Best Time to Schedule Instagram Posts (Data-Backed Guide)
Find the best times to schedule Instagram posts for maximum engagement. Day-by-day breakdown with data-backed optimal posting times for feed posts, Reels, Stories, and carousels.
The best time to schedule Instagram posts is 9-11 AM and 7-9 PM on weekdays, with Wednesday and Thursday showing highest overall engagement. However, optimal times vary by content type: Reels perform best 7-11 PM, feed posts peak at 9-11 AM and 1-3 PM, Stories throughout the day, and carousels at 8-11 AM.
Instagram's algorithm prioritizes recent, engaging content. When you post matters because timing affects how many of your followers see your post in the critical first hour—which determines whether the algorithm pushes it to wider audiences via Explore and hashtag feeds.
According to Sprout Social's research, Instagram posts published during peak engagement windows receive 2-3x more engagement in the first hour compared to identical content posted off-peak.
This guide breaks down the best time to schedule Instagram posts by content type, day, industry, and audience—so you can maximize every post's reach.
Edited by Jamie Partridge, Founder — Reviewed November 20, 2025
Looking for specific timing guides? Jump to: Best Time for Reels, Best Time for Stories, Best Time for Carousels
TL;DR: Best Times for Instagram Posts
Top 3 times for feed posts:
- 9-11 AM (morning catch-up scrolling)
- 1-3 PM (lunch break)
- 7-9 PM (evening relaxation)
By content type:
- Reels: 7-11 PM (entertainment hours) - See detailed guide
- Feed posts: 9-11 AM, 1-3 PM (quick catch-up breaks)
- Stories: Throughout day (9 AM, 12 PM, 7 PM peaks) - See detailed guide
- Carousels: 8-11 AM (people have time to swipe) - See detailed guide
Best days: Wednesday, Thursday, Friday
Worst times: 2-5 AM, Sunday mornings
Auto-schedule posts at optimal times: PostEverywhere's Instagram scheduler automatically posts at peak engagement windows. Try free →
Table of Contents
- Why Timing Matters for Instagram Posts
- Best Times by Content Type
- Best Times by Day of Week
- Best Times by Industry
- Time Zone Considerations
- How to Find YOUR Best Time
- Common Timing Mistakes
Why Timing Matters for Instagram Posts
Instagram's algorithm prioritizes recent, engaging content. When you post affects:
Early engagement signals (first 60 minutes):
- If you post when followers are active → immediate likes/comments
- Algorithm sees "this post is performing well"
- Pushes post to Explore, hashtag feeds, suggested content
- Reach compounds (1,000 → 5,000 → 20,000 impressions)
If you post when followers are offline:
- Weak early engagement
- Algorithm sees "this post isn't resonating"
- Never surfaces beyond your followers
- Stays buried (100 → 150 → 200 impressions, then dies)
According to Instagram's official documentation, the algorithm considers:
- Timeliness: Newer posts ranked higher
- Relationship: Engagement from accounts you interact with signals quality
- Interest: Based on past behavior with similar content
The timing sweet spot: Post when your followers are online (timeliness) and likely to engage (relationship + interest signals).
