Imagine this. You spend hours and hours creating the perfect Instagram Reel. You share the Reel with your audience and eagerly wait to see how people engage with it. But as time goes by, you’re not getting nearly the traction you thought you would. You throw your hands up in frustration and wonder, “What did I do wrong?”

Well, the truth is, it may not be about what you did wrong. It could simply be a matter of timing.

That’s right. Timing.

Because there really is the best time to post on Instagram Reels. When you post your Reel can be the difference between big-time engagement and crickets.

In this article, we’re going to hash out the best time to post on Instagram Reels in 2025.

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Why posting time on Instagram Reels matters

You may be wondering why the posting time matters for your Instagram Reels. Can’t you just post them at any time and get the same amount of engagement?

Nope.

Several reasons why.

Early engagement

Instagram is all about quick, early engagement. The first few hours after you post something are crucial for its success. Instagram’s algorithm is designed to show your post to a limited number of people initially, and if it gets good engagement within those first few hours, it will be shown to more people.

If you post at the wrong time, there may not be as many people online to engage with your content, causing it to get less initial engagement and ultimately decreasing its chances of being shown to a larger audience.

Time zones

Another reason why posting time matters is because of time zones. Your followers may not all live in the same time zone as you, so posting at a specific time that works for you may not be convenient for them. If you’re on the East Coast of the United States and some of your followers are in Australia, you might want to take that into consideration when you’re posting Instagram reels.

Peak audience activity

Your audience has times of peak activity when they’re most likely to be using Instagram. For example, if your audience is mostly students, they may be most active on Instagram during the evenings or weekends. If you’re targeting working professionals, their peak activity might be during lunch breaks or after work hours.

By posting at the right time, you have a better chance of catching your audience when they’re most likely to engage with your content.

Attention, attention, attention

Instagram is an attention competition. The person who gets the most attention to their content wins. By posting at the right time, you increase your chances of getting more attention from your audience. This can lead to more likes, comments, shares, and ultimately more followers.

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The best time to post Instagram Reels

While there is some debate about the best time to post Instagram Reels, the general consensus seems to be the following (all times are Eastern Time Zone):

Monday: 3 am, 11 am, 12 pm

Mondays are a weird day. For many people, it’s the start of the new work week. People who have a 9-5 job might be feeling down, and scrolling through Instagram could be a way to escape from reality. For some people, however, Monday at 3 am is the end of the weekend. These people are probably browsing Instagram as they wind down for the day.

Tuesday: 8 am, 9 am, 10 am

Tuesday is typically a busy day for most people. Many are back to their regular routines and may not have as much time to scroll through Instagram. However, early mornings can be a good time to catch those who are checking social media before starting their workday.

Wednesday: 9 am, 11 am, 4 pm

By Wednesday, people are starting to feel the mid-week slump. They probably are feeling that slump when they first get to work, a few hours in, and toward the end of the day. If you post your content during those times, you stand a better chance of getting engagement.

Thursday: 6 am, 11 am, 12 pm

Thursday is essentially a mix of Tuesday and Wednesday. Early mornings can be good for catching people before they start their day, and later in the morning can catch those who are taking a break from work. Then, of course, you’ve got the lunch break.

Friday: 11 am, 2 pm, 4pm

Friday is rolling right into the weekend and people are starting to feel excited. The general consensus seems to be that later in the afternoon is a good time for engagement, as people are looking forward to the end of their work day. Mid-morning works as well for the coffee break.

Saturday: 9 am, 10 am, 5 pm

Saturday is tricky because you’ve got to catch people while they’re at home before they go out for activities. Mornings are a good time to catch people before they start their day, and in the late afternoon as they take a break from activities.

Sunday: 5 am, 1 pm, 2 pm

Sundays are another weird day. Some people will probably still be out having fun at 5 am, while most people are asleep. Posting at 5 am can help you catch that late-night crowd. Sundays are also lazy afternoons, making 1 pm and 2 pm the perfect time to post on Instagram Reels.

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How to optimize Instagram Reel posting time for your audience

As you think through the