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Navigating the world of Instagram posting involves many considerations, but one crucial aspect is timing your content correctly. The impact of posting at the wrong time can mean all the effort spent creating captivating content might just end up unnoticed in a low-activity period, yielding minimal engagement.

Timing your Instagram Stories, Reels, feed posts, and carousels is vital for maximizing interaction. The goal is to ensure your content appears in your audience’s feed when they are most active and ready to engage, enhancing the likelihood of success.

We’re here to guide you through the best times to post on Instagram—let’s explore how you can optimize your posting schedule for maximum engagement. 

Important Update: Instagram’s Algorithm Changes Coming Soon!

On April 30, 2024, Instagram announced that its algorithm will undergo significant updates over the coming months. While Instagram has not specifically mentioned changes related to posting times, it is crucial to understand that with the algorithm update, the emphasis on creating original content will become even more important for reaching and engaging a larger audience. Accounts that merely aggregate and repost viral content will see a decrease in their ranking.

This update opens up more opportunities for smaller, original creators and businesses, offering increased support from the algorithm for organic growth.

If you’re ready to seize this opportunity and ride the trend, Semrush Social is here to assist you. From generating post ideas to creating content and graphics for all platforms using AI, scheduling, and planning your content calendar well in advance for the entire month, we’ve got you covered. 

You no longer need a team of social media managers, writers, and designers—you can now boost your social media presence on your own or with the help of just one specialist.

Does Posting Time on Instagram Really Matter? 

The quick response: Absolutely—though it’s not the only factor to consider. 

Timing your posts for when your audience is most likely to be online greatly enhances the chances that your followers will see and interact with your content.

Here’s how posting time on Instagram makes a difference:

  1. Beat the algorithm – Instagram’s algorithm favors posts that garner high engagement within the first hour of posting.
  2. Reach the audience when they’re online – Posting at peak times means more people are online and scrolling through their feeds. This increases the chances of your post being seen by a larger audience.
  3. Increase engagement – The more people see your post shortly after publication, the greater the likelihood that they will like, comment, share, and save your post, boosting its visibility among the Instagram community beyond your followers.
  4. Optimize your efforts – Posting at optimal times ensures that your efforts are maximized, giving you the best return on your Instagram strategy.

However, while optimal posting times can increase your visibility, the quality and consistency of your content are equally crucial. If your posts don’t resonate well with your audience, even the most strategic posting times won’t make much of a difference.

When is the Best Time to Post on Instagram in 2024?

While it’s commonly believed that the best time to post on Instagram generally falls between 7AM and 9AM on weekdays, there really isn’t a one-size-fits-all answer

According to our study of the biggest tech companies, the most popular times to post (based on number of posts) for them was during the work day, between 9 AM and 3 PM, Tuesday through Thursday.


Indeed, posting earlier might give your account an advantage by facing less competition and tapping into early traffic, even if users don’t see your content until a few hours after it’s been posted.

However, it’s challenging to pinpoint a universally optimal posting time that suits every business across various industries and target audiences. A more effective approach is to identify a personalized time frame that aligns with your specific business needs.

Experimenting with morning hours can be beneficial, but it’s crucial to discover a posting schedule that resonates uniquely with your audience. Fortunately, tools are available that show when your specific followers are most active, helping you determine the best times to post.

When planning your posts in Semrush Social, take advantage of the feature that displays when your audience is most active on Instagram (and also on Facebook). For instance, if your audience engagement peaks on Tuesdays and Wednesdays, aim to schedule your most significant posts during these times. The Social Analytics tool also breaks down activity by hours, enabling you to optimize your posts for the exact moments when engagement is highest.

The Best Time to Post Reels and Stories on Instagram in 2024

Reels are an excellent tool for capturing attention on Instagram, but when is the optimal time to post them for maximum engagement? The research by Influencer Marketing Hub, which analyzed over 100,000 global Instagram posts and their engagement rates, sheds light on the best times to post Reels:

  • Monday: 6 AM, 10 AM, 10 PM
  • Tuesday: 2 AM, 4 AM, 9 AM
  • Wednesday: 7 AM, 8 AM, 11 PM
  • Thursday: 9 AM, 12 AM (midnight), 7 PM
  • Friday: 5 AM, 1 PM, 3 PM
  • Saturday: 11 AM, 7 PM, 8 PM
  • Sunday: 7 AM, 8 AM, 4 PM

These times represent windows when users are most likely to be scrolling through their feeds, making them ideal for posting Reels that stand out. Experiment with these suggested times to find what works best for engaging your specific audience.

Stories also play a critical role in Instagram engagement. If you’re posting Stories without a specific goal, the timing might not be as crucial. However, if you’re aiming to draw followers to your Instagram business page,there is a preferred time slot.

