You might be using Instagram to entertain your friends and family—or you could be using the platform to promote your brand or business.
Either way, if you’re regularly posting on Instagram, you should ask yourself a few questions. What is the best time to post on Instagram? Are you using a calendar to schedule your posts on the right day and at the right time? Are your videos and imagery up to scratch? And are you fully engaging with your audience?
With one billion monthly active users, Instagram boasts a treasure trove of potential prospects for those that take a strategic approach to their content, campaigns, and activities. When it comes to squeezing every last drop of marketing value, knowing what content is most likely to resonate with your audience and when they’re likely to engage is vital.
Here we look at the best time to post on Instagram as well as practical tips you can use to ensure your IG posts stand out from the crowd and really capture your audience’s attention, whether you’re a personal or business user.
Read on to level up your IG strategy.
The times and days you post on Instagram make all the difference. By choosing the right times to schedule and publish content, you’re far more likely to maximize post engagement and reach.
By boosting content engagement and reach, you will earn a healthy return on investment (ROI) for your IG marketing efforts, accelerating the growth of your audience, improving brand awareness, and closing more conversions in the process.
So, when is the best time to post on Instagram? Well, this varies slightly according to your niche and industry or the day of the week. But, you can still find an Instagram posting sweet spot.
The general time for posting content on Instagram—the period that suggest most people are using the platform—is:
In addition to knowing the best time to post on Instagram, it’s also worth discovering the most wasteful day or time to publish content. Armed with this information, you can ensure that your valuable and precious posts aren’t floating around in social media space, consumed by no one. So, without further ado, here’s the worst day to post on Instagram:
Now we’re going to break things down a little by telling you the best times to post content by day of the week.
While there are best and worst days to post content on Instagram, it’s not always possible to stick to these time slots stringently (doing so will also make your marketing efforts appear a little unbalanced)—fortunately, there is a publishing sweet spot during almost every weekday.
Let’s take a look.
The best time to post on Monday is 11am to midday.
The best time to post on Tuesday is 11am to midday.
The best time to post on Wednesday is 11am to midday.
The best time to post on Thursday is at midday.
The best time to post on Friday is 11am to midday.
The best time to post on Saturday is 10am to 1pm.
If you really need to post content on a Sunday, the best time to strike is between 9am and 4pm.
Knowing the best times to post and share different forms of Instagram content will help you maximize your social media strategy. So, here is the best time to post on Instagram according to the content medium.
For more on ways to engage your audience with dynamic visual content, read our definitive guide to Instagram video formats.
The best time to post on an Instagram feed is:
The best time to post IG reels and on IGTV is Mondays and Thursdays at 5am.
The best to go live on Instagram is Mondays to Fridays at midday or between 7pm and 9pm.
The best time to post Instagram Stories is Monday to Friday between midday and 1pm or late afternoon.
For more helpful hints on boosting engagement, read Boost Brand Awareness with Instagram Stories: A How to Guide.
Connecting with local, domestic, and international consumers through Instagram will expand your commercial reach and help you accelerate brand growth. So, here are the best times to post on Instagram according to location or time zone.
When you’re using these national or regional times to find your posting sweet spot, cross-referencing these periods with general best platform posting days, as well as those by industry, will help you maximize engagement and reach.
The best time to post Instagram content for users in Australia is 9pm UTC and 8am AEDT.
The best time to post Instagram content for users in Asia is:
The best time to post Instagram content for users in Africa and the Middle East is:
The best time to post Instagram content for users in Europe is:
The best time to post Instagram content for users in the US according to specific time zone is:
The best time to post Instagram content for users in Canada according to specific time zone is:
We’ve explored the overall best time to post on Instagram as well as the periods when audiences in specific regions are most likely to engage. Now we’re going to look at IG posting sweet spots based on niche or industry.
The best time to post Instagram content for retail audiences is Tuesdays, Thursdays, and Fridays at midday.
The best time to post Instagram content for media and entertainment audiences is Tuesdays and Thursdays between midday to 3pm.
The best time to post Instagram content for retail audiences is Fridays at midday.
The best time to post Instagram content for technology audiences is Tuesdays at 2pm.
The best time to post Instagram content for non-profit organizations is Tuesdays at 10am or 4pm.
The best time to post Instagram content for education audiences is Thursdays at 4pm or 5pm.
The best time to post Instagram content for health and fitness audiences is Thursdays and Fridays from 1pm to 3pm.
The best time to post Instagram content for B2B audiences is Wednesdays at 11am.
The best time to post Instagram content for food and beverage audiences is Fridays at midday.
The best time to post Instagram content for travel audiences is Fridays between 9am and 1pm.
For a healthy flow of engagement, reach, and ultimately, growth, knowing how often to post content on Instagram is important.
According to a study by Later , here is the frequency you should publish content according to account size or following:
Once you know the best time to post on Instagram according to region, industry, and audience, you should take a strategic approach to finding your exact publishing sweet spot. Here’s how to do so.
Know your audience’s habits
First of all, to ensure you’re not only posting at exactly the right times, but you’re also publishing content that truly resonates with your target users, knowing your audience’s browsing habits is essential.
By conducting social listening and looking at how specific segments of your audience interact with your competitors’ content, you can paint a vivid picture on when to publish posts while exploiting any gaps or weaknesses that will help you stand out from the crowd.
Our practical competitor analysis toolkit will help you gain an insight into what kind of content relevant brands in your niche are posting and gain an all-important marketing edge.
Use a social media calendar or scheduler
Another way of delivering your content at precisely the right time with consistency while making sure you don’t miss out on any invaluable engagement opportunities is by building an Instagram posting calendar.
Automating the delivery of your content by using a social media scheduling tool will also save you time while empowering you to reach the right Instagram users at the right time, even when you sleep.
Having a strong sense of style and consistency will also propel your Instagram marketing strategy forward.
Download our social media style guide and template to get ahead of the competition.
Use analytics to measure performance
Last but certainly not least, to consistently refine and improve the times you post as well as the content you create on Instagram is to measure your performance.
Whether it’s the performance of singular feed posts and Stories or entire campaigns that include Live broadcasts, Reels, and every other type of Instagram content, consulting the platform’s native analytics will help you discover what works best and what doesn’t.
Finally, let's talk through some of the best practices for posting on Instagram:
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