When is the Best Time to Post on Instagram in 2024 [+ Cheat Sheet]

Instagram has changed its algorithm over the last few years, making it much more difficult for you to share visible posts on Instagram. It gives top priority to posts made by users' friends and family, with less likelihood of business posts being added to people's queues.

The platform provides even less weight to business posts that include links that are likely to take people away from the Instagram app. To succeed on Instagram, businesses need to play the game well. That includes picking the best time to post on Instagram and targeting a time when people look at their Instagram accounts, but this doesn't coincide with the time when most people upload their Instagram content.

Since Instagram is set to reach a platform population of 1.44 billion, businesses cannot skimp on developing a strong presence on it. Knowing when to post for maximum reach and engagement is a part of this strategy. This cheat sheet will take some of the guesswork out of Instagram posting for you.

How to Use Our Tool to Find the Best Time to Post on Instagram?

It's very likely that the best time to post on Instagram for your profile may differ from that of another brand or influencer. The difference in audience, niche, time zones, and generic engagement rates make it difficult to recommend a definite single best time for everyone.

Luckily, our tool can give you some estimate of what that best time is, whether your account is a business or personal one, based on your audience. All you need is the country and city where most of your audience comes from.

Let's take Kennedy Walsh as an example. She's a New York-based influencer who dabbles in beauty, fashion, lifestyle, and art. We put her country and city in our calculator and found that the best times to post on Instagram for her are:

Kennedy Walsh best time to post on Instagram

• 3:00 PM on Wednesday
• 6:00 PM on Thursday
• 7:00 PM on Thursday
• 2:00 PM on Friday

How did our tool get to these results? The analysis is based on the activity of Instagram users in a particular city.

Let's do the same calculations for a brand. Sabo is a small business that sells succulents, handmade gifts, and cacti. They're based in Santa Fe, New Mexico, so we'll assume that's where their largest audience is. According to our tool, the best times for Sabo to post on Instagram are:

Best time to post on Instagram for Sabo

• 5:00 PM on Wednesday
• 8:00 PM on Thursday
• 9:00 PM on Thursday
• 4:00 PM on Friday

Sure enough, businesses and influencers on Instagram have audiences from different parts of the world, which means their peak activity may not be at the same time. However, you can use our tool to find the time when your largest audience segment is most active. Posting at these times can help boost engagement.

Free Instagram Post Times Planner

We have developed the Instagram Post Times Optimizer Tool to help you post at the exact right times so as to maximize your engagement rates based on your most active follower location time zones and research of over 12 million Instagram posts. Optimize your Instagram Post Times Here.

What Is the Best Time to Post on Instagram in 2024, According to Different Sources?

Although there's no one-fits-all formula for finding the perfect time to post on Instagram, various studies and analyses have been conducted to determine the best posting times. Here's an overview of some of them.

Social Pilot

According to Social Pilot's study, the best time to post on Instagram is between 7 AM and 9 AM on weekdays. Here's the best time to post for every day of the week:

• Monday: 12 PM and 1 AM
• Tuesday: 12 PM and 1 AM
• Wednesday: 8 AM, 2 PM, and 6 PM
• Thursday: 3 PM and 8 PM
• Friday: 12 PM to 1 PM and 8 PM to 9 PM
• Saturday: 11 AM to 3 PM
• Sunday: 1 PM to 5 PM

Their analysis of over 50,000 Instagram accounts also showed that the best time to post on Instagram differs across industries, too. For example, for travel and tourism, the best times to post are:

• Weekdays: 10 AM to 12 PM and 7 AM to 9 PM
• Weekends: 9 AM to 11 AM and 4 PM to 6 PM

On the other hand, fashion and apparel should post between 12 PM to 2 PM on weekdays and 9 AM to 11 AM on weekends. All aforementioned times are according to the Eastern Time Zone (EST).

Sprout Social

Sprout Social also conducted a study analyzing thousands of Instagram posts and accounts. According to their research, here are the best times to post on Instagram:

• Monday: 11 AM to 2 PM
• Tuesday: 10 AM to 4 PM
• Wednesday: 9 AM to 4 PM
• Thursday: 9 AM to 1 PM and 2 PM
• Friday: 11 AM

Their research also found that the best days to post on Instagram are Tuesdays, Wednesdays, and Thursdays. Sunday is the worst day to post on the platform.

