Best Times to Post on Instagram in 2025 (Backed by 2M+ Posts)

The best times to post on Instagram refer to specific hours during the day when users are most likely to engage with content, measured through likes, comments, shares, and reach.

According to an analysis of over 2 million Instagram posts shared via RecurPost in the past 90 days, these optimal windows vary by content type and day of the week. Instagram engagement patterns in 2025 have shifted, requiring marketers to rely on dynamic, real-time data instead of outdated generalizations.

The study categorized content into Reels, carousels, and static images and measured their engagement efficiency using metrics such as interaction-to-impression ratios and follower activity curves. 

Unlike conventional averages, RecurPost’s model offers granular, content-specific time slots informed by live audience behavior trends. Marketers are advised to schedule posts within these data-proven windows to achieve measurable gains in visibility, especially as Instagram’s algorithm favors recent, high-performing posts.

Let’s examine the optimal posting times for Instagram.

When is the Best Time to Post on Instagram in 2025?

Based on 2 million Instagram engagement data from June 2025, the highest-performing time to post is Thursday at 9 PM (21:00), followed closely by Sunday and Wednesday evenings between 8–10 PM. These time slots consistently deliver peak engagement across likes and comments, making them the most relevant hours to maximize reach and interaction.

What’s Different About Instagram Posting Times in 2025?

As we move through 2025, Instagram posting times continue to evolve with changing user behaviors and platform updates. Drawing from over 2 million engagement data collected up to June 2025, several clear shifts have emerged in the best posting times compared to previous years:

Extended Evening Engagement:

Unlike previous years when engagement declined after 21:00, the 2025 data reveals a significant rise in late-evening activity. Engagement now peaks at 21:00 on Thursdays, and remains strong until 22:00–23:00 on Sundays and Wednesdays, signaling increased screen time during late hours across weekdays.

Earlier Weekend Activity:

Instagram usage on weekends has shifted earlier in the day. On Saturdays, engagement gradually builds after 09:00 but reaches its highest between 13:00 and 17:00. On Sundays, mornings show lower activity, with peak engagement shifting decisively to the evening hours, especially between 19:00 and 22:00.

Midweek Dominance:

While Monday and Friday were previously favored for Instagram posting, 2025 data shows a clear shift: Wednesdays and Thursdays consistently deliver the highest engagement across industries. Engagement peaks sharply on Thursday at 21:00 and Wednesday at 21:00, with both days also maintaining strong performance from 20:00 to 22:00. In contrast, Monday and Tuesday show moderate engagement, and although Friday performs well in the evening, it doesn’t match midweek spikes.

Algorithm Prioritization Changes:

Instagram’s 2025 algorithm updates have intensified the impact of recency, making precise posting during high-engagement hours more essential than ever. Missing these windows often results in lower initial reach and slower content momentum.

Global Synchronization:

With increased global content visibility and overlapping online hours, the window for the best posting has become narrower yet more consistent across time zones. Evening slots around 20:00–22:00 now hold cross-regional relevance for both local and international audiences.

Global Best Times to Post on Instagram

The data reveals that posting at specific afternoon and evening hours significantly boosts engagement. Rather than early afternoons, the most effective time slots fall between 15:00 and 22:00.

• Engagement climbs steadily from 13:00 (1 PM), peaking between 15:00 and 17:00 on weekdays, particularly Tuesday and Friday.
  
• Unlike older patterns, evening activity remains very strong, especially from 20:00 to 22:00, with standout performance on Wednesday, Thursday, and Sunday nights.
  
• The 21:00 (9 PM) slot is consistently one of the highest-performing windows, not a low point as previously thought.
  
• Engagement begins to taper off after 22:00, but still outperforms early-morning and late-night hours.
  
• As expected, 1:00–4:00 shows minimal engagement across all days, making it the least effective window for most accounts.

Best hour to post on Instagram

Many Instagram users wonder if their posting time aligns with audience activity. Here’s a revised hourly guide based on real 2025 engagement patterns from over 2 million data points:

🕔 05:00 – 07:00:
Engagement during early morning hours remains modest. It may still benefit fitness, motivational, or business accounts targeting early risers, but performance is lower than the afternoon and evening peaks.

