Best time to post on Instagram in 2025 [5M posts analysis]

Imagine this: you’ve crafted the perfect Instagram post. The lighting is flawless, your caption is witty, and you’re confident it’ll resonate with your audience. You hit publish… and then silence. Hours pass with minimal engagement, leaving you wondering what went wrong with your social media approach.

The truth is, when you post on Instagram can be just as important as what you post. Instagram’s algorithm prioritizes fresh content, meaning posts published when your audience is most active have a significantly higher chance of appearing in their feeds and gaining traction.

But here’s the challenge: there’s no universal “best time to post on Instagram” that works for everyone. Your optimal posting schedule depends on factors like your audience demographics, industry, and geographic location. What works for a fitness influencer in Los Angeles might fall flat for a B2B company targeting professionals in New York.

Whether you’re a small business owner trying to build brand authenticity on social media, an influencer looking to get more views on Instagram, or a marketing manager developing your Instagram marketing strategy, this comprehensive guide will help you discover the best day and time to post on Instagram.

Best time to post on Instagram? (Quick summary)

After analyzing over 5 million posts scheduled and published through ContentStudio, we’ve identified clear patterns in Instagram engagement. While timing can vary depending on your specific audience demographics and industry, our data reveals consistent trends that apply to most Instagram users.

These are the best times to post on Instagram:

• Mondays: 4 p.m.–7 p.m. EST
• Tuesdays: 7 p.m. EST (peak engagement)
• Wednesdays: 4 p.m. EST and 6 p.m.–7 p.m. EST
• Thursdays: 12 p.m. EST and 6 p.m.–7 p.m. EST
• Fridays: 4 p.m. EST and 6 p.m.–8 p.m. EST
• Saturdays: 7 p.m. EST and 10 p.m. EST
• Sundays: 6 a.m.–7 a.m. EST and 5 p.m. EST
• Best days to post on Instagram: Tuesday, Wednesday, and Thursday
• Worst days to post on Instagram: Saturday and Sunday

Our research shows that Tuesday through Thursday consistently deliver the highest engagement rates, with Wednesday emerging as the single best day for Instagram activity. These midweek days capture users when they’re most active and engaged with social content.

Whether you’re manually posting or using a social media scheduling tool like ContentStudio, aligning with these optimal windows can boost your engagement substantially.

Now, let’s look at these days and times in detail. 

What are the best days and times to post on Instagram?

Understanding the optimal posting times for each day helps you maximize engagement throughout the week. Here’s our detailed breakdown based on comprehensive data analysis:

Best time to post on Instagram on Monday

The best time to post on Instagram on Monday is between 4 p.m. and 7 p.m. EST.

Monday marks the beginning of the workweek, and user behavior reflects this transition. While mornings are typically busy with commutes and work preparation, engagement picks up significantly in the late afternoon. 

This window captures users during their commute home or when they’re winding down from the day, making it an ideal time to share motivational content or weekly planning posts.

Best time to post on Instagram on Tuesday

The best time to post on Instagram on Tuesday is 7 p.m. EST.

Tuesday shows our highest single-peak engagement time, with users most active during evening hours. 

By Tuesday, people have settled into their weekly routine and are more receptive to social content. This timing works exceptionally well for lifestyle brands, entertainment content, and behind-the-scenes posts that help users unwind after work.

Best time to post on Instagram on Wednesday

The best times to post on Instagram on Wednesday are 4 p.m. EST and 6 p.m. to 7 p.m. EST.

Wednesday emerges as the top-performing day overall, with two distinct engagement peaks. The mid-week timing captures users who are actively engaged but not yet experiencing Friday fatigue. This is perfect for sharing your most important content, launching new products, or posting Instagram Reels that require maximum visibility.

Best time to post on Instagram on Thursday

The best times to post on Instagram on Thursday are 12 p.m. EST and 6 p.m. to 7 p.m. EST.

Thursday offers a unique dual-peak pattern with strong lunchtime and evening engagement. The midday spike captures users during their lunch break, while the evening window maintains the consistent after-work engagement pattern. This makes Thursday ideal for both quick, digestible content and more detailed posts that require attention.

Best time to post on Instagram on Friday

The best times to post on Instagram on Friday are 4 p.m. EST and 6 p.m. to 8 p.m. EST.

Friday shows extended evening engagement as users transition into weekend mode. The excitement of finishing the workweek creates a more receptive audience for celebratory content, weekend plans, and lifestyle posts. This is an excellent time to share user-generated content or weekend-themed posts.

Best time to post on Instagram on Saturday

The best times to post on Instagram on Saturday are 7 p.m. EST and 10 p.m. EST.

Weekend engagement patterns shift dramatically, with users more active during evening hours rather than traditional business times. Saturday’s late-night peak captures users who are out socializing or spending leisure time at home. This timing works well for entertainment content, lifestyle posts, and community engagement.