As for industry differences, Sprout Social found that the best time for travel and hospitality industries is noon to 2 PM and 4 PM on Wednesdays and 11 AM to 1 PM on Sundays. For restaurants, the best time is 10 AM to 1 PM on Mondays and 11 AM to 2 PM on Tuesdays.

Hootsuite

Hootsuite data found that, universally, the best time to post on Instagram is 11 AM PST or 8 AM EST on Wednesdays. Here are the best times to post on each day of the week, also in EST:

• Monday: 11 AM
• Tuesday: 8 AM
• Wednesday: 11 AM
• Thursday: 11 AM
• Friday: 2 PM
• Saturday: 8 AM
• Sunday: 6 PM

Buffer

Buffer analyzed 5 million social media posts to find the best times to post on Instagram. Their findings are slightly different from those of Sprout Social and Hootsuite, as they found that the best time to post on Instagram is from 7 AM to 8 AM on weekdays. Here are the optimal times for every day of the week:

• Monday: 7 AM
• Tuesday: 7 AM
• Wednesday: 7 AM
• Thursday: 7 AM
• Friday: 4 PM
• Saturday: 7 AM
• Sunday: 7 PM

Monday and Friday are the best days to post on Instagram, while Saturday and Sunday have the lowest engagement rates. Buffer also analyzed the content type and their respective engagements. They found that Reels have the highest median engagement compared to images and carousels.

Later

Later's research found that the best time to post on Instagram is 4 AM. Based on 9 million Instagram feed posts from across the globe, they found the best times to post on Instagram each day of the week to be:

• Monday: 4 AM, 5 AM, 6 AM, and 9 PM
• Tuesday: 12 AM, 4 AM, 5 AM, and 6 AM
• Wednesday: 2 AM to 6 AM
• Thursday: 4 AM, 5 AM, and 6 AM
• Friday: 4 AM, 5 AM, and 6 AM
• Saturday: 4 AM, 5 AM, and 11 AM
• Sunday: 3 AM, 5 AM, 9 PM, and 11 PM

They also analyzed different content formats and found that the best time to post Reels is 4 AM, while the best day for Reels engagement is Thursday.

Hopper HQ - Best Times to Post Stories and Reels

Hopper HQ conducted a study on the best time to post on Instagram and found that you get the most engagement between 9 AM and 10 AM on Wednesdays. As for the whole week, here are the best times:

• Monday: 12 PM to 2 PM
• Tuesday: 8 AM to 10 AM
• Wednesday: 11 AM to 1 PM
• Thursday: 12 PM to 2 PM
• Friday: 4 PM to 6 PM
• Saturday: 10 AM to 1 PM
• Sunday: 5 PM to 7 PM

Their analysis also found that while Wednesday is the best day for engagement, Monday is the worst. 

As for Reels, the best time to post them is between 11 AM to 2 PM and after 6 PM. 

For Stories, the best time is between 11 AM and 2 PM since people tend to check their phones during lunch breaks. 

Check out our guide on Instagram Stories hacks for more details on making Stories work for your Instagram strategy. 

Best Times to Post on Instagram for Different Sectors

Your best posting times will depend on the sector in which you operate. For example, data from various sources shows a clear variation:

• Best Times to Post on Instagram for Media Companies: Friday at 3-6 PM, 9 PM - 12 AM
• Best Times to Post on Instagram for Ecommerce Companies: Saturday at 9 PM - 12 PM
• Best Times to Post on Instagram for Educational Organizations: Monday at 9 PM - 12 AM
• Best Times to Post on Instagram for Healthcare Companies: Saturday at 6 PM - 9 PM
• Best Times to Post on Instagram for Electronics Organizations: Thursday at 3 PM - 6 PM
• Best Times to Post on Instagram for IT Companies: Saturday at 6 PM - 9 PM
• Best Times to Post on Instagram for Transportation Companies: Saturday at 9 AM - 12 PM

Which Factors Affect the Best Time to Post on Instagram?

As we've discussed, the best times to post on Instagram differ across profiles and industries. Here are some factors that impact the best time to post on Instagram:

1. Audience Demographics

Which age is your target audience? Are they students, professionals or stay-at-home parents? Audience demographics play a big role in the best time for Instagram posts.