🕖 07:00 – 09:00:
Light engagement begins here, with some traction on weekdays as users check their phones before or during their commute. However, this slot no longer ranks among the top-performing hours in 2025.

🕙 10:00 – 12:00:
Engagement picks up during late mornings, particularly on Tuesdays and Wednesdays, making this a good window for informative and relatable content across industries.

🕛 12:00 – 14:00:
Contrary to past trends, midday is not the strongest window anymore. While it still performs moderately well, especially on Tuesdays and Fridays, it is now outperformed by late afternoon and evening hours.

🕒 15:00 – 17:00:
Engagement surges during this slot, especially on Monday through Friday. It’s an ideal time for entertainment, product teasers, or scroll-stopping visuals, capturing users during mental breaks.

🕔 17:00 – 19:00:
Engagement remains consistently strong here, with a slight dip compared to the next slot. It’s effective for lifestyle, food, shopping, and after-work relaxation content.

🕖 19:00 – 21:00:
This is now one of the most powerful engagement windows. Wednesdays, Thursdays, and Sundays at 21:00 show record-high performance in your dataset. Ideal for entertainment, fashion, ecommerce, or any high-impact visuals.

🕘 21:00 – 23:00:
Engagement peaks sharply at 21:00, especially on Thursday and Sunday. While it tapers after 22:00, this window remains highly effective for evening routines, reflective posts, and inspirational content.

🕚 23:00 – 01:00:
Engagement begins to decline after 23:00, with reduced user activity across most days. Still, it may work for global audiences or niche content targeted at night owls.

The Best Time to Post on Instagram on Monday

Start your week strong by posting in the late afternoon or evening, when engagement on Mondays truly peaks. The best time to post is at 20:00 (8 PM), which records the highest engagement of the day. Additional strong windows include 17:00 (5 PM) and 15:00 (3 PM), making the afternoon-to-evening block from 15:00 to 21:00 the most effective stretch for reaching your audience.

Wondering if Monday is a slow day due to “Monday blues”? Don’t worry — the data says otherwise. While engagement remains moderate during working hours, users turn to Instagram in large numbers after work, making Monday a reliable day to post and connect with your followers.

The Best Time to Post on Instagram on Tuesday

According to engagement trends tracked through June 2025, Tuesday shows strong activity from mid-morning through early evening. The best time to post is at 17:00 (5 PM), followed closely by 15:00 (3 PM) and 18:00 (6 PM). There’s also a noticeable spike at 09:00 (9 AM), making it another effective window to reach users as they start their day.

Overall, Tuesday is a highly active day for Instagram engagement, offering multiple high-performing slots that align with user breaks, work transitions, and evening scroll habits. Scheduling content during these peak hours can help maximize visibility and interaction.

The Best Time to Post on Instagram on Wednesday

Wednesday stands out as one of the most effective days to post on Instagram, especially during evening hours. The data shows peak engagement at 21:00 (9 PM) and 20:00 (8 PM), with continued strong performance at 22:00 (10 PM). Earlier in the day, 11:00 AM and 17:00 PM (5 PM) also show high levels of user interaction.

If you’re targeting users in Eastern Time, these engagement spikes align well with after-work and late-evening usage patterns. While morning hours like 09:00 and 11:00 still perform decently, evenings now dominate engagement behavior in 2025.

As for the West Coast? Expect similar patterns, but shifted slightly later. So if you’re in California, posting around 18:00–20:00 PT will likely capture that same peak energy.

The Best Time to Post on Instagram on Thursday

Thursday ranks as one of the highest-performing days on Instagram, with engagement peaking at 21:00 (9 PM), the single most active hour across the entire week. Other strong windows include 22:00 (10 PM) and 20:00 (8 PM), making Thursday evenings the most effective time to reach your audience.

While mid-morning slots like 11:00 AM still show healthy engagement, the shift toward evening browsing behavior in 2025 means your content is far more likely to gain traction between 20:00 and 22:00. These hours align with end-of-day routines and early weekend planning, creating a powerful window for content visibility and interaction.

