The Best Time to Post on Instagram

In the constantly evolving world of social media, where hashtags and filters dominatemastering the skill of timing will be the key to achieving maximum visibility on platforms like Instagram. As content creators navigate the dynamic landscape of algorithm changes and audience preferences, one crucial aspect stands outknowing when to hit that share button. Understanding the optimal time to post on Instagram becomes vital in the pursuit of engagement.

April 17, 2024

–  20 mins

 By Surrinder 

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The Best Time to Post on Instagram

The most recent statistics on social media highlight Instagram’s position as a highly engaging platform, making the timing of your posts essential to fully benefiting from its potential. The idea is simpleto gain maximum impact, you should post your content when your target audience is most active and willing to interact.

However, the question persistsIs there a specific best time of the day to post on Instagram? 

This guide will explore the intricacies of finding the optimal posting time to go viral on Instagram in 2024. We will delve into the general guidelines and the specifics that drive higher engagementfrom understanding the best time to post for different industries to unraveling the methods to find your unique sweet spot.

Let’s embark on a journey to unfold the secrets of the best time to post on Instagram and elevate your content game. But before we delve deeper, we will first understand whether the posting time on Instagram is significant.

Is there any significance to Instagram posting times?

The timing of Instagram posts holds significant importance for individuals and businesses, as it can significantly impact the reach and engagement of the content. The platform’s algorithm considers various factors, and posting at optimal times can enhance visibility and interaction with the audience.

Firstly, understanding the target audience’s behavior is crucial in determining the best posting times. Instagram users are active at different hours based on their geographical location, age, and lifestyle. 

For example—if your target audience is young professionals, posting during lunch breaks or after work hours will yield higher engagement. Analyzing insights and using Instagram’s analytics tools can provide valuable data about when the audience is most active, allowing for strategic planning of posts.

Also, the competition for attention on Instagram is fierce, with millions of posts that get uploaded daily. Posting at times when the platform experiences crazy traffic can help content stand out amidst the sea of updates. The Instagram algorithm favors recent and relevant content—so timing posts to coincide with peak user activity increases the likelihood of appearing in users’ feeds, stories, and explore pages.

Additionally—the global nature of Instagram means that different time zones play a crucial role in post visibility. Posting at times that cater to most of the audience can ensure a broader reach. Scheduling posts to align with the waking hours of the primary demographic can result in increased engagement and a higher chance of the content being seen by followers.

Instagram posting times are not a one-size-fits-all concept but require a tailored approach based on the target audience’s behavior, geographical distribution, and time zone considerations. By strategically analyzing these factors and leveraging Instagram analytics tools, individuals and businesses can maximize their content’s visibility, reach, and engagement. Ultimatelyeffective timing contributes to a more successful Instagram presence and helps build a stronger connection with the intended audience.

Best Instagram posting times by day of the week

By understanding the unique dynamics of each day and aligning your Instagram posting schedule accordingly, you will be able to maximize engagement and reach your target audience at the most opportune times.

Here’s a breakdown of the best times to post on Instagram for each day of the week and why these times are considered optimal:

The best time to post on Monday

  • Morning: 8:00 AM – 9:00 AM

Mondays are the start of the workweek, and many users check their social media feeds first thing in the morning to catch up after the weekend.

  • Lunchtime: 12:00 PM – 1:00 PM

During lunch breaks, people often browse social media for a quick distraction, making it an opportune time to engage with your audience.

  • Late Afternoon: 4:00 PM – 5:00 PM

As the workday winds down, users may take a break to check their Instagram feed before heading home, providing a prime opportunity for engagement.

The best time to post on Tuesday

  • Morning: 8:00 AM – 10:00 AM

Tuesday mornings see a surge in social media activity as users catch up on updates and news after the weekend.

  • Midday: 12:00 PM – 2:00 PM

Lunchtime offers another window of opportunity for engagement as people take breaks from work to scroll through Instagram.

  • Evening: 7:00 PM – 9:00 PM

Tuesday evenings tend to have high engagement rates as users unwind and spend more time on social media.

The best time to post on Wednesday

  • Morning: 7:00 AM – 9:00 AM

Early morning posts on Wednesday can catch users’ attention as they start their day, setting a positive tone for midweek engagement.

  • Afternoon: 1:00 PM – 3:00 PM

Wednesday afternoons offer a break in the day when users may check Instagram for updates and entertainment.

