When it comes to Instagram, timing is everything. Even the most engaging content can fall flat if posted when your audience isn’t active. To help you avoid those low-engagement traps, let’s dive into the worst times to post on Instagram and why they matter.
We have a guide on best times to post on Instagram as well. If you are not getting engagement and assume you are posting at the worst times, then this guide can help you figure out the best times as well.
Worst Times Across Demographics to Post on Instagram
Instagram usage varies significantly depending on the time of day, day of the week, and even geographical region. However, certain periods are consistently low in user activity, regardless of these factors. These are times to post on Instagram when users are typically busy with their offline lives or asleep, leading to minimal interaction with your posts.
- Early Mornings (1 AM – 5 AM): Across most regions, early morning hours see the lowest user activity. Whether your audience is in Europe, the US, or Asia, these hours tend to be when most people are either asleep or just waking up and not yet engaging with social media. This is a universal dead zone for Instagram activity.
- Late Nights (after 9 PM): While some night owls might still be online, engagement generally drops significantly after 9 PM. Users tend to wind down their online activity as they prepare for bed, making late-night posts less likely to be seen. You are definitely losing the 37% of High school students on school days by posting on instagram after 9 PM making it a bad time to post on Instagram.
- Weekend Mornings (especially Saturdays): While weekends are generally a time for leisure, Saturday mornings are often particularly bad for Instagram engagement. Many users are either catching up on sleep, busy with weekend activities, or simply not in the mood to scroll through social media first thing in the morning. Similarly, Sunday mornings can be a low point in engagement, especially early in the day.
Why These Times Are Low Engagement Periods
The main reason these periods are considered “dead zones” is that user behavior on Instagram is closely tied to daily routines and natural rhythms. People are less likely to engage with social media during times when they are sleeping, commuting, or engaging in real-world activities. For example, the period between 1 AM and 5 AM is universally bad because most people are asleep, and therefore, they aren’t engaging with their phones. Similarly, late-night hours are often spent unwinding, with users likely to miss posts as they check Instagram less frequently.
Another key factor is time zones. If your audience is spread across different regions, it’s crucial to avoid posting during hours when your main audience might be offline. For instance, if you’re based in California but have a large following in Europe, posting during your evening could mean it’s the middle of the night for your European audience. If that is indeed the case, you should look for a good instagram post scheduler.
By understanding these general trends, you can avoid the worst times to post on Instagram and instead focus on periods when your audience is most active. This strategic approach ensures your content gets the attention it deserves, leading to higher engagement and better overall performance on the platform.
Day-Specific Insights: Worst Times to Post on Instagram
While general trends give us a broad view of when not to post on Instagram, a deeper dive into specific days of the week reveals even more nuanced insights. Each day comes with its own rhythms of user activity, meaning that what works on a Tuesday might fall flat on a Friday. Let’s break down the worst times to post by each day of the week.
Monday
Worst Time for Instagram: Early Morning (7 AM – 9 AM)
Mondays are notorious for being a hectic start to the week. People are usually busy getting back into their routines after the weekend, leaving little time for scrolling on Instagram in the morning. Posting during these hours can result in your content getting lost amidst the rush of emails, meetings, and morning commutes.
Tuesday
Worst Time for Instagram: Late Evening (After 9 PM)
On Tuesdays, user activity picks up compared to Monday, but engagement drops again by late evening. After a full day of work, most users are winding down and are less likely to engage with posts. This period often sees a significant dip in interaction, making it a less-than-ideal time to post.
Wednesday
Worst Time for Instagram: Late Afternoon (5 PM – 8 PM)
Wednesdays are often viewed as the midpoint of the workweek, and by late afternoon, users are typically tired and less active online. Engagement rates tend to drop during this time as people are more focused on wrapping up their day or preparing for evening activities.
Thursday
Worst Time for Instagram: Early Morning (Before 8 AM)
Similar to Monday, Thursday mornings are generally slow on Instagram. Users are more focused on starting their day, and social media often takes a backseat. Posting before 8 AM on Thursdays is likely to result in low visibility and engagement.
Friday
Worst Time for Instagram: Early Evening (4 PM – 6 PM)
Friday is the gateway to the weekend, and by the early evening, many users are shifting their attention to offline activities—whether it’s heading out, socializing, or just relaxing. This makes early evening one of the worst times to post as your audience is less likely to be scrolling through Instagram.
Saturday
Worst Time for Instagram: Midday to Late Afternoon (1 PM – 6 PM)
Saturdays are tricky. While you might expect higher engagement since it’s the weekend, midday to late afternoon often sees a significant drop in user activity. People are typically out and about, involved in offline activities, and therefore less likely to interact with social media posts during these hours.
Sunday
Worst Time for Instagram: Late Morning to Afternoon (10 AM – 3 PM)
Sundays are usually reserved for relaxation or preparation for the week ahead, which often translates into lower Instagram activity, especially during late morning to early afternoon. During this time, users are likely spending time offline or catching up on other tasks, making it a poor window for posting.