The Best Time to Post on Instagram on Friday

Fridays show a steady build-up in engagement from late morning, but the real surge happens in the evening hours. The top-performing time slots are 20:00 (8 PM) and 21:00 (9 PM), which record the highest user interaction, making them prime hours to publish content that rides the wave of weekend anticipation.

Strong engagement is also seen between 13:00 and 17:00, especially at 15:00 and 17:00, offering multiple opportunities throughout the day to connect with your audience.

While early morning (before 08:00) and late night (after 23:00) slots show minimal engagement, evening content, especially entertainment, lifestyle, or weekend-related posts, performs exceptionally well on Fridays.

The Best Time to Post on Instagram on Saturday

Saturday shows exceptionally strong engagement across the early afternoon hours. The best time to post is at 13:00 (1 PM), which recorded the highest engagement overall. This aligns with users relaxing into their weekend and browsing Instagram during lunch or early leisure hours.

Engagement remains consistently high between 12:00 and 17:00, with notable peaks at 14:00 and 17:00. These time slots offer extended visibility and interaction, especially for lifestyle, entertainment, or shopping-related content.

While early morning hours (like 09:00) do show solid engagement, they are now outperformed by the midday surge. Evening posts at 21:00 and 23:00 still generate meaningful interaction, making Saturday a flexible day with multiple high-performing windows.

Saturday is not a bad day to post at all, it delivers some of the most consistent engagement throughout the day, provided you time it within those top-performing hours.

The Best Time to Post on Instagram on Sunday

Sunday shows strong engagement throughout the afternoon and peaks dramatically in the evening. The best posting windows fall between 1 PM and 3 PM, and again from 8 PM to 10 PM, with 9 PM (21:00) marking the highest engagement of the entire day.

So, is Sunday a good day to post on Instagram? Absolutely. While mornings are moderate, the platform sees a steady rise in activity as the day progresses, likely as users wind down their weekend and scroll before the new week begins.

Although some assume Sundays are quiet due to family time or offline plans, the data reveals otherwise. Evening hours, in particular, are packed with users actively engaging, making Sunday a strategic time for posts, especially if your content is calming, reflective, or entertaining.

Is midnight a good time to post on instagram?

Nighttime Instagram posting can be surprisingly effective if timed right. While overall engagement tends to decline after peak daytime hours, some late-night slots show significant interaction, especially on weekends. Midnight can be a good time to post on Instagram—but only under specific conditions:

High-Engagement Nights (Based on Jun-2025 Data):

• Sunday night is the top performer, with peak engagement at 21:00, reaching over 3x interactions, the highest night-time number of the week. Many users relax at home, scroll through Instagram, and prepare for the upcoming week.
  
• Friday nights maintain strong engagement from 20:00 to 00:00, as users unwind and actively seek entertainment and weekend inspiration.
  
• Saturday nights show a dip around 21:00–23:00 but rebound after 00:00, especially between 01:00 and 02:00, driven by night owls, creators, and audiences active during post-party or stay-at-home hours.
  

⚠️ Lower Engagement:

• Monday through Thursday nights see a steady decline after 22:00. By 00:00, engagement levels are significantly lower unless you’re targeting niche audiences (e.g., productivity, global markets, or late-night creatives).

Best Times for Instagram Reels, Stories, and Live

The optimal timing for different Instagram features can boost your engagement. Let’s break it down:

Best Time to Post Reels on Instagram

The best time to post Reels on Instagram is between 9 AM and 12 PM, Monday through Thursday. Reels tend to perform best during these hours, with peak engagement typically occurring on Wednesday. For maximum visibility, try posting Reels around 11 AM on Wednesdays, as this is considered the best time to post Reels on Instagram.

Want to make the process even easier? Check out our detailed guide on How To Schedule Instagram Reels and ensure your content always hits the mark at the right time!

Best Time to Post Stories on Instagram

Instagram Stories receive highest engagement from 4 PM to 6 PM on weekdays, peaking at 7 PM, with Fridays performing best as users catch up before weekends.