Best time to post on Instagram on Sunday

The best times to post on Instagram on Sunday are 6 a.m. to 7 a.m. EST and 5 p.m. EST.

Sunday presents a unique dual pattern with early morning engagement from users starting their day and evening activity as people prepare for the upcoming week. The morning window captures the “Sunday scroll” behavior, while the evening timing works for reflection posts, weekly roundups, and Monday preparation content.

You can consider these timing recommendations to serve as a starting point for your Instagram content strategy, but remember that your specific audience may have different patterns based on their demographics, time zones, and interests.

The worst time to post on Instagram each day

It’s been learned that Sunday is the day with the least minor user activity on Instagram, which is probably why it’s considered the worst day to post on Instagram.

However, we skimmed through several resources on the best and worst days and times to post on Instagram and found out that Instagram users are least active on the weekend and proactively use the platform on Monday and Tuesday.

Here are the worst times to post on Instagram each day:

• Monday: It’s the first day of the week, and people usually commute to work between 7 and 8 a.m. and come back home between 8 and 11 p.m. So 7-8 a.m. and 8-11 p.m. are the worst times to post on Instagram on Monday.
• Tuesday: Tuesday is one of those days when users’ activity is relatively higher on social media platforms, but posting around 8 a.m. and 9 p.m. won’t be the ideal time.
• Wednesday: Wednesday won’t be a bad day to schedule or publish social media posts, but avoid posting around 8 p.m. or later. 
• Thursday: It’s been seen that people are least active on Instagram around 7 a.m. and 9 p.m. on the second to last working day of the week.
• Friday: Friday is mostly the last working day of the week, and people usually focus on winding up work and heading home. Therefore, publishing around 5 p.m. and later won’t make much of a difference.
• Saturday: The weekend is usually the worst time to post on social media, whether it’s Saturday or Sunday. Try to avoid posting on Instagram around 8 a.m. and 12-11 p.m.
• Sunday: Sunday is the day when we like to spend time with family, go out with friends, or run personal errands. That’s why posting on Instagram around 7 a.m., 3 p.m., and later might bring no results whatsoever.

Also Read: Instagram Alt Text: A Complete Guide For Everyone

Why does the best time to post on Instagram matter for you?

Understanding optimal posting times isn’t just about convenience—it’s about maximizing your content’s potential reach and engagement. Here’s why timing matters for your Instagram success:

• Algorithm prioritization: Instagram’s algorithm heavily weighs recency when determining post rankings, meaning fresh content gets priority in users’ feeds
• Critical first-hour window: Posts that receive higher engagement within the first 60 minutes are more likely to be shown to additional users, creating a snowball effect for Instagram engagement
• Audience availability: Posting when your followers are most active increases the likelihood they’ll see and interact with your content immediately
• Feed competition management: Strategic timing helps your posts stand out in crowded feeds, giving you an edge over competitors who post randomly
• Long-term visibility boost: Higher initial engagement signals to Instagram that your content is valuable, leading to extended reach hours or even days after posting
• Content planning efficiency: Using Instagram scheduling tools allows you to optimize timing without being tied to your phone
• Engagement momentum: Quick initial interactions create social proof that encourages other users to engage, amplifying your social media reach

The key insight? When your audience is actively scrolling through their feeds, they’re more likely to pause, engage, and share your content—transforming a simple post into a high-performing piece of your social media marketing strategy.

Also Read: Secret to Success: 12 Instagram hacks to boost engagement

Best time to post on Instagram by niche/industry

While general timing guidelines provide a solid foundation, your industry significantly influences when your audience is most active on Instagram. Different sectors have unique user behaviors, professional schedules, and engagement patterns that can dramatically impact your posting success.

Understanding your industry’s specific timing patterns gives you a competitive advantage over brands that rely solely on generic posting schedules. 

For example, fitness brands often see peak engagement during early morning hours when people are planning workouts, while restaurants and food businesses might perform better during meal planning times.

The key is recognizing that your audience’s lifestyle and professional demands directly influence their social media habits. A B2B software company targeting business professionals will have vastly different optimal posting times compared to a fashion brand focusing on college students.

Here are the best times and days to post on Instagram by niche/industry revealed by that study:

• Health care: Health care is an important sector. The study revealed that Tuesday is better for posting on Instagram for health-related accounts. Plus, posting at 8 a.m. could be the icing on the cake.
• Retail Industry: For such businesses, posting at 3 p.m. on Wednesday is ideal. Plus, 11 a.m. to 12 p.m. on Friday could also be a good time to post on Instagram.
• Media and entertainment: The best time for posting on Instagram for the media and entertainment industry is 9 a.m. on Friday.
• Technology: It’s been learned that Wednesday is a good day of the week and the best time for tech-related businesses is between 6 a.m. and 9 a.m. on Wednesday.
• Education: Friday is an excellent day for posting educational content on Instagram. If you’re in the education niche, try experimenting with posting on Instagram around 10 a.m.
• Non-profit: Like so many other industries, Wednesday is great for non-profit organizations as well. Furthermore, 2 p.m. is an appropriate time for posting on Instagram on Wednesday.
• Travel and tourism: Friday, Tuesday, and Wednesday are perfect for travel and tourism content. Make sure you post on Instagram between 11 a.m. and 1 p.m. and 9 a.m. and 10 a.m. on those days.

