During its inception, it was a cakewalk to gather likes and comments on Instagram. However, today we need to pay attention to many aspects including the best time to post on Instagram.
Being a part of the social media stream is an essential aspect of marketing in today’s day and age. The simplest way to reach tonnes of potential customers is via the social media gateway. There are so many platforms such as Twitter, Facebook, Pinterest, Twitch, etc. used by billions of people. As per an article by Demand Sage, there are more than 8 billion people in the world today. However, the total number of social media users is close to 4.9 billion. It says a lot about the potential market there. Among each of these social media platforms, Instagram is one that truly stands out. As of now in 2023, there are a total of 1.35 billion people on Instagram as mentioned in a report by Statista.
Considering the number of people that are using Instagram, it's quite natural for marketers to gravitate towards Instagram. However, each of these 1.35 billion who are on the platform is generating content, in one way or the other. This makes things complicated!
At one end where there are so many people to market your product, the competition becomes tough. Each and every marketer understands that “Content Quality is King”, however, it is not all. There are other aspects too, for instance the best time to post on Instagram.
So here are some questions that are related to the best time to post on Instagram, and should we learn them:
Therefore, let’s start with the most obvious one.
In order to understand if there is any best time to post on Instagram and does figuring out the best time to post on Instagram really matters, we need to understand what Instagram really is? But from an audience perspective.
So what is Instagram?
Essentially, Instagram is a social media platform that lets its users share personalized content with each other. The content on Instagram is served in primarily two formats i.e. video and images.
At the time of its inception, Instagram was a place where people shared content related to their personal life. It could be an image captured during travel, some family gathering photo, or just a selfie. Later on, it grew, and eventually sharing videos became a norm.
Right now, Instagram lets you share content in these formats that are unique to Instagram in terms of their name. These are:
Now what are the different types of posts that are shared on Instagram:
Instagram works 24*7 and therefore gives the liberty to use it any time of the day. The reason behind finding the best time to post on Instagram is essential because people can post and watch content any time of the day.
This creates a window for people who are using Instagram for Marketing. It is because posting at that time will provide them with the highest engagement. The Instagram audience is much more likely to engage during work hours. However, when people are actually free and watching content that is the best time to post on Instagram for the highest engagement.
Another reason why it is essential is because the feed of a user constantly refreshes. Once the feed refreshes, the user is only able to see content from which they have engaged before or the latest one available.
To further consolidate the idea, it is primarily due to three things:
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The best time to post on Instagram can vary depending on two factors such as:
Let’s start with the day bit.
The engagement rate of any post severely depends on the mood and the tasks allotted to the audience as their daily chores from a student, household, and working perspective. Therefore, it becomes important to assess the best day. The reason behind this is simple, weekdays are majorly work days while the weekends are off. This would determine whether the target audience would use Instagram or not.
Also, the purpose behind using Instagram is another key determining factor. For instance, there are people who use Instagram for access to new information. Now this information can be the latest tech news or the latest trends that are covered by some of their favorite pages.
To stay updated, the user might scroll through Instagram feeds. On the other hand, there is the audience who show compulsive behavior and opens Instagram 10 times a day. However, the engagement can still severely differ depending on the time of the day. It is because people in their offices use social media during lunch hours.
Therefore, it becomes essential for any marketer to understand the best day to post on Instagram and when is the best time to post on Instagram. So, here is our analysis based on the best day to post on Instagram.
If there is an official day for a holiday around the world then it would be Sunday. However, Sundays are mostly about completing chores and setting things right for the week to come. This creates an opportunity between 9 AM to 2 PM. It is because people become active around 9 AM and are usually idle till 2 PM. This creates a window where the prospective target audience is much likelier to check out their Instagram feed.
Mondays are mostly full of energy for people. It is because they start working again after the weekend. It gives them two days to unwind, be it a party or a silent weekend watching a movie or reading a book.
This creates a window of opportunity between 9 am to 10 am. It is because people on Monday mornings are eager to know what new has happened during the weekend. The chances of their switching to Instagram while traveling to work are much higher. Also, this time is a perfect bracket to have a coffee giving the user time to scroll through the feed.