Best Time to Go Live on Instagram

Instagram Live performs best between 7 PM and 9 PM on weekdays, particularly Tuesdays and Thursdays, while weekend afternoons (2 PM to 4 PM) work well for lifestyle content.

These times are general guidelines. Your specific audience’s behavior may vary, so always check your Instagram Insights for personalized data on when your followers are most active.

The best time to post on Instagram according to the locations

Worried about finding the best local times to post on Instagram when you live in different regions around the world? Don’t fret! We’ve got you covered. 

Here are the best times to post on Instagram for various locations. Whether you’re in Australia, the USA, the UK, Malaysia, Canada, or Europe, we’ll help you navigate the ideal best times to post on Instagram to boost your Instagram engagement and reach your audience effectively. 

Here are the specifics of when and where to make the most of your Instagram posts.

Best time to post on Instagram Australia

Best times to post on instagram in australia is during weekdays from 7 AM, capturing the post-work and relaxation period. Weekends show a shift, with 6 PM to 8 PM being prime as Aussies enjoy their midday leisure time, often checking social media during brunch or outdoor activities.

Best time to post on Instagram in the USA

Generally, weekdays see higher engagement than weekends. Tuesday through Friday are often considered the best time to post on Instagram in USA, with Wednesday and Thursday typically seeing peak activity. Is Sunday a good day to post on Instagram? While it can work for some niches, it’s generally not as effective as weekdays. Similarly, is Saturday a bad day to post on Instagram? It’s not necessarily bad, but engagement tends to be lower compared to weekdays.

When it comes to specific times, here’s a breakdown:

a. Weekdays

• Morning: 8 AM – 9 AM
• Evening: 5 PM – 6 PM

b. Weekends

• Morning – 9 AM to 2 PM

The best time to post on Instagram on Tuesday often falls within these ranges, with a sweet spot around 11 AM or 7 PM.

For those wondering about the best time to post on Instagram at night or the best time to post in the evening on Instagram, the 7 PM – 9 PM window typically performs well. But is it bad to post on Instagram at night? Not necessarily. In fact, for certain audiences, late-night posts can be quite effective.

This brings us to a common question: Is 10 PM too late to post on Instagram? While it’s later than the usual peak times, it can still be effective, especially if your target audience includes night owls or spans multiple time zones.

Now, let’s address the flip side. Is there a bad time to post on Instagram? While no time is universally “bad,” certain periods see consistently lower engagement. The worst time to post on Instagram is generally between 1 AM and 5 AM, when most users are asleep. Similarly, the worst day to post on Instagram is often Saturday, as many users are engaged in offline activities.

Best times to post on Instagram UK

Determining the best days to post on Instagram in the UK involves considering factors like work schedules, commuting patterns, and weekend activities. While weekdays often see higher overall engagement, weekends can also be effective, especially for leisure-related content.

While there’s no universally agreed-upon worst days to post on Instagram, understanding potential low-engagement periods can help you optimize your posting schedule. Typically, very early mornings and late nights might experience lower activity.

In general, weekdays tend to see higher engagement than weekends. The best time to post on instagram uk are:

a. Weekdays

• Morning: 8 AM – 9 AM
• Evening: 5 PM – 6 PM

b. Weekends

• Afternoon – 12 PM to 2 PM

The best time to post on Instagram in the UK often aligns with commuting times and breaks. This typically falls between 8 AM and 9 AM and 5 PM to 6 PM on weekdays. However, the question, “is 5 PM a good time to post on Instagram?” is valid, as it coincides with the end of the workday for many.

Evening posts can also be effective, but the question, “is it good to post on Instagram at night?” depends on your target audience. While some users are active late at night, it might not be the peak time for everyone.

Understanding whether Sunday is a good day to post on Instagram or if Saturday is a good day to post on Instagram is crucial. While weekends often see a shift in user behavior, with more leisure time, consider your target audience’s preferences. Additionally, the question, “is Sunday morning a good time to post on Instagram?” can be explored, as it might align with post-weekend routines.

Remember, these are general guidelines. The best approach is to experiment with different posting times, track your performance, and adjust your strategy accordingly.

