A huge part of building a successful social media strategy is getting your content in front of your audience when they're most likely to be active. That means knowing exactly when to post on Instagram. Otherwise, your ideal audience may not see your latest post.

Timing your Instagram posts just right is all about knowing your audience's habits. But it can take time to gather the data that you need to make those decisions. For now, we have some general advice about the best time to post on Instagram to give you a good head start.

When is the best time to post on Instagram?

Unfortunately, there is no one best time to post on Instagram. Companies that seem favored by the Instagram algorithm typically use in-depth analytics to coordinate posting times when their audience is most online. 

Scheduling posts at what their own data tells them is peak engagement time for their specific audience helps boost engagement. A publishing calendar built on metrics and past data is how companies are leveraging these social platforms best. 

That said, there are a few tips we can give you for your Instagram page.

In general, the best time to post on Instagram falls between 7 am and 9 am and 10 am and 2 pm, with Tuesdays through Thursdays seeing the highest levels of engagement. Users often scroll during their mid-morning breaks or early lunch hours. Those early morning hours can really be useful because your audience scrolling as they're getting ready for work, on their morning commute, or otherwise starting the day.

So much of this will depend on your particular audience demographics, industry, and even your intention. For example, a meal service company might find a lot of success selling on Instagram by posting during lunch hours about their newest celebrity chef collaboration. That's when people are on lunch breaks and are hungry, two things that might really draw them to content about making their food easier and more delicious.

However, a makeup and skincare brand might flout all those rules and schedule Instagram posts on Fridays in the evenings because they know their most loyal audience members are getting ready to go out. They're looking for inspiration for the next fashion trend and love following along with the brand's quick makeup tutorials on Instagram Reels. It works because the brand has a deep understanding of its audience's habits.

Social media platforms are a significant part of any digital marketing strategy. Finding the best time to post on Instagram could bring you new followers, new sales, and new loyal customers.

Best times to post on Instagram

Making your brand's business Instagram account part of your digital marketing requires a deep understanding of Instagram users and their preferences. Optimal posting times will vary, of course, based on your brand and industry, but there are some general times for maximizing Instagram engagement. 

Let's break it down into something more specific: the best time to post on Instagram by each day of the week.

Best time to post on Instagram on Monday

Mondays are all about mornings and lunchtime. Since people are coming off their weekends and getting in the mindset of the workweek, they're likely to check their Instagram feeds in the early morning hours. 

In one study, more than half of respondents checked Facebook as soon as they woke up, and 31.4% checked Instagram. That's a lot of attention for early morning content. The best time to post on Instagram on Mondays is around 7 am and then during lunch hour between 11 am and 2 pm.

Engagement also seems to peak around lunchtime. As people pause to take a lunch break during their work hours, they're checking social media and would be around to see an Instagram post you've created.

Best time to post on Instagram on Tuesday

Tuesdays appear to have good engagement, with the best time to post on Instagram landing between 10 am and 4 pm. This timeframe is a sweet spot, with engagement levels even higher than on Mondays. Since Tuesdays are often less stressful than Mondays, users tend to be a bit more rested and receptive to social media content, leading to a solid stretch of time during the day when your existing and potential followers are online.

In addition, there seems to be a quick stretch of time in the morning hours around 7 am when people are checking Instagram. Again, as people are waking up and getting moving, many of them immediately reach for their phones to check notifications. Social media accounts form part of those notifications, so you might find more engagement if you schedule posts then.

Some industries may also see higher engagement on Tuesdays. In our 2024 State of Social report, companies in the industries CPG and retail have the best posting times on Tuesdays as well. For automotive, financial services, and energy, Tuesdays are the second-best days to post.

Best time to post on Instagram on Wednesday

Wednesdays seem to have the highest engagement across the board. The State of Social report notes that brand-related consumer mentions are highest on this day and Thursdays, so it could be that everyone is in a frame of mind to pay attention to brands. Additionally, Wednesdays are the best time for companies in consumer tech to post.

The best times to post on Instagram on this day seem to be from 7 am to 9 am, 11 am, and then between 2 pm and 4 pm. That gives companies longer stretches of time, where consistent posting has a good chance of getting a brand mention.

Best time to post on Instagram on Thursday

Thursdays, like Wednesdays, also see the highest instances of brand mentions. It's also a prime day to post for brands in the automotive, financial services, and food industries.

However, the best time to post on Instagram shifts just a little bit on this day. Whether it's because social media users are starting to wind down their weeks or people have other things going on, the hours shift to 9 am to 1 pm. There also appears to be a quick spike in activity around 2 pm – when most people have had their lunch.

For some social media users, Thursdays see some engagement during the evening hours. Keep in mind that certain types of companies may be able to post later in the day because their ideal audience is looking for content from them. The data from your social media analytics will be able to tell you more.

Best time to post on Instagram on Friday

Fridays may seem like an obvious day to post because of the lead-up to the weekend. And for some industries, like entertainment or energy, Fridays are the days for most engagement.