Learn more: How to schedule Instagram posts
Best Times by Content Type
Different Instagram content types perform best at different times because user behavior varies throughout the day:
Feed Posts (Single Image/Video)
Best times: 9-11 AM, 1-3 PM, 7-9 PM
Peak engagement: Wednesday-Thursday at 9-10 AM
Why it works:
- Feed posts = "catch-up" content (quick scroll through feed)
- People check feed during short breaks (morning coffee, lunch, evening wind-down)
- Not dedicated viewing sessions like Reels
Content type performance:
- Inspirational quotes: 7-9 AM (morning motivation)
- Product posts: 11 AM-1 PM, 7-9 PM (shopping mindset)
- Behind-the-scenes: 1-3 PM (afternoon break entertainment)
Learn more: How to schedule Instagram posts
Instagram Reels (Vertical Video)
Best times: 7-11 PM (peak), 9-11 AM (secondary)
Peak engagement: Wednesday-Thursday at 8-9 PM
Why it works:
- Reels = entertainment (people watch when relaxing, not working)
- Evening hours = "entertainment mode" (watching TV, scrolling before bed)
- Morning Reels = commute/coffee entertainment
Content type performance:
- Educational Reels: 9 AM-12 PM (learning mindset)
- Entertainment/Comedy: 7-11 PM (relaxation mode)
- Fitness Reels: 6-8 AM, 5-7 PM (workout motivation)
Learn more: Best time to schedule Instagram Reels - Complete Reels timing guide
Instagram Stories (24-Hour Content)
Best strategy: Post multiple times throughout the day
Peak viewing times: 9 AM, 12 PM, 3 PM, 7 PM
Why it works:
- Stories = ephemeral (24-hour lifespan)
- Consistency > perfect timing (posting 1 Story at 8 PM vs 3 Stories at 9 AM, 1 PM, 7 PM)
- Stories bar = chronological (most recent appears first)
Posting frequency:
- Minimum: 1-2 Stories/day at 9 AM or 7 PM
- Recommended: 3-5 Stories/day spread throughout
- High volume: 8-10 Stories/day (brands, influencers)
Learn more: Best time to schedule Instagram Stories - Complete Stories timing guide
Instagram Carousels (2-10 Images)
Best times: 8-11 AM, 12-1 PM
Peak engagement: Tuesday-Wednesday at 9-10 AM
Why it works:
- Carousels = educational content (requires time to swipe through slides)
- Morning hours = people have time/attention to engage
- NOT evening (too rushed, people want quick entertainment like Reels)
Content type performance:
- Educational carousels: 8-10 AM (morning learning mode)
- Product showcases: 11 AM-1 PM (shopping research)
- Listicles/tips: 9-11 AM (morning productivity)
Learn more: Best time to schedule Instagram Carousels - Complete carousel timing guide
Best Times by Day of Week
Based on data from Hootsuite and Later analyzing millions of Instagram posts:
Monday
Best times: 9 AM, 11 AM, 1 PM, 7 PM
Engagement level: Medium-High
- 9 AM: Monday morning catch-up (checking feed, planning week)
- 11 AM: Mid-morning break
- 1 PM: Lunch break
- 7 PM: Evening relaxation
Content to post: Motivational content, weekly planning tips, Monday mood content
Tuesday
Best times: 10 AM, 12 PM, 2 PM, 7 PM
Engagement level: High
- 10 AM: Peak work-break scrolling
- 12 PM: Lunch hour
- 2 PM: Post-lunch wind-down
- 7 PM: Evening prime time
Content to post: Educational content, product launches, how-to guides
Wednesday ⭐ BEST DAY
Best times: 9 AM, 11 AM, 1 PM, 8 PM
Engagement level: Highest
- 9 AM: Mid-week morning engagement peak
- 11 AM: Pre-lunch activity spike
- 1 PM: Lunch break
- 8 PM: Peak evening engagement
Why Wednesday wins: Mid-week sweet spot (past Monday blues, before Friday wind-down). Users most active and engaged.
Content to post: Important announcements, flagship content, product launches
Thursday
Best times: 10 AM, 12 PM, 3 PM, 7 PM
Engagement level: High
- 10 AM: Morning engagement
- 12 PM: Lunch hour
- 3 PM: Afternoon slump (people seek entertainment)
- 7 PM: Evening viewing
Content to post: Behind-the-scenes, sneak peeks of weekend content
Friday
Best times: 9 AM, 11 AM, 1 PM, 3 PM
Engagement level: Medium-High
- 9 AM: Morning routine
- 11 AM: Pre-weekend excitement
- 1 PM: Lunch break
- 3 PM: Winding down work week
Note: Friday evening engagement drops as people go out/socialize.
