Best times to post on Instagram in 2025

In the visually-driven world of social media, Instagram reigns as a top platform. Instagram is a must-have platform for marketers looking to connect with engaged audiences with quality imagery and engaging video content. Whether your goals are to build brand awareness or drive sales, Instagram offers a wealth of opportunities for businesses of all sizes. But simply posting beautiful photos isn’t enough.

Timing is crucial on Instagram, despite algorithm changes. A captivating post can get lost if it’s published when your target audience isn’t active. That’s why knowing the best times to post is essential for maximizing your reach and engagement. By strategically scheduling your content, you can increase visibility, likes and comments, and drive results for your brand.

Remember: Instagram is a discovery platform. It’s important to get your high-quality Instagram content in front of potential customers 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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When is the best time to post on Instagram?

 

Our research found that 82% of consumers maintain an Instagram profile. Similar to Facebook, 51% of network consumers use Instagram to keep up with cultural moments and trends. Participating in these conversations and knowing when trends are emerging is important—if your audience is there.

The best times to post on Instagram are generally Mondays through Thursdays between 10 a.m. and 3 p.m. We recommend scheduling Instagram posts these weekdays midmornings for optimal engagement. It’s wise to benchmark these times 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. Instagram lets brands and influencers collaborate and partner seamlessly, and it continues to evolve its ecommerce solutions for better shopping experiences.

To be successful on Instagram, brands need to balance posting high-quality content, consistently, and engaging and entertaining their audiences. Understanding these foundational efforts can help guide 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? There might be 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. This includes 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 Mondays, Wednesdays and Fridays engagement times extending to 3 p.m. Our optimal send time data for Instagram is aggregated 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?

Best time to post on Instagram on Monday

The best time to post on Instagram on Mondays is between 10 a.m. and 3 p.m.

With a lot of engagement throughout the day, the best posting times on Instagram are concentrated to midday hours.

Best time to post on Instagram on Tuesday

The best time to post on Instagram on Tuesday is between 10 a.m. and 2 p.m. 

Similar to Mondays, there’s still above-average Instagram post engagement throughout the day, especially midday hours.

Best time to post on Instagram on Wednesday

The best times to post on Instagram on Wednesdays are 10 a.m. to 3 p.m.

After Mondays, Wednesdays have the highest post engagement throughout the day.

Best time to post on Instagram on Thursday

The best times to post on Instagram on Thursdays are from 10 a.m. to 3 p.m. 

Users’ engagement with branded content on Thursdays matches those of earlier in the week, with strong participation from early mornings through most of the afternoon.

Best time to post on Instagram on Friday

The best time to post on Instagram on Fridays is at 11 a.m.

As the weekend approaches, the volume of engagement drops relative to the other weekdays.

Best time to post on Instagram on Saturday

The best time to post on Instagram on Saturdays is 9 a.m. to 4 p.m.

Weekends generally have less engagement when compared to the rest of the week, but our data show users are still active throughout the day on Saturdays.

Best time to post on Instagram on Sunday

The best time to post on Instagram on Sundays is 10 a.m. to noon and again at 3 p.m.

Unlike Saturdays, we noticed Sundays have more defined optimal send times to schedule content, which fall in the late morning and again in the midafternoon.

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

The data we shared provides a global outlook on when the best times to post on Instagram are, but industry is one factor that plays into the success of your social posts. Content type, audience demographics and business location are just a few other factors to consider.

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

• Schools and Education
• Financial Services Industry
• Food and Beverage Industry
• Government
• Hospitals and Healthcare
• Nonprofit
• Retail
• Travel and Hospitality

Best times to post on Instagram for education and schools

 

Schools use Instagram to showcase campus life, student achievements, sporting events and other campus events through photos, Reels and Stories, some even created by students themselves. Using Instagram can foster community and campus engagement and attract prospective students.

From K12 to higher education institutions, schools saw more concentrated engagement times on Instagram compared to last year. Keep in mind that some schools manage multiple social profiles (per college, athletics, etc.) to meet their goals and effectively target distinct audiences at the right time. 

