What is The Best Time to Post on Instagram (2025)

Anshu Thakur
Jan 29, 2025 7:23:44 AM

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!

  1. Why Timing Matters on Instagram?
  2. Factors Influencing the Best Time to Post on Instagram
    1. Factor #1: Day of The Week
      1. Monday
      2. Tuesday
      3. Wednesday
      4. Thursday
      5. Friday
      6. Saturday
      7. Sunday
    2. Factor # 2: Industry
      1. Hospital and Healthcare
      2. Restaurants, Food, and Beverage
      3. Schools and Education
      4. Travel and Hospitality
      5. Fashion and Apparel
      6. Fitness and Wellness
      7. Digital Marketing/Social Media
      8. IT Brands
    3. Factor #3: Location
      1. Best Time to Post on Instagram in the USA
      2. Best Time to Post on Instagram in Canada
      3. Best Time to Post on Instagram in Europe
      4. Best Times to Post on Instagram in Australia
      5. Best Time to Post on Instagram in the Philippines
      6. Best Time to Post on Instagram in Nigeria
      7. Best Times to Post on Instagram in South Africa
      8. Best Time to Post on Instagram in India
      9. Best Time to Post on Instagram in Pakistan
      10. Best Time to Post on Instagram in Bangladesh
    4. Factor #4: Content Type
      1. The Best Time to Post Reels on Instagram
      2. The Best Time to Post Carousels on Instagram
      3. The Best Times to Post Stories on Instagram
  3. How to Determine the Best Time to Post on Instagram For Your Business?
    1. Use Instagram’s Built-in Analytics Tools
    2. Use Third-Party Tools for Deeper Insights
    3. Experiment and Adjust
  4. Best Practices for Posting on Instagram
    1. Learn and Use New Features
    2. Try Different Content Types
    3. Craft Attention-Grabbing Captions
    4. Use Hashtags Wisely
    5. Focus on Authentic Engagement
    6. Analyze and Adjust

Why Timing Matters on Instagram?

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.

Factors Influencing the Best Time to Post on Instagram

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:

Factor #1: Day of The Week

best time to post on instagram heatmap

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:

1. Monday

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.

2. Tuesday

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.

3. Wednesday

This day has the highest engagement period of the week. Try posting between 9 a.m. and 4 p.m. on this day.

4. Thursday

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.

5. Friday

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.

6. Saturday

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.

7. Sunday

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.

Factor # 2: Industry

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.

1. Hospital and Healthcare

best time to post on instagram heatmap

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:

  • Mondays: Around 10 a.m. and 1 p.m.
  • Tuesdays: From 11 a.m. to 4 p.m.
  • Wednesdays: From 10 a.m. to 3 p.m.
  • Thursdays: Between 10 a.m. and 1 p.m.
  • Fridays: From 11 a.m. to 3 p.m.

Note: These time frames are recorded globally (not in Central Time).

2. Restaurants, Food, and Beverage

best time to post on instagram heatmap

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:

  • Mondays: 10 a.m. to 1 p.m.
  • Tuesdays: 11 a.m. to 2 p.m.
  • Wednesdays: 11 a.m. to 2 p.m.
  • Thursdays: 10 a.m. to 1 p.m.
  • Fridays: 11 a.m. to 1 p.m.

Note: These time frames are recorded globally (not in Central Time).

3. Schools and Education

best time to post on instagram heatmap

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).

4. Travel and Hospitality

best time to post on instagram heatmap

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).

5. Fashion and Apparel

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

6. Fitness and Wellness

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

7. Digital Marketing/Social Media

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

8. IT Brands

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

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Factor #3: Location

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.

1. Best Time to Post on Instagram in the USA

  • Monday: 8 a.m.; 1 p.m.; 2 p.m.
  • Tuesday: 7 a.m.; 8 a.m.; 10 a.m.
  • Wednesday: 9 a.m.; 11 a.m.; 1 p.m.
  • Thursday: 10 a.m.; 2 p.m.; 8 p.m.
  • Friday: 9 a.m.; 11 a.m.; 1 p.m.
  • Saturday: 7 a.m.; 10 a.m. to 12 a.m.; 9 p.m.; 11 p.m.
  • Sunday: 9 a.m.; 2 p.m. to 3 p.m.

Note: All the above-mentioned times are in EST.

2. Best Time to Post on Instagram in Canada

  • Monday: 12 p.m. to 9 p.m.
  • Tuesday: 11 a.m. to 9 p.m.
  • Wednesday: 12 p.m. to 8 p.m.
  • Thursday: 12 p.m. to 1 p.m.; 4 p.m. to 8 p.m.
  • Friday: 11 a.m. to 5 p.m.
  • Saturday: 10 a.m. to 6 p.m.
  • Sunday: 11 a.m. to 9 p.m.

Note: All the above-mentioned times are in EST.

3. Best Time to Post on Instagram in Europe

  • Monday: 8 p.m. to 9 p.m.
  • Tuesday: 8 p.m. to 9 p.m.
  • Wednesday: 1 p.m. and 9 p.m.
  • Thursday: 6 p.m. to 9 p.m.
  • Friday: 8 p.m. to 9 p.m.
  • Saturday: 7 p.m. to 10 p.m.
  • Sunday: 7 p.m. to 9 p.m.

Note: All the above-mentioned times are in CET.

4. Best Times to Post on Instagram in Australia

  • Monday: 4 p.m. to 6 p.m.
  • Tuesday: 2 p.m. to 4 p.m.
  • Wednesday: 3 p.m. to 6 p.m.
  • Thursday: 3 p.m. to 6 p.m.
  • Friday: 2 p.m. to 5 p.m.
  • Saturday: 12 p.m. to 4 p.m.
  • Sunday: 5 p.m. to 7 p.m.

