The Best Times to Post on Instagram: A Data-Driven Guide

Here are the most frequently recommended times to post on Instagram, based on data from multiple sources:

• Monday: 11 a.m. to 12 p.m.

• Tuesday: 7 a.m. to 10 a.m.

• Wednesday: 11 a.m.

• Thursday: 7 a.m., 11 a.m. to 12 p.m., and 2 p.m.

• Friday: 4 p.m.

• Saturday: 7 a.m. and 3 p.m.

• Sunday: 7 p.m.

These times were chosen because they appeared most frequently across the research. For the purpose of this guide, “most frequently” means at least two out of the six sources highlighted these times as optimal for engagement.

Key Insights from the Data

1. Weekday Mornings (6 a.m. to 7 a.m.): This time slot was mentioned by three out of six sources as a high-engagement period.

2. Monday and Thursday (11 a.m. to 12 p.m.): These days consistently show strong engagement during late morning hours.

3. Tuesday Mornings (7 a.m. to 10 a.m.): Tuesday is a standout day for morning posts, with a strong focus on early hours.

4. Wednesday at 11 a.m.: Four sources agree that this is a peak time for engagement.

5. Friday Afternoons (4 p.m.): Friday afternoons are a popular time to post, likely as people wind down for the weekend.

6. Saturday Mornings (7 a.m.): Early Saturday mornings are ideal for catching your audience as they start their day.

7. Sunday Evenings (7 p.m.): While Sunday isn’t the strongest day overall, evenings can still drive engagement.

Tailoring Your Posting Schedule to Your Audience

While the times above are a great starting point, it’s crucial to consider your specific audience and content goals. Here’s how to refine your strategy:

1. Know Your Audience’s Habits:

   • Are they early risers or night owls?

   • What time zone are they in?

   • When do they typically take breaks (e.g., lunchtime, after work)?

2. Align Content with Timing:

   • If you’re a breakfast brand, post in the morning.

   • If you’re promoting happy hour specials, aim for late afternoon.

   • For B2B brands, weekdays during work hours may work best.

3. Analyze Your Data:

   • Use Instagram Insights to track when your followers are most active.

   • Experiment with posting at different times and measure engagement.

Is It Better to Post in the Morning or at Night?

Based on the data, mornings tend to perform better overall. However, your brand might be the exception. For example:

• A fitness brand might see high engagement with early morning workout posts.

• A nightlife brand could thrive with evening content.

The key is to test and adapt. Averages don’t always reflect your unique audience’s behavior.

When Should You Avoid Posting?

According to the research, Sundays and late nights are generally the least effective times to post. However, this can vary by industry. For instance:

• A travel brand might find Sunday evenings work well for inspiring wanderlust.

• A retail brand might see lower engagement on Sundays if their audience is offline.

Again, use your own data to confirm what works for your brand.

Best Times to Post by Industry

Here’s a breakdown of optimal posting times for specific industries, based on Social Pilot’s analysis of over 7 million Instagram posts:

1. Travel and Tourism:

   • Weekdays: 10 a.m. to 12 p.m. and 7 p.m. to 9 p.m.

   • Weekends: 9 a.m. to 11 a.m. and 4 p.m. to 6 p.m.

2. Fashion Brands:

   • Weekdays: 12 p.m. to 2 p.m. and 7 p.m. to 9 p.m.

   • Weekends: 11 a.m. to 1 p.m. and 4 p.m. to 6 p.m.

3. Fitness and Wellness:

   • Weekdays: 6 a.m. to 8 a.m. and 6 p.m. to 10 p.m.

   • Weekends: 8 a.m. to 10 a.m. and 4 p.m. to 6 p.m.

4. Food and Beverage:

   • Weekdays: 12 p.m. to 2 p.m.

   • Weekends: 5 p.m. to 7 p.m.

How to Find Your Best Time to Post

1. Use Instagram Insights:

   • Go to your profile, tap the menu, and select Insights.

   • Check Total Followers to see demographics, locations, and most active times.

   • Analyze post performance to identify trends.

2. Study Your Competitors:

   • Look at similar brands in your niche.

   • Note their posting times and which posts get the most engagement.

3. Experiment and Adapt:

   • Test different times and content types.

   • Use A/B testing to refine your strategy.