Schools and education social media resources

• Higher education social media strategy: How Gettysburg College makes the grade
• Post Performance Report: Higher ed institutions raising the bar on social
• 15 ways to use social media for education
• All aboard: How Purdue University increased their social media engagement by 24%

Best times to post on Instagram for financial services industry

 

Having a social media presence, even for regulated industries, is crucial, especially with many users flocking to social media for customer care. The financial services industry is no different.

Businesses within the industry can use Instagram to humanize their brand with relatable content, share edutainment Reels and promote financial literacy with engaging infographics and Stories to simplify complex topics.

On Instagram, the financial services industry sees high optimal send-time engagement during weekdays, mainly Mondays and Tuesdays, during the early afternoons.

Financial services industry social media resources

• Social media for financial services: 5 tips to ace your marketing strategy
• For financial services brands, social media is a risk mitigation friend—not foe
• Navigating Social Media Compliance Across Regulated Industries

Best times to post on Instagram for food and beverage industry

 

The food and beverage industry, which includes restaurants, has evolved over the last several years. Online orders, apps, delivery services—all of these play into how these brands engage with customers. Every social network has different benefits when interacting with customers, and the food and beverage industry is no different. Partnering with influencers, showing behind-the-scenes content and offering promotions are a few ways to engaging with audiences on the app.

Food and beverage industry social media resources

• 5 tips from the man behind #Sprinklegate
• Papa Johns cuts customer service response time in half with Sprout Social
• How Sprout helps GRDC increase engagement with multiple generations of Australia’s grain farmers

Best times to post on Instagram for government

 

In today’s digital landscape, a strong social media presence is vital for government agencies, as citizens increasingly turn to these platforms for information and engagement.

Agencies can leverage social media to disseminate critical public information, enhance citizen dialogue, provide educational resources, manage public perception and offer service updates. This improves transparency, strengthens community relations and builds public trust.

On Instagram, government entities see the highest engagement concentrated to midweek, mostly Wednesdays and Thursdays, in the afternoons.

Government social media resources

• What government agencies need to know about social media archiving
• Social media tools for government: What your team needs for success
• Social media and government: how to keep citizens engaged
• How Lake Metroparks stays a step ahead on social media using Sprout Social

Best times to post on Instagram for hospitals and healthcare

 

Hospitals, clinics and healthcare providers use social media to educate the public, help patients feel prepared for their upcoming appointments, promote their programs for aspiring physicians, build trust and connect with their communities.

Having an active social media presence allows hospitals and healthcare centers to engage directly with patients and answer questions. Use Instagram to share wellness tips, promote healthy lifestyles and humanize staff to build trust.

Hospital and healthcare social media resources

• Social media for healthcare: How to keep patients engaged in the digital age
• The pros and cons of social media in healthcare
• How to realize the ROI of social media in healthcare
• A healthcare team’s guide to HIPAA compliance on social media
• The power of social listening for healthcare organizations

Best times to post on Instagram for nonprofit organizations

 

Civic, nonprofit and membership organizations use social media to raise awareness for their causes and connect with their communities. Whether it’s through Stories, posts or Reels, nonprofits share their story, highlight volunteers and encourage community participation to build meaningful connections and make an impact on their campaigns.

On Instagram, nonprofit organizations saw above average engagement mostly Mondays, Tuesdays and Wednesdays, from midmorning through the rest of the afternoon.

With more people online engaging with content, these organizations have an opportunity to effectively nurture this audience and build the relationships essential to furthering their causes.

Nonprofit organizations social media resources

• 2 nonprofit social marketers share how they build & measure their social media strategies
• How the Royal National Institute of Blind People found a dedicated accessibility partner in Sprout
• Mission critical: How to find the right social media management tools for nonprofits

Best times to post on Instagram for retail

 

It’s not a surprise that nearly every stage of the customer journey happens on social media. Retailers and brands must use social media algorithms to their advantage. Consumers are engaging with brands on Instagram on most weekdays, late mornings to midmornings, especially on Mondays and Wednesdays.

Consider showcase product posts, influencer campaigns or sales promotions on the app to continue driving sales. While we don’t have data on whether purchases are being made, we can assume product discovery, brand awareness and social shopping purchases are factored in these posts.