  • Evening: 5:00 PM – 7:00 PM

Midweek evenings see increased social media usage as people relax after work, providing an ideal opportunity for engagement.

The best time to post on Thursday

  • Morning: 8:00 AM – 9:00 AM

Similar to Monday—Thursday mornings are characterized by users catching up on social media after the midweek hustle.

  • Lunchtime: 11:00 AM – 1:00 PM

Users often take longer breaks on Thursdays, presenting an extended window for engagement during lunchtime.

  • Late Afternoon: 3:00 PM – 4:00 PM

As the workday progresses, users may check Instagram for a quick distraction before wrapping up their tasks.

The best time to post on Friday

  • Morning: 9:00 AM – 10:00 AM

Friday mornings mark the end of the workweek for many, leading to increased social media activity as users prepare for the weekend.

  • Midday: 12:00 PM – 2:00 PM

Lunchtime on Fridays offers a prime opportunity for engagement as users anticipate the weekend and seek entertainment.

  • Evening: 4:00 PM – 6:00 PM

Friday evenings see a surge in social media usage as users unwind and make plans for the weekend, making it an ideal time to connect with your audience.

The best time to post on Saturday

  • Morning: 10:00 AM – 11:00 AM

Saturdays are often reserved for leisure activities, and users may check Instagram in the morning while enjoying a relaxed start to the day.

  • Afternoon: 2:00 PM – 4:00 PM

During the afternoon—users engage with Instagram while running errands or participating in weekend activities.

  • Evening: 7:00 PM – 9:00 PM

Saturday evenings see heightened social media usage as users socialize and unwind, making it an optimal time to post engaging content.

The best time to post on Sunday

  • Morning: 9:00 AM – 10:00 AM

Sunday mornings are characterized by users catching up on social media before starting their day or attending weekend activities.

  • Afternoon: 11:00 AM – 1:00 PM

During the afternoon, users may browse Instagram while relaxing at home or spending time with friends and family.

  • Evening: 5:00 PM – 7:00 PM

Sunday evenings offer a final opportunity for engagement before the start of the new week—as users unwind and prepare for Monday.

What is the best time for different industries to post on Instagram

Determining the best time to post on Instagram can significantly impact engagement and reach, varying across industries due to differences in audience behavior and preferences. 

Let’s delve into each industry and understand the optimal posting times for a better audience reach.

Best time to post on Instagram on Fashion and Beauty brands

Weekdays – Evenings 7 PM – 9 PM

Weekends – Saturday and Sunday mornings

Fashion and beauty enthusiasts often browse Instagram during their leisure time, which typically falls outside their working hours. Posting during evenings and weekends when people are more relaxed and likely to engage with visual content can increase visibility and interaction.

For instance—Companies like Fashion Nova and Kylie Cosmetics have successfully utilized evening and weekend posting strategies to captivate their audience with visually appealing content showcasing their latest collections, makeup trends, and influencer collaborations.

Best time to post on Instagram on Food and Beverage brands


Mornings – 11 AM -1 PM

Evenings –  6 PM – 8 PM

Lunchtime and dinnertime are popular for people to scroll through Instagram, especially for food-related content. Posting around noon and early evening can catch users’ attention when thinking about their next meal or looking for recipe inspiration.

For instance—Brands like Starbucks and Food Network leverage lunchtime and dinner time posting slots to share mouthwatering images of their products, recipes, and cooking tutorials. It helps them drive engagement and entice followers to visit their outlets or try their recipes.

Best Time to Post on Instagram for Healthcare Brands

Mondays to Thursdays

9 AM to 10 AM / 2 PM to 3 PM

Considering the nature of healthcare content and the target audience behavior—the best times to post on Instagram for healthcare brands are typically during weekdays in the late morning or early afternoon. This timing allows brands to reach both professionals during their breaks and individuals who may be browsing social media during lunchtime. Additionally—posting on weekdays ensures that the content is seen by users during their regular routines, maximizing visibility and engagement.

For instance—WebMD is a trusted source of health information, offering articles, videos, and resources on various health topics. Their Instagram account features educational content, wellness tips, and insights from medical professionals—WebMD strategically posts during weekdays to engage their followers and promote health awareness.

Best Time to Post on Instagram for Fitness and Wellness brands

Mornings – 6 AM – 8 AM
Evenings – 5 PM – 7 PM

Many individuals prioritize fitness routines in the morning or after work hours. Posting motivational content, workout tips, or healthy recipes during these times can resonate with your audience as they plan their exercise regimes or wind down after a busy day.