As far as the best time to post on Instagram, there does seem to be a lot of advice about exactly when to post. Right in the middle of the workday, around 11 am (basically around their lunch breaks), seems to be a good choice. For others, earlier in the morning to catch them when they're checking their phones first things. Some also suggest posting around 8 pm to 9 pm as users are off work and looking to unwind for the weekend.

Fridays would definitely be a good place to start looking at analytics. There seems to be a lot of variation in when people check social media on Fridays. It's definitely worth posting at these times if you fall into a certain industry or your followers like checking Instagram before the weekend.

Best time to post on Instagram on Saturday

Engagement on the weekends is typically lower than during the week. When you post, you're competing with someone's weekend plans and downtime. None of the industries Brandwatch examined had Saturday as a high engagement day.

That doesn't mean you shouldn't post on Instagram at all. In general, engagement rates are best on Saturday mornings between 9 am and noon and then again between noon and 3 pm. For companies that specialize in hobbies or common weekend activities, Saturdays could be good times to post. Followers would be looking for Instagram posts that match their interests or needing weekend inspiration.

Best time to post on Instagram on Sunday

The bad news is that Sunday sees the lowest engagement of any day on Instagram. Many even suggest avoiding this day if you're looking for engagement. The good news is that if your followers are the types that are actively checking Instagram on this day, you may not experience as much competition from other activities.

If you think you might be one of the latter companies, the best time to post on Instagram on Sundays seems to be early in the morning between 4 pm and 5 am. If that's not your audience, then you may also see good engagement on Sunday evenings between 6 pm to 9 pm while they're getting ready for the upcoming week.

This day, or any day, would be a chance to look at the data. Other companies don't seem to have much luck with Sundays, but it might work for your particular audience. 

Best time to post on Instagram by time zone and location

So, what happens when your audience is an outlier? In that case, the best time to post on Instagram may be tied more to where your audience is rather than the day of the week.

Best time to post on Instagram by industry

Here's a breakdown of the best times to post for a few common sectors. Of course, it'll depend on your brand, but this guidance (based on a broad range of sources) will give you a place to start:

  • Travel and tourism: Weekdays between 10 am and 12 pm. Users may be looking for inspiration for their next adventure as they're navigating their workday or during lunch hours.
  • Food and entertainment: Thursdays and Fridays at 2 pm and from 4 pm to 6 pm. Your target audience might be preparing for their weekend, looking for fun new recipes to try and things to do.
  • Healthcare: 10 am to 3 pm on weekdays. Like travel and tourism, it could be that users are navigating their workweek and looking for either inspiration or seeking answers to questions they have.
  • Media: Mondays and Wednesdays at 11 am; Thursdays at 10 am. All these days see high engagement for social media in general, so media companies can maximize exposure to breaking stories and new articles or videos.
  • Education: Mondays from 9 pm to 12 am. Saturdays 11 am to 1 pm. Teachers often use late evenings and weekend mornings to prepare lessons, search for new classroom resources, and engage with professional development content outside of regular school hours.
  • Financial services: Tuesdays and Thursdays from 9 am to 12 pm. Mid-morning during the week is when professionals often review financial updates, market trends, and investment tips.
  • Retail and ecommerce: Tuesdays and Wednesdays from 9 am to 4 pm. Users might be more likely to browse and shop during these times, taking breaks from their workday to explore new products.
  • Consumer tech: Wednesdays and Thursdays from 9 am to 12 pm. Midweek mornings are prime for sharing product updates, new releases, or how-to content.

Best time to post Instagram Stories

The best times to post to Instagram Stories is during times when people are taking breaks during the day. This would typically be between 11 am and 2 pm. Another option would be in the evenings because users are at home unwinding. Between 6 pm and 9 pm would be those times.

Consider the behaviors of your particular audience. Your Instagram analytics will be able to tell you if they prefer you to post Stories during the day or in the evenings. 

When are the best times to post Reels on Instagram?

Reels are quick doses of entertainment. Our State of Social report indicates certain days for different industries that see the highest engagement, but some general times can also give you a starting point for knowing when to post Reels.

The best time to post on Instagram Reels generally aligns with users' daily routines. Early mornings at 6 to 9 am capture attention as people begin their day, often scrolling during their commutes or while having coffee. Lunchtime from noon to 2 pm is also popular, as users take a break to relax and catch up on social media. In the early evenings, from 6 pm to 8 pm, when people unwind, engagement tends to peak as users have more time to watch, comment, and share content.

Best day to post on Instagram

While various studies offer different insights — Brandwatch noticed Wednesdays and Thursdays got the most consumer brand mentions. For example, a common trend suggests that weekdays often yield higher interaction rates. Here's a breakdown of the best day to post on Instagram:

  • Monday is a strong day for engagement as users are actively starting their week.
  • Wednesday often experiences the highest engagement rates, as users are navigating their responsibilities midweek and also starting to think about weekend plans.
  • Friday sees increased interaction as users begin to relax before the weekend.