How to check the best time to post on Instagram using ContentStudio

ContentStudio being an all-in-one social media management tool, provides content scheduling, planning, analytics, and management.

Social media scheduling, social analytics, content curation, workspaces, and social media approval workflows are also among its key features.

Using ContentStudio as your social media scheduling tool, here’s how you can find the best time to post on Instagram:

• Step #1: Log in to your ContentStudio

Start by logging into your ContentStudio account. You can sign up for a ContentStudio account right now if you haven’t already. Try it free for 14 days – no credit card required.

• Step #2: Select ‘Compose’

Select ‘Social Post’ from the dropdown.

• Step #3: Compose your post 

Create a post of your choice and select the appropriate platform, category, text, and media.

Don’t forget to select your Instagram handle, write a caption and upload an image.

• Step #4: Select ‘View recommended best time to post

Select the schedule post option. Upon selection, you will see a clickable link under the calendar view with the message ‘View Recommended Best Time to Post’.

An engagement probability score will be displayed on a heat map if you click ‘View Recommended Best Time to Post.’ The time stamp and probability of potential engagement are displayed along the edge of the heat map when you hover over the blocks. To schedule a post, click over any block and choose the time stamp.

Also Read: Top 28 social media management tools for 2025

How to utilize the identified best time to post on Instagram

When the best time to post on Instagram has been identified, it’s necessary to take action and make the most of this opportunity. Let us shed some light on how you can utilize the best time to publish on Instagram.

• Brainstorm on the relevant topics that have already been working out for you on Instagram. You might not want to post content on the subjects your audience isn’t interested in or doesn’t need to know about.
• Build a content strategy to mass-produce content. Otherwise, it’ll be difficult to keep up with the competition. Social media platforms are about speed, creativity, and engagement. When you have a content strategy in place, you can speed up content production and ramp up the publishing process.
• Create a content calendar to plan your content publishing ahead of time. A lot of influencers plan content for the next few months and follow their content calendar along the way. When you have a content calendar, you have a clear picture of what needs to be done from the content creation standpoint.
• Figure out an Instagram scheduling tool to use for scheduling your Instagram posts. Thanks to ContentStudio, now you can schedule Instagram posts via Direct API or push notification.
• Always post on Instagram at the best time so that you can make the most of your followers on the platform. You must have gone through your statistics and other data to identify the best time for publishing on Instagram. Don’t shy away from a little bit of experimentation regarding finding the best time to post on Instagram.

There are no hard and fast rules for utilizing the best time for posting on Instagram. Anyway, we shared what we have been doing regarding our Instagram publishing.

Also Read: 7 Brands that are killing it with their strong meme game on Instagram

Schedule your content for the best time to post

How long have you been trying to come up with a social media scheduling plan? If you haven’t been able to figure out a strategy, then it’s time to take action now.

One of the main things to remember when scheduling your posts on social media platforms is that you must have figured out the best time to publish on each platform.

Since we’ve discussed the best time to post on Instagram, you must have some idea by now when you should be posting on Instagram.

We put some light on data-backed analysis on the best time and day for publishing the Instagram posts. Now, it’s up to you how you take action on these tips and tricks on scheduling or publishing your Instagram content. 

One of the underlying takeaways in this article about finding the best time to post on Instagram, which most people ignore, is that A/B testing can go a long way. 

It’s not ideal to blindly follow every tactic you read online. Digital marketing is a massive industry, and everyone has opinions—and sometimes, those opinions contradict the results. 

So it’ll be wise to do your litmus testing before going all-in on any strategy. 

Let’s say most studies show that Tuesday and Wednesday are the best days to post on Instagram or at least that these two days have better user engagement than other days. What we need to do is test out Monday and Thursday just to see what happens on these days.

Anyway, if you haven’t opted for a social media scheduling tool, check out ContentStudio. It’s an all-in-one social media management tool that provides several social media tools under one umbrella.

Also Read: Top 10 Instagram planning apps you must have in 2025

FAQs

What is the worst time to post on Instagram?

The worst time to post on Instagram is Monday at 1 AM and Saturday at 10 AM.

Should I post on Instagram in the morning or at night?

Posting in the morning is the best time to post on Instagram as compared to posting at night.

When should you not post on Instagram?

You shouldn’t post on Saturday.