’t online to engage with your content?
You can use all the good hashtags, ads, or comments on others’ content to boost engagement, but all these efforts go down the drain if you’re posting when your followers are offline.
People are habitual creatures; they use Instagram at specific times—usually when they’re taking a break, commuting, or winding down for the day. They won’t be online when they’re busy.
So, when you post matters a lot! You need to show up when your audience is online and ready to engage with social media.
The best time to post on Instagram isn’t the same for everyone. It varies based on several factors, such as time zones, locations, and the day of the week. Let’s break each of these down in detail:
Picture Credit: Sproutsocial
You get the most Instagram engagement during weekdays, as people are more likely to scroll during work breaks or after work hours.
According to Sproutsocial, the best time to post on Instagram during weekdays is between 10 a.m. and 2 p.m.
On Tuesdays and Wednesdays, engagement even extends up to 4 p.m. For maximum engagement, try scheduling your posts between 10 a.m. and 3 p.m. from Tuesday to Thursday.
As for weekends, these tend to be the worst times to post on Instagram. This is because users are often busy with personal plans and activities. However, Stories and Reels may still get attention, as they’re quick and easy to consume.
After this general overview, let’s now dive deeper into the best times to post on each day of the week:
Throughout Monday, the engagement is good between 9 a.m. and 4 p.m. You should try to post between 11 a.m. and 2 p.m. as this timeframe coincides with typical lunch hours, and people will have more time to interact with your post during this time.
Compared to Mondays, engagement on Tuesdays is almost double. The best time to post on Instagram on Tuesday is between 10 a.m. and 4 p.m.
This day has the highest engagement period of the week. Try posting between 9 a.m. and 4 p.m. on this day.
Aim to post between 9 a.m. and 1 p.m., and again at 2 p.m. Engagement slightly dips on Thursdays during the 1 p.m. hour.
The sweet spot to post on this day is around 11 a.m. But you'll also get solid engagement in the surrounding hours of this peak time.
You can post between 9 a.m. and 12 p.m. on Saturday, but since people are busy with their personal plans on weekends, you'll get less engagement on this day.
Like Saturday, Sunday also experiences lower engagement. However, you can still post between 10 a.m. and 12 p.m. to get some engagement.
Learn more tips to improve social media following and engagement in the linked blog.
Your industry is a major factor that influences the success of your social posts. Based on data from Sproutsocial and SocialPilot, we have formulated this section discussing the best times to post on Instagram for different industries.
Picture Credit: Sproutsocial
Healthcare clinics and hospitals see above-average Instagram engagement on a daily basis.
The rush starts at 8 a.m. and stays throughout the day, going as late as 10 p.m. The best time to post for this industry is mostly Mondays through Fridays between 10 a.m. and 3 p.m., and the worst day is Sunday.
Here are more specific time frames by the weekdays:
Note: These time frames are recorded globally (not in Central Time).
Picture Credit: Sproutsocial
Engagement in the restaurant industry tends to peak around lunch hours on weekdays. If you're in this industry, the best times to post for good engagement are typically Mondays through Fridays, between 10 a.m. and 2 p.m. Weekends, however, generally see lower engagement.
Here’s a more detailed breakdown of the best times to post for each weekday:
Note: These time frames are recorded globally (not in Central Time).
Picture Credit: Sproutsocial
They see consistent engagement from Mondays to Fridays, between 10 a.m. and 6 p.m. The weekday and time with the highest engagement is Wednesday, from 2 to 4 p.m., and again at 9 p.m.
Like other industries, they also experience a dip in engagement on Sundays.
Note: These time frames are recorded globally (not in Central Time).
Picture Credit: Sproutsocial
Generally, these businesses saw average engagement throughout the week between 9 a.m. and 5 p.m. However, on Wednesdays from noon to 2 p.m. and 4 p.m., and Sundays from 11 a.m. to 1 p.m., engagement was the highest.
Note: These time frames are recorded globally (not in Central Time).
These industries get more engagement during the afternoon and evening hours when consumers have more time to explore their feeds. During weekdays, they see engagement from 1 p.m. to 2 p.m. and 8 p.m. to 9 p.m. On weekends, especially Saturdays, they get more engagement between 11 a.m. and 1 p.m. and 4 p.m. and 6 p.m.
Note: All the times are in EST
This industry flourishes based on a committed consumer base that's looking for motivation and innovation. They get more engagement in the early mornings and late at night, as that’s when their target consumers are preparing for or finishing their workouts.
On weekdays, they should post around 6 a.m. to 8 a.m. and 6 p.m. to 10 p.m. On weekends, they should post between 8 a.m. to 10 a.m. and 4 p.m. to 6 p.m. For them, the best days to post are Tuesday and Wednesday.
Note: All the times are in EST
Social media and digital marketing professionals are usually online early in the morning and during regular business hours. While weekends may see less activity, they’re great for posting quick updates or sharing interesting content.
The best posting time for this industry on weekdays, mostly Monday to Thursday, is from 7 a.m. to 11 a.m. and 1 p.m. to 3 p.m. On weekends, although there is limited activity, occasional posts from 10 a.m. to 12 p.m. can still be effective.
Note: All the times are in EST
These brands mostly target global professionals and businesses. So, for them, the best time to post on Instagram is generally during the early and late morning, and on weekends, mostly in the afternoon, to catch the attention of tech enthusiasts.
The best days for them to post are Tuesday, Wednesday, and Thursday. On weekdays, they should post around 4 a.m. to 6 a.m. and 10 a.m. to 12 p.m. On weekends, the best times are around 1 p.m. to 3 p.m. and 8 p.m. to 9 p.m.