Once again, it's essential to note that the optimal day can vary based on your specific audience and industry. Utilizing Instagram Insights or analytics tools can provide tailored data, helping you identify when your followers are most active and engaged.

The best type of content to post on Instagram

Instagram is a highly visual platform, prioritizing images and videos over text. While clear, impactful captions and hashtags are part of the posting strategy, the best content consists of high-quality visuals.

The best content to post on Instagram centers around visuals that capture attention quickly. Instagram prioritizes eye-catching pictures and videos. Instagram posts that feature vibrant colors, sharp imagery, and dynamic compositions generally perform well. Carousel posts, short Reels, and Stories offer even more engagement as they invite users to swipe, watch, or respond — keeping them actively engaged.

Consistency is also crucial. Maintaining a cohesive aesthetic across your feed builds brand recognition, something you'll need to turn Instagram users into loyal followers. Content that aligns with your brand's values and resonates with your audience often gets the best engagement. 

This could be behind-the-scenes moments, user-generated content, or relatable lifestyle shots. Data consistently shows that visuals paired with storytelling, authenticity, and emotional appeal make for the most engaging content on the platform.

How to find your best time to post with Instagram Insights

Instagram Insights offers companies the opportunity to get started with social media metrics and discover a better posting schedule. Here's how to get your Instagram account set up with Insights.

  1. Go to your profile, tap the menu icon (three lines), and select 'Insights' from the dropdown menu.
  2. Once inside Insights, tap on 'Audience.' Here, you'll find a breakdown of your followers, including the days and hours when they are most active.
  3. Scroll down to see the activity graph that displays when your audience is online. Note the specific days and time frames where engagement is highest.
  4. Use this information to adjust your posting schedule. Post Reels, Stories, and other content at different times within the peak windows and observe which times generate the most engagement over a few weeks.
  5. Continue to analyze your Insights regularly to see if trends shift. Make adjustments to your posting schedule as needed to maintain optimal engagement.

You can definitely get started learning about your target audience by using Instagram Insights. But as you get more traction on the platform, you might find that it's too limited to what you need.

How to find your best time to post on Instagram with Brandwatch

A third-party tool can help you go beyond the beginner analytics of Instagram Insights to discover truly what your Instagram audience craves. Brandwatch helps companies find the best time to post on Instagram through its robust analytics tools.

Social listening and monitoring for your Instagram account

Brandwatch tracks brand mentions and keywords on Instagram, analyzing when your audience is most active and engaged. This data reveals peak posting times and the best posting frequency.

Competitor analysis

The platform provides insights into competitors' posting schedules and engagement metrics. Understanding these patterns allows companies to adjust their strategies and refine an Instagram post schedule and strategy.

Custom reporting and dashboards

Brandwatch offers customizable reports and dashboards to dive deeper into your Instagram account. Want to know exactly when to post Instagram Reels? Need greater insights into what's trending with Instagram users? Checking up on a sponsored post? Custom dashboards make it simple to discover compelling information about your Instagram business account and posting times for maximum engagement.

By using these features, companies can optimize their posting schedules for one or multiple Instagram accounts based on peak engagement times and turn the Instagram algorithm into something useful.

Nail the art of Instagram posts

Brandwatch offers a social media management tool that helps companies cut through the noise to discover the best time to post on Instagram. Our comprehensive suite of tools enables you to discover what your own audience craves and build a social media strategy that works. 

Discover how Brandwatch can simplify yet improve your Instagram marketing strategy for better engagement that turns followers into loyal fans.

FAQ

How often should you post on Instagram to get more followers?

To gain more followers, aim to post consistently — at least three to five times per week. Regular posting keeps your content visible in users' feeds and maintains engagement. 

However, quality matters more than quantity, so ensure each post is well-crafted and aligns with your brand's style. Additionally, knowing what your Instagram audience wants helps earn more total followers.

Is posting three times a day too much?

Posting three times a day can be effective, especially if you have a diverse mix of content, such as Reels, Stories, and Carousel posts. You will need to monitor engagement rates to ensure that increased frequency is not overwhelming your audience. Consistent engagement should be the goal, not just volume.

Should you post every day on Instagram in 2024?

Posting daily can be beneficial as long as the content is valuable and engaging. Posting regularly keeps your brand top of mind, but it's important to maintain a posting schedule that you can stick to consistently over time. 

Your own data may also tell you that your audience is fatigued by more posting. However, they may love even multiple posts on a single day if the content is engaging. It all depends on what your data tells you.

What day is Instagram most used?

Tuesdays through Thursdays seem to be the most active days on Instagram. Midweek Instagram posts tend to receive more likes, comments, and shares, so it's likely you'll increase your reach and have the greatest impact with each Instagram post on these days. And keep in mind that a lot of information suggests that Sunday evening is the quietest time for Instagram content.