InstagramScheduling

Best Time to Schedule Instagram Reels (Complete Timing Guide)

8 November 2025

Updated 8 November 2025

14 min read

Find the best times to schedule Instagram Reels for maximum views and engagement. Data-backed day-by-day breakdown with industry-specific timing strategies.

Instagram app icon on smartphone screen showing Reels feature with optimal posting times calendar overlay for scheduling Instagram Reels at peak engagement windows for maximum views and reach

The best time to schedule Instagram Reels is between 7-11 PM on weekdays when users are in "entertainment mode," with Wednesday and Thursday evenings generating the highest views—though morning slots (9-11 AM) also perform well for specific niches. Posting at optimal times can increase Reels views by 100-200% compared to off-peak hours.

Instagram's algorithm pushes Reels based on early engagement velocity. If your Reel gets strong likes, comments, saves, and shares in the first 30-90 minutes, it surfaces on more Explore pages and feeds. Post when nobody's online? Your Reel flatlines before the algorithm gives it a chance.

According to Influencer Marketing Hub's analysis of millions of Instagram posts, Reels published during peak hours receive 2-3x more views in the critical first hour compared to identical content posted off-peak.

This guide breaks down the best time to schedule Instagram Reels by day, industry, content type, and time zone—so you never post blindly again.

Edited by Jamie Partridge, Founder — Reviewed November 8, 2025

TL;DR: Best Times for Instagram Reels

Top 3 best times overall:

9-11 AM (morning coffee scrolling)
1-3 PM (lunch break)
7-11 PM (evening entertainment hours) ← BEST

Best days: Wednesday, Thursday, Friday Worst times: 2-5 AM, Sunday mornings Industry exceptions: B2B creators should favor 9 AM-12 PM

Auto-schedule Reels at optimal times: PostEverywhere's Instagram scheduler queues Reels weeks in advance at peak engagement windows. Try free →

Why Timing Matters for Instagram Reels
Best Times to Post Reels (Day-by-Day)
Best Time by Content Type
Industry-Specific Timing
Time Zone Considerations
How to Find YOUR Best Time
Reels vs Feed Posts vs Stories Timing
Common Timing Mistakes

Why Timing Matters for Instagram Reels

Instagram's Reels algorithm prioritizes early engagement signals in the first 60-90 minutes. According to Instagram's official help documentation, the algorithm considers timeliness and relationship strength when distributing content:

If you post when your audience is active:

✅ Immediate views from followers
✅ Quick likes, comments, shares trigger algorithm
✅ Algorithm pushes Reel to Explore and Reels tab
✅ Views compound (10 → 100 → 1,000 → 10,000)

If you post when your audience is asleep:

❌ Weak early engagement (algorithm sees "this Reel isn't performing")
❌ Never surfaces on Explore
❌ Stays buried (10 → 15 → 20 views, then dies)
❌ Identical content, massive difference in reach

Instagram's head of product confirmed in a creator briefing that initial engagement velocity is weighted heavily in Reels distribution. The difference between posting at 3 PM (low activity) vs 8 PM (peak activity) can mean 300 views vs 30,000 views on the same Reel.

Learn more: How to schedule Instagram Reels

Best Times to Post Reels (Day-by-Day)

Based on data from Hootsuite, Later, and analysis of 50M+ Reels:

Monday

Best times: 9 AM, 11 AM, 8 PM
Engagement level: Medium-High

9 AM: Morning routine scrolling (coffee, commute)
11 AM: Mid-morning break
8 PM: Evening relaxation

Avoid: Early morning (3-6 AM), late afternoon (3-5 PM)

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: Prime entertainment hours

Avoid: Very early morning (2-5 AM)

Wednesday ⭐ BEST DAY

Best times: 9 AM, 11 AM, 1 PM, 8 PM
Engagement level: Highest

9 AM: Morning engagement peak
11 AM: Mid-morning high activity
1 PM: Lunch break
8 PM: Peak evening entertainment

Avoid: Post-midnight (12-5 AM)

Wednesday consistently shows the highest Reels engagement across all industries. If you only post once weekly, make it Wednesday evening.

Thursday

Best times: 10 AM, 1 PM, 3 PM, 7 PM
Engagement level: High

10 AM: Morning activity spike
1 PM: Lunch scrolling
3 PM: Afternoon slump (people seeking entertainment)
7 PM: Evening viewing

Avoid: Very late night (1-5 AM)

Friday

Best times: 9 AM, 11 AM, 3 PM, 7 PM
Engagement level: High

9 AM: Morning routine
11 AM: Pre-weekend excitement
3 PM: Winding down work week
7 PM: Friday night entertainment mode

Friday evening Reels often outperform because people are in "weekend mode" and spend more time scrolling.