Retail social media resources

• How Patagonia Leads from a Foundation of Authenticity and Community [Webinar]
• What is social commerce? Stats, trends and tips marketers should know
• How to master social media for retail in the UK
• The best gifts for social media managers

Best times to post on Instagram for travel and hospitality

 

The travel and hospitality industries saw a significant shift in engagement on Instagram. From inspiring wanderlust with destination photos or showcasing hotel amenities or travel packages, travel and hospitality brands can engage audiences with high-quality video content. Think of how to use user-generated content as part of your Instagram strategy as well.

Hospitality businesses continue to pivot their strategies to engage with audiences throughout the week. They’re seeing moderate engagement with scheduled branded content during the midmorning, but heavily concentrated peak engagement during Sundays, which are peak travel days.

Travel and hospitality social media resources

• Social media and hospitality: How 3 brands are serving 5-star experiences
• International hotel chain Minor Hotels uses Sprout to boost its online presence
• Sprout Social helps keep NJ TRANSIT’s social strategy on track
• How to set up a travel social media marketing strategy
• How to manage multiple social media accounts

How to find your own best times to post on Instagram

Social marketers can plan content more effectively when they’re armed with data. As social media continues to evolve, brands and consumers will need to evolve with it. Staying aware of new content formats and trends might help you reach your audience in unexpected ways and build more authentic connections.

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.

Sprout’s patented ViralPost® technology uses the same data we used to look at all our customer accounts to find the best time to post, based on your account. ViralPost® algorithmically determines the results for our Optimal Send Times feature, a publishing option available in Professional and Advanced 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.

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

Step 1. Start your free Sprout Social trial: Sign up for a free trial of Sprout Social with your business email and connect to your social media profiles. This will allow the platform to gather data from your accounts and personalize the Optimal Send Times feature to your specific audience engagement patterns.

Select the type of Instagram account you want to connect to: a Creator or Business profile.

Step 2. Select networks. Open the Compose window in Sprout to craft your social media post. Select the Instagram Profile(s) where you want to publish.

Step 3. Compose your message. Complete your post with a compelling caption, visuals and relevant hashtags.

Step 4. Schedule with Optimal Send Times: Next to “When to post,” choose “Specific Days and Times” to reveal the Optimal Send Times feature. Select one of the suggested times, calculated based on when your audience is most likely to engage. The stars suggest a time that’s likely for more engagement.

Step 5. Schedule and publish: After you’ve added your additional details, schedule your Instagram post to publish at your chosen Optimal Send Time.

The specific times offered through Optimal Send Times are based on when your audience engages the most using your publishing history.

ViralPost® also continuously refines these suggestions, saving you time and effort from repeated analysis and allowing you more time to craft great content.

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

You may be ready to post content at these provided best engagement times as part of your strategy. But consider pairing this data with your own Instagram analytics. You may discover that your specific target audience is active at different times or at slightly different hours.

If you have a creator or business account, you can find your best times to post with Instagram Insights by 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. This is available for accounts with over 100 followers.

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:

• Best times to post on Social Media 2025
• Best times to post on Instagram 2025
• Best times to post on LinkedIn 2025
• Best times to post on TikTok 2025
• Best times to post on X 2025

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 2.5 billion engagements across 600,000 social profiles across Twitter, Facebook, LinkedIn, Instagram, Pinterest, TikTok and YouTube over the last several months. We synthesize this information in collaboration with our Data Science team to provide you with this article.

Unfortunately, we don’t have engagement data for Threads, yet.

Take the guesswork out of Instagram posting times with Sprout

Optimize your Instagram posting schedule by using our data as guidelines. Consider posting on weekdays, especially Mondays through Thursdays between 10 a.m. and 3 p.m. Industry-specific times vary, but engagement is generally high during late morning and midday. Remember to factor in variables that may affect your posting strategy, such as target audience and demographics, campaign goals, content type and the content itself.

The data we provide is directional to put you on the right track. To find the best times to post on Instagram for your brand, start a free 30-day trial of Sprout Social. You can also request a personalized demo and try Sprout for yourself.