For example, if most of your audience are stay-at-home moms, you might get more engagement during the afternoon when their kids are napping. However, if your audience is predominantly students, you can expect more engagement during the evenings or weekends.

See our Instagram Calculator to calculate the engagement rate of your account based on the number of followers, category, and average post likes.

2. Time Zones

Some brands and influencers have an international audience. So, the best time for them to post on Instagram might not be the same as their local audience.

Let's say you're a brand in New York, US. According to your own analysis and industry research, the best time for you to post on Instagram is 4 PM. However, 30% of your audience is from Australia. With a 14-hour difference between New York and Canberra time, your best time to post on Instagram for the Australian audience will be early morning, around 6 AM.

So, you should factor in time differences when posting for different audiences.

3. Content Type: Reels, Stories or Feed Posts

As you might have noticed from the studies we mentioned above, the best times for posting Reels, Stories, and feed posts tend to differ. While there's no comprehensive explanation for why that might be the case, it could be due to the duration and the type of content.

For example, Stories are usually the first thing people see on Instagram. So, your audience may engage with them on the go or during work breaks. Due to their shorter duration, they may also be more likely to engage with them multiple times in a day. You can check Instagram Stories Analytics to see when your audience engages most with them.

On the other hand, feed posts, especially carousel posts and Reels, require more time and attention from the audience. The best times to post them may be when your audience is free, such as early in the morning or in the evening.

4. Day of the Week

The day of the week may also affect the best Instagram posting times. In most studies we discussed, weekdays are better for posting on Instagram compared to weekends. It may be because people spend time with their families or do their weekly chores on the weekends, so they may not check their phones as frequently.

During weekdays, most people come home tired from work. Their primary source of unwinding is most likely doom scrolling on social media. That's why weekday evening posts may get high engagement. 

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

Industry research based on other people's Instagram posts can only give you so much insight. Here are some tips to help you figure out the best Instagram posting times for your particular business.

1. Analyze Your Audience

Start by conducting an audience analysis. Look at the following descriptors: age, gender, location, interests, time zone, and behaviors. The key is to create a buyer persona for your target demographic. Our guide on Instagram Analytics will help you in this process.

You can also use social media listening tools to gather data on when you get the most comments and likes on your posts. We have a list of social media listening tools that you can use.

2. Compare With General Best Times

Compare your particular audience's activity times with those of industry studies we've discussed above. If they match, you're golden. If not, find a middle ground.

For example, Sprout Social found that the best time to post on Instagram on Wednesday is between 9 AM and 4 PM. Let’s take a hypothetical case: based on your Instagram Analytics and your social monitoring tools, you found that your audience is most active from noon to 2 PM since they're mostly corporate employees who likely use their phones during lunch breaks.

So, instead of posting at 10 AM, which is what you'd do if you only considered industry studies, you can post at 1 PM. You'll get more views and engagement that way.

3. Experiment With Different Times

Conduct an in-house experiment to find the best time to post on Instagram. You can post at different times for a few weeks. Also, experiment with different formats at different times just to make sure that it's not the type of content but rather the time that matters.

Then, look at Instagram Analytics to find the posts with higher engagement rates than others. Once you've identified a pattern, stick to it and see if it consistently works for your audience.

4. Track Engagement

Monitor metrics like comments, likes, shares, and saves for the content you post at different times. Notice which posts get more engagement and at what times. If your audience is in different time zones, get insights from the analytics to determine the best time for posting based on those specific regions.

For example, you may notice that 1 PM is when you get the most engagement overall on your posts. However, your overseas audience is most active at 6 AM US time since it's their evening. Use this information to tailor your posting schedule to each time zone and buyer segment.

Check out our selection of social media monitoring tools to find a tool for your business.

5. Analyze Your Competitors

It also helps to look at your competitors, especially those who get high engagement rates on Instagram, since your audiences are the same. What time do they post? Also, which day of the week do they seem to post more?

Instagram lets you set up notifications to get alerts when an account you follow posts. Use this feature to know exactly when your competitors are posting and what content they're sharing. You can then replicate their posting schedule and see if it works for you.