Companies like Nike and Gymshark strategically post during morning and evening hours, inspiring their followers with workout challenges, athlete spotlights, and wellness advice, fostering community engagement and brand loyalty.

Best Time to Post on Instagram for Travel and Tourism


Mornings – 9 AM -11 AM 

Evenings – 8 PM -10 PM

People often daydream about their next vacation during work breaks or after work. Posting stunning travel photos or destination guides during mid-morning and in the evening can capture the attention of users seeking travel inspiration or planning their next getaway.

Travel brands like Airbnb, National Geographic Travel, and Lonely Planet leverage weekday mornings and evening slots to showcase stunning landscapes, cultural experiences, and adventure activities, igniting wanderlust and encouraging followers to explore new destinations.

Best Time to Post on Instagram for Technology and Gadgets


Mornings – 10 AM-11 AM

Evenings – 7 PM – 9 PM

Tech enthusiasts are often early adopters and may check Instagram during their commute or after work. Posting during mid-morning and in the evening allows your content to be visible when they’re most likely to engage with updates, product launches, or technology blogs and news.

Companies like Apple, Samsung, and Google strategically post during weekday mornings and evenings, unveiling new products, sharing user-generated content, and providing tech tips, fostering engagement and brand advocacy among their followers.

Best Time to Post on Instagram for Art and Design brands

Weekdays – 6 pm-9 PM 

Weekends – Saturday and Sunday mornings

Creativity often flourishes outside of office hours. Posting during evenings and weekends can catch the attention of artists, designers, and art enthusiasts looking for inspiration or leisurely browsing through visually appealing content during their free time.

Artistic brands like Adobe and Pantone leverage evening and weekend posting slots to showcase creative projects, design inspiration, and artist spotlights, fostering community engagement and promoting artistic expression among their followers.

Best Time to Post on Instagram for the Entertainment Industry

Weekdays – 7 PM- 10 PM 

Weekends – Friday and Saturday evenings

Many people unwind and seek entertainment after a long day or during the weekend. Posting trailers, behind-the-scenes footage, or sneak peeks during these times can generate excitement and engagement as users relax and look for entertainment options.

Entertainment giants like Netflix and Spotify strategically post during evening and weekend hours, promoting upcoming releases, sharing playlists, and engaging with their audience through interactive content, driving excitement and fostering brand loyalty.

The above-mentioned optimal times are general guidelinesand it’s essential to analyze your own Instagram Insights to understand when your specific audience is most active and engaged. Experimentation with posting times and monitoring performance metrics will help you refine your posting schedule for optimal results.

How to find the best time for your business to post on Instagram

Finding the best time to post on Instagram for your business involves understanding your audience’s behavior and engagement patterns. 

However—here’s a step-by-step guide to help you continuously monitor your Instagram analytics to find the best time to post for your business and maximize engagement with your audience:

Analyze your audience

Use Instagram Insights (if you have a business account) or other analytics tools to understand when your followers are most active. Look for patterns in days and times when your posts receive the highest engagement.

Consider time zones 

If your audience is across different time zones—you’ll need to adjust your posting schedule accordingly. Aim to reach your audience when they are most likely to be online.

Experiment with different times

Conduct A/B testing by posting at different times on different days of the week. Monitor engagement metrics—likes, comments, shares, etc.—for your posts to identify trends to leverage and determine the optimal posting times.

Know peak times

Generally, peak times for Instagram engagement tend to be during lunch breaks (12:00 pm to 1:00 pm) and evenings (around 5:00 pm to 7:00 pm) when people commute to their homes or relax after work. However—this can vary depending on your specific audience.

Consider your content

The type of content you post may influence the best time to post. For example—if you’re targeting a younger audience, evenings and late nights might be more effective since they’re more likely to be active during those times.

Monitor competitors

Keep an eye on when your competitors post and receive the most engagement. While you don’t want to copy their strategy outright, it can provide insights into broader industry trends and audience behavior.

Engage with your Audience

Actively engage with your audience by responding to comments, messages, and mentions promptly. This can help strengthen your relationship with your followers and keep them engaged with your content regardless of the posting time.

Use scheduling tools

Employ social media management tools to schedule your posts in advance. These tools often have features that can suggest optimal posting times based on your audience demographics and past engagement data.