Best time to post on Instagram in Malaysia

In Malaysia, the best times to post on Instagram are from 12 PM to 2 PM and again from 6 PM to 8 PM on weekdays, aligning well with lunch breaks and post-work relaxation periods. Weekend Instagram activity is most effective from 10 AM to 12 PM, capturing users during their leisurely morning routines.

For Saturday specifically, the optimal time to post on Instagram in Malaysia is between 10 AM and 12 PM, when users are typically engaged in casual browsing and social interactions.

Best time to post on Instagram in Canada

Understanding the best time to post on Instagram canada can greatly enhance your content’s visibility and engagement. The best times are generally early morning at 9 AM and late evening at 6 PM, aligning with when users are most active. Posting at 5 PM is also effective, as many users are finishing their workday and checking their feeds.

Regarding specific days, Friday is a great day to post, especially in the evening, as users are preparing for the weekend and tend to engage more with content. Saturday is also effective, particularly in the morning from 10 AM to 12 PM and in the evening from 6 PM. Sunday can be a good day too, especially in the evening between 6 PM and 9 PM, capturing users as they relax before the week begins.

Conversely, the early morning hours from 1 AM to 5 AM are typically the worst time to post on Instagram due to low user activity. Midweek days, especially Tuesdays and Wednesdays, can often be the worst day to post on Instagram if posted during early morning hours.

Best time to post on Instagram in Europe

Europe’s diverse time zones don’t hinder the consistency of Instagram engagement, with 8 AM and 5 PM on weekdays being popular. These times capture the start and end of most people’s daily routines. On weekends, 10 AM sees a spike, fitting into a relaxed weekend morning schedule across the continent.

Best time to post on Instagram in India

In India, the best times to post on Instagram for maximum engagement are around 7:30 PM on weekdays and Saturday evenings at 8:30 PM. These times are optimal for catching users during their leisure and relaxation periods.

Remember, these guidelines are based on general trends. Your specific audience might have different habits, so it’s crucial to analyze your Instagram Insights for personalized data. Experiment with different posting times and track your results to find what works best for your unique followers.

Optimal Instagram Posting Times for Special Occasions

New Year’s Eve: The best time to post on Instagram on New Year’s Eve is in the late afternoon, around 4 PM to 6 PM, when people are preparing for evening celebrations and likely to be checking updates and sending greetings.

Christmas Day: On Christmas Day, early morning posts around 8 AM to 9 AM are effective as people begin their day and share festive moments, while a later post around 5 PM to 6 PM can catch those winding down from the day’s activities.

Halloween: For Halloween, posting in the early evening, around 3 PM to 5 PM, is optimal as it captures the excitement before nightfall when costumes and festivities begin.

Labor Day: Labor Day tends to see good engagement when posting in the morning around 9 AM to 11 AM, as people enjoy a relaxed start to the holiday, often checking social media during breakfast or brunch.

Mother’s Day: The best time to post on Instagram on Mother’s Day is mid-morning, around 9 AM to 10 AM, when many are sharing tributes and family photos.

Valentine’s Day: On Valentine’s Day, posting early in the morning around 8 AM to 9 AM is effective for reaching those looking to celebrate or share messages of love, as well as an evening post around 7 PM to 8 PM as celebrations continue.

Overall, while these times are generally effective, consider your specific audience and any regional differences in how these holidays are celebrated.

Wanna know Why Do Instagram Posts Disappear? Click Here!

The best time to post on Instagram according to the Industries

So far we have seen the best times to post on Instagram according to days and locations. But what if you belong to a particular industry? How will you crack the code? 

No need to worry! In this section, we’ve customized the optimal posting times for Instagram stories, reels, and posts according to the different industries like travel, fashion, fitness, food, digital marketing, and IT. 

So, say goodbye to confusion, as we provide straightforward industry-specific posting times. Here are these tailored insights to elevate your Instagram strategy.

Best Time to Post on Instagram for Travel and Tourism

For travel and tourism, the ideal Instagram times are weekdays between 10 AM to 12 PM and 7 PM to 9 PM, capturing the imagination of audiences planning their next adventure.

