Best time to post on Instagram

On Instagram, quality content is not enough: it must also be published at the right time to reach a greater number of subscribers. Knowing about the best time to post on Instagram is essential, because more visibility also means more engagement, which mechanically improves the positioning of posts in the News Feed.

B2B, B2C: what’s the difference in the best time to post on Instagram?

The success of a publication on social networks is a matter of timing. It’s important to know how to post on Instagram , but even more to determine when is the right time to do so. However, the most relevant times to launch publications on this network tend to evolve according to changes in the Instagram algorithm and in user behavior. For now, experts agree that all targets combined the ideal day is Friday. Hourly level, he intends to favor certain slots:

8 a.m., 1 p.m. and 9 p.m. in B2C.
12 p.m., 1 p.m., 5 p.m., 6 p.m., 8 p.m. and 9 p.m. in B2B.

How the Instagram algorithm works

Posts on Instagram are not displayed in chronological order, but according to their relevance. This is measured using two criteria:

The interest shown by users in the publications. Appear in priority on a news feed those which are adapted to the consultation habits of subscribers: categories of the most viewed pages, accounts most often viewed, preferred formats. Conversely, posts that are not of interest to audiences are made less visible by the algorithm.
The engagement generated by the publications. The more a publication is liked, commented on and/or shared, the more it is considered relevant, the more visibility it gains.
Even if the chronological order is no longer a priority parameter, it nevertheless plays a role in the display of publications, when they are relevant. Instagram’s algorithm continues to consider the freshness of posts because the fresher the content, the more likely it is to engage users. For all these reasons, the question of when to post on Instagram is decisive for a successful social strategy on this network. Publishing at the right time, ie when audiences are viewing the platform, increases the chances of generating engagement. It is therefore necessary to launch Instagram publications at the right time to guarantee optimal visibility and greater engagement, and thus mechanically improve their reach.

Best times to post on Instagram

All the marketing work done on Instagram is wasted if the posts don’t reach the intended audiences. Attracting maximum user attention within 15-20 minutes of going live is crucial to generating engagement. When a post does well, the account that started it is naturally promoted by Instagram, which also helps to get more followers . Many studies have looked at the question of when to post on Instagram. They distinguish two variables: the days of the week and the time slots on the same day.

What days to post on Instagram?

According to the 2021 HubSpot and Mention report , the two most auspicious days are Monday and Saturday.

This finding prioritizes B2B marketing strategies that traditionally generate more engagement during the week, when audiences are at work (or at work in/out hours). B2C engagement tends to be concentrated on weekends, when audiences have free time.

More generally, the ideal day for all personas would be Friday.

What is the best time to post on Instagram?

As for posting hours, CoSchedule says they differ by industry, such as:

9 am, 12 pm and 3 pm for media companies.
11 a.m. and 6 p.m. for restaurants.
11 am, 1 pm and 5 pm for software publishers.
On average, this gives the ideal time slot for publishing: between 9 am and 11 am

It should be remembered that the best publication niche does not replace quality content. It’s not enough to know when to post on Instagram, but to know what to post: content that interests audiences.

A post that is not relevant to users, even if it is launched at the right time, is not going to generate engagement.

The right time to post depends on each company

The results of studies that explain when to post on Instagram are to be taken with a grain of salt. These are only averages forged from a large volume of publications, without taking into account the specificities of each sector of activity, each company/brand and each audience.

Each entity must therefore determine its ideal time slots by identifying the peak hours of its audiences. For this you can:

Use the Instagram “Statistics” tool (this tool is only accessible on professional accounts). By clicking on the “Audiences” tab, it is possible to consult the days of the week and the hours of activity of subscribers.

Use a social media management tool.

Your strategy can then be refined by conducting tests: for example, launching posts at different times over a given time slot to measure engagement post by post. If the tool indicates that followers are active on Mondays between 9 a.m. and 1 p.m., schedule posts for 9 a.m., 10 a.m., 11 a.m., 12 p.m., and 1 p.m., and see which get the most engagement.

Be careful to take into account the time zones of the countries of the different audiences: between 9 a.m. and 1 p.m., that does not mean the same thing for subscribers in Europe and America. A company based in Paris whose subscribers are scattered around the world must also adapt the hours of its publications, for its French-speaking audience in Canada for example.

A publication strategy on social networks responds to specific rules. It’s not about posting on Instagram at any random time, but knowing exactly when to do it. Then, it is essential to use a tool allowing to schedule publication times (such as HubSpot ) to be sure to launch content exactly when it is necessary.

When to post on Instagram for more visibility?

The answer to the question “when to post on Instagram” is actually quite simple: when users are active on the social network. This will ensure that they see your post in their feed! Same for your Instagram stories : if you create a story when users are online, it will appear first and therefore be more likely to be seen!

The best days to post on Instagram

According to experts, weekdays are the most favorable insofar as Internet users connect to the social network to relax before or after work. It is also Wednesday that is the day with the highest average engagement rate. On weekends, and especially on Sundays, people tend to go about their business: family meals, cleaning, walks, outings with friends, etc.

The best times to post on Instagram

If the day counts, the time of day is also a fundamental parameter! Most often, Instagram users log on in the morning before starting their workday, around 9am. There is also a peak around the lunch break, between 11 a.m. and 1 p.m. Some users also spend time on Instagram in the early evening, between 7 and 9 p.m.

When to post on Instagram France? When to post a photo on Instagram?

In summary, if you want to improve the reach of your Instagram posts, aim for weekdays and mornings, lunchtimes, or early evenings. This rule is valid for classic publications, such as stories, reels or other Instagram video formats.

But like any rule, there are of course exceptions. Feel free to experiment to find out when your audience is most active and engaged on Instagram. It’s about finding the best time to post on Instagram for you, the one that will ensure maximum visibility for your content! With just a few posts, you should quickly learn when to post on Instagram to improve your impact and gain more followers.

When to post on Instagram: conclusion

There you go, you know all about the best time to post on Instagram, when to post on Instagram France and when to post a photo on Instagram. If you want your publications to be a hit, in addition to the ideal moment, don’t forget the best practices! Quality visuals and videos, powerful text and the right hashtags ! If you do all of this, you should quickly collect likes and create a loyal community!