Stay flexible and adapt

Audience behavior can change over time—so regularly review your posting for lead generation strategy and adjust as needed. Keep track of any shifts in engagement patterns and be prepared to experiment with new posting times if necessary.

How to find the best time for your business to post on Instagram

Tools to determine the optimal time to post on Instagram

Several tools can provide insights to determine the best time to post on Instagram. These tools empower you to make data-driven decisions about your Instagram posting strategy—ultimately blending the secret sauce of viral content, helping you maximize reach and engagement with your audience.

Instagram Insights

This is Instagram’s built-in analytics tool available to business and creator accounts. It offers data on follower demographics, post reach, impressions, and engagement metrics. Insights include information on when your followers are most active—helping you schedule posts for optimal visibility.

Sprout Social

Sprout Social offers detailed analytics, including audience engagement patterns and the best times to post. It provides customizable reports and scheduling features, allowing users to plan content based on audience behavior.


Hootsuite offers a comprehensive social media management platform with analytics capabilities. Its analytics feature provides insights into audience demographics, engagement metrics, and post performance. Hootsuite’s scheduling tools enable users to plan posts optimally for maximum engagement.


Later is a visual content scheduling platform with robust analytics. It offers features such as Best Time to Post, which analyzes your audience’s activity patterns to suggest optimal posting times. Later also provides data on engagement rates, follower growth, and content performance.


Iconosquare is a social media analytics tool specifically designed for Instagram. It offers insights into audience demographics, post reach, engagement metrics, and hashtag performance. Its optimization feature suggests the best times to post based on when your followers are most active.

A step-by-step guide to leverage Instagram's unique insights

You need a ‘business account‘ or ‘creator account‘ on Instagram to find and leverage its insights to enhance your account’s performance and engagement.

Here’s a comprehensive step-by-step guide on how to find unique insights from your Instagram account:

Step 1: Open your Instagram App

– Launch the Instagram app on your mobile device.

– Log in to your Instagram account if you haven’t already.

Step 2: Navigate to your profile

– Tap on the profile icon (located at the bottom right corner of the screen). This will take you to your Instagram profile.

Step 3: Access insights

– Look for the “Insights” option. This option is typically represented by a bar graph icon or a button labeled “Insights” depending on the Instagram version you’re using.

– Tap on the “Insights” option to proceed.

Step 4: Explore your insights

In the Insights section, you’ll find various metrics and data related to your account’s performance. This includes information such as:

  – Interactions: Total number of likes, comments, shares, and saves on your posts.

 – Content Performance: Details on the performance of individual posts, including reach, impressions, and engagement.

 – Audience Insights: Information about your followers, including demographics, locations, and when they are most active.

  – Stories Insights: Data related to the performance of your Instagram Stories, including impressions, interactions and views of your Instagram account.

    – Promotions: Metrics related to any promoted posts or ads you’ve run on Instagram.

  – Explore each section to gain a deeper understanding of how your content is performing and who your audience is.

Step 5: Analyze trends and patterns

– Take some time to analyze the data provided in your Insights. Look for trends, patterns, and correlations.

– Pay attention to which types of posts perform the best, what time of day your audience is most active, and which demographics make up the majority of your followers.

– Use this information to refine your content strategy and tailor your posts to better resonate with your audience.

Step 6: Experiment and iterate

– Based on your analysis, experiment with different types of content, posting times, and engagement strategies.

– Keep an eye on your Insights to see how these changes impact your account’s performance.

– Continuously iterate and refine your approach based on what you learn from your Insights.

Step 7: Monitor progress

Regularly check your Insights to monitor your progress over time.

– Look for areas of improvement and areas where you’re excelling, and adjust your strategy accordingly.

By consistently analyzing your Insights and making data-driven decisionsyou can optimize your Instagram presence and boost social listening to connect with your audience.

optimal time to post on Instagram

The final thought

Understanding the best times to post on Instagram is crucial for maximizing reach and engagement. While consistency and timing are key factors they must be coupled with compelling content to truly captivate your audience. While finding the optimal posting schedule may take time the effort is worthwhile as it will increased visibility and interaction. For social media marketers managing multiple accounts, leveraging social media tools can streamline the process and ensure each account receives the attention it deserves. Ultimatelysuccess on Instagram hinges on a combination of timing, content quality, and strategic management.

Surrinder Profile Picture
Surrinder Pandita

Surrinder Pandita is a content writer at RankHandy. He has more than 6 years of experience writing for the marketing, HR, and business sectors and aims to provide high-quality content.

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