Hey there! Ever wondered when’s the best time to post on Instagram? Well, you’re in luck!

I’ve got the scoop on the best times to share on Instagram for max likes and comments.

First up, let’s talk timing and what the numbers really say about peak posting periods. I’ll break down data from top studies.

But hey, don’t get too hung up on those stats. I’ll show you how to find your personal Instagram posting sweet spot using your own analytics.

Stick with me till the end, and I’ll throw in some bonus tips to boost your engagement and grow your Insta fam lightning fast.

Why is timing crucial on Instagram?

The timing you select for posting on Instagram significantly influences the performance of your posts.

And there are two primary reasons behind this.

Firstly, there’s recency.

Recency stands as one of the factors Instagram’s algorithm considers when determining which posts to display in your followers’ news feeds.

Typically, Instagram prioritizes fresh content, meaning you’re more likely to encounter posts that were recently shared as you scroll through your Instagram feed, and less likely to come across posts shared hours or even days ago.

In essence: If you aim for your posts to reach as many people as possible, it’s advisable to publish them when your followers/target audience are active and online.

The other reason timing holds significance is engagement.

Users tend to be more inclined to like, comment on, and share Instagram posts during specific times. By posting your content during these peak times, you’ll garner more engagement.

And since engagements serve as another vital cue for Instagram’s algorithm, posts with higher engagement rates receive greater visibility and have a higher chance of going viral.

is there a golden hour for Instagram posts?

Nope, there’s no universal “best” time engraved in stone for unleashing your Instagram gems.

The rationale? Well, each brand or content creator orbits a distinct audience universe. Hence, what clicks for you might just ricochet off another’s wall, and vice versa.

But hold your breath, for the discourse extends beyond this mere nutshell. While a one-size-fits-all chronicle of optimal posting moments eludes us, there exist overarching patterns that might steer your strategic compass.

Why, you ask? Because empirical voyages have charted seas where certain hours of the day and particular days of the week tend to hoist the engagement sails higher than others.

Mind you, these temporal coordinates aren’t etched in digital stone, but they serve as commendable springboards for your voyage into the analytics abyss.

So, with sails unfurled, let’s plunge into the depths of data…

The best time to post on Instagram: Unlocking the Optimal Moment for Instagram Posts

The quest for the perfect time to share content on Instagram has spurred numerous investigations, each yielding varied findings.

Yet, amidst this plethora of data, a landmark study conducted by HubSpot and Mention emerges as the most exhaustive. Their scrutiny of over 37 million Instagram posts revealed intriguing insights…

  1. The pinnacle moment for Instagram posts crystallizes at 8 PM, boasting a commendable average engagement rate of 7.33%.
  2. Following closely, the runner-up slot is claimed by 7 PM, boasting an equally impressive average engagement rate of 7.1%.

Source: HubSpot and Mention

Here’s a snapshot of the comparative data:

Study Best Time to Post
HubSpot & Mention 8 PM
Later 4 AM
Hootsuite 11 AM
SocialPilot 6 AM – 11 AM
Sprout Social 9 AM – 1 PM

Fascinatingly, these findings stand in contrast to alternative research outcomes, as depicted in the following chart.

Evidently, the consensus among most studies suggests that optimal posting times on Instagram span from the morning hours until the brink of the lunch hour.

Important note: While certain studies omitted specifying time zones, the prudent course of action entails aligning with your target audience’s local time zone for maximum impact.

The Worst Time to Post on Instagram

The optimal time to post on Instagram is a subject of debate, with conflicting data from various studies. However, according to HubSpot and Mention, considered to offer the most accurate insights:

  1. 8 AM emerges as the overall worst time, with an engagement rate averaging less than 5.9%.
  2. 7 AM closely follows as the second worst time, trailed by 9 AM.

Interestingly, contrary to conventional belief, the middle of the night doesn’t rank as the least favourable posting time. In fact, posts tend to garner more engagement during nighttime hours compared to early mornings, as per the findings of HubSpot and Mention.

It’s important to note that differing studies yield different conclusions, contributing to the lack of a definitive consensus on this matter, which we’ve highlighted below.


Study Worst time to post
HubSpot & Mention 8 AM
Later 1 PM (on Sunday)5 AM (on Saturday)
Hootsuite N/A
SocialPilot 2 PM – 8 AM (on weekends)
Sprout Social 12 AM – 5 AM


The best day to post on Instagram

Based on the data from various studies:

  • HubSpot & Mention: Sunday is the best day to post on Instagram, with an average engagement rate of 6.92%.
  • Later: Monday is suggested as the best day.
  • Hootsuite: Wednesdays are recommended.
  • SocialPilot: Weekdays in general are highlighted.
  • Sprout Social: Tuesdays & Wednesdays are considered optimal.