Note: All the times are in EST
Picture Credit: Freepik
Instagram runs on user behavior, and how users behave is greatly influenced by where they are from—their location.
People from the same locality and culture share common threads like lifestyles, routines, festivals, and challenges. By understanding this, you'll be able to know when to post, what to post, and how to engage them effectively.
Here’s a breakdown of some of the best times to post on Instagram for different countries. This will give your social media marketing strategy a great boost.
Note: All the above-mentioned times are in EST.
Note: All the above-mentioned times are in EST.
Note: All the above-mentioned times are in CET.
Note: All the above-mentioned times are in AEST.
Note: All the above-mentioned times are in PHT.
Note: All the above-mentioned times are in WAT.
Note: All the above-mentioned times are in SAST.
Note: All the above-mentioned times are in IST.
Note: All the above-mentioned times are in IST.
Note: All the above-mentioned times are in IST.
Picture Credit: Freepik
While posting on Instagram, not only do things like Instagram story dimensions or Instagram video length matter, timing has equal importance. Let’s see how it changes based on different content types:
Reels are an important part of any Instagram marketing strategy today, as it’s no secret that viewers love them immensely. According to Later, the best time to post reels is around 12 AM, and the overall best day is Monday. You’ll see high engagement on reels between 12 AM and 6 AM.
To ensure your carousel photos receive the highest engagement, the best time to post them is at 5 a.m., and the best day is Tuesday.
To truly benefit from Instagram stories and achieve strong follower engagement, regularly posting stories is more important than posting them at specific times of the day.
However, evening times around 6 p.m. and 9 p.m. are often effective for higher engagement on your stories. For B2B sectors, the time period from 11 a.m. to 1 p.m. can also be effective, as it coincides with lunch hours.
Based on the above section, you might have understood that there’s no universal “perfect time” to post on Instagram—it all depends on your business, audience, and goals. So, instead of guessing, here’s how you can pinpoint the ideal posting times for your brand.
Like other social media video marketing platforms, Instagram also has its native analytics. This feature can help you understand your audience and when they’re most active.
There are two ways to access these analytics:
Picture Credit: SocialPilot
To access insights using the Instagram mobile app, you need to have an Instagram business account or a creator’s profile. The insights provide valuable data such as:
With this information, you can identify when your audience is online and ready to engage.
Picture Credit: SocialPilot
For a more in-depth report on analytics, you should opt for the route of Creator Studio. It offers additional features to help you, such as content performance metrics.
However, there’s a shortcoming with native Instagram analytics: their data about follower activity is limited to the past 7 days. This becomes a hindrance when you want to analyze long-term trends. This is where using third-party tools can help.
For more detailed and customizable analytics, you can use third-party tools like:
Picture Credit: SocialPilot
SocialPilot simplifies finding your best posting times with features like:
These tools not only identify when is the best time to post on Instagram but also provide insights into your audience demographics, helping you fine-tune your content strategy.
Picture Credit: Buffer
Buffer’s analytics give you a deep dive into:
You just need to log in to Buffer’s analytics platform and navigate to the “Answers” section for personalized recommendations on when to post.
Picture Credit: Sproutsocial
Sproutsocial takes it a step further with tools like:
By using these third-party tools, scheduling Instagram social media videos becomes quite easy for you.
While analytics help a lot, nothing beats testing. To figure out your best time to post on Instagram, you should try posting at different times, track engagement, and tweak your schedule based on what works best.
Every audience segment is different, so only through continuous and efficient testing will you get a foolproof plan to maximize your reach and engagement.
Sure, timing your posts accurately is important to gain maximum reach, but it’s just one piece of the bigger puzzle behind a successful Instagram marketing strategy. To truly make your content shine, you need to follow the best practices for posting on Instagram. Here’s a checklist to help you:
Instagram loves to promote its latest tools—like Stories or Reels. Stay updated and experiment with these features to increase your chances of reaching new audiences.
Don’t stick to the same formula. Instagram is a versatile platform, so experiment with photos, carousels, videos, or even memes. You can also try to improve social media marketing with animation. By testing different content types and social media video productions, you can keep your feed fresh and discover what resonates most with your audience. Plus, you can also repurpose your existing content into new formats.
Just adding posts or videos on social media platforms like Instagram doesn’t cut it anymore if your captions aren’t effective. Captions can make or break your post. According to HubSpot, it’s best to keep captions under 125 characters. You can also add emojis in the caption for an extra boost in engagement!
Posts with hashtags consistently see higher engagement. Use relevant hashtags strategically to make your posts more discoverable.
Forget hacks or shortcuts—genuine interactions are what matter. Reply to comments, answer DMs, share your followers’ mentions, and engage with their content. Building meaningful connections fosters loyalty and boosts visibility.
Review what’s working. Use Instagram Insights to identify high-performing posts, and tools like Buffer’s analytics to quickly pinpoint your best content. By focusing on these practices, you’ll create content that not only reaches more people but also resonates with your audience on a deeper level.
Timing your Instagram posts can be tricky—it depends on several factors and varies across industries.
For example, if you’re a food or beverage brand, posting Instagram video ads during lunch hours (typically between 10 AM and 2 PM) often leads to higher engagement. However, this strategy might not work for travel or hospitality businesses, where audience activity peaks at different times.
While weekdays generally perform well for most industries, some brands experience the highest engagement on weekends.
Finding the best time to post on Instagram is all about analyzing your audience's behavior. Use Instagram Insights or third-party apps to gather data and fine-tune your posting strategy. All in all, success here lies in consistently analyzing data and refining your approach to discover what works best for your brand.
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