Our research shows that 81% of consumers have an Instagram profile. Like Facebook, 52% of network users turn to Instagram to stay updated on cultural moments and trends. Engaging in these conversations and recognizing emerging trends is essential—if your audience is active there.

The ideal times to post on Instagram are typically Monday through Thursday between 10 a.m. and 3 p.m. For optimal engagement, we suggest scheduling posts on these weekdays during midmorning hours. It’s also beneficial to compare these times with your current metrics.

Instagram has come a long way since its early photo-only days. With 2 billion monthly active users, the app is now a platform for sharing images, videos, Reels, live streams, and more creative content types. Instagram enables brands and influencers to collaborate easily, and it continuously enhances its ecommerce features for a smoother shopping experience.

For success on Instagram, brands must strike a balance between posting high-quality content consistently and engaging and entertaining their audiences. Understanding these core principles can help shape 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 compared to Reels? While there may be a specific answer to that, our data covers posts, Stories, and Reels. The insights in this article should help you identify the best times to post any content on Instagram to maximize engagement, whether it’s a static post, a Story with polls, or a creative Reel.

The ideal times to post Reels on Instagram align with our overall data: weekdays, typically between 10 a.m. and 2 p.m., with Mondays, Wednesdays, and Fridays seeing engagement extend until 3 p.m. Our recommended posting times for Instagram are based on data for Posts, Reels, and Stories, including both images and videos.

For this reason, we suggest testing various posting times for Reels to discover when you get the highest engagement. Remember, Reels’ performance can be influenced by several factors, such as using trending sounds, the Instagram algorithm, or crafting an engaging video hook to capture your audience’s attention.

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

Schools leverage Instagram to highlight campus life, student achievements, sports, and events through photos, Reels, and Stories—many even created by students. This approach helps build community, boost campus engagement, and attract prospective students.

From K-12 to higher education, schools experienced more concentrated engagement times on Instagram compared to last year. Many institutions manage multiple social profiles, such as those for individual colleges or athletics, to effectively reach distinct audiences at optimal times.

Best times to post on Instagram for financial services industry

Maintaining a social media presence is essential, even for regulated industries, as more users turn to social platforms for customer support. The financial services sector is no exception.

Companies in this industry can leverage Instagram to humanize their brand with relatable content, share educational and entertaining Reels, and promote financial literacy through engaging infographics and Stories that simplify complex topics.

On Instagram, financial services brands experience peak engagement during weekdays, particularly on Mondays and Tuesdays in the early afternoon.

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.

Best times to post on Instagram for government

In the digital age, maintaining a strong social media presence is essential for government agencies as more citizens rely on these platforms for information and engagement.

Government organizations can use social media to share important public updates, foster citizen interaction, provide educational resources, manage public perception, and deliver service announcements. This enhances transparency, strengthens community relationships, and builds public trust.

On Instagram, government agencies experience peak engagement midweek, particularly on Wednesdays and Thursdays in the afternoon.

Best times to post on Instagram for hospitals and healthcare

Hospitals, clinics, and healthcare providers utilize social media to educate the public, prepare patients for upcoming appointments, promote programs for aspiring physicians, foster trust, and strengthen community connections.

An active social media presence enables direct engagement with patients, offering a platform to answer questions and share valuable information. On Instagram, healthcare organizations can provide wellness tips, promote healthy lifestyles, and highlight their staff to build trust and enhance patient relationships.

Best times to post on Instagram for nonprofit organizations

Civic, nonprofit, and membership organizations leverage social media to raise awareness and foster community connections. Through Stories, posts, and Reels, nonprofits share their mission, highlight volunteers, and encourage participation to strengthen engagement and amplify their campaigns.

On Instagram, nonprofit organizations experience above-average engagement primarily on Mondays, Tuesdays, and Wednesdays, from midmorning through the afternoon.

With increasing online interactions, nonprofits have a valuable opportunity to nurture their audience, build meaningful relationships, and drive support for their causes.

Best times to post on Instagram for retail

It’s no surprise that social media plays a role in nearly every stage of the customer journey. Retailers and brands must leverage social media algorithms to maximize engagement. Consumers actively interact with brands on Instagram, particularly on weekdays, with peak activity during late mornings to midmornings, especially on Mondays and Wednesdays.

To drive sales, consider using Instagram for product showcases, influencer collaborations, and promotional campaigns. While direct purchase data isn’t available, these posts contribute to product discovery, brand awareness, and social shopping experiences.

Best times to post on Instagram for travel and hospitality

The travel and hospitality industries have experienced a notable shift in Instagram engagement. From inspiring wanderlust with stunning destination photos to showcasing hotel amenities and travel packages, brands can captivate audiences with high-quality video content. Incorporating user-generated content into your Instagram strategy can also enhance engagement.

Hospitality businesses are adapting their strategies to maintain audience engagement throughout the week. While branded content sees moderate interaction in the midmorning, peak engagement is heavily concentrated on Sundays, aligning with peak travel days.

How to find your own best times to post on Instagram

Social marketers can enhance content planning by utilizing data-driven insights. As social media continues to evolve, brands and consumers must evolve with it. Staying informed about new content formats and emerging trends can help you connect with your audience in innovative ways and build authentic relationships.

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

You might be ready to schedule content based on these optimal engagement times, but it’s essential to combine this data with your own Instagram analytics. Your specific audience may be active at slightly different times, offering valuable insights for refining your strategy.

If you have a creator or business account, use Instagram Insights to determine your best posting times by following these steps:

1. From your profile, tap ≡ in the top right corner.

2. Select Insights.

3. Tap the metrics under the Overview section or choose specific content for more details.

4. Under Total Followers, scroll to view their most active times (available for accounts with over 100 followers).