While there are variations in the recommendations, it’s essential to experiment and analyze your own audience’s behavior to determine the best posting times for your specific content and target audience.


The worst day to post on Instagram

According to data from HubSpot/Mention,

the worst day to post on Instagram is Friday, with an average engagement rate of 6.16%.

Wednesday is identified as the second-worst day for Instagram posts.

 Other studies have also provided similar findings:

Study Worst day to post
HubSpot & Mention Friday
Later Saturday & Sunday
Hootsuite Saturday & Sunday
SocialPilot Saturday & Sunday
Sprout Social Sunday

Best times to post on Instagram by day

Research indicates that the most favourable moments for posting on Instagram vary throughout the week. Engagement levels notably surge at distinct intervals during weekends compared to weekdays.

Here’s a concise breakdown of the prime posting times on Instagram categorized by each day of the week, drawing insights from five prominent research studies.

Mention / HubSpot Later Hootsuite SocialPilot Sprout Social
Monday 8PM 5AM 12PM 9AM 10AM-12PM
Tuesday 8PM 7AM 9AM 9AM 9AM-1PM
Wednesday 12AM 3AM 11AM 5AM 10AM-1PM
Thursday 9PM 7AM 11AM 12PM 9AM-12PM
Friday 1AM 7AM 2PM 9AM 9AM-11AM
Saturday 10PM 1AM 9AM 8AM-12PM 9AM-11AM
Sunday 7PM 1AM 7PM 10AM-2PM 8AM-12AM

For the most reliable guidance, we suggest relying on the data provided by Mention/Hubspot, as it appears to offer the most comprehensive and accurate analysis.

Best times to post by location

Based on the studies from Mention/Hubspot and Later, here are the best times to post on Instagram by location:

The first is from Mention/Hubspot, which found that:

  1. The best time to post in Asia-Pacific is 8 PM (and the best day is Tuesday)
  2. The best time to post in North America is 9 PM (and the best day is Thursday)
  3. The best time to post in the UK & Ireland is 2 AM (and the best day is Saturday)

The second study comes from Later. Here’s an overview of the best time to post in each location per their findings:

  1. US + Canada (West Coast) – 9 PM to 12 AM
  2. US + Canada (Central) – 10 PM to 12 AM
  3. US + Canada (East Coast) – 11 PM to 4 AM
  4. South America – 5 AM
  5. UK – 3 AM to 4 AM
  6. Europe – 4 AM to 7 AM
  7. Africa – 2 AM to 3 AM
  8. Middle East – 4 AM
  9. East & Southeast Asia – 6 AM to 8 AM
  10. Australasia – 11 PM to 12 AM


It’s important to note that these are general guidelines, and actual engagement may vary based on specific audience demographics and other factors. Testing and analyzing engagement metrics over time can help refine the optimal posting schedule for individual accounts.

Best times to post on Instagram by industry

Delving into this realm, a couple of comprehensive studies have meticulously examined the optimal timing for posting content on Instagram, tailored specifically to various niches and business sectors.

Now, let’s delve into a succinct overview of each study’s findings.

The best times to post on Instagram by industry (per SocialPilot):

On weekdays On weekends
Travel and Tourism 10 AM – 12 PM &7 PM – 9 PM 9 AM – 11 AM &4 PM – 6 PM
Fashion and Apparel 12 PM – 2 PM &7 PM – 9 PM 9 AM – 11 AM &5 PM – 7 PM
Fitness and Wellness 6 AM – 8 AM &5 PM – 7 PM 8 AM – 10 AM &4 PM – 6 PM
Food and Beverage 12 PM – 2 PM  5 PM – 7 PM
Digital Marketing / Social Media  9 AM – 11 AM &1 PM – 3 PM 10 AM – 12 PM
IT Brands 10 AM – 12 PM 1 PM – 3 PM

The best times to post on Instagram by industry (per Sprout Social):

Best day/time to post
Consumer Goods Thursday at 2 PM
Hospital and Healthcare Thursday at 1 PM
Hospitality Wednesday from 11 AM to 1 PM
Media Thursday at 10 AM
Nonprofit Wednesday from 11 AM to 5 PM
Restaurants Monday from 4 PM to 6 PM
Schools & Education Tuesday from 1 PM to 4 PM
Travel & Tourism Tuesday at 10 AM

Discovering Your Prime Posting Time on Instagram

Now, let’s delve into uncovering the ideal moment for sharing on Instagram.

Here’s the catch: The conventional wisdom based on statistics often misses the mark.

Why? Because each content creator boasts a distinct audience.

