Instagram is the third most popular social media platform in the world—behind only Facebook and YouTube—with two billion active users each month. With the sheer amount of competition, how can you stand out from the crowd of lifestyle vloggers, pop culture podcasters, video game streamers, and beauty influencers? Like most things in life, it’s all about timing.
It’s important to note that the answer to this question varies for every page, and depends on your specific goals. So while there are guidelines to follow, take the time to test what works best for you. For example, the Backstage social team (with more than 500,000 Instagram followers) found that the best time to post to Instagram is Friday at 3 p.m. ET for engagement and Saturday at 6 p.m. ET for reach.
When you set out to find your own sweet spot, start with these general tips:
Monday through Thursday, 10 a.m.–3 p.m.: Sprout Social analyzed around 2.5 billion engagements from 600,000 social profiles to zero in on these weekday times. It makes sense, as you’ll encompass people’s commutes—right at the beginning of a work day and midday breaks like lunch.
Fridays after 3 p.m.: This is a key time to post on Instagram because it’s right when most people start thinking about the weekend. Just be sure not to post too late, as it might get lost in the shuffle while your audience is out and about.
Saturdays and Sundays, 12 a.m.–6 a.m.: From a study of more than six million posts, Later found that on the weekends, the earlier you post, the better. This gives you a better chance of catching late-night users and having your content ready the second people wake up.
Consistency
Once you do some testing, stick with what works. The Instagram algorithm favors consistency—it’s less about sheer quantity and more about sticking to a dedicated schedule.
Audience
Digging into the demographics of your viewership is vital. Ask yourself: Are your viewers younger, and maybe scrolling later at night? Or are they older, and getting on socials early in the morning? Maybe your content attracts certain groups, such as married couples or a particular religious affiliation; if so, how does that alter your strategy?
15 Steps to Becoming an Instagram Influencer Location
Identify the time zone where the majority of your engagement comes from—even if it’s not your own. You may wake up at 8 a.m. ET, but that’s 5 a.m. PT and 12 p.m. GMT. Pay attention to who you’re targeting and who is responding the most, and see if you need to take advantage of Instagram’s scheduling tools.
Occupation
You can use the average person’s 9-to-5 schedule as a baseline, but what if your content is geared toward freelance workers, college students, or even other social media influencers? This is a good chance to go beyond analytics, and ask your followers directly what their schedules look like with a poll or Q&A.