Best time to post on Instagram in 2025: Maximize engagement

Why the best time to post still matters on Instagram in 2025

The 2025 Instagram algorithm prioritizes new engagement. Posts that receive likes, comments, and shares within the first hour signal quality to the platform and increase visibility across the Instagram app. That’s why knowing the best time to post on Instagram still significantly impacts your reach.

Different formats also respond differently. Reels often spark immediate reactions, whereas Instagram stories and carousel posts thrive when published during peak engagement times like lunchtime or after the work week.

The time you post can affect whether your content appears in feeds or gets lost in the social network scroll.

For business accounts and creators, timing is more than just visibility; it’s part of an Instagram strategy. Posting when your target audience is active increases reach, prevents engagement drops, and fosters an active social media presence.

In short, posting intervals remain important because the algorithm favors posts that gain traction quickly. Paired with valuable content, the right posting time increases engagement – and helps you make money on Instagram.

Data-backed best times to post on Instagram

Finding the best time to post on Instagram isn’t guesswork. It’s about analyzing engagement trends across millions of posts.

Best time to post on Instagram by region (2025 data)

The 2025 engagement studies reveal clear global benchmarks, but the best time to post depends on your niche, audience behavior, and content format.

Source: Sproutsocial

What this shows:

• North America: Early mornings consistently generate the highest levels of engagement. Most users check the Instagram app during breakfast or commute, making this the perfect timing to capture attention.

• Europe: Posting around lunch hours gives strong results. Users often scroll Instagram during breaks, which explains the midday engagement spike.

• Asia-Pacific: The evening window is the best time to post. Users unwind after work or their daily routine, making this the prime time to post Instagram Reels and Stories.

• Global Average: Morning posts (8-10 am) tend to perform best across all time zones. Many users start their day by checking social media platforms, making this a strong posting window.

How to use it: 

If you have an international target audience or run business accounts in multiple time zones, adapt your Instagram posting schedule for each region. Social media tools like Later or Buffer let you schedule Instagram posts and Reels at the right posting intervals without logging in manually.

What this shows: 

Mornings, particularly 6-9 am, have the highest global engagement because users frequently check the Instagram app right after waking up. Lunchtime is the second-best time to post, with users scrolling during breaks. Sunday late afternoons are also popular as people unwind and plan for the week ahead.

How to use it:

If you manage several time zones, schedule IG posts with a social media management tool like Buffer, Later, or Hootsuite to hit those engagement spikes at the right local time for your unique audience. 

Tip: If your Instagram account sells products in both the US and Europe, consider posting twice: once at 8 am EST and again at 12 pm CET.

Best times by day of the week

Identifying the best days to post on Instagram is just as important as choosing the right time. Each day has different engagement peaks. Here’s when to schedule your posts for the highest engagement:

1. Monday morning (6-11 am): People start their week by checking social feeds. Great for motivational posts.

2. Tuesday (7-10 am): Strong moderate engagement, ideal for educational or product-related posts.

3. Wednesday (mid-morning): One of the week’s highest engagement spikes. Mid-week lunch hours are golden.

4. Thursday (lunchtime 12-2 pm): Steady engagement, great time to post Instagram Reels. Perfect for promotions and product drops.

5. Friday (before 1 pm): Early-day posts perform best as users start to shift into weekend mode. Engagement often dips later in the afternoon.

6. Saturday (9-11 am): Late mornings see relaxed, high-intent browsing. Ecommerce posts, flash sales, or behind-the-scenes content do well.

7. Sunday evenings (5-8 pm): A top slot for end-of-week reflection. Lifestyle content, planning tips, or soft-sell product posts thrive here.

What this shows:

The workweek tends to favor earlier posting, while weekends generally allow for later posting intervals when users are more relaxed.

How to use it:

Test posting earlier in the day on weekdays and later on weekends. Use Instagram analytics (the IG Insights tab in a business or creator account) to determine which posting days have the highest response rates from your audience.

Best times by content

Different types of posts perform better at different times. Here’s a breakdown:

• Reels: Mid-morning (9-11 am) and early evening (6-8 pm) are the best times to post reels on Instagram because users have more time to watch and share videos.

• Stories: Perform well in the morning (7-9 am) and at lunch (12-2 pm). Post Stories during lunchtime; they’ll frequently capture quick views as users scroll casually.

• Static posts and carousels: The best time to post is in the morning (6-9 am) when users scroll passively before starting the day.

What this shows:

The IG algorithm favors Reels for discoverability, but Stories build better daily engagement with your existing audience. Carousels perform well when users have more time to swipe through content, especially in the morning.

How to use it:

• Schedule Reels using a scheduling tool like Meta Business Suite to hit those peak times

• Post Stories multiple times a day (morning + lunch break + evening)

• Mix formats – Instagram strategy is strongest when you use Reels, Stories, and carousels together to increase engagement