Best and Worst Times to Post on Instagram: A Brief Guide


Managing an Instagram page is not something that anyone can do. While at first it may seem as simple as posting a photo or video on a company’s feed, the reality is that behind each post there is a whole strategy designed to persuade the audience and capture the attention of users who could become customers.

The time of publication is precisely one of the basic aspects that must be taken into account when publishing on Instagram. Do you know what are the best and worst times to post on Instagram? In this article, we will tell you in a brief guide that will surely be of great use to future marketing strategies.

Whether you are an experienced influencer, a brand, or a company looking for potential customers through this powerful social network, with this brief guide, you can equip yourself with all the knowledge you need to schedule your publications strategically, ensuring maximum reach, engagement, and impact.


Also check out: What are hashtags on Instagram and how do they help with the digital growth of your business?


Why is the time of publication on Instagram important?

The time of publication on Instagram plays a crucial role in the effectiveness of your social media strategy for several reasons. First, it determines when your target audience is most active and receptive, which maximizes the chances of your content being seen and valued. By posting at the right times, you increase the chances of getting more interactions, such as likes, comments, and shares, which contributes to greater visibility and reach.

In addition, Instagram’s algorithm values the initial engagement of a post in its first few minutes, which can boost its visibility in the long term. Posting at times when your audience is most active increases the likelihood of receiving those first “likes” and comments, thus generating a positive dynamic that can lead to more users discovering your content.

But this is not all because strategic publication time also allows you to compete in a saturated content landscape. By avoiding times when the platform is saturated and posts compete for users’ attention, you have the opportunity to stand out and capture attention more effectively, making your message resonate with your audience in a meaningful way.

How can I know what is the ideal time to post on Instagram?

Finding the ideal time to post on Instagram requires careful analysis and consideration of several key factors that can make your content a true magnet for users on the web.

Below, we tell you 5 of the most important factors that you should consider to find the ideal time to post on Instagram:

  • Demographic and Geographical Audience: Know your audience in terms of location and schedule. Posting at times that coincide with their local activity maximizes the possibility of them seeing your posts in real-time.
  • Instagram Analytics: Use the built-in analytics tools on Instagram or external platforms to understand when your audience is most active. This data will provide you with insights into the days and hours of highest interaction.
  • Testing and Experimentation: Perform tests at different times and days of the week to measure generated engagement. Observe at what times you get more “likes,” comments, and shares, and adjust your strategy accordingly.
  • Competition and Volume of Publications: Research the times when your competitors have less presence. Avoiding high-volume publication hours can increase your chances of standing out.
  • User Behavior: Consider the behavioral patterns of your audience. Do they usually check Instagram before going to work, during lunch break, or at night? Adapt your publication schedule to coincide with these moments.

Combining these factors will allow you to identify the most opportune time window to effectively reach your audience and increase interaction with your publications.

The best and worst times to post on Instagram

While the best time to post on Instagram may vary depending on the needs, location, and characteristics of each account and its target audience, there are several studies that have evaluated which hours provide the best results.

This is the case of the social media software Sprout Social, which after a study has determined the best and worst times to post on Instagram:

Best Hours:

  • Weekdays, from Tuesday to Friday: Between 9:00 a.m. and 11:00 a.m.
  • Wednesday: At 11:00 a.m. and between 3:00 p.m. and 4:00 p.m.
  • Thursday: At 5:00 a.m. and at 11:00 a.m.
  • Friday: At 9:00 a.m.

Worst Hours:

  • Weekends: Saturdays and Sundays tend to have lower activity.
  • Sleep hours: Avoid posting between midnight and 6:00 a.m., as most people are sleeping.

Remember that these recommendations are general guidelines and it is important to adjust your strategy based on the specific audience you are trying to reach. Using Instagram’s analysis tools and conducting continuous tests will allow you to refine your publication strategy and optimize the ideal moments to connect with your audience.

Increase your brand’s reach on social media

As you can see, evaluating the appropriate time to post on Instagram can make a big difference in the effectiveness of your marketing strategy, taking into account factors such as location, age, and habits of your target audience.

If you are looking for an ally to take your digital marketing strategies to the next level, at Primitive Agency we are ready to help you. From content planning to schedule optimization, we will work with you to maximize your presence on Instagram and take it further.

Write to [email protected] , or fill out our contact form so we can start boosting your brand’s Instagram together.


You may also be interested in: How to make a reel on Instagram? 5 tips you need to know



What is the impact of seasons and events on publication schedules?

The impact of seasons and events on publication schedules is significant, as social media activity trends vary according to key moments of the year, such as holidays, cultural events, and seasonal changes.

During festive periods, for example, audiences may be more active in search of relevant content. Taking advantage of these moments to adapt your publication strategy can result in an increase in engagement and resonance of your content.

In addition, considering specific events in your industry can help you target a more receptive audience at times when they are most involved and predisposed to interact with your publications.

What do I do if my target audience is in different parts of the world?

If your target audience is scattered in different parts of the world, it is essential to employ geographic segmentation strategies and adjust your publication schedules based on key time zones.

Use scheduling tools that allow you to plan publications adapted to moments of higher activity in each relevant region. In addition, consider creating evergreen or timeless content that may be relevant in different time zones, thus minimizing dependence on specific schedules and maximizing your global reach.

What other social platforms are affected by publication schedules?

The influence of publication schedules is not limited to Instagram; other social platforms such as Facebook, Twitter, LinkedIn, and TikTok are also affected. Each platform has its own unique audience and activity patterns.

On Facebook, for example, afternoons tend to be a good time, while Twitter can be more active during lunchtime and after work. LinkedIn, on the other hand, usually has more traffic during working hours.

Just like on Instagram, understanding the ideal schedules on these platforms is essential to maximize reach and engagement with your content.

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