top of page


The best time to post on Instagram

best time to post on instagram

When is the best time to post on Instagram? The answer is crucial if you want to grow on the platform.

Instagram continues to be a social media powerhouse, with 2 billion monthly active users as of April 2024. So, knowing the right time to share your content can help you ramp up engagement—whether you're exploring how to make money on Instagram or looking for some digital marketing strategies to grow your business.

In this guide, we'll explore the best times to post on Instagram so you can boost your engagement rates and keep your Instagram marketing strategies impactful in 2024.

Why is timing important when posting on Instagram?

Audience interaction is a key signal for Instagram's algorithms. Therefore, posting at the right time and day will make a big difference in your organic reach.

When you post at the right moments, you're more likely to capture your audience when they're already scrolling, which can lead to more likes, comments and shares right off the bat.

The best overall time to post on Instagram

There's no one-size-fits-all best time to post on Instagram for likes, comments and shares. However, research reveals that certain times and days consistently show higher engagement rates than others. In this article, we’ll share specific times that may work best for your audience based on their location and your industry.

According to a 2024 Later study, posting at 4AM captures the attention of users who check their phones first thing, allowing your content to stand out before the day's noise begins. A 2023 Hootsuite study suggests that midmorning is an ideal time for engagement. By 11AM, most users have started their day and are taking breaks to browse social media

Whatever time you choose to post, always consider your target audience's habits to get the most engagement. For the best experience, link your personal or business account with Wix's Instagram Feed App to easily share your videos and photos and gain valuable Instagram insights.

best time to post on instagram - example

Check out other tools from Wix:

The best times to post on Instagram per day in 2024 

Let’s now look at the best time to post on Instagram for each day of the week so you can

create an effective content calendar.

The best time to post on Instagram on Monday

A 2024 Sprout Social study suggests you kick-start your workweek with a strategic Instagram post between 11AM and 2PM. This window captures most users' lunch breaks and allows them to notice your content when looking for a midday distraction.

The best time to post on Instagram on Tuesday

On Tuesdays, Hootsuite suggests that you post at 9AM so your Instagram content is one of the first things users interact with when scrolling through social media after starting their workday.

The best time to post on Instagram on Wednesday

A 2024 Buffer study recommends scheduling your posts to go live between 7 and 8AM on Wednesday, which aligns perfectly with the morning check-in habit of many Instagram users. This strategic timing captures attention before the day's duties demand their full focus.

The best time to post on Instagram on Thursday

Hootsuite says the ideal posting time for Thursday is noon. Like Mondays, this time slot coincides with the lunch hours of many users. So, it captures their attention as they take a break from their workday routines.

The best time to post on Instagram on Friday

Fridays have a playful atmosphere as people look forward to the weekend. 

Post in the morning between 9 and 10AM and in the evening between 5 and 6PM, according to a 2024 SocialPilot study. These periods leverage high-engagement times when users are either setting up their day with a positive vibe or winding down and planning for the weekend.

The best time to post on Instagram on Saturday

9AM is the ideal time to post on Saturdays, Hootsuite says. At that time, people are scrolling through their feeds leisurely, often looking for weekend inspiration or entertainment.

The best time to post on Instagram on Sunday

On Sundays, Sprout Social recommends posting between 10AM and noon. Like on Saturdays, users have a slower start to their day and spend more time browsing social media.

The best times to post Reels on Instagram

The best days and times to post Instagram Reels are Monday to Thursday between 9AM and noon, according to Hootsuite.

Instagram Reels compete with TikTok videos. So, focus on producing high-quality short videos that entertain and capture attention quickly.

Your Reels can be up to 90 seconds long, and unlike Stories, they don’t disappear after 24 hours.

Learn more:

best time to post on instagram - reels

The best times to post Stories on Instagram

If you’re posting Instagram Stories, SocialPilot notes that the best time slot is during weekday lunch breaks from 11AM to 2PM.

