Here Are the Best Times to Post on Instagram

Do you want to maximize your post engagement on Instagram?

Perhaps you need to increase your brand awareness on the platform.

No matter your Instagram marketing goals, and whether you're new to Instagram or an experienced user, you’re more likely to achieve success if you regularly post at optimal times.

This article explains what you need to know to identify the best times to post for your audience and why posting consistency is critical.

Best and Worst Times to Post on Instagram

What Are the Best Times to Post on Instagram?

According to a recent HubSpot research report, the best time to post on Instagram is between 6:00 and 9:00 pm, with 8:00 pm posts earning the highest engagement. The best days to post are Friday, followed by Saturday and Wednesday.

These times reflect engagement in local time (meaning your audience is in the same time zone you are in when you post). If you want to reach people outside your time zone, you should post based on their location. Also, be aware that these ideal times may not be suitable for every organization. For instance, if you’re targeting people who work evenings, 8:00 pm posts will likely fall flat.

What Is the Worst Time to Post on Instagram?

According to the same Hubspot report, the least advantageous time to post on Instagram is between 6:00 and 9:00 am.

The data for best and worst times is the same whether you’re doing business-to-business (B2B) or business-to-consumer (B2C) marketing. The worst days to post are Mondays and Tuesdays.

Once again, these rules are not universal. If you’re targeting service personnel, Mondays could be great for posting because many are off that day. Additionally, Instagram’s algorithm is fickle and constantly evolving; what’s working now might not work as well in the future. That’s why flexibility, experimentation, and analysis are key to social media success.

Why Post on Instagram at Specific Times?

According to data reported by Statista, people on mobile devices spend an average of twelve hours a month on Instagram. That's about one percent of their time each month, which is a tiny amount, meaning it can be challenging to reach them regularly.

That’s why it’s critical to post when the people you’re trying to reach are online. This will give you a better chance of connecting with them.

But for many business owners or marketers, social media posting is just one task they must do during a busy day. They post whenever it's convenient or schedule them at times that seem to make sense, even if there isn't any data to back it up.

Here are a few reasons why it's advantageous to post to Instagram consistently on the right days and times.

Increased Reach

Some Instagram users focus on the friends, organizations, and influencers they follow. However, many others leverage it for inspiration and discovery. For these people, Instagram is programmed to serve up content similar to what they’ve recently interacted with.

So, if you post when the people you want to reach are on Instagram, your new content is more likely to be served up to them if it’s about a topic they care about, increasing awareness of your brand at no cost to you.

Audience Loyalty

Loyalty on Instagram takes considerable time and effort to develop. It's incredibly challenging for smaller businesses that are forced to compete with more prominent, better-known brands.

Posting at optimal times helps you connect with more of your Instagram followers. It demonstrates to them that you want to interact with them and are willing to make the effort to keep your brand top of mind.

Increased Engagement

Engagement with Instagram posts creates a ripple effect. If you get significant likes, comments, and saves after posting, your content will likely appear in more feeds and other Instagram features like Favorites, Search, and videos over an extended time.

You will be more likely to earn that initial first-ripple activity if you post at the right time regularly when your devoted followers are most likely on Instagram seeking out your posts.

Learn the Impact of Instagram Algorithm Updates

Instagram constantly updates its algorithm — or back-end logic — to improve the user experience. Your business must quickly understand how each update impacts your users and Instagram marketing strategy.

If you post at a consistent time, it’s easier to see the impact of an algorithm change. If you post inconsistently, it can be challenging to figure out whether you have an issue with timing or Instagram’s algorithm.

Understand New Instagram Features

Consistent posting can also help you learn about new features on Instagram. Carousels, Stories, and Reels are examples of features released by Instagram after its initial launch. Depending on your content, industry, and the people you’re targeting, they all likely will earn different rates of engagement.

Posting at a consistent time will help you determine which features — including new ones — are most effective for your business without having the results clouded by inconsistent post timing.

Is There Really a “Best” Time to Post to Instagram?

It's clear that posting time matters on Instagram. But is there actually an optimal time to post to get the best results?

The answer is yes, in theory, but it depends on several factors and is always subject to change. While the guidance from Hubspot at the beginning of this piece may provide some direction, the right time is the one that’s ideal for the people you want to reach. Some research and testing will help you pinpoint these times. Once you identify the right timing, stick to it to enjoy the benefits regular posting on Instagram can bring.

Want to learn how to increase your Instagram followers? Check out our recent guide.