Tip: What are the best times to post on Instagram?

best times to post on Instagram

When you’re using Instagram for a business or brand account, ideally you want the biggest possible return on your investment. You’ve invested time and creativity into your content and just putting it out there in the hope that your target audience will see it, isn’t enough. One of the best ways of ensuring exposure to your dream clients is to post your content at the optimum time – when most of your target audience is online. You need to be strategic and think about what are the best times to post on Instagram.

So just when is the best time to post on Instagram? Put simply, there isn’t a universal best time to post. There are many ‘best time to post on Instagram’ charts, and while they may reveal the best times to post on average, your content will receive the most benefit when you determine YOUR best time. 

Every Instagram account has its own unique audience, often with followers that are located in different time zones, so it’s important to understand when YOUR audience is online. If you have an Instagram account with business settings, you’ll be able to check your Insights to not only understand the best time to post your content, but also the best day to post.

Using strategic times to hack the algorithm 

When Instagram changed the way it served content to users – from reverse chronological order to “the moments you care about”, timeliness of posts became more important than ever. Now that Instagram prioritises content for you, it makes sense to post your content at a time when most of your users are scrolling the app. Essentially, if you post at the wrong time, fewer people will see your content, and if they aren’t seeing it, then they can’t engage with it, and the more people that engage with your post, the more people Instagram will serve it up to.

Don’t post and disappear

Instagram prioritises posts that are receiving engagement, so don’t just post your content and run away. Stay on the app and engage. When someone comments, reply to their comment. This counts as engagement and will help your content be seen by a wider audience.

Engagement is the end game

Likes, comments, video views, saves and shares all count as engagement. The more engagement your content receives, the better it will perform. In addition, once people have engaged with your post, it also increases the chance that future content from you will be served to them.

How to find YOUR best time to post

If your Instagram account is set to “Business Profile’, you will have access to analytics (Insights). Checking these Insights regularly will give you insights into your audience’s online behaviour, and you will be able to use this information to post more strategically. It is advisable that you check your Insights at least once a month as audience behaviour can change. Depending on your niche, your audience behaviour may change according to seasonality, economy or even a global pandemic…

How to check your Audience Insights

When you are in your Profile:

  • Tap Menu
  • Tap Insights
  • Tap Audience
    Scroll to the bottom of the page to see the Followers section. You will see a chart that shows the hours and days of the week.
  • Tap on one the hour bars eg. 6pm. A figure will appear revealing how many of your audience are online at that time.
  • Tap Days. The chart will show the data for what days your audience is online.

See steps below for how to check your Audience Insights.

Step by step video on how to check your Audience Insights

Tips on posting

In addition to knowing YOUR best time to post, there are some generic times that suit particular niches.


Tuesdays, Thursdays, and Fridays at 12 noon. To maximise exposure to people scrolling Instagram while on their lunch breaks.

Food & Beverage

On average, Fridays are the best day of the week, for engagement. However, Weds & Thurs evenings, all day Saturday and Sunday pm, are also good for engagement.

Travel & Tourism

Friday is the best performing day for Travel & Tourism content as people are planning their weekends. Sunday evening, Mon & Tues are also strong engagement days as users are looking at places/activities they may have just been/done, or are about to do.

Fitness & Self-Care

Wednesday, when people hit the mid-week slump, or Sunday when people are planning, are the best times for engagement. Mondays and Saturdays also perform well.

Professional Services

Tuesday, Wednesday & Friday from 9-10am.

If you are posting educational content such as blog posts or videos, posting mid-morning usually suits professionals as they often prefer to browse this type of content earlier in their day rather than later at night.

best times to post on Instagram


Do you need to dive a little deeper into Instagram? Then a One-on-one Coaching session could work for you. Available for clients worldwide and held via Zoom, the sessions are 60 or 90 minutes long. You can read more about 1:1 Coaching here.


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