Avoid: Very early morning

Saturday

Best times: 11 AM, 1 PM, 7 PM, 9 PM
Engagement level: Medium

11 AM: Late morning (people sleep in)
1 PM: Afternoon activity
7 PM: Evening viewing
9 PM: Late-night scrolling

Weekend engagement is slightly lower overall but peaks later in the day (people wake up later, scroll later at night).

Avoid: Early morning (before 10 AM)

Sunday

Best times: 10 AM, 12 PM, 6 PM, 8 PM
Engagement level: Medium

10 AM: Lazy Sunday scrolling
12 PM: Brunch hours
6 PM: Sunday evening wind-down
8 PM: Pre-week relaxation

Sunday evening performs well as people mentally prepare for the week ahead.

Avoid: Very early morning, late night (after 11 PM)

Best Time by Content Type

Different Reel types perform better at different times:

Entertainment/Comedy Reels

Best times: 7-11 PM daily
Why: People seek entertainment after work/school, not during productive hours.

Days: Thursday-Saturday (weekend entertainment mode)

Educational/Tutorial Reels

Best times: 9-11 AM, 1-3 PM
Why: People are in "learning mode" during work breaks, not late at night.

Days: Tuesday-Thursday (mid-week productivity focus)

Product/E-commerce Reels

Best times: 11 AM-1 PM, 7-9 PM
Why: Lunch break browsing and evening shopping research.

Days: Thursday-Saturday (shopping intent peaks)

Fitness/Wellness Reels

Best times: 6-8 AM, 5-7 PM
Why: Morning motivation and post-work workout inspiration.

Days: Monday (new week motivation), Thursday-Friday

Food/Recipe Reels

Best times: 11 AM-1 PM, 5-7 PM
Why: Meal planning times (lunch ideas, dinner planning).

Days: Wednesday-Saturday

Fashion/Beauty Reels

Best times: 9-11 AM, 7-9 PM
Why: Morning routine inspiration and evening browsing.

Days: Wednesday-Saturday

Industry-Specific Timing

B2B/Professional Services

Best times: 9 AM-12 PM, Tuesday-Thursday
Avoid: Evenings, weekends
Strategy: Post during work hours when professionals are taking breaks. Evening scrolling is personal, not business-focused.

B2C/Consumer Brands

Best times: 7-9 PM, Wednesday-Friday
Avoid: Work hours (9 AM-5 PM)
Strategy: Target after-work relaxation hours when people are shopping/browsing casually.

Creators/Entertainment

Best times: 7-11 PM, Thursday-Sunday
Avoid: Early mornings, Monday
Strategy: Peak entertainment consumption happens evenings and weekends.

E-commerce/Retail

Best times: 12-1 PM, 7-9 PM, Thursday-Saturday
Avoid: Early week, mornings
Strategy: Shopping intent peaks mid-week through weekend, especially evenings.

Fitness/Health

Best times: 6-8 AM, 5-7 PM
Avoid: Midday
Strategy: Align with workout times (morning and post-work).

Travel/Lifestyle

Best times: 9-11 AM, 7-9 PM, weekends
Avoid: Work hours
Strategy: People research travel during leisure time, not work hours.

Time Zone Considerations

If your audience spans multiple time zones, strategic timing captures multiple regions:

U.S.-Based Audiences

Problem: Posting at 8 PM EST = 5 PM PST (West Coast still working)
Solution: Post at 9-10 PM EST = 6-7 PM PST (both coasts in evening mode)

Multi-zone strategy:

Post at 9 PM EST / 6 PM PST (hits both)
Or post twice: 8 PM EST (East Coast) + 8 PM PST (West Coast delayed post)

International Audiences

If you have significant followings in multiple countries:

Option 1: Post at a compromise time (e.g., 3 PM EST = 8 PM UK)
Option 2: Post 2-3x daily to hit different regions at good local times
Option 3: Analyze Instagram Insights to see where most engaged followers live, prioritize that time zone

Tools that help: Instagram scheduling tools with smart time zone posting can auto-adjust for your audience's location.

How to Find YOUR Best Time

Generic "best times" are a strong starting point, but YOUR audience might differ. Here's how to find your specific optimal times:

Step 1: Check Instagram Insights

Go to your Instagram profile
Tap menu → Insights
Scroll to Total followers
Tap See all next to "Most active times"
View when YOUR followers are online (by day and hour)

What you'll see: Heatmap showing follower activity by day/hour.

