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What time should I post on Instagram?

Why do some Instagram posts generate better engagement when posted at different times, and how do we aim for this?

Firstly, it’s super important to understand when you audiences are scrolling. More reach gives rise for more engagement. More engagement gives potential for more business leads. By timing your posts wisely, you can keep your posts visible for the longest possible time.

Consistency in posting is the second trick to increasing visibility. You should be aware of the following 3 factors:

  • Attractive posts. High quality, high production value posts are essential for engaging imagery and video content.

  • Meaningful content for your audience. What pain point are you filling for them? How are you appealing to their values? How can they identify with your brand?

  • Unique, groundbreaking content. Create trends, guerilla marketing and stylised content.

Social media platform ‘Later’ analysed 35 million posts in 2021, and 200 million business accounts are checked daily. If you are business advertising on Instagram, it’s no doubt that you will be interested in the best day to post.

Always keep in mind your audience. If you are targeting corporate or office workers, they are likely to follow a 9am - 5pm working pattern, with breaks around similar times.

Equally, if your target audience are students, their day would likely start a little later, with an earlier and longer free time towards the second half of the day.

Best times to post by day:

Monday: 6am, 11am-1pm, 5pm.

Monday is typically a great day for engagement on Instagram. Engagement remains consistent from 8am-8pm, and drops between 11am-6am. Bear in mind people’s breaks during the working day (early morning, lunch time and during commuting time).

Tuesday: 10am-5pm.

Engagement still remains high around 10pm, presumably as people are scrolling in bed.

Wednesday: 8am, 11am-1pm, 8-10pm.

Similar to Monday, the ‘lunchtime’ scroll is popular, where users check the feed during their lunch break. Wednesday is considered the most hectic day after Monday, so make use of time people are likely commuting, or relaxing after work.

Thursday: 7am, 11am-12pm, 7pm.

The mid-morning scroll is strong.

Friday: 11am to 1pm.

The lunchtime scroll is still a common theme. Importantly, the engagement rate starts earlier on Friday (around 7am), peaks around 4-5pm and drops after 5pm, presumably when people are doing social activities. Avoid late night Fridays.

Side note: make use of the ‘#TGIF’ hashtag today - it works great.

Saturday: 10am - 1pm.

Importantly, Saturday is the second-to-worst day to post on Instagram (second to Sunday). Likely due to people enjoying their weekend away from a screen. Even at its highest peak, it still beats no weekday.

Sunday: 9am - 4pm.

However, Sunday has the lowest engagement rates for business accounts.

In summary, early morning and lunchtime weekdays are by far the best days to post on Instagram for business accounts targeting working individuals. People generally check their phone for updates after waking up, and similar patterns can be found between 11am - 2pm when people typically take tea and lunch breaks.

Finally, avoid weekends and late Friday evenings for business postings, and always post before 11am on Saturdays if you must!

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