You can have the perfect Reel, a stunning photo, or an amazing caption, but if you post at the wrong time, your post may not get much visibility. Timing can make all the difference. YOO reveals the best times and days to post on Instagram in 2025.
Why does timing change everything on Instagram?
Instagram’s algorithm values two things:
- Freshness: the more recent your content, the higher the chance it will be seen.
- Quick engagement: if people react quickly (likes, comments, shares…), Instagram understands that your post is interesting and shows it to more people.
However, if you post when your audience isn’t online, these two factors won’t work. That’s why it’s crucial to post when your followers are active.
The best times to post on Instagram
The best time to post
Depending on the day and time, you can significantly increase your chances of appearing in your followers’ feeds or on the Explore page.
During weekdays, aim for morning (7–9 AM) or evening (6–9 PM). These time slots correspond to when users check Instagram before work or school and after their day.
On weekends, habits change:
- Saturday: target the morning or early evening. Avoid the afternoon, which is often reserved for outings and activities.
- Sunday: post mainly in the morning (8–10 AM) or late afternoon (5–8 PM), when users are in relaxation mode.
If you’re reaching an international audience, always adjust your posting times to the relevant time zones.
The best times to post Reels on Instagram
Reels are designed to generate quick visibility and reach new users. To maximize their reach, post them in the morning (6–9 AM) or evening (6–9 PM).
These time slots correspond to when users are looking for entertaining content to binge-watch, whether it’s before starting their day or late in the evening.
The best times to post Stories on Instagram
Stories are perfect for building a daily connection with your community. They perform particularly well during lunch break (11 AM–2 PM) or late afternoon (5–6 PM).
At these times, users are available to quickly consume interactive content without much effort.
The best times to post regular posts on Instagram
Regular posts remain a pillar for your feed and brand image. The most effective times to post are in the morning, at noon, or early evening.
These time slots allow you to reach early risers, people on their break, and those checking Instagram after their day.
The best days to post
To achieve optimal engagement, it’s more effective to combine the right times with the right days.
On Instagram, the best days are:
- Monday and Tuesday: perfect for capturing attention at the start of the week
- Thursday: high interaction rate before the weekend
- Sunday: ideal for reaching users in a relaxed mode
Holidays or vacation periods can also boost reach, as the audience has more free time.
How often should you publish?
According to Buffer's latest analysis, posting 3 to 5 times per week is the optimal frequency to double your follower growth rate. On the other hand, limiting your posts to once or twice a week can lead to stagnation or even a decline in followers. For this study, Buffer analyzed 2.1 million posts from 102,000 accounts. The posts included photos, Reels, and carousels, while Instagram Stories were excluded, as this format is not considered ideal for reaching new audiences.
Bad times to post
Some periods can limit the reach of your posts:
- During the weekday (9 AM–5 PM), when most people are working or studying
- Saturday afternoon, often reserved for offline activities
- Late at night, unless your audience is active during these specific hours
Posting at the right time on Instagram can truly boost your engagement and visibility. By adapting your posting times based on the day, content format, and audience habits, you maximize your chances of appearing in their feed and building a real connection.
Also, check out our article on the best times to post on TikTok to optimize your presence on both platforms!