Content to post: Weekend plans, Friday favorites, week recap
Saturday
Best times: 11 AM, 1 PM, 7 PM
Engagement level: Medium
- 11 AM: Late morning (people sleep in)
- 1 PM: Afternoon activity
- 7 PM: Evening viewing
Weekend behavior: People wake up later, spend time outdoors, check Instagram sporadically.
Content to post: Lifestyle content, weekend activities, relaxation themes
Sunday
Best times: 10 AM, 12 PM, 7 PM
Engagement level: Medium-Low
- 10 AM: Lazy Sunday scrolling
- 12 PM: Brunch hours
- 7 PM: Sunday evening wind-down (prep for week)
Note: Sunday evening engagement rebounds as people relax before Monday.
Content to post: Sunday reset content, week-ahead previews, motivational content
Best Times by Industry
Optimal Instagram posting times vary by industry and target audience:
B2C / E-commerce
Best times: 11 AM-1 PM, 7-9 PM
Target audience: Consumers shopping during lunch breaks or evening browsing
Content strategy:
- Product posts: 11 AM-1 PM (lunch shopping), 7-9 PM (evening browsing)
- Sales/promos: 7-9 PM (decision-making time)
- User-generated content: 1-3 PM (social proof during active hours)
B2B / Professional Services
Best times: 8-10 AM, 12-1 PM
Target audience: Professionals checking Instagram during work breaks
Content strategy:
- Educational content: 8-10 AM (morning learning)
- Industry news: 9 AM (morning briefing)
- Tips/tutorials: 12-1 PM (lunch break learning)
Avoid: Evenings and weekends (low professional audience activity)
Fashion / Beauty
Best times: 11 AM-1 PM, 6-8 PM
Target audience: Style-conscious consumers during inspiration-seeking hours
Content strategy:
- Outfit inspiration: 7-9 AM (morning getting-ready), 6-8 PM (evening browsing)
- Product showcases: 11 AM-1 PM (midday shopping)
- Tutorials: 6-8 PM (evening primping)
Fitness / Wellness
Best times: 6-8 AM, 5-7 PM
Target audience: Fitness enthusiasts pre/post-workout
Content strategy:
- Workout videos: 6-8 AM (morning motivation), 5-7 PM (post-work gym)
- Meal prep: 11 AM-1 PM (lunch planning), 5-7 PM (dinner prep)
- Motivation quotes: 6-7 AM (morning pump-up)
Food / Restaurants
Best times: 11 AM-1 PM, 5-7 PM
Target audience: People planning meals
Content strategy:
- Lunch specials: 10-11 AM (morning planning)
- Dinner posts: 4-6 PM (evening meal planning)
- Recipe content: 11 AM-1 PM, 5-7 PM (meal times)
Entertainment / Media
Best times: 7-11 PM
Target audience: Users in entertainment mode
Content strategy:
- Memes/comedy: 7-11 PM (peak entertainment hours)
- News/updates: 6-8 AM (morning catch-up), 12-1 PM (lunch break)
- Behind-the-scenes: 2-4 PM (afternoon interest)
Time Zone Considerations
If your audience spans multiple time zones, posting strategy changes:
Single Time Zone Audience (80%+ concentrated)
Strategy: Post at optimal times for that timezone.
Example: 80% of followers in EST
Post times: 9 AM EST, 1 PM EST, 7 PM EST
Two Time Zone Audience (Coasts)
Strategy: Split the difference or post twice.
Example: 50% EST + 50% PST
Option 1: Post at 12 PM EST (9 AM PST—catches both)
Option 2: Post twice—9 AM EST and 9 AM PST (12 PM EST)
Global Audience
Strategy: Rotate posting times or focus on universal peaks.
Universal peak times (UTC):
- 12-2 PM UTC (catches morning US, evening Europe, night Asia)
- 1-3 AM UTC (morning Asia, night US)
Better approach: Use Instagram Insights to identify where 80% of your audience is, focus on their timezone.
