When is the best time to post on Instagram?

Unfortunately, there’s no exact answer. But one study from Sprout Social broke it down pretty clearly. They go in depth into each social media platform, separated further into specific industries like Tech and Health Care.

There are over a billion people on Instagram. And, out of those, 80% of them follow at least one business. So, how do you get your branded post to show up in front of at least a few of those billion users? With Instagrams algorithm prioritising new content for users, you’re going to want to post when most of them are scrolling through their feeds. One part of your IG strategy should involve posting times.

Although you can generalize publishing times, it’s best to pay attention to when your audience is online. Sprout has conveniently set up heat maps that are industry-specific, apparently “the best times to post on Instagram for consumer goods is Saturday at 11 a.m. and 1 p.m.”

Generalizations, according to Sprout:

  • The best time to post on Instagram is Wednesday at 3 p.m., Thursday at 5 a.m., 11 a.m., and 3 to 4 p.m. and Friday at 5 a.m.
  • Thursday is the best day to post to Instagram.
  • The safest times to post to Instagram are Tuesday through Friday 9 a.m. to 6 p.m.
  • Sunday is the least engaging day for Instagram.

The data leans towards 5 AM Tuesday through Friday for the most engagement, meaning “people [wake] up and [check] their phones first thing in the morning.” Fortunately, there are scheduling apps out there so you don’t have to actually wake up at 5 AM to post.

Find your personal-best publishing time with a little research.


If your industry isn’t one of those Sprout outlined, or you would rather know exact times for your brand, you can do some simple research.

Those with a business account can use Instagram Insights to determine when their followers are online. With Instagram Insights, you can also see where your followers are located, their age, and gender.

If you don’t have an Instagram business account or have found an app you like, it’s time to start crunching numbers the old fashioned way. Try posting at different times and days of the week and track your engagement in a chart. While it seems outdated, it’s still effective.

Again, when it comes to publishing posts on IG, it isn’t the same answer for everyone and it may take a bit of work but ultimately it can help your business grow. That is, until Instagram changes its algorithm again.