Tuesdays are Mondays but without the preceding day being a holiday. The work schedule is always hectic. This means the audience is already preoccupied. Also even if they check out your post, the chances of engagement are much less. It is considering the fact that people who are preoccupied with much more substantial work are in a rush.
Another factor here is that their attention will be on something else. Therefore posting early between 9 AM to 10 AM would be ideal. It is at this point where people are not engaged considering they are traveling to work or sipping their first coffee in the office.
Wednesdays are different because it is the mid-point of a work week. Another aspect is that users are already in the cycle of the week and even the responsibilities of the week are clearer to them. This creates an opportunity at 11 AM and another one at 3 PM which is the best time to post on Instagram. 11 AM because users are much more at ease while working so the chances of them checking out Instagram. At 3 PM, the majority of offices end their lunch, this is another time when the chances of engagement are higher.
Thursdays are used for completing the tasks that are provided to the users. So, the best time of day to post on Instagram is between 12 PM to 5 PM. It is because the likelihood of people checking out Instagram is much higher during this time. They can select their pace, and choose their speed to complete their responsibilities. Also, Thursday mornings are often used for meetings, therefore, the remaining time would be the ideal one.
Fridays are always alive for people, it is because they have the weekend ahead of them. Also during this day, there are multiple responsibilities that are to be fulfilled by the users. The best time to post on Instagram for likes on Friday is either between 9 AM to 10 AM or between 5 PM to 6 PM. It is because people are active during these times on social media to know what's going on.
The best time to post on Saturday is between 8 AM to 12 PM. After that people are busy with their own things and sparsely check out their Instagram feed. However, if there are Instagram users who checkout Instagram 10 times a day then the window is open for the entire day.
The best time to post on Instagram for likes varies as per the industry. Each and every industry has its own norms, ethics, and compulsions. For instance, it is usual to see 5 days a week in the IT industry. However, this is not exactly true for companies from other industries. For instance in India, it is common to find Saturday working in the manufacturing industry.
Therefore, it is essential to assess this from the perspective of the industry as well. It is important because that is when the target audience is actually active. The time provided below is not definitive and has been gathered via Internet analysis. However, they will help you define an initial blueprint on when is the best time to post on IG, Therefore, let's start!
The consumer goods industry is always active with customers willing to offer one service or another. However, as per the trends, the best time to post on Instagram for likes on content related to consumer goods would be between 1 PM to 3 PM on Thursday. A possible explanation behind this would be that in a week, Thursday can be the most idle day in terms of work. This day can be utilized to sell things that are required by all.
It has been witnessed in the trends that restaurants gain maximum engagement on Mondays. The perfect time to post on Instagram for restaurants would be 2 PM and after 5 PM and before 6:30 PM. It is because people often think and engage in posts related to food industry during their lunch hours, or after the office to make plans.
The best time to post on Instagram for likes on content related to the media industry would be 11 AM to 2 PM. It should be on Wednesday as more people are online during that time and are more likely to check their Instagram feeds.
Healthcare and Hospitality often intertwine but can be very different industries. For instance, healthcare is an umbrella term for hospitals, pharma companies, diagnostic centers, etc. On the other hand, Hospitality can be completely different. For instance, the services provided by hotels come under the category of hospitality.
For these two audiences, the time varies a lot. However, here are some opportunities in terms of day and time that we found while researching for this article on the Internet:
Here are some tips that you can follow in order to find the best time to post on Instagram in 2023:
A scheduling tool is an absolute necessity to drive your social media campaigns. It can help you track your social media activity and understand the best time for engagement.
Some of the most popular best Instagram tools that can be used for scheduling and driving your social media campaign are:
Just because a particular website says that a certain time is ideal for you to gain maximum traction in terms of engagement, it doesn’t mean you have to blatantly follow it. It sounds a little ironic considering the previous content of the article, however, marketing is often subjective. This means no single rule would apply 100% to all companies or industries. Being ready with an engaging post and then experimenting to find the peak times to post on Instagram, is the way to go. However, to kick start the campaign, try to adhere to the time mentioned above.