Weekends from 9 AM to 11 AM and 4 PM to 6 PM also work well, aligning with leisurely browsing. Tuesdays and Wednesdays are the standout days for engagement in this sector.

Fashion and Apparel: Stylish Times for Stylish Posts

In the fashion and apparel industry, posting between 12 PM to 2 PM and 7 PM to 9 PM on weekdays aligns perfectly with fashion enthusiasts’ lunch breaks and evening relaxation times. On weekends, aim for 9 AM to 11 AM and 5 PM to 7 PM, especially on Saturdays, when engagement peaks as people seek style inspiration for the week ahead.

Best Time to Post on Instagram for Fitness and Wellness

For fitness and wellness content, early mornings (6 AM to 8 AM) and evenings (5 PM to 7 PM) on weekdays are key, resonating with users’ workout routines and wellness activities. On weekends, the target audience is active from 8 AM to 10 AM and 4 PM to 6 PM. Tuesdays and Wednesdays are especially good for engaging with health-conscious followers.

Food and Beverage: Savory Lunchtimes and Cozy Evenings

The food and beverage industry sees the most interaction during lunch hours (12 PM to 2 PM) on weekdays and Sunday evenings. This timing is perfect for sharing mouth-watering content when people are thinking about their next meal. Weekends generally are great for engaging foodies planning their culinary adventures.

Digital Marketing/Social Media: Business Hours for Business Minds

For digital marketing and social media content, the best times to post on Instagram are within standard business hours on weekdays, particularly from 9 AM to 11 AM and 1 PM to 3 PM. This aligns with professionals and businesses being active online, mostly from Monday to Thursday.

Best Time to Post on Instagram for IT Brands

IT brands find the most engagement during late mornings (10 AM to 12 PM) on weekdays, a time when tech enthusiasts and professionals take breaks to check updates. Weekend afternoons also offer a significant window for engagement.

Peak days for this industry are Tuesdays, Wednesdays, and Thursdays, aligning with when tech audiences are most receptive to new information and innovations.

In terms of the best time to upload stories on Instagram, consider when your audience is most likely to be checking their phones for updates.

Typically, morning hours like 9 AM to 11 AM and evening hours from 7 PM to 9 PM on weekdays are ideal, with adjustments based on industry-specific trends as noted above.

For instance, if you’re in the travel industry, posting stories early in the morning or late in the evening can capture your audience’s attention as they plan their day or unwind.

Similarly, the best time to post reels on instagram should align with peak user activity times within your specific industry. For example, for fitness and wellness, early morning and evening are key times when followers might seek motivational content.

In the fashion sector, midday and late evening slots can be particularly effective to showcase new outfits or fashion tips when followers are likely to engage with leisurely content. Each industry’s highlighted times provide a useful guide to maximizing the impact of your reels by posting when your audience is most receptive.

The Three Pillars of Instagram Engagement

The three main pillars of engagement can help a user boost their Instagram profile with ease. These are not just pillars but are a secret weapon to your Instagram engagement.

Want to know which are those? Well then, move to the next section:  

Interest: The Instagram algorithm is designed to prioritize content similar to what users have already liked or interacted with. That means if you’re consistently creating content your audience enjoys, the chances of them sticking around and engaging more go up. It’s kind of like your friend recommending movies based on your taste. If you want to dig deeper into how this works, check out our post on how the Instagram algorithm works.

Recency: Timing is everything, right? Instagram thinks so too. The platform favors newer posts, putting them front and center. So, if you post when your audience is most active, you’re playing right into Instagram’s hands, giving your content a better shot at being seen. It’s like catching someone just as they’re looking for something to watch.

Relationship: Instagram is all about building community and not just about likes and views. If people regularly interact with your posts – think comments, shares, likes – Instagram takes this as a sign that they value your content. So, it bumps your posts higher on their feed. Hence, create content that sparks conversations and strengthens your bond with your followers.

Does Scheduling Instagram Posts Affect Engagement?

Scheduling Instagram posts is a great way to save time and stay organized, but does scheduling Instagram posts affect engagement?

The short answer is no.