Note: All the above-mentioned times are in AEST.

5. Best Time to Post on Instagram in the Philippines

  • Monday: 6 p.m. to 9 p.m.
  • Tuesday: 5 p.m. to 9 p.m.
  • Wednesday: 5 p.m. to 8 p.m.
  • Thursday: 5 p.m. to 7 p.m.
  • Friday: 7 p.m. to 10 p.m.
  • Saturday: 5 p.m. to 10 p.m.
  • Sunday: 7 p.m. to 9 p.m.

Note: All the above-mentioned times are in PHT.

6. Best Time to Post on Instagram in Nigeria

  • Monday: 9 a.m.; 2 p.m. to 9 p.m.
  • Tuesday: 10 a.m.; 12 p.m.; 3 p.m. to 7 p.m.
  • Wednesday: 6 p.m. to 8 p.m.
  • Thursday: 5 p.m.; 8 p.m. to 9 p.m.
  • Friday: 3 p.m. to 8 p.m.
  • Saturday: 12 p.m.; 7 p.m. to 10 p.m.
  • Sunday: 7 p.m.; 5 p.m. to 8 p.m.

Note: All the above-mentioned times are in WAT.

7. Best Times to Post on Instagram in South Africa

  • Monday: 8 p.m. to 9 p.m.
  • Tuesday: 10 a.m. and 8 p.m.
  • Wednesday: 7 p.m. to 9 p.m.
  • Thursday: 7 p.m. to 8 p.m.
  • Friday: 3 p.m.; 7 p.m. to 8 p.m.
  • Saturday: 2 p.m. and 8 p.m.
  • Sunday: 8 p.m.

Note: All the above-mentioned times are in SAST.

8. Best Time to Post on Instagram in India

  • Monday: 7 a.m.; 3 p.m.; 7:30 p.m.
  • Tuesday: 11 a.m.; 1:30 p.m.; 7 p.m.
  • Wednesday: 8:30 a.m.; 4 p.m.; 5:30 p.m.
  • Thursday: 4:30 a.m.; 6:30 p.m.; 9 p.m.
  • Friday: 12:30 a.m.; 2 p.m.; 10:30 p.m.
  • Saturday: 6 a.m.; 7 a.m.; 8:30 p.m.
  • Sunday: 2 a.m.; 4 p.m.; 5:30 p.m.

Note: All the above-mentioned times are in IST.

9. Best Time to Post on Instagram in Pakistan

  • Monday: 7 p.m. to 10 p.m.
  • Tuesday: 8 p.m. to 9 p.m.
  • Wednesday: 8 p.m. to 10 p.m.
  • Thursday: 8 p.m. to 10 p.m.
  • Friday: 7 p.m. to 10 p.m.
  • Saturday: 6 p.m. to 10 p.m.
  • Sunday: 6 p.m. to 9 p.m.

Note: All the above-mentioned times are in IST.

10. Best Time to Post on Instagram in Bangladesh

  • Monday: 10 p.m. to 11 p.m.
  • Tuesday: 10 p.m. to 11 p.m.
  • Wednesday: 8 p.m. to 9 p.m.
  • Thursday: 6 p.m. to 8 p.m.
  • Friday: 10 p.m. to 11 p.m.
  • Saturday: 8 p.m. to 10 p.m.
  • Sunday: 9 p.m. to 10 p.m.

Note: All the above-mentioned times are in IST.

Factor #4: Content Type

instagram content type

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:

1. The Best Time to Post Reels on Instagram

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.

2. The Best Time to Post Carousels on Instagram

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.

3. The Best times to Post Stories on Instagram

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.

How to Determine the Best Time to Post on Instagram For Your Business?

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.

1. Use Instagram’s Built-in Analytics Tools

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:

a) Instagram Mobile App

instagram 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:

  • Your followers' locations
  • Gender and age demographics
  • Their peak activity times

With this information, you can identify when your audience is online and ready to engage.

b) Instagram Creator Studio

instagram creator studio

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.

2. Use Third-Party Tools for Deeper Insights

For more detailed and customizable analytics, you can use third-party tools like:

a) SocialPilot

socialpilot social media management tool

Picture Credit: SocialPilot

SocialPilot simplifies finding your best posting times with features like:

  • A “Time Range” filter that helps analyze engagement over a custom period.
  • Detailed heatmaps that show when your followers are most active throughout the week.
  • Reels analytics to track performance, engagement, and audience preferences.

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.

b) Buffer Analytics

buffer social media management tool

Picture Credit: Buffer

Buffer’s analytics give you a deep dive into:

  • Post performance
  • Audience demographics
  • Optimal posting times tailored to your engagement patterns

You just need to log in to Buffer’s analytics platform and navigate to the “Answers” section for personalized recommendations on when to post.

c) Sproutsocial

sproutsocial social media management tool

Picture Credit: Sproutsocial

Sproutsocial takes it a step further with tools like:

  • ViralPost® Technology: It uses machine learning to identify the best posting times based on your audience’s behavior.
  • Cross-network reporting: It understands how your Instagram posting times impact engagement compared to other platforms.

By using these third-party tools, scheduling Instagram social media videos becomes quite easy for you.

3. Experiment and Adjust

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.

Best Practices for Posting on Instagram

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:

1. Learn and Use New Features

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.

2. Try Different Content Types

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.

3. Craft Attention-Grabbing Captions

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!

4. Use Hashtags Wisely

Posts with hashtags consistently see higher engagement. Use relevant hashtags strategically to make your posts more discoverable.

5. Focus on Authentic Engagement

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.

6. Analyze and Adjust

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.

Conclusion

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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