Stories typically generate two to three times more engagement than regular posts on Instagram. To maximize visibility, the optimal time to post an Instagram Story is during weekday lunch hours, from 11 AM to 2 PM. This timeframe taps into when users are most likely to be taking breaks and browsing their feeds, increasing the likelihood of engagement.

You don’t need to think about stories all the time, just plan them in advance and schedule them directly in Social Poster. When scheduling a post, simply hover your cursor over the graph to see when the majority of your followers are typically online, and select the optimal time to post:


The Best Day to Post on Instagram

Thursday is often touted as the best day of the week to post on Instagram due to high user activity. However, it’s crucial to remember that there’s no universally perfect day that suits every business or audience. Understanding your audience’s habits is key. 

Experiment with different days that you suspect your audience might be most active on social media. You can leverage data about your audience’s online presence, including their country, gender, age, and how they interact with your posts. All this information can be accessed even with a trial version of Semrush Social, providing valuable insights to help tailor your social media strategy effectively.


The Best Times to Post on Instagram by Day

While there are commonly recommended times to post on Instagram, it’s essential to consider your audience and business specifics. Here are some general times that are considered optimal for posting:

  • Sunday: 12 AM, 5 PM, 8 PM
  • Monday: 6 AM, 10 AM, 10 PM
  • Tuesday: 2 AM, 4 AM, 9 PM
  • Wednesday: 7 AM, 8 AM, 11 PM
  • Thursday: 9 AM, 12 PM, 7 PM
  • Friday: 5 AM, 1 PM, 3 PM
  • Saturday: 11 AM, 3 PM, 8 PM

Remember, you don’t need to wake up at 4 AM just to post on Instagram. With Social Poster, you can schedule your posts in advance to ensure they go live at these optimal times, allowing you to engage your audience effectively without disrupting your sleep schedule. This strategy ensures that you maximize engagement while maintaining a routine that works best for you and your team.

How to Find Your Unique Best Time to Post on Instagram

While it might be tempting to adhere to the general trends, it’s important to remember that all audiences are not created equal. Your followers have specific schedules and preferences for content, requiring a tailored approach to truly maximize engagement.

With Semrush Social, you can rely on data specific to your brand, rather than generic trends. This tailored approach ensures that your content reaches your audience when they are most likely to engage. And the best part? You can try it for free—start now to optimize your Instagram strategy!


Is it Better to Post on Instagram at Night or in the Morning?

The optimal time to post on Instagram really hinges on your target audience’s habits. Consider whether they are more likely to be night owls or early birds.

For instance, if your audience consists primarily of college students who might stay up late studying or socializing, posting at night could be particularly effective. Conversely, if you are aiming to connect with busy professionals who start their day early, morning posts would likely be more beneficial.

As a general rule, posting late at night or early in the morning can be effective. Many Instagram users prefer checking their feed first thing when they wake up and last thing before they go to bed. While this may not be the most precise guidance, it aligns well with common user behavior on Instagram.

What’s the Worst Time to Post on Instagram? 

The least effective times to post on Instagram are what many refer to as the “Instagram blackout hours,” typically between 3-4 PM and 1-3 AM

During these windows, most people are likely engaged with work or school tasks, or they are sleeping, especially during weekdays. To maximize the visibility of your posts, it’s best to avoid these hours. Posting during these times might result in your content being overlooked, disappearing into the digital void.

Is Monday a Bad Time to Post on Instagram?

Mondays are a good time to post on Instagram. In fact, it ranks as one of the best days to engage with your audience, second only to Thursday. At the start of the week, people are often more active on social media, catching up on what they missed over the weekend. This increase in activity makes Mondays a prime opportunity to capture attention and interact with your followers.

Should I Post Twice a Day on Instagram?

The key here is to prioritize quality over quantity. Flooding your followers’ feeds with too many posts can indeed be overwhelming, potentially leading to unfollows. It’s generally more beneficial to focus on creating one outstanding post per day rather than bombarding your audience with multiple posts that may not hold the same value.

However, if you find yourself with several compelling pieces of content, it’s not necessary to shy away from posting more frequently. Instead, strategically schedule these posts for different days and times to maintain engagement without overwhelming your followers. This approach ensures your content gets the attention it deserves while keeping your audience looking forward to more.

Should I Post on Instagram Regularly?

Consistency is crucial on social media. Your followers expect to see regular updates from you; sporadic posting can make it hard for your content to stay top of mind. Regular posts also help keep your profile active and favored by the Instagram algorithm, enhancing your visibility.

However, it’s important to balance frequency with engagement. Overloading your followers with too many posts can overwhelm them and potentially lead to unfollows. Figuring out the right posting frequency can be tricky, but you don’t have to manage this manually. Utilizing scheduling tools like Semrush can help you evenly distribute your posts throughout the day or week, ensuring you stay consistent without bombarding your audience.

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