The best time to post on Instagram in 2021


Despite the tough competition for engagement amongst social media platforms, Instagram is still one of the most popular channels of choice for marketers today.  

And while it’s no longer the case that posts are ordered chronologically on users’ feeds, the time you choose to post on the platform is still crucial when it comes to engagement. 

If you’re here in search of a universal best time to post on Instagram, I’m sorry to tell you that there isn’t a one-size-fits-all answer.

But, we can certainly point you in the right direction. 

2021 Bonus content: How to write the perfect business Instagram bio

Every brand is different, and every audience is different. If 90% of your target audience is based in Australia, you’re not going to have the same optimal time to post as a brand whose audience is primarily based in North America, and vice versa. 

The basic rule for getting good engagement on Instagram–or any social media platform, for that matter–is simple, know as much as you possibly can about your audience. The more you know about them, the more you’re going to be able to tailor your content to them. And the more tailored your content is, the higher your chances of engagement (and conversions) are. 

Instagram offers an insights feature that enables you to do just that. And while we’re about to dive into research that indicates what the best times to post on Instagram are, you’ll also need to compare these findings with your own audience insights to see what works best for you. 

The best times to post on Instagram 

As marketers, we track, measure and analyze a lot of what we do in an attempt to refine our processes and strategies. We learn from our mistakes, but we also learn from our successes. 

For a long time, posting on social media was somewhat of a guessing game for brands. It was less about targeting people at the right time of day and more about throwing a post out into the ether and seeing what happened. But over time, it became apparent that the time you posted would affect the results you saw in a big way. 

Sprout Social, for example, took a large portion of this data and found some very interesting results

  • In general, the best times to post on Instagram are on Wednesday at 11 a.m., and Friday between 10–11 a.m.
  • If you’re looking for the highest levels of engagement, Wednesday is the best day to post. 
  • From Tuesday through Friday, between 10 a.m. and 3 p.m., you’re likely to get the most consistent levels of engagement. 
  • Sunday is the worst day for posting (no surprises there).  
  • Later hours, from around 11 p.m.–3 a.m. are seen to have the lowest engagement. 

Instagram global engagement - best time to post on instagram

Image source

Obviously, these findings should only be used as a general rule of thumb for the optimal times to post on Instagram. They aren’t going to be 100% accurate for everyone. 

Your audience is ultimately going to determine when the best times for you to post are, but you can (and should) use data to help you narrow it down. 

Bearing this in mind, Sprout Social also broke down the data they analyzed to study how the best times to post differed from industry to industry. The results showed quite a variance between the likes of the tech and healthcare industries, so it really is crucial that you take more than just the immediately obvious variables into account when you’re planning out your posting schedule. 

In tech, for example, it was found that: 

  • The best times to post are on Wednesday at 6 a.m. and 9 a.m.
  • On Wednesday from 10–11 a.m., Friday from 7–10 a.m., and Saturday from 7–11 a.m. you’re likely to get the most engagement. 
  • There’s also a pretty high chance of engagement on Tuesday at 10 p.m., and both Wednesday and Friday mornings show more engagement than other industries at the same time. 
  • As with the previous findings, Sunday was found to have the lowest engagement. 

Instagram tech engagement - best time to post on Instagram

Image source

Understanding your audience 

Instagram audience insights are incredibly useful for studying the habits and behavioral patterns of your audience. And the more you understand your audience, the better equipped you are to meet their needs. 

If you’re looking for ways to collect additional data that will help you here, you can opt to use a branded link in your Instagram bio. In doing this, you’ll be able to collect valuable click data that will show you the most popular times and days your audience is clicking. You’ll also be able to see details like the device or browser they’re using, as well as their preferred language. 

Given that Instagram doesn’t allow you to add links to your Stories unless you have over 10,000 followers and a verified business account, or to your post captions, your bio link is a prime piece of social media real estate. 

But it’s often the case that one link isn’t enough, which is where tools like LinkGallery come in. 

LinkGallery is a bio link tool that enables you to direct users to multiple destinations from a single link. Think links to your website, latest blog posts, or online store–all accessible from one link. What this means is that you can let your audience know where else you live online, and also track the activity on each destination URL. By tracking this, you can identify the types of content your audience prefers, or even the path to conversion that’s most successful for your business. 

LinkGallery - best time to post on Instagram

Get started with LinkGallery

Wrapping up 

Social media can sometimes be a bit of a minefield, which is why it’s important to be in sync with your audience. 

Keep an eye on your audience insights, and make use of tools like LinkGallery to help you collect additional data wherever possible. With all this data to hand, it won’t be difficult to identify the best time to post on Instagram for your brand. 


Further reading: 

This article is about: 

  • The best time to post on Instagram
  • The best time to post on Instagram in 2021
  • Social media marketing
  • Posting on Instagram
  • Instagram marketing
  • Instagram bio link tools



Try Rebrandly for Free