Try Experimenting with Different Content to Find the Perfect Time to Post on Instagram. It may feel a little odd but the reality is that certain types of content do well at a certain time and vice versa. Therefore try to experiment with both your photos and videos, and see how they perform at a particular time. For instance, images work really well early in the morning. On the other hand, videos work well during the evening.
It is important to set up your priorities straight. A marketing campaign is conducted for several reasons. Some of the most common reasons are:
Once you have established your goals, you can understand your target audience well. For instance, if I am selling a solution for enterprises, I’d be much more likely to find the right time to post when the CXOs or the procurement team would possibly be online. On the other hand, if I am leading a campaign for a consumer goods firm, there is no ideal time as such. It is because almost everyone with purchasing power is a possible customer.
Some additional tips:
Note: Want to learn about the best Instagram photo and video downloader, here’s an article to sort you out!
Knowing and thoroughly understanding your audience’s social habits will help you ace the engagement game. Instagram stories are a popular way for sharing regular updates through texts, pictures, music, stickers, and more. The best time to post an Instagram story is during the hours before work, lunch breaks, or late afternoons.
If you are wondering about the best time to come live on Instagram, we have cracked it open for you. IG is one the best alternatives for Facebook and the best time to go live on IG is during lunch breaks. From Monday to Friday, the best time is at 12 PM or between 7 PM to 9 PM.
Instagram Reels are the best way to keep yourself entertained and be in touch with your audience. As per our research, the best time of day to post on Instagram reels for maximum likes varies for different days. Let’s understand this through a chart:
|Days||Favorable Time to Post||Best Time to Post|
|5 AM, 9 AM, 9 PM|| |
|1 AM, 3 AM, 8 AM|| |
|6 AM, 7 AM, 10 PM|| |
|8 AM, 11 AM, 6 PM|| |
|4 AM, 12 PM, 2 PM|| |
|10 AM, 6 PM, 7 PM|| |
|6 AM, 7 AM, 3 PM|| |
*all times are as per the EST.
Having a clear knowledge of Instagram Algorithms can be a huge advantage for anyone who is looking to grow their reach and presence on the Instagram app. There are many Instagram algorithms at play- each one meant for a different part of the app. Each algorithm ranks content based on different factors. Let’s break it down further.
1. Feed Algorithm - Shows posts and reels based on interests and activity. The rank of your post can be impacted by -
2. Stories Algorithm - Prioritizes content from the accounts that you interact with the most. The content is ranked based on your -
3. Explore Page Algorithm - Delivers content based on your previous interactions and interests. The content is displayed based on the history of your likes, shares, and saves.
4. Reels Algorithm - Brands and creators who create entertaining and relevant reels have much higher chances of scoring a better reach. Some key points that must be considered while uploading reels are:
To find when is the best time to post on Instagram, not only are the social media marketers required to follow what’s available but have to consistently experiment with the ordeal. It is because there are no fixed criteria for success when it comes to marketing. If for a particular brand, a certain timing works then it isn’t necessary that it’ll work for every brand of that niche also. Engagement on Instagram is dominated by several aspects, and in order to find the best time you need to learn and take matters into your own hands.
The best time to post on Instagram varies for different users and the type of content uploaded.
Based on our analysis and research, the best time to post on Instagram for likes and better reach is in the morning.
You can check the best time to post on Instagram by reviewing the insights and checking the approximate time at which your audience is the most active on the platform.
Instagram users are active at different times of the day. Using appropriate research and analytics tool, you can identify the best time to post on Instagram for likes and higher reach.
Yes, the posting time on Instagram matters to ensure the maximum reach and engagement of your posts.
Aparna is a growth specialist with handsful knowledge in business development. She values marketing as key a driver for sales, keeping up with the latest in the Mobile App industry. Her getting things done attitude makes her a magnet for the trickiest of tasks. In free times, which are few and far between, you can catch up with her at a game of Fussball.
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