6. Decide on Approximate Times

Use all the factors we've mentioned above to come to an approximate best-time-to-post list. It might take a month or two of experimentation, but you'll get there.

For example, if, based on our posting recommendations and personal data, you find that noon to 2 PM is your most engaging window on Wednesdays, you can confirm this with a competitor analysis. Let's say you notice that three of your competitors post at 1 PM, and they get a lot of engagement. You can then decide to post at 1 PM, too.

See how you narrowed down the range from 9 AM-4 PM to 1 PM? Do this for other days of the week, too.

7. Use Instagram Scheduling Tools

After finding the right time to post, the next step is getting the posts up on those times. This can be tricky, especially if your schedule is jam-packed or your international audience is active at times when you're asleep or out of the office.

You can use Instagram scheduling tools to schedule the posts for the whole week in advance. Besides ensuring the posts are published at the best times, these tools also help maintain a consistent posting schedule. Check out our list of Instagram scheduling apps to pick one. 

Why Post on Instagram At a Certain Time?

You may wonder why you must go through so much trouble to post at a specific time. Well, it's the secret sauce to Instagram success. Let's explain in detail.

1. To Increase Reach

It's quite simple. If you post at a time when your audience is more active, there's a higher chance that more people will see your post. On the contrary, if you post in the middle of the night or a time when your audience is busy, by the time they check their feed, your post will be buried under newer posts.

2. To Increase Engagement

Higher audience activity ultimately increases the chances of engagement. Also, when you figure out a time to post, you can also stay active at that time. This gives you the opportunity to respond to comments for community engagement.

Our guide on social media community management provides more insights in this regard.

3. To Keep Up With Algorithm Changes

Social media platforms undergo algorithm changes regularly. In most cases, you won't even know what has changed. Instagram leaders have revealed in the past that there's an independent algorithm for each part of the app, and there's not much transparency about it to the public.

According to Mathew Cruz, ex-HubSpot marketer,

"Instagram's algorithm and UX changes have made an impact on the effectiveness of posting at specific times. Unless your users are consuming their content in the 'following' view, the time your audience will see your content can vary."

If you have cracked the best time to post, you can keep up with algorithm changes. Plus, if you notice a dip in engagement, you can detect an algorithm change early on and adapt accordingly.

That's what Annabelle Nyst, a social media content manager, recommends,

"The more you adhere to what Instagram wants to see, the more the algorithm will favor you. Also, always optimize for value and engagement first."

Posting times are a part of optimization.

4. To Create a Consistent Posting Schedule

According to Erin McCool, a HubSpot marketer,

"Quality and consistency of content is more important than timing."

We agree, but what if you could couple both timing and consistency?

Knowing when to post can help you create a consistent posting schedule since you know how much content you need to make and when it is to be scheduled. It also saves your social media teams time since they don't have to be in an "always on" mode. You can even batch-create and schedule posts in advance.

Try some free social media scheduling tools if you are on a shoestring budget.

5. To Find Brand Advocates

When you post at high-engagement times, you can identify people who engage with your posts frequently. They can then be used as brand advocates. For example, you can work with them to create user-generated content for your Instagram profile. Since these people are also active when you are, chances are that they can create high-quality content at the same time as your posts.

Learn how to create a user-generated content campaign from our guide.

Time to Get Posting

As you can see, there is no single best time to post on Instagram. However, you can get a general idea of popular times from recent studies and then combine it with the actual data from your Instagram insights to get a good guide to the Instagram habits of your audience.

You can also experiment with different posting schedules and analyze when your competitors post. Once you've found the ideal posting times for your business, create posts in advance and schedule them to save yourself time and resources.

Posting at the best time is important to maintain consistency. It also tells your loyal followers that you are active and engaged with them. More importantly, you can identify brand advocates and UGC creators by keeping an eye on which accounts engage most frequently with your posts and Stories. 

About the Author

Influencer Marketing Hub

Writer

The Influencer Marketing Hub Team brings together a diverse group of experts with a passion for influencer marketing, digital trends, and social media strategies. Each piece of content crafted by this team is researched and written to provide valuable insights, tips, and updates for our readers. Our authors are dedicated to delivering high-quality, informative, and engaging articles that help businesses and influencers thrive in this rapidly changing digital world.