What are the best times to post to Instagram? Find out once and for all!


What are the best times to post to Instagram? Find out once and for all!

We’ve gathered in a single post the best techniques to know the best times to publish on Instagram and increase the engagement of your posts on the social network

Having a good engagement rate on Instagram is the biggest wish of any social media professional. It is known that there are numerous factors that influence the performance of a publication. The time it takes place is one of them.

But then, how do you know the best times to schedule posts on Instagram ? Answering this question is not an easy task, as Instagram has never officially commented on it.

However, there are techniques and ways to understand how the right times can make your publications have more interactions, making your profile more relevant.

How to set the best times to post on Instagram?

While Instagram itself does not officially take a stand, several experts publish lists showing the best times. When managing an Instagram profile , you need to be aware that the best time will depend solely and exclusively on the fan base that follows you.

It is necessary to understand their behaviors, activity patterns and how they interact. That way, you’ll know the ideal time to get more engagement on Instagram and take advantage  of your marketing  timing .

It all starts with understanding who your Instagram audience is

To know the best time to publish content, it is essential to know what is the behavior of your persona on the social network. An interesting factor to know, for example, are the times the persona dedicates to access Instagram.

If the persona is a 17-year-old student, he will most likely be hyperconnected, but the break times will be when he spends the most time online.

On the other hand, if you are a person who works in a clothing factory 8 hours a day, it may be that she accesses the network only while she returns from work, between 6 pm and 8 pm.

Therefore, it is important to put yourself in the persona’s shoes and understand how they behave in the use of the main social networks. When building the ideal persona for your product or service, always think about which moments she will have contact with the content being produced, on Instagram or other social networks.

This information is very important to identify the ideal time for publications on social networks where your brand is present.

You need to understand where your audience is

Knowing your audience’s location is essential to know their behavior on social media. This is a highly relevant factor, as it directly influences the way your persona consumes content on the internet.

Instagram Insights lets you view demographics like the top cities and countries where your followers are. This information is invaluable, as it is possible to create content targeted to a particular city, for example. To access Instagram Insights, you must have a business account.

The Brazilian time zone is made up of 4 different zones. This can greatly influence your strategy. Imagine, for example, that your audience is mostly concentrated in the states of Goiás, Tocantins, Mato Grosso and Mato Grosso do Sul.

When publishing content, it should be taken into account that these last two states are one hour behind Brasília time.

When is the best time to post on Instagram?

In addition to knowing very well who your audience is and where they are, it’s time to really decide what is the best time to publish your content. For this, some aspects that can be decisive for the delivery of its content and the engagement of the public with it must be taken into account.

Pay attention to business hours

Business hours are generally the period when commercial and service establishments provide customer service.

It is normally between 9am and 6pm from Monday to Saturday for capitals and metropolitan areas. In some cities in the interior, business hours are considered to be the period between 8:00 and 17:00.

Why posting during business hours might not be a good idea?

It’s common that during this time, people interact less with the content in the Instagram and Stories feed because they are working. Therefore, in general, the ideal is to publish between the times that comprise the lunch break that goes from 11:00 to 14:00.

How do find the best times to post to Instagram?

There are a few ways to predict the best time to post to Instagram. None of them are definitive, but they can help a lot to have a better public involvement with your posts on the social network. Let’s go to some of the options available:

Use information from Instagram for Business

The best way to find out what times your Instagram posts can have the most interactions is to use the information available for Instagram business profiles.

On Instagram for Business (or Instagram for Business), you have access to key metrics: reach, impressions, views, website clicks and followers. You can also access demographic data such as age range, location, days when your followers are most active, and most importantly, the times with the most interaction with your account.

How to view Instagram Insights information?

To access Instagram Insights on your smartphone, follow these steps:

  1. log into the business profile and click on the icon with three horizontal lines available in the upper right corner;
  2. then click on Info  (graph icon with three vertical bars);
  3. then click on the Public option ;
  4. under Followers, click Hours to view the times when your audience interacts most with your posts.

do your own tests

Another way to find the best times to post to Instagram is to run your own tests. It is important to remember that this process takes longer and can take weeks to months to complete.