Stories are highly interactive, which is why many brands increased their publishing frequency in 2023, according to a 2024 Instagram Stories Benchmark Report by Rival IQ.

Stories last only a day and can be up to a minute long. A good way to use them is to offer a glimpse into your brand's day-to-day activities. These can include relevant updates, special offers or behind-the-scenes content.

Learn more:

The best time to post on Instagram per industry

The best time to post on Instagram today can vary widely depending on your industry. Let's explore the ideal posting schedules for various industries to gain maximum engagement.

Food industry

For food and beverage businesses, the optimal times to post on Instagram are weekdays from noon to 2PM and weekends from 5 to 7PM, according to SocialPilot. These hours correspond to typical lunch and dinner times when users are likely browsing for meal ideas or deciding where to eat.

The Grateful Chef posts content on specific dishes and behind-the-scenes information about the cooking process to attract customers looking for meal options during these times.

Travel industry

SocialPilot says travel businesses should aim to post on weekdays from 10AM to noon and 7 to 9PM, along with weekends from 9 to 11AM and 4 to 6PM. 

Mornings are ideal since people may think about vacations and getaways during work hours. Late afternoons and evenings, especially on weekends, are good times for potential travelers to plan or book their next trip.

Cherry Peak Resort posts timely updates, promotions and engaging visuals of its concerts and events to maximize its Instagram engagement.

Fashion industry

In the fashion industry, SocialPilot says the best posting times are weekdays from noon to 2PM and 7 to 9PM and weekends from 9 to 11AM and 5 to 7PM.

Lunch hours and evenings are peak times when fashion-conscious users check for the latest trends and outfit ideas. On the weekend, morning and early evening posts attract users planning their shopping trips or outfits for social events.

Santos posts handcrafted trendy clothes on its Instagram account to attract women looking for eco-friendly, fashionable outfits.

Learn more: 

Fitness industry

Optimal posting times for the fitness industry are weekdays from 6 to 8AM and 5 to 7PM, with weekend timings from 8 to 10AM and 4 to 6PM, SocialPilot notes. 

Early mornings and evenings throughout the week align with typical exercise schedules that capture the attention of fitness enthusiasts looking for motivation or post-work routines.

Love Her leverages these times to advertise its high-quality athleisure outfits women can wear when working out.

Beauty industry

Social media posts in the beauty industry get the highest engagement from 9 to 11AM and 4 to 6PM on weekdays and from 6 to 8AM and 2 to 4PM on weekends, according to a 2024 Viralyft study. 

Weekday morning posts engage those taking a break before their meetings and tasks ramp up. Afternoons are perfect for reaching users who want beauty tips to prepare for evening outings or to relax with self-care routines over the weekend.

BESOMA posts about its skincare products to offer users inspiration for beauty routines and weekend looks.

How often is best to post on Instagram?

The best frequency for posting on Instagram varies widely based on your goals, type of content, audience demographics and number of followers.

Based on Later's analysis of 19 million feed posts and 32,000 Stories, accounts with 0–10,000 followers (nano accounts) typically upload an average of two posts per week. 

Those with 10,000–100,000 followers (micro accounts) publish an average of three weekly posts, while those with 100,000–500,000 followers (mid accounts) upload about five posts every week.

When it comes to Instagram Stories, the study found that nano accounts upload an average of three every week. Micro accounts post an average of four, while mid accounts publish around 15.

Learn more:

Best time to post on Instagram FAQ

What's the worst time to post on Instagram?

The worst time to post on Instagram is when your target market is least likely to be on their devices. This could be in the wee hours of the morning or late at night, as people are probably asleep. Weekends also show less engagement than weekdays since people often do leisure activities or spend time with family and friends.

Later found that the worst days and times to post on Instagram are 1AM Monday and 10AM Saturday.

Is posting at night on Instagram better than posting in the day?

Is it best to post daily on Instagram?

Was this article helpful?

bottom of page