There is no evidence to suggest that Instagram penalizes scheduled posts. In fact, scheduling posts can help you maintain a consistent posting schedule, which is important for engagement.

Here are some additional tips for scheduling Instagram posts effectively:

• Plan your content in advance: This will help you to stay consistent with your posting schedule and ensure that you have a variety of content to share.
• Use a scheduling tool: There are a number of different scheduling tools available, like RecurPost. These tools can help you to schedule your posts in advance and save you time.
• Promote your scheduled posts on other social media platforms: Share your scheduled Instagram posts on other social media platforms, such as Twitter and Facebook, to reach a wider audience.
• Use relevant hashtags: Hashtags are a great way to get your posts seen by more people. Use relevant hashtags in your scheduled posts to help people find your content.

How to Check Your best time to post on Instagram App & Creator Studio

If you are just starting out, then you might want to follow the general best time to post on Instagram given by the experts, i.e. between 9 AM to 4 PM on weekdays, as during these hours people are habituated to using their phones more often.   

However, if you are still not getting the results then we recommend you use this tried and tested method, given by our experts. By using this method you will gain a good insight into what works for your engagement and what doesn’t. The good news, it is a more personalized approach to finding YOUR best time to post on Instagram. Here is a short tutorial on this method:

Access Instagram Insights: First, make sure you have a Business or Creator account on Instagram, as this gives you access to Instagram Insights. Go to your profile, tap the menu (three lines), and then tap ‘Insights’.

Analyze Your Audience’s Active Times: In Insights, under the “Overview tab” look for the “Total followers” option. Scroll down and you’ll find data about when your followers are most active on the platform, broken down by days of the week and hours of the day.

Record the Data in a Spreadsheet: Open a spreadsheet program like Microsoft Excel or Google Sheets. If you prefer Google Sheet a template is attached below. If you prefer your own Excel sheet then, create a new sheet and label columns for days of the week and rows for hours of the day. Input the data from Instagram Insights into the spreadsheet, noting the peak activity times. Every time there is a good response, add one to the cell for that day and hour. Every time the post goes bust, subtract one for that day and hour.

Identify Patterns: Over several weeks, regularly update your spreadsheet with the latest data from Instagram Insights. Look for patterns to emerge – the darker cell represents the best time, while the lighter ones represents the least or worst. 

Test and Adjust: Based on your findings, schedule posts on Instagram during these identified peak times. Keep an eye on the engagement these posts receive. In your spreadsheet, track likes, comments, shares, and any other relevant metrics.

Iterate and Refine: Over time, you’ll gather enough data to accurately identify the best times to post for your specific audience. Adjust your posting schedule as needed based on ongoing insights and trends.

Stay Updated: Remember that audience behaviors can change, so it’s important to periodically revisit your analytics and update your spreadsheet to reflect any new patterns.

For your ease, we have linked the spreadsheet below. All you need to do is make a copy of it and then use it. 

Third-Party Analytics Tools for Finding Your Best Posting Times

While Instagram Insights provides valuable data about your audience’s activity, several third-party analytics tools can offer more comprehensive insights into optimal posting times. These tools analyze your engagement patterns and audience behavior to recommend personalized posting schedules.

Popular Instagram Analytics Tools:

• Later: Analyzes your past performance to suggest personalized best times to post based on when your unique audience engages most with your content.
• Hootsuite Analytics: Provides detailed reports on your best times to post based on when your followers are most active and when your content receives the highest engagement.
• Sprout Social: Offers optimal send time features that analyze when your audience is most engaged to recommend the best posting times.
• Iconosquare: Delivers detailed analytics about your followers’ activity patterns and suggests optimal posting windows specific to your account.
• Buffer: Provides smart scheduling recommendations based on when your posts typically receive the most engagement.

The worst time to post on Instagram

Like best times, exist worst times that one should be aware of while posting on Instagram. Here are a few of them. 

Late Night and Early Morning Hours: During both weekdays and weekends, very late at night (after 9 PM on weekdays and after 10 PM on weekends) and early in the morning (before 6 AM on weekdays and before 8 AM on weekends) are typically not optimal for engagement.

