Is it better to post on Instagram at night or in the morning?

Then, we consulted with our own social team for insights gained from posting to an audience of 170k followers. The universal best time to post on Instagram is 11 AM on Wednesdays. We found that Instagram users are the most likely to interact with content during work hours mid-day and mid-week.

blog.hootsuite.com - The Best Time to Post on Instagram in 2023 [Complete Guide]

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And what about the best day of the week to get the most likes? The most comments?

We crunched the numbers to find out the universal best times to post on Instagram. Of course, all businesses and audiences are different, so we’ll also help you calculate your brand’s unique best times to post. Each brand has a slightly different sweet spot for posting on Instagram. That’s because every brand on social media caters to a unique audience with unique behavior patterns. But don’t give up hope! There are certain best practices that social media marketers can follow to yield great results across the board. The Instagram algorithm prioritizes recency, so posting when your followers are online is key. This means that, if all else is equal, a newer post will show up higher on the newsfeed than an older one. Recency is honestly one of the quickest, easiest wins when it comes to optimizing a post for success. (Though we have plenty more tips on getting free Instagram likes if you’re interested). But beyond that, it’s also important to be clear on your goals for your Instagram marketing strategy. Do you have specific targets around building awareness, higher engagement, or driving traffic? What does success look like to you, and when have your posts achieved that success in the past? Your past wins are a key guideline for when you should be posting overall. To find these results, we analyzed data from over 30,000 Instagram posts from businesses of all sizes. Then, we consulted with our own social team for insights gained from posting to an audience of 170k followers.

(Drum roll, please…)

We found that Instagram users are the most likely to interact with content during work hours mid-day and mid-week. And that makes sense — it is a perfect time to take a break from work or school and do some scrolling. (And liking. And commenting.) Weekends are typically the worst days to post and don’t tend to have much engagement. We suspect that’s because people are out and about in the real world instead of scrolling Instagram. (Oh, and don’t forget: the top times shown below are recorded in US Pacific Time) Day of the Week Time Monday 12:00 PM Tuesday 9:00 AM Wednesday 11:00 AM Thursday 11:00 AM Friday 2:00 PM Saturday 9:00 AM Sunday 7:00 PM As your account grows, we recommend tweaking your posting schedule to fit your specific audience’s activity patterns. The best time to post on Instagram on Monday is 12:00 PM. It seems most Instagrammers may like to start their week off strong at work. By lunchtime, they’re looking to their Instagram feeds for a break. The best time to post on Instagram on Tuesday is 9:00 AM. Engagement is also strong earlier in the morning, between 8-10 AM, but peaks around 9:00 AM. The best time to post on Instagram on Wednesday is 11:00 AM. Wednesday is also the day that accounts seem to get the highest engagement overall. The best time to post on Instagram on Thursday is 12:00 PM. In general, the 11:00 AM to 2:00 PM stretch is good for high engagement on any weekday.

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2:00 PM is the best time to post on Instagram on Friday. Friday engagement is consistent throughout the morning and lunch hour, from 7 AM to 2:00 PM. The best time to post on Instagram on Sunday is 7:00 PM. Engagement on Sundays is pretty consistent throughout the afternoon and evening. It remains steady from 12:00 PM to 8:00 PM. If you’re looking to grow your Instagram followers and engagement, posting Reels at any time of day is a no-brainer. Our data shows that Reels can get up to 300% more engagement than regular Instagram videos. At Hootsuite, we’ve been posting Reels to our Instagram audience of 170k followers for over two years. Over that time, we’ve learned that the best time to post Reels is 9 AM and 12 PM, Monday to Thursday. (Psstt: If you don’t feel like reading, you can watch our video for the answer and the tips!) “Typically, we like to post early in the morning and mid-afternoon. For Instagram, that means we try to post anytime between 8 AM – 12 PM PST or 4-5 PM PST on weekdays.” (Remember, that’s just what works for us. Prime time for businesses in different industries and different time zones may be very different.) Cohen and the social team also use the tools in Hootsuite Impact to review post performance. “The data there tells us if we should continue focusing on the same strategy or pivot anything going forward.” “We use past performance as the guiding star and then review when the audience is online as a second opinion. If our content isn’t performing well after that, we’ll test different times to see if that changes the post performance.”

Review your top-performing posts

First, consider what kind of performance you’re aiming for: brand awareness or engagement. Your approach to scheduling your Instagram posts might vary depending on your goals.

In the past, which of your posts have earned high impressions? When did you post them? And are these posts different from the ones earning likes? What do the numbers tell you about your most compelling content?

Your Instagram insights and analytics are your best source of truth here. Not all analytics tools are born equal, though. Some social media management tools can help you avoid the heavy data crunching.

Try it Free

Hootsuite’s Best Time to Publish feature suggests the best times and days of the week to post to Instagram based on your historical performance. It analyzes your social media posts from the past 30 days, then calculates the average impressions or engagement rate by day and hour. Then, you can select optimal time slots for your account based on your performance goals.

Check when your audience is most active online

As marketers, we need to know our audiences. If you’re targeting college sports fans on Instagram, their social media usage might be wildly different from tech executives waking up at 4 AM. Hootsuite’s Best Time to Publish feature will break down this information automatically into a heatmap (see above). It also helps you experiment by predicting specific time slots when your Instagram followers are online.

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If you want to test new tactics, it will also suggest good time slots you haven’t used in the last 30 days.

Consider when your competitors are posting

Depending on your industry, your competitors may be doing some of the same calculations and experiments that you are. Social listening (or even a full social competitive analysis) can help you keep an eye on what’s working for others. Pro Tip: Many brands post on the hour mark. Avoid the competition by posting a few minutes before or after the :00.

Post in your audience’s time zone

If you have a global audience or are based outside of the “usual” time zones, your prime time to post may well turn out to be 3 AM.

Monitor and adjust

But taking time to review the numbers is actually one of the easiest ways to improve your reach. (Easier than leveling up your videography or writing skills, anyway. We’d recommend doing that too, though!) According to Brayden Cohen from Hootsuite’s Instagram team: “We look at our top-performing posts weekly to see if there are any insights that will help us rework our social media strategy or posting cadence. But we generally only change the times we post once a quarter, if that.” Cohen noted that, for example, with the pandemic’s effect on work schedules in 2020, many people spent less time commuting or enjoying a traditional lunch break. As a result, B2B audiences began spending more time on their phones, and Instagram usage started to spread out over the day. The world changes and audience habits change with it. Set a reminder in your calendar to review your results and make adjustments on a regular basis.

Show up consistently over the long term

It’s important to be systematic about your posting to reap the full rewards of all this knowledge about your target audience. Sure, you may not see a jaw-dropping bump just by posting a few hours earlier than usual every now and then. But as our data shows, the timing of your Instagram posts does matter, and consistent scheduling will move the needle over time. When your audience gets in the habit of seeing your brand pop up on their feed, they enjoy your content, and they engage with it. Maintaining your presence on Instagram helps build credibility, trust, and more meaningful relationships with your audience. Manage your Instagram presence alongside your other social channels and save time using Hootsuite. From a single dashboard, you can schedule and publish posts, engage the audience, and measure performance. Try it free today.

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blog.hootsuite.com - The Best Time to Post on Instagram in 2023 [Complete Guide]

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