Many people are wanting to know when is the best time to post on Instagram. Instagram’s visual nature makes it a desirable marketing platform for brands to get their offerings in front of as many eyes as possible, and knowing the best times to post on Instagram can be a major benefit to your social media strategy.

Remember: with Instagram as a discovery platform of trends, brands, products or services, it’s important to get high-quality photos and content in front of potential consumers’ eyes at the right time.

Learn how to identify your best times to post on Instagram with a free trial of Sprout Social and test our ViralPost® feature.

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Disclaimer: Data from Sprout Social include users from various plan types, industries and locations. All time frames are recorded globally (not by Central Time), meaning you should be able to publish with the times provided in any timezone and see positive engagement results. Number of engagements represents total engagements a brand received on the specific channel during that hour time frame. Industry-specific data includes mid- to high-level engagement times. We recommend testing with your own accounts to find the most optimal send times.

When is the best time to post on Instagram in 2024?

Based on data from Sprout Social, a data heat map show shows the best times to post on Instagram globally in 2024.
  • Best times to post on Instagram:
    • Mondays from 11 a.m. to 2 p.m.
    • Tuesdays from 10 a.m. to 4 p.m.
    • Wednesdays from 9 a.m. to 4 p.m.
    • Thursdays from 9 a.m. to 1 p.m. and 2 p.m.
    • Fridays at 11 a.m.
  • Best days to post on Instagram: Tuesdays, Wednesdays and Thursdays
  • Worst days to post on Instagram: Sundays

Where Facebook was the most-used platform by marketers worldwide, Instagram comes in second at 80%. Interestingly, Instagram ties with Facebook for the social media platforms that offer marketers the highest ROI at 29%. This is because social media continues to evolve with ecommerce and offering frictionless experiences to users. And even though the competition for short-form video between Instagram and TikTok continues to heat up, Reels still generate more likes and saves than static Instagram posts.

The best times to post on Instagram are weekdays generally between 10 a.m. and 2 p.m., with Tuesdays and Wednesdays engagement times extending to 4 p.m. We recommend scheduling posts Tuesdays through Thursdays between 10 and and 3 p.m. for optimal engagement. It’s wise to test these benchmarks against your current metrics too.

Instagram has grown a long way since its photo-only days. The app, which has 2 billion monthly active users, is a platform to share images, videos, Reels and live streams, just to name a few creative content types. It is also an avenue to collaborate and partner with other brands and provides a stream of revenue through its ecommerce capabilities.

The Instagram algorithm is unpredictable. To be successful on the platform is a balance of consistently posting high-quality content that will engage and entertain your audiences. That’s a lot to ask for with each piece of content published. But using that as a guiding post can help with your Instagram marketing strategy.

When are the best times to post Reels on Instagram?

Are the best times to post on Instagram different for static posts versus Reels? Perhaps there’s a definitive answer to that question, however, our data source is inclusive of posts, Stories and Reels. The information in this article should guide you to uncover the best times to post any content on Instagram to see positive engagement, whether it’s a static post, a Story with polls or a creative Reel.

The best times to post Reels on Instagram will be similar to our data above: weekdays generally between 10 a.m. and 2 p.m., with Tuesdays and Wednesdays engagement times extending to 4 p.m. Our optimal send time data for Instagram is aggregate for Posts, Reels and Stories – both images and videos.

For that reason, we recommend you test posting Reels at different times to uncover the highest engagement times for you. Keep in mind that several factors go into Reels’ performance, whether it’s using trending sounds, the Instagram algorithm or having an engaging video hook to capture your audience’s attention.

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

We know the best time to post on Instagram overall, but what about for each day of the week? If you’re looking for the best day and time to post on Instagram, read the analysis below.

Best time to post on Instagram on Monday

The best time to post on Instagram on Mondays is from 11 a.m. to 2 p.m. While there’s decent engagement from 9 a.m. to 4 p.m., optimal send and engagement times are those few hours during a typical lunch break.

Best time to post on Instagram on Tuesday

There’s nearly double the highest engagement times on Tuesdays than there are on Mondays. The best time to post on Instagram on Tuesdays is from 10 a.m. to 4 p.m.

Best time to post on Instagram on Wednesday

Wednesdays see the highest engagement periods than any other day of the week, with even the moderately high engagement times spanning more hours than Tuesdays or Thursdays. The best times to post on Instagram on Thursdays are 9 a.m. to 4 p.m.

Best time to post on Instagram on Thursday

Similar to Wednesdays, the best times to post on Instagram on Thursdays are from 9 a.m. to 1 p.m. and again at 2 p.m. The 1 p.m. hour drops slightly in engagement.