Why These Patterns Matter
Understanding these day-specific patterns is crucial because they highlight how user behavior on Instagram is not just about the time of day, but also about the day itself. By avoiding these low-engagement periods, you can better align your content with when your audience is most active, maximizing the reach and impact of your posts.
Considerations for Time Zones and Audience Demographics
Time zones and audience demographics are critical factors when deciding when not to post on Instagram. Your audience’s location and behavior can drastically impact the success of your posts. Let’s explore how these elements influence the worst times to post.
The Impact of Time Zones
Instagram is a global platform, and its users are spread across various time zones. This diversity means that while it might be prime time in your location, it could be the middle of the night for a significant portion of your audience. Here’s how time zones come into play:
- Global vs. Local Audience: If your audience is global, posting during what is considered a “good time” in your time zone might actually be one of the worst times elsewhere. For instance, posting at 9 PM PST might be great for a West Coast audience, but it’s 5 AM in London, which isn’t ideal for engagement.
- Hitting Multiple Time Zones: To maximize reach, consider posting at times that overlap between time zones. For example, posting around midday PST can catch both the afternoon crowd on the East Coast and the evening audience in Europe. Conversely, the worst times are those when only a small fraction of your audience is awake and active.
- Time Zone Insights from Analytics: Instagram’s analytics tools provide insights into where your followers are located. Use this data to avoid posting during times when a significant portion of your audience is offline. This can help you avoid the low engagement periods typically associated with poorly timed posts.
Audience Demographics and Behavior
Demographics such as age, occupation, and lifestyle also heavily influence when your audience is active on Instagram. Understanding these behaviors helps identify the worst times to post for your specific audience.
- Age Groups: Different age groups have distinct social media habits. Younger audiences, like teens and young adults, might be more active late at night, while older demographics may check Instagram during early morning hours. Posting at times that do not align with your target demographic’s habits can lead to lower engagement.
- Occupation and Routine: Consider your audience’s daily routine. For example, if your followers are predominantly professionals, they are likely to engage more during lunch breaks or after work. Posting during their busiest work hours, such as early in the morning or late afternoon, can result in minimal interaction.
- Weekends vs. Weekdays: Understanding how your audience’s behavior changes from weekdays to weekends is essential. For instance, while weekends generally see lower engagement overall, certain times like Sunday mornings might be particularly bad depending on your audience’s habits. Conversely, weekday mornings might be better for professionals who check Instagram during their commute.
Combining Time Zones and Demographics for a Strategic Approach
To effectively avoid the worst times to post, you need to consider both time zones and audience behavior. If your audience is spread across different regions, experiment with posting at various times and monitor engagement. Use Instagram’s analytics tools to track when your audience is most active and adjust your posting schedule accordingly.
Moreover, understanding your audience’s daily routines and habits can help you steer clear of posting during their offline hours. For instance, if your audience consists largely of students, avoid posting during school hours or early mornings when they are less likely to engage.
Conclusion
Knowing the worst times to post on Instagram is just as important as knowing the best times. Avoiding these low-engagement periods can prevent your content from getting lost in the void when your audience is less active. By leveraging tools like Instagram Insights, or RecurPost you can tailor your posting schedule to align with when your audience is most likely to engage.
Frequently Asked Questions
If your data shows that your audience is active during times generally considered low-engagement, you should tailor your strategy accordingly. Tools like Instagram Insights or third-party Instagram analytics platforms can help you understand your specific audience’s habits. It’s crucial to prioritize your actual audience data over general guidelines, as your followers may have unique activity patterns.
To pinpoint the worst times for your audience, regularly check your Instagram Insights or use advanced analytics tools like RecurPost. These platforms can show you when your followers are least active. Look for patterns over time—like consistently low engagement during certain hours or days—and adjust your posting schedule to avoid these times.
Yes, posting during low-engagement periods can limit the visibility of your content, which in turn could slow down your account’s growth. However, growth is influenced by various factors, including content quality, frequency, and how well you engage with your audience. While timing is important, it’s just one piece of the puzzle.
Absolutely. Scheduling ensures that your content goes live consistently, even if you’re not available to post manually. Start with general best practices based on what you know about your audience, and then refine your approach as you gather more data. Tools like RecurPost make this process easier by allowing you to adjust your schedule as needed.
It’s recommended to review your posting schedule at least once a month. However, you should be ready to make adjustments whenever you notice significant changes in engagement patterns. Social media habits can evolve, so staying responsive to these shifts will help maintain or improve your engagement rates.
Debbie Moran is a Digital marketing strategist with 5+ years of experience producing advertising for brands and helping leaders showcase their brand to the correct audience. She has been a part of RecurPost since 2019 and handles all the activities required to grow our brand’s online presence.