Most people are either sleeping or just starting their day and not actively checking their Instagram accounts. Given these trends, posting late at night on Instagram is generally not recommended as engagement tends to be lower, with most users less likely to be active and scrolling through their feeds during these hours.

Standard Work Hours on Weekdays: On weekdays, the hours from 9 AM to 5 PM often show lower engagement because many people are occupied with work or school activities.

Weekend Afternoons: Specifically, on Saturdays, afternoons can experience a drop in engagement as this is a common time for outdoor activities, errands, or social events.

Sunday Evenings: Engagement can be hit or miss on Sunday evenings. While some users might be active, others may be preparing for the week ahead and less engaged on social media. Sundays are thus the worst days to post on Instagram.

Check out our comprehensive guide on the best and worst times to post on social media for maximum engagement!

During Major Events: Anytime there is a major event, like a popular sports game or a significant cultural event, Instagram reels activity can decrease as attention is diverted elsewhere. My mentor always said It is the worst time to post Reels on Instagram if people are busy watching a bigger screen.

Additional tips to garner engagement apart from the best times

Collecting the best times to post on Instagram is just a part of the puzzle. Here are some extra tips to stimulate your engagement:

Be Authentic and Consistent: Authenticity is key on Instagram. Show the real you or the true essence of your brand. Also, do not forget to be consistent in your posting schedule as consistency in posting keeps your audience engaged and looking forward to your content. It’s like being a reliable friend who always has your back. 

Make Use of Analytics: Instagram Analytics is a perfect tool that should be utilized to get a better insight into what’s working for you and what’s not. It’s like having a customized and detailed map of what your target audience likes, their tastes, and when they are online. By regularly reviewing your Instagram Analytics, you can track changes in your engagement rate.

Use Trendy and Relevant Hashtags: Using trending and relevant hashtags can help your posts reach a wider audience who are interested in those specific topics. Even many great influencers and experts have advised us to use hashtags wisely. Think of hashtags as a way to get your content into the right circles. 

Use Trendy Music: Adding popular music to your stories or reels can make your content more relatable and enjoyable. It’s a simple touch that can add a lot of personality and appeal to your posts.

Don’t Ignore New Instagram Features: In recent years Instagram has updated its platform with a ton of new features, like Reels, IGTV, or Stories stickers. So, try using them to stand out and show you’re up-to-date with the latest trends.

Try Different Post-types: Mix it up with reels, photos, videos, carousels, and different content types. Variety keeps your feed interesting and caters to different preferences in your audience.

If you’re looking to boost your engagement further, consider leveraging influencer collaborations. Check out our guide on effective Instagram influencer marketing techniques to learn how influencers can help amplify your content and reach a broader audience.

Our Other Studies:

• Best times to post on Facebook
• Best time to post on TikTok
• Best time to upload to YouTube
• Best time to post on Twitter
• Best time to post on Pinterest
• Best time to post on Reddit

Conclusion

Timing your posts correctly is crucial on Instagram. It’s about sharing your content when most of your followers are online, which boosts the chances of it being seen and interacted with. 

When your audience is most active isn’t just about posting; it’s about connecting meaningfully with them. This requires observing your audience’s behavior and adapting your strategy accordingly.

Use Instagram’s analytics tools to track your followers’ habits and experiment with various posting times for the best results. The online world is always changing, so flexibility and responsiveness in your approach are essential. You can enhance your presence on Instagram and engage effectively with your community through strategic and consistent posting.

Frequently Asked Questions

Dinesh Agarwal

Dr. Dinesh Agarwal, founder of RecurPost, transformed from academic researcher to social media technology innovator in 2013. With a doctorate in Cloud Computing, he applied scientific principles to develop a pioneering social media management tool that streamlined content scheduling processes for digital marketers, leading to its successful acquisition. Today, his RecurPost platform serves as an enterprise-grade social media automation solution helping over 100,000 businesses optimize their online presence. Dr. Agarwal actively contributes to the social media marketing ecosystem through educational content, including conference presentations, podcast interviews, and in-depth articles focusing on social media optimization techniques and algorithmic content distribution strategies.