How to Find YOUR Best Time
Generic "best times" are a starting point. Your audience's behavior is unique. Here's how to find YOUR optimal times:
Step 1: Check Instagram Insights
- Go to Profile → Menu (☰) → Insights
- Tap "Total followers"
- Scroll to "Most Active Times"
- See heatmap of when YOUR followers are online (by day + hour)
This is your personalized best-time data.
Step 2: Audit Your Top-Performing Posts
- Go to Profile → Insights → Content you shared
- Filter by "Posts" (last 90 days)
- Sort by "Engagement" or "Reach"
- Note posting times of your top 10 posts
- Look for patterns (e.g., 9 AM posts consistently outperform 3 PM)
Step 3: Run A/B Tests
Test method:
- Pick similar content (2 Reels with similar hooks, 2 feed posts with same theme)
- Post one at 9 AM, one at 8 PM (same day or different days)
- Compare first-hour engagement (likes, comments, saves in first 60 minutes)
- Repeat for 2 weeks
Winner = your best time
Step 4: Test 3-5 Time Slots
Don't just test one time. Test multiple:
Example test schedule (2 weeks):
- Monday: 9 AM post
- Tuesday: 1 PM post
- Wednesday: 8 PM post
- Thursday: 11 AM post
- Friday: 7 PM post
Analyze: Which time slots consistently get 2x+ better engagement?
Step 5: Adjust Seasonally
Audience behavior shifts with seasons:
- Summer: Evening engagement drops (people outside)
- Winter: Evening engagement rises (people indoors)
- Holidays: Weekday patterns break (people off work)
Re-check Insights every 2-3 months.
Common Timing Mistakes
Mistake 1: Posting When It's Convenient for YOU
Problem: You finish creating content at 2 PM, so you post at 2 PM. But your audience is working/busy.
Fix: Batch-create content, then schedule posts for optimal times (9 AM, 7 PM). Use Instagram scheduling tools to auto-post.
Mistake 2: Ignoring Content Type Differences
Problem: Posting Reels at 9 AM and feed posts at 8 PM (reversed optimal times).
Fix:
- Reels: 7-11 PM (entertainment hours)
- Feed posts: 9-11 AM, 1-3 PM (quick catch-up)
- Stories: Throughout day
- Carousels: 8-11 AM (dwell time needed)
Mistake 3: Posting Same Time Daily Without Testing
Problem: "I heard 9 AM is best" → post 9 AM every day → never test other times → miss YOUR actual best time (maybe 8 PM).
Fix: Test 3-5 different times, compare results, then optimize.
Mistake 4: Forgetting Time Zones
Problem: Your audience is in EST, you're in PST. You post at "7 PM your time" (10 PM EST—when they're asleep).
Fix: Check Instagram Insights → Audience → Top locations. Post in THEIR timezone, not yours.
Mistake 5: Sacrificing Content Quality for Perfect Timing
Problem: Rushing content creation to hit "perfect" 8 PM posting time → lower quality → worse performance than great content at 3 PM.
Fix: 80% focus on content quality, 20% on timing. A great post at 3 PM beats a mediocre post at 8 PM.
Mistake 6: Not Posting Consistently
Problem: Posting at 9 AM on Monday, 3 PM on Thursday, 8 PM on Saturday (no pattern) → audience doesn't know when to expect your content.
Fix: Pick 2-3 optimal times, post consistently. Algorithm rewards consistency. Your audience trains to expect your content at those times.
Example schedule:
- Monday, Wednesday, Friday: 9 AM
- Tuesday, Thursday: 7 PM
FAQs: Best Time to Schedule Instagram Posts
What is the best time to post on Instagram?
The best time to post on Instagram is 9-11 AM and 7-9 PM on weekdays, with Wednesday and Thursday showing highest engagement. However, optimal times vary by content type: Reels peak at 7-11 PM, feed posts at 9-11 AM, Stories throughout the day, and carousels at 8-11 AM.