Action: Cross-reference with generic best times. If your audience is most active at 10 PM but you've been posting at 10 AM, that's a huge opportunity.

Step 2: Analyze Top Performing Reels

Go to Insights → Content you shared
Filter by Reels
Sort by Reach or Engagement
Note the posting time of your top 10 Reels

Pattern check: Do your best Reels cluster around certain times? That's your sweet spot.

Step 3: Run A/B Tests

Post similar content at different times over 4 weeks:

Week 1: Post at 9 AM
Week 2: Post at 1 PM
Week 3: Post at 5 PM
Week 4: Post at 8 PM

Track: Reach, plays, likes, comments, shares, saves in first 24 hours.

Identify winner: Which time slot consistently gets best results?

Step 4: Use Smart Scheduling

Tools like PostEverywhere analyze your historical posting data and audience activity, then auto-schedule Reels at YOUR optimal times—no manual testing needed.

Skip the manual timing tests: PostEverywhere's smart scheduler analyzes YOUR audience and auto-posts Reels at peak times. Try free →

Reels vs Feed Posts vs Stories Timing

Different Instagram content types perform best at different times:

Reels Timing

Best: 7-11 PM (entertainment hours)
Why: Reels are entertainment. People watch Reels when relaxing, not during productive work hours.
Exception: Educational Reels perform well 9 AM-12 PM

Feed Posts Timing

Best: 9-11 AM, 1-3 PM
Why: Feed posts are more "catch-up" content. People check their feed during short breaks.
Performance: Feed posts get lower reach than Reels but more consistent engagement from existing followers.

Stories Timing

Best: Throughout the day (6 AM-11 PM)
Why: Stories disappear after 24 hours, so consistency matters more than perfect timing. Post multiple stories spread across the day.
Peak times: 9 AM, 12 PM, 7 PM see highest story view rates.

Strategy: Post Reels at 8 PM (peak entertainment), feed posts at 10 AM (morning catch-up), and stories 3-5x throughout the day.

Learn more: How to schedule Instagram Reels

Common Timing Mistakes

Mistake 1: Posting When It's Convenient for YOU

Problem: You create content at 2 PM, so you post at 2 PM. But your audience is working/busy then.

Fix: Batch-create content, then schedule posts for when your AUDIENCE is active (e.g., create Monday-Friday, schedule for 8 PM daily).

Mistake 2: Ignoring Your Insights

Problem: Following generic "best times" without checking YOUR audience data.

Fix: Check Instagram Insights monthly. Your audience might be night owls (peak at 11 PM) or early risers (peak at 7 AM).

Mistake 3: Posting Same Time on All Platforms

Problem: Instagram peaks at 8 PM, LinkedIn peaks at 9 AM. Same time = suboptimal for one platform.

Fix: Use multi-platform scheduling to post different times per platform automatically.

Mistake 4: Never Testing

Problem: You post at 8 PM because "everyone says evening is best," but you never verify if it works for YOU.

Fix: Run 4-week timing tests. Your niche/audience might differ from averages.

Mistake 5: Posting Only Once Daily

Problem: Instagram Reels have short lifespans. One Reel/day limits reach.

Fix: Post 1-3 Reels daily at different times to hit different audience segments and maximize daily reach.

Mistake 6: Forgetting Time Zones

Problem: You have followers in EST and PST, but post at 8 PM EST (5 PM PST = West Coast still working).

Fix: Post at 9-10 PM EST to hit both coasts during leisure hours, or post twice daily.

Key Takeaways

Best times to schedule Instagram Reels:

✅ Top choice: 7-11 PM (entertainment hours)
✅ Alternative: 9-11 AM (morning scrolling)
✅ Best days: Wednesday, Thursday, Friday
✅ Worst times: 2-5 AM, early Sunday

Content type matters:

Entertainment/Comedy: 7-11 PM
Educational: 9 AM-3 PM
Product: 12-1 PM, 7-9 PM

Industry matters:

B2B: 9 AM-12 PM (work hours)
B2C: 7-9 PM (leisure hours)

YOUR audience > generic data:

Check Instagram Insights for YOUR followers' activity
Run timing tests to find YOUR sweet spot
Adjust for YOUR time zones

Consistency wins:

Posting at 7 PM daily beats posting at "perfect" times sporadically when scheduling Instagram Reels
Algorithm rewards consistent posting patterns

Getting Started: Instagram Reels Timing Checklist

Ready to optimize when you post Instagram Reels? Follow these 10 steps:

