Best and Worst Times to Post on Instagram

In the ever-evolving world of social media, timing can make all the difference between your post getting lost in the scroll or becoming a viral sensation.

For many Instagram users, the question isn’t just about what content to share but also when to share it. You see it time and again across different social platforms – viral posts that have racked up engagement figures in the millions, while very similar posts have next to nothing. What’s the difference? Well timing can be a big thing. So, if you’ve ever wondered, "When’s the best time to post on Instagram?" you’re not alone. 

Understanding the optimal posting times can significantly enhance engagement rates and help you reach a wider audience.

Understanding Instagram's Algorithm

Before diving into the best and worst times to post, it’s crucial to understand how Instagram’s algorithm works.

Instagram prioritises posts that it believes users will find most interesting, and this is determined by factors like engagement (likes, comments, shares), the relationship between the user and the poster, and the timeliness of the post.

Thus, posting when your audience is most active can give your content a better chance of being seen and engaged with.

1. Weekdays vs. Weekends: Weekdays tend to see higher engagement rates than weekends. People are more likely to check their phones during short breaks at work or school, making weekdays an optimal time for posting as opposed to weekends where we’re more likely engaged in the things we enjoy, therefore leaving less chance for distractions.

2. Monday to Friday Insights:

Monday: Mornings around 9 AM and evenings from 5 PM to 7 PM are ideal as people are getting back into their routines.


Tuesday: Similar to Monday, with an additional peak around lunchtime at 12 PM.


Wednesday: Often considered the best day of the week to post, with optimal times being 11 AM and 3 PM.


Thursday: Engagement is consistent throughout the day, with peaks at 12 PM and 5 PM.


Friday: Engagement tends to peak at around 9 AM and tapers off as people start their weekends early.


Saturday and Sunday: While weekends generally see lower engagement, the best times to post are around 11 AM on

Saturdays and Sundays, as people are more relaxed and likely to scroll through their feeds. 

Worst Times to Post on Instagram

Understanding the best times to post is only half the battle; knowing when not to post is equally important. Here are some periods you might want to avoid:

1. Late Nights: Posting late at night, typically from 10 PM to 6 AM, can lead to lower engagement rates as most users are offline and (hopefully) asleep.

2. Early Mornings: While early risers might check their phones, the hours between 6 AM and 8 AM are generally less active as those who are reluctant to leave their beds stumble about in sleepy haze getting ready.

3. Midday Slumps: From 1 PM to 3 PM, particularly during weekends, users tend to be less engaged as they may be out and about, socialising or even taking naps..

While general guidelines can be helpful, the best way to determine when is the best time to post on Instagram for your specific audience is through analysis.

Instagram’s Insights tool provides valuable data on when your followers are most active. By studying your audience's behaviour, you can tailor your posting schedule to maximise engagement.

1. Experiment with Different Times: Try posting at various times throughout the week and monitor which times yield the highest engagement.

2. Consistency is Key: Once you find a time that works well, stick to a consistent posting schedule to maintain and build your audience’s expectations.

3. Use Scheduling Tools: Tools like Hootsuite or Buffer can help you plan and schedule your posts to ensure they go live at optimal times, even if you’re not available at that time to post them manually yourself.

So, when is the best time to post on Instagram? Not to wriggle out of it, but the answer varies depending on your audience, content and goals. However, it’s definitely achievable to find the optimum time for you. By leveraging Instagram’s Insights and paying attention to general trends, you can significantly improve your engagement rates and – who knows? – potentially go viral.

If you’d like to find out more about how we can help with overseeing your marketing channels, just get in touch.

Alternatively, why not read our latest blog and explore how to create content that converts for local SEO?