The best & worst time to post on Instagram in 2020 [Ultimate Crib Sheet]

best time to post on instagram-recurpost-social media scheduling tool

Whether you are a brand trying to make a presence on Instagram or a high school student trying to gain maximum likes and comments, finding out the best time to post is the ultimate deal. Instagram’s algorithm keeps playing with the content that it shows to its users. Back in the days of the chronological feed, you could simply post at weekends or evenings, as time was the first factor considered for posts to show up on top.

But, today, along with creating the most compelling content, it is mandatory to find just the right time to post the right content. Otherwise, your audience might never be able to see your content. 

When you know the correct time to upload your posts, you can make sense of the content overload that occurs many times when you scroll your Instagram feed. Whether you want to use the data to find out the peak times, or you want to take advantage of quieter hours – you can coordinate these insights with your social media management tool, and prepare the best plans to schedule Instagram posts

In case you are searching for a universal answer to the best time to post, we’d be happy to throw light on the fact that there is no one-size-fits-all solution. Every industry is different, every brand is different, and so is the audience. 

The basic thing that you need to know to get more engagement is your audience’s behavior. The more you know about your audience, the better you’ll be able to cater to their content needs. And the more customized your content is, the higher engagement you will receive on your posts. Instagram offers the feature of insights that you can use to find out data about your audience’s behavior. 

best time to post on instagram-recurpost-social media scheduler

We have studied different industries and categorized the best time to post on Instagram for all of them.

Instagram is the second biggest social media platform after Facebook, and the daily logins are only expected to increase in the coming years. Looking at the platform as a whole, the best time to post from Monday to Friday is from 9 AM to 4 PM.

Every day, from 4 PM to 6 PM, the engagement levels drop down comparatively. During the mornings, a bit of activity is noticed, maybe because of the stories that are easy to check at any time.

Now let’s see different industries and the best time for them to post content on Instagram.

1. Best time to post on Instagram for technology industry

Best days: Monday, Tuesday, Wednesday, Friday

Best time: 7 AM to 10 AM

Worst days: Saturday and Sunday, especially afternoons

Mostly, tech companies think that they cannot grab much attention from people on social media. But, there are plenty of ways in which you can create compelling content in the form of BTS videos, employee stories, case studies, etc.

2. Best time to post on Instagram for education sector

Best days: Friday, Saturday

Best time: 9 AM to 8 PM

Worst days: Sunday and Monday, especially mornings

To engage the people with your content, highlight activities that are undertaken at the institute, campus life, events, workshops, etc. During the night, a reasonable proportion of people stay online, so you can also experiment posting between 8 PM to 11 PM.

3. Best time to post on Instagram for media industry

Best days: Wednesday, Thursday, Friday

Best time: 8 AM to 4 PM

Worst days: Saturday and Sunday, especially in mornings and nights

Media companies usually get engagement during odd hours. Thus, it is no harm in experimenting with your posting schedules. Fridays (9 AM to 5 PM) are the best days to post, followed by Monday to Thursday from 8 AM to 4 PM.

4. Best time to post on Instagram for healthcare industry

Best days: Tuesday, Thursday

Best time: 7 AM to 7 PM

Worst days: Friday, Saturday and Sunday

The Healthcare industry has limited options with the kind of content it can show on social media. However, there is a scope of connecting with local authorities and providing people with education related to health issues. 

5. Best time to post on Instagram for finance sector

Best days: Wednesday, Friday

Best time: 10 AM to 4 PM

Worst days: Saturday, Sunday, Monday

At the first glance, financial sectors may not even consider growing a presence on social media. But, you can ideally use it to highlight events, customer feedbacks and stories, video content, and short articles. 

6. Best time to post on Instagram for non-profit sector

Best days: Monday, Tuesday, Wednesday

Best time: 9 AM to 8 PM

Worst days: Saturday, Sunday, especially in midnights and evenings

Social media platforms have been the hot favorite for non-profit organizations, as they can spread awareness and gain volunteers easily for contributing in their social work. Weekdays and afternoons make the best combination for building engagement in this case. 