Check Instagram Insights — Go to Profile → Insights → Audience → Most Active Times to see when YOUR followers are online
Audit last 30 Reels — Note posting times of your top 10 performing Reels, look for patterns
Test the 7-9 PM window — Post Reels at 7 PM, 8 PM, and 9 PM for one week, compare engagement rates
Try morning alternative — Test 9-11 AM for educational/tutorial Reels (different audience intent)
Run Wednesday/Thursday tests — These days consistently show highest Reels engagement across accounts
Adjust for your niche — B2B content: try 9 AM-12 PM; Entertainment: stick to 7-11 PM
Consider time zones — If audience is 50% EST + 50% PST, post 9-10 PM EST (hits both coasts)
Batch-create Reels — Film 5-7 Reels in one session, schedule them throughout week at optimal times
Use Instagram scheduling tools — Auto-post at 8 PM daily without manual uploading
Review monthly — Check Insights every 30 days, audience activity patterns shift with seasons

Pro tip: Don't sacrifice Reel quality for perfect timing. A great Reel posted at 3 PM (decent time) beats a mediocre Reel at 8 PM (perfect time). Focus 80% on hook/retention, 20% on timing.

FAQs About Instagram Reels Timing

What is the best time to post Instagram Reels?

The best time to schedule Instagram Reels is 7-11 PM on weekdays (especially Wednesday-Thursday) when users are in entertainment mode. According to Influencer Marketing Hub's analysis, evening Reels receive 2-3x more views in the first hour compared to morning posts, triggering better algorithmic distribution.

Should I post Reels at the same time as feed posts?

No. Instagram Reels perform best at 7-11 PM (entertainment hours) while feed posts peak at 9-11 AM and 1-3 PM (quick scrolling breaks). The best time to schedule Instagram Reels differs from static posts because Reels compete for attention during dedicated viewing sessions, not quick feed checks.

How do I find my best time to post Reels?

Check Instagram Insights: Profile → Menu → Insights → Audience → Most Active Times. This shows when YOUR followers are online. Then run A/B tests: post similar Reels at 9 AM vs 7 PM for 2 weeks, compare first-hour views and engagement rates to identify your optimal window.

Does posting time affect Instagram Reels reach?

Yes. Instagram's algorithm tests Reels with your followers first. Strong early engagement (first 60-90 minutes) signals the algorithm to push your Reel to Explore and Reels tab. Posting when followers are active = more immediate views = better algorithm signals = wider distribution. Research from Later shows Reels posted during peak hours get 100-200% more reach.

What's the worst time to post Instagram Reels?

2-5 AM is the worst time to schedule Instagram Reels (when most audiences sleep), unless targeting international time zones. Also avoid: Sunday early morning (lowest weekly engagement), work hours Monday-Friday 9 AM-5 PM for entertainment content (people are busy, not watching Reels).

Can I schedule Instagram Reels weeks in advance?

Yes. Use Instagram scheduling tools that connect via Meta Business Suite API. You can schedule Reels up to 75 days in advance. Best practice: schedule 1-2 weeks out to maintain flexibility while ensuring consistent posting at 7-9 PM optimal times even during busy periods.

Should I post multiple Reels per day?

Yes, if content quality stays high. Posting 2 Reels daily at different times (9 AM + 8 PM) often yields better total reach than 1 Reel daily. Instagram doesn't penalize frequency like it does with feed posts. Many successful creators post 2-3 Reels daily, hitting both morning commuters and evening viewers.

Do Instagram Reels get better reach than feed posts?

Yes. Instagram prioritizes Reels in its algorithm. Even Reels posted at "decent" times (3 PM) often outperform feed posts at "perfect" times (9 AM). The best time to schedule Instagram Reels still matters, but Reels inherently get more algorithmic distribution than static posts regardless of timing.

How long does it take for a Reel to gain traction?

Most viral Reels gain 80% of their views in the first 24-48 hours, with peak momentum in the first 6 hours. Posting at optimal times (7-9 PM) maximizes those critical first hours when the algorithm decides whether to push your Reel to wider audiences. Late-blooming viral Reels (going viral days later) are rare.

Should I post Reels at the exact same time daily?

Consistency helps but exact timing isn't critical. Posting within a 1-hour window (e.g., 7-8 PM) works well. Your audience learns to expect content during that timeframe. Use smart scheduling to maintain consistent evening posting even when you batch-create Reels on weekends.

Related Resources

Scheduling Guides:

Best Time Guides (All Platforms):

Platform Schedulers:

Features:

Get Started:

Pro tip: The Instagram algorithm also considers posting frequency. Posting 2 Reels daily at "good" times (9 AM + 7 PM) often beats posting 1 Reel daily at the "perfect" time (8 PM). More shots on goal = more chances for viral reach.

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.