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What Is the Best Time to Post on Instagram? A Deep Dive Into Instagram Posting Times

Posted on 13th Jul, 2025.

TL;DR (The Short Version)

Posting at the right time matters, and makes your followers more likely to see your post.
Users are most likely to be online during weekday mornings, lunchtimes, and all evenings.
Don't forget to consider the time zone where the majority of your followers are based.
Read on for more tips!

There are plenty of ways to boost your Instagram engagement, from buying followers to creating a viral Reel. But an often overlooked method of staying relevant is posting on Instagram at the time when your followers are most likely to see it.

Getting your timing right can make a big difference. The best post in the world might go unnoticed if it’s shared when your audience isn’t online. On the other hand, a well-timed post can lead to better engagement, more followers, and increased visibility on the platform. But what does “the best time” really mean, and does it differ for everyone? Let’s break it down.

Understanding Instagram’s Algorithm

To answer this question properly, it’s important to first understand how Instagram works. The platform no longer shows posts strictly in chronological order. Instead, its algorithm prioritises content based on user interest, interactions, and timeliness.

What this means is that if a follower has previously liked or commented on your posts, they’re more likely to see your content again, even if it’s a few hours old. However, posting when your audience is actively using the app still gives you a better chance of immediate likes, comments, and shares. This early engagement is a strong signal to Instagram that your post is worth showing to more people.

So, timing still matters. A lot. But you can't rely on timing alone to get more likes. High-quality content should be paired with a good timing strategy for the ultimate success.

General Best Times to Post

While there’s no one-size-fits-all answer, several studies have analysed data across millions of Instagram accounts to determine average peak engagement times. According to multiple sources, the following general guidelines apply (in local time):

Monday to Friday mornings: Between 6am and 9am
Lunchtime hours: Around 11am to 1pm
Evenings: Between 6pm and 9pm

Many brands and influencers have found success by posting early in the morning, especially between 7am and 9am on weekdays. This is when people are likely checking their phones during breakfast or their morning commute.

On weekends, usage patterns tend to shift slightly. People wake up later, and activity often peaks mid-morning or early afternoon, around 10am to 2pm. Sunday evenings also tend to perform well as users prepare for the week ahead and unwind online.

Time Zone Matters

Don't forget to post in the right time zone for your audience! If you're based in the UK but the majority of your following lives in the US, post later in the day to reach them during their morning. One way to address this is by checking Instagram Insights (available with a business or creator account) to see where your followers are based and when they’re most active.

Frequently Asked Questions

What is the best time of day to post on Instagram?

The best time of day to post on Instagram tends to be when your audience is most active, which is usually in the morning or evening. Generally speaking, weekday mornings between 7am and 9am, and evenings from 6pm to 9pm, see the highest levels of engagement. This is when people are either starting their day, commuting, or winding down and more likely to check their phones.

However, the exact timing can vary depending on your specific audience, their time zone, and their daily habits. If you have a business or creator account, check Instagram Insights to see when your followers are online and tailor your posting schedule accordingly. Testing different times over a few weeks can also help you find your personal peak engagement window.

What is the golden hour on Instagram?

Golden hour refers to the short period just before sunset when natural light is soft, warm, and flattering, making it the ideal time for taking aesthetically pleasing photos. From a visual content perspective, golden hour shots often perform well because of their beauty and natural glow. It's a great hashtag for the captions on your pics, too!

So, what is the best time to post on Instagram? The short answer is: it depends. While general trends suggest that early mornings and evenings during the week are optimal, the real key lies in understanding your audience’s unique habits. Use Instagram Insights, try different posting times, and monitor engagement closely to fine-tune your strategy, and remember to consider your audience's primary time zone.