But it’s the most genuine way to find cross-referenced information to generate valuable insights, as well as documenting your growth strategy on Instagram.

Using a spreadsheet, record the week, day of the week and times when your publications are made. Along the same lines, reserve a space to document the content format (photo, video, carousel, GIF and others) and the amount of likes, comments, saves and shares.

Remember to reserve space for general remarks that may have interfered with content engagement. Examples: the post was made on a commemorative date, a different resource was used to create the image or caption, etc. This information is essential to make a real analysis of the data that will be obtained.

To facilitate the creation of tests, Blue World City created a template so that you can make your own tests and evaluate the performance of your Instagram posts.

Use tools and apps

There is a range of free and paid tools and software that can help you analyze the best time to post on Instagram. One of them is UNUM.

The free app available for Android and iOS has the Best time to post feature. With it, it is possible to check at which times during the week the posts had peak interactions. With this information, it is possible to predict the best times for future posts.

Spend time and plan!

As you can see, the best times to post on Instagram are not definitive, and there isn’t even a cake recipe. The ideal is to make use of Instagram’s own data, do tests and use resources from other tools.

That way you’ll be able to cross all this information and identify an ideal pattern to have a good performance on Instagram.

Once these patterns are identified, it is important to spend time planning the content. Experiment with images, content types and even subtitles that outperformed the others.

And, to save time, using a tool to schedule posts on Instagram is essential. Keep that in mind and get to work, or, better, publications!

What does the market indicate?

As we’ve seen so far, the best way to find the best times to post on Instagram is actually identifying your results and analyzing your performance through tests.

But beyond that, it is also important to analyze which days and times your market or segment of activity are achieving good results.

To help identify these best days and timeframes for publication, the Tailwind team has published a report of the best times to post to Instagram segmented by industry, based on analysis of more than 1.8 million posts in the first three months of 2020.

Let’s look at some of these results so you can understand if your audience is following this same pattern of behaviour.

Overview of the best days and times to receive likes and comments

Likes and comments are the main forms of engagement on Instagram. And according to the analysis published in the report, Saturday is the ideal day to make publications that generate the most likes, with Friday coming right after. This assessment represents the general context of all segments.

best days to post on instagram

Talking about the best time for likes, the most prominent one in this regard is Saturday at 17:00 UTC, which in Brazil represents the time of 14:00 in the afternoon.

Now thinking specifically about the posts that generate the highest volume of comments, the highlight goes to Wednesday.

best days to post on instagram

Best days and times for the Technology segment

Separating the analysis by segments, let’s start by showing what works best for the technology segment.

For this market, the posts that stood out in comments took place on Monday and Friday, at 8:00 am EST (9:00 am EDT).

Best days and times to post on Instagram for the Technology segment

To get more likes, the best moment found was Sunday at 12:00 EST (1:00 pm Brasília time).

Best days and times for the Marketing segment

As for the Marketing segment, which can be of great help for agencies to identify the best days and times for posting, the survey showed that Wednesday is the best day, especially at 4:00 pm EST (5:00 pm Brasília time) .

Best days and times to post on Instagram for the Marketing segment

Posts at 3pm and 6pm EST (4pm and 7pm respectively) on Wednesday and Saturday also stood out as generating the most likes.

Best days and times for the Education segment

For education and courses, the survey showed that the best time for both comments and clicks is on Saturday and Sunday at 19:00 EST (20:00 GMT).

Best days and times to post on Instagram for the Education segment

Best days and times for the Entertainment segment

With the entertainment market, which is one of the most active on Instagram, Thursday at 4:00 pm EST (5:00 pm EDT) is the best time for comments, and the highest volume of likes happens at 11:00 pm EST (midnight at Brasília time) on Saturday and Sunday.

Best days and times to post on Instagram for the Entertainment segment


We’ve gathered in a single post the best techniques to know the best times to publish on Instagram and increase the engagement of your posts on the social network Having a good engagement rate on Instagram is the biggest wish of any social media professional. It is known that there are numerous factors that influence the…