Best time to post on Instagram on Friday

By the time users have reached the weekend, peak engagement hours dip; however, the majority of the workday still captures moderate engagement. Yet the best time to post on Instagram on Fridays is at 11 a.m., but can see almost as much engagement the few hours prior and after that peak engagement time.

Best time to post on Instagram on Saturday

Generally speaking, we’ve noticed that Saturdays and Sundays have less engagement during the rest of the week across most social platforms. Even with Instagram, there’s a significant decrease during the weekends than during weekdays. With that in mind, you’ll still see light to average engagement on the app. The best time to post on Instagram on Saturdays is 9 a.m. to noon, in relation to the rest of the day.

Best time to post on Instagram on Sunday

Similar to Saturdays, we’ve noticed Sundays have less engagement throughout the day across most, if not all, social platforms. In relation to the day itself, the best time to post on Instagram on Sundays is 10 a.m. to noon.

When is the best time to post on Instagram in the UK?

The overall best time to post on Instagram in the UK is weekdays between 10 a.m. and 2 p.m. Midweek, engagement rates remain high until 4 p.m. Things are noticeably quieter at the weekend across many social platforms, including Instagram in the UK. Taking this into account, the best time to post on Saturday is 9 a.m. to 12 p.m. and 10 am to 12 p.m. on Sundays. If Instagram is the platform your UK audience engages with most, remember your industry, business goals and content will also play a part in the success of your social posts.

What are the best times to post on Instagram by industry?

There’s no definitive answer to what the best times to post on Instagram are. We can only offer insight with the data we have. Industry is just one factor that plays into the success of your social posts. Consider as well as your target audience, business goals and the content itself.

Use this industry-level data to help inform your publishing calendar, and test your optimal send times with social experiments.

Best times to post on Instagram for hospitals & healthcare

Based on Sprout Social data, a graph of data that gives you the best times to post on Instagram for the hospitals & healthcare industry in 2024.
  • Best times to post on Instagram for Hospitals & Healthcare:
    • Mondays at 10 a.m. and 1 p.m.
    • Tuesdays from 11 a.m. to 4 p.m.
    • Wednesdays from 10 a.m. and 3 p.m.
    • Thursdays from 10 a.m. to 1 p.m.
    • Fridays from 11 a..m. to 3 p.m.
  • Best days to post on Instagram for Hospitals & Healthcare: Tuesdays through Fridays
  • Worst days to post on Instagram for Hospitals & Healthcare: Sundays

Hospitals, clinics and healthcare providers use social media for more than navigating healthcare crises. Social media is used by hospitals and healthcare providers to educate the public, help patients feel more comfortable with healthcare visits and doctors’ appointments, promote their programs for aspiring physicians and establish themselves as pillars in the community.

The best times to post on Instagram for healthcare and hospitals nearly tripled compared to the year prior. Hospitals, healthcare and clinics see average to above average engagement every day starting at 8 a.m. through most of the day, as late as 10 p.m. However, the best times to post on Instagram for hospitals and healthcare are predominantly Mondays through Fridays between 10 a.m. and 3 p.m. For more specific time frames, see the table above.

Hospital and healthcare social media resources

Best times to post on Instagram for restaurants

Based on Sprout Social data, a graph of data that gives you the best times to post on Instagram for the food & beverage industry in 2024.
  • Best times to post on Instagram for Restaurants:
    • Mondays from 10 a.m. to 1 p.m.
    • Tuesdays from 11 a.m. to 2 p.m.
    • Wednesdays from 11 a.m. to 2 p.m.
    • Thursdays from 10 a.m. to 1 p.m.
    • Fridays from 11 a.m. to 1 p.m.
  • Best days to post on Instagram for Restaurants: Weekdays
  • Worst days to post on Instagram for Restaurants: Weekends

Online orders and delivery service apps saw an increase in use over the last few years, innovating the way restaurants interact with their audiences. And restaurants saw over 2x more engagements on Instagram than last year’s analysis. Target audience and platform goals factor into how businesses connect with their customers, such as offering unique promotions or updates.

Those in the food and beverage restaurant industry see most of their engagement concentrated to the lunch hour during weekdays. The best times to post for restaurants on Instagram are Mondays through Fridays between 10 a.m. and 2 p.m., generally.