7. Best time to post on Instagram for consumer goods

Best days: Monday to Friday

Best time: 9 AM to 5 PM

Worst days: Sundays

Well, the visual nature of Instagram is the perfect fit to showcase and sell products of almost all kinds. A huge number of brands have already built their presence and are generating sales using influencer marketing, organic efforts, and paid ads.

8. Best time to post on Instagram for non-retail e-commerce

Best days: Monday to Friday

Best time: 4 PM to 9 PM

Worst days: Saturdays

The top non-retail e-commerce brands observe the highest engagement during nights and evenings, on all weekdays – majorly on Thursday. It’s because the audience is particularly interested in watching entertaining videos after work hours.


instagram engagements -recurpost-social media scheduler


Point to note: You might have thought that weekends are the best days to post content on Instagram, as everybody is free from work. But, from the above research, it is quite clear that weekdays are better to post, especially for brands. On weekends, people generally post their own pictures or scroll through content that is entertaining; for example, memes. 

Best practices to play with the posting timings

1. Learn about your audience

learn about your audience-recurpost-social media scheduler

As we discussed in the beginning, knowing your audience is the most crucial. Open up your Instagram analytics, and have a look at the gender, location, and other habits. Also, see the timezone from where the majority of your followers belong. Use those insights along with the above data to obtain the best results.

2. Carry out A/B testing

Do not limit your posting schedule to only the best times. Try and experiment with other time schedules too. There is nothing like “set it and forget it” on Instagram, as the algorithm keeps on changing. 

3. Measure your progress

When you carry out A/B testing, prepare a spreadsheet that contains information about the posts, the date and time of posting, the likes received, and the comments made. Do this for a month, and you will have your own data that can be used to choose the best timing thereafter.

4. Optimize your content

Posting on the best time will not give you all the results that you want. You need to work on the content that you put in front of your audience. Post high-quality photos and videos, write indulging captions, and use the correct hashtags to reach the maximum number of people. 

5. Schedule your content

schedule your content-recurpost-social media scheduler


Prepare your entire month’s content well in advance and schedule them using a social media scheduling tool, such as RecurPost. This way, you can make sure that the right content goes out at the right time on your Instagram feed. You can even use the personalized insights that are provided by RecurPost.

6. Save your important posts for weekdays

As the B2B companies and other brands get the most engagement during weekdays, make it a practice to share your best content during that time. Experiment on weekends using content that does not affect much to your brand even if fewer people see it.

How to Schedule for Best Time to Post on Instagram

Now you practically know everything about the right time to post on Instagram and how to gain the highest engagement levels. Next, you need to schedule all your content according to the data collected. 

There are a lot of reasons for you to use a social media scheduler, but the best being the ability to send out posts consistently on appropriate timings. Using RecurPost, doing that is as easy as pie.

You just need to upload all your content in the content libraries and select the timings to post. Its drag and drop editor is amazingly convenient to use. You can also create recurring schedules that will help to keep driving traffic from your best performing content. Additionally, it will show you your tailored reports of timings when your content is performing the best (and the worst).

By strategically planning and scheduling your content on Instagram, you will be able to drive more engagement, gain followers, obtain leads, and build your brand’s identity!

Summing Up,

Instagram can sometimes feel like a minefield, and that is the reason why it is important to be in sync with your audience. Knowing the best time to post will serve as a foundation of a successful presence on Instagram. You can utilize all the above data and you will soon have an audience that looks out for your posts and shares them enthusiastically! 

Also, you might be interested in topics revolving around social media and learning how Instagram ads work, how to do Twitter marketing, or the steps to run Facebook Ads. We have got a complete source where you can get rich information that will help you in making your social strategies strong. Click here to check out!




  1. Stacey Mcnally June 16, 2020 Reply

    How does this apply to different time zones??

    • Team RecurPost June 16, 2020 Reply

      Great question, Stacey. It’s time zone agnostic. People are generally online at the same time regardless of the timezone. If you have audiences in different timezones then you will need to make a decision there. You could even post variations of your post over multiple times to cover multiple audiences. It actually gives you an option to target different versions for different audiences. I hope that answers your question.

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