Should I post Instagram Reels at the same time as feed posts?
No. Reels perform best at 7-11 PM (entertainment hours) while feed posts peak at 9-11 AM and 1-3 PM (quick scrolling breaks). Different content types require different timing strategies. See our Reels timing guide for detailed Reels-specific data.
What's the worst time to post on Instagram?
2-5 AM is the worst time (when most audiences sleep), unless targeting international time zones. Also avoid: Sunday early morning (lowest weekly engagement), and work hours Monday-Friday 10 AM-4 PM for entertainment content (people are busy, not browsing).
How do I find my best time to post on Instagram?
Check Instagram Insights: Profile → Insights → Audience → Most Active Times to see when YOUR followers are online. Then run A/B tests: post similar content at 9 AM vs 7 PM for 2 weeks, compare first-hour engagement to identify your optimal window.
Does posting time affect Instagram reach?
Yes. Instagram's algorithm tests posts with your followers first. Strong early engagement (first 60 minutes) signals the algorithm to push your post to Explore and hashtag feeds. Posting when followers are active = more immediate engagement = better algorithm signals = wider reach.
Should I post multiple times per day on Instagram?
Yes, if content types differ. Posting 1 feed post at 9 AM + 1 Reel at 8 PM often yields better total reach than 2 posts at the same time. Instagram doesn't penalize frequency if content is valuable. Many successful creators post 2-4 times daily across different formats.
What's the best day to post on Instagram?
Wednesday and Thursday consistently show highest engagement across all content types. If you only post 2-3 times per week, prioritize these days. Friday is also strong for entertainment content. Avoid Sunday mornings (lowest engagement).
Can I schedule Instagram posts weeks in advance?
Yes. Use Instagram scheduling tools that connect via Meta Business Suite API. You can schedule up to 75 days ahead. Best practice: schedule 1-2 weeks out at optimal times (9 AM, 7 PM) to maintain consistency even during busy periods.
How long does it take for an Instagram post to gain traction?
Most viral posts gain 80% of their reach in the first 24 hours, with peak momentum in the first 3-6 hours. Posting at optimal times (9 AM, 7 PM) maximizes those critical first hours when the algorithm decides whether to push your post to wider audiences.
Should I post at the exact same time daily?
Consistency helps but exact timing isn't critical. Posting within a 1-hour window (e.g., 9-10 AM) works well. Your audience learns to expect content during that timeframe, and the algorithm favors consistent posting patterns.
Related Resources
Content-Specific Timing Guides:
- Best time to schedule Instagram Reels - Complete Reels timing guide
- Best time to schedule Instagram Stories - Stories timing strategy
- Best time to schedule Instagram Carousels - Carousel timing data
Scheduling Guides:
- How to schedule Instagram posts - Complete scheduling tutorial
- How to schedule Instagram Reels - Reels scheduling guide
- How to schedule social media posts - Multi-platform guide
Free Tools:
- OG image checker - Verify how your links appear when shared
Platform Timing Guides:
- Best time to schedule social media posts - All platforms overview
- Best time to schedule TikTok posts
- Best time to schedule LinkedIn posts
Tools:
- Instagram scheduling tool - Auto-post at optimal times
- Social media content calendar - Visual planning
Pro tip: The Instagram algorithm rewards consistency over perfection. Posting at "good" times (9 AM) consistently beats posting at "perfect" times (8 PM) sporadically. Batch-create content, schedule for optimal times, and focus your energy on content quality and audience engagement.
Last updated: November 20, 2025 — Reviewed by Jamie Partridge, Founder of PostEverywhere
Jamie Partridge
Founder & CEO of PostEverywhere
Jamie Partridge is the Founder & CEO of PostEverywhere. He writes about social media strategy, publishing workflows, and analytics that help brands grow faster with less effort.