Restaurant social media resources

Best times to post on Instagram for schools & education

Based on Sprout Social data, a graph of data that gives you the best times to post on Instagram for the schools & education industry in 2024.
  • Best times to post on Instagram for Schools & Education:
    • Wednesdays from 2 to 4 p.m. and 9 p.m.
  • Best days to post on Instagram for Schools & Education:
    • Wednesdays
  • Worst days to post on Instagram for Schools & Education:
    • Sundays

Universities, higher education institutions and schools saw a significant increase in high engagement times on Instagram compared to last year’s analysis. Keep in mind that some schools manage multiple social profiles (per college, athletics, etc.) to meet these needs and effectively target distinct audiences at the right time. 

High opportunities for engagement for schools reflect a typical school day plus evening hours. Mondays through Fridayys see consistent engagement from 10 a.m. until about 6 p.m. However, the hours with the highest engagement and therefore the best time to post on Instagram for schools are Wednesdays from 2 to 4 p.m. and again at 9 p.m.

From highlighting student life to sharing school updates, a social media strategy for schools needs to fulfill various purposes: from engaging with students past, present and future, to keeping a pulse on brand health.

Schools and education social media resources

Best times to post on Instagram for travel & hospitality

Based on Sprout Social data, a graph of data that gives you the best times to post on Instagram for the travel & hospitality industry in 2024.
  • Best times to post on Instagram for Travel & Hospitality:
    • Wednesdays from noon to 2 p.m. and 4 p.m.
    • Sundays from 11 a.m. to 1 p.m.
  • Best days to post on Instagram for Travel & Hospitality:
    • Wednesdays and Thursdays
  • Worst days to post on Instagram for Travel & Hospitality:
    • None; all days receive moderate engagement

Travel and hospitality industries once again doubled their engagement on Instagram relative to last year. Hospitality businesses pivoted their strategies as the post-pandemic spike in travel continues, and they saw a return on their efforts throughout most of the day.

The best times to post on Instagram for travel and hospitality businesses saw average engagement between 9 a.m. and 5 p.m. nearly every single day of the week. However, two days saw the highest engagement and are the best times to post on Instagram for travel and hospitality: Wednesdays from noon to 2 p.m. and 4 p.m., and Sundays from 11 a.m. to 1 p.m.

Travel and hospitality social media resources

How to find your own best times to post on Instagram

Social marketers can plan content more effectively when they’re armed with data. And as platforms evolve, how brands and consumers use social will evolve with them, or vice versa. Staying aware of new content formats and trends might help you reach your audience in unexpected ways, or even find new segments and personas you weren’t focusing on before.

How to find your best time to post on Instagram with Insights

While you may be ready to jump in and post at these provided peak engagement times as part of your strategy, consider pairing this data with your own Instagram analytics. You may discover that your specific target audience is active at different times.

If you have a creator or business account already, find your best times to post with Instagram Insights following these steps:

  • From your profile, tap ≡ in the top right corner.
  • Tap Insights.
  • Tap the metrics underneath the Overview section or specific content you’ve shared for more details. From here, tap Total Followers and scroll to see their most active times.

How to find your best time to post on Instagram with Sprout Social

A social media management tool like Sprout Social can help you drill into your analytics and develop tailored findings for your brand accounts across all networks, holistically and individually. Gain competitive insights by comparing your performance to your competitors, to find new opportunities for engagement.

With features like post tagging and cross-network reporting, you can separate different factors like post author or types of content, and drill down into how your posting time influenced your social success.

Screenshot of Sprout Social's cross-network post performance report that shows the total number of engagements and by engagement type.

Sprout’s patented ViralPost® technology uses the same data we’ve used to look at all our customer accounts to determine the best time to post tailored for your account. ViralPost® algorithmically determines the results for our Optimal Send Times feature, a publishing option available in all plans. Our proprietary machine learning feature isn’t new, but we’re constantly learning and improving our product to help brands surface insights faster. Our goal is to help people who use our product work more effectively.

Screenshot of Sprout Social's Compose box with the "Use Optimal Times" dropdown selected with several times provided as options of when to schedule social media posts for the highest engagement.

With Optimal Send Times, the specific times offered are based on when your audience engages the most using your publishing history. ViralPost® also continually updates and refines to save you time from doing the repeated analysis and allowing you more time to craft great content.

Want to see it in action? Sign up for a free 30-day trial of Sprout Social or request a personalized demo and try it for yourself.

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If you’re looking for more of our findings from this year’s study of our customer data, see what we learned about the best times to post across eight industries on these networks:

How Sprout gathered the data

We understand that these reports can raise questions about just where the data is coming from. That’s why we want to be clear about the data we pulled and how we got here.

Sprout Social’s Data Science team gathers this information by analyzing nearly 2 billion engagements across 400,000 social profiles across Twitter, Facebook, LinkedIn, Instagram, Pinterest and TikTok.

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