Just because certain time frames generally exhibit higher engagement rates when averaged across vast swathes of content, it doesn’t guarantee that your followers will be most active during those periods.

Certainly, you can utilize these statistics as a preliminary guide. However, the ultimate task lies in pinpointing your own perfect posting schedule. Below, you’ll find some strategies to aid you in this pursuit.

Enhance your Instagram strategy with an advanced scheduling tool

In the realm of Instagram scheduling tools, there exists a multitude of options designed to streamline your posting schedule by leveraging historical data.

These tools meticulously analyze your analytics to identify the time slots that have historically garnered the highest levels of engagement, enabling you to plan your future posts accordingly.

For instance, consider the functionality offered by Pallyy. With its innovative Best Time to Post feature integrated into your content calendar, you gain access to a comprehensive visual representation showcasing your average engagement metrics across various times and days of the week.


You can even change the metric you’re targeting to figure out what your best times to post are for likes, comments, reach, impressions, etc.

Unlock the power of Instagram Insights to pinpoint your followers’ peak activity periods.

As we delved into earlier, Instagram’s algorithm thrives on fresh content.

Thus, the optimal posting times on Instagram align with when your followers are most inclined to engage with the platform.

To determine these moments, delve into your Instagram Insights (exclusively available to Business and Creator Instagram accounts).

Begin by navigating to your profile. Then, tap the three horizontal lines in the top right corner to unveil the menu and select Insights.

From there, click on Total followers and scroll down to locate the section labeled Most active times.


Unlock the power of Instagram Insights to pinpoint your followers’ peak activity periods.Pin

Within this section, you’ll discover both the days and specific times when your audience is most active throughout the week.

Leverage this invaluable data to refine your post-scheduling strategy.

Unveiling Your Competition’s Strategies

Exploring your competitors’ tactics serves as an invaluable compass in determining optimal posting schedules.

Do they exhibit a consistent pattern in their post timings, adhering to specific days or times each week?

If such a pattern emerges, there likely exists a strategic rationale behind it.

Embark on a journey of experimentation by aligning your posting schedule with that of your competitors, perhaps even daring to go a few minutes ahead. Monitor the performance metrics closely. Should you observe heightened engagement on their part, maintaining this synchronicity becomes paramount.

Keep experimenting and adjusting your strategy

Platforms like Pallyy analyze your historical data to pinpoint the optimal posting moments.

However, it’s crucial to acknowledge that they rely solely on your past activities.

For instance, if you’ve never shared content at 2 AM, their insights would be limited.

This underscores the significance of constantly exploring various posting schedules on Instagram, even if you believe you’ve already identified the prime timing.

Should you chance upon a new effective time, adapt your strategy accordingly.

Moreover, don’t overlook the potential of off-peak periods. While your audience might be less engaged, the reduced competition during these times can still yield favorable outcomes in their feeds.

Unlocking the full potential of your Instagram posts

Timing is indeed crucial for enhancing your engagement levels on Instagram, yet it’s merely a fraction of the equation. The realm of possibilities extends far beyond this single strategy. A plethora of tactics exists to elevate your post’s visibility, eliciting a cascade of likes, comments, and shares.

Here are some expert strategies to supercharge your Instagram engagement:

  • Craft Compelling Captions: Research suggests that longer captions drive higher engagement rates on Instagram. Utilize this insight to maximize the impact of your captions and captivate your audience.
  • Harness the Power of Hashtags: Incorporating relevant hashtags into your captions can significantly enhance the discoverability of your posts, expanding your reach to a wider audience. Aim for hashtags with high relevance and low competition to optimize your results.
  • Embrace Diverse Formats: Break free from the norm by experimenting with various post formats beyond traditional images. Explore options like Reels, Instagram Stories, and more to diversify your content and keep your audience engaged.
  • Foster Connections with Creators: Engage with fellow influencers and creators within your niche to cultivate meaningful relationships. Collaborations and partnerships with like-minded individuals can open doors to new opportunities and broaden your audience base.
  • Actively Engage with Others: Boost your visibility by actively interacting with other users’ posts through likes and comments. This proactive approach encourages reciprocal engagement, driving traffic to your profile and increasing exposure for your content.
  • Explore Paid Advertising: If your organic efforts aren’t yielding the desired results, consider investing in paid ads to garner quick traction and amplify your reach on Instagram.

In Conclusion:

Determining the optimal posting time on Instagram can be subjective, with varying studies pointing to different time frames. While 8 PM emerges as a promising time slot based on available data, the ideal posting time ultimately hinges on your audience’s behavior and engagement patterns. Analyze your own data using tools like Pallyy to identify peak activity periods and tailor your posting schedule accordingly for maximum impact.