The Best Time to Post on Instagram in 2025: We Analyzed 2 Million+ Posts to Find Out

We analyzed more than 2 million Instagram posts sent through Buffer to pinpoint the best time, day, and post format for maximum reach.

There are many factors to consider when it comes to posting on Instagram — but the one that often feels like a make-or-break decision is what time to post your content.

It's a fair concern — the last thing you want is to spend the time and resources needed to create a showstopper piece of content only to post it in a social media dead zone that results in… crickets.

Sharing Instagram Stories, reels, feed posts, and carousels at optimal times for reach and engagement is an important consideration in your social media strategy. If your content immediately makes it to your target audience's feed while they're around to engage with it, it's more likely to succeed.

That's why we combed through the reach of over 2 million Instagram posts sent through Buffer over the past year: to uncover which days and times are more likely to yield engagement (along with which post formats get the most likes, comments, and shares).

In other words, the best times to post on Instagram, backed by data.

With all that in mind, let's dig into everything you need to know about when you should be posting on Instagram — including how to figure out the best time for your audience, whether you're a marketer, creator, influencer, or casual Instagrammer.

Is there a best time to post on Instagram?

Let's get this out of the way before we begin: There's no universal best time to post on Instagram for guaranteed success — if only it were that easy.

However, our analysis showed us that there are certain days and times that tend to yield more reach than others. What was really interesting was the patterns we uncovered, too — for example, most weekdays see similar high-reach times.

So, while Instagram timing, or post recency, is not as crucial as it once was (R.I.P. chronological feed), it's still important to consider when developing your social media marketing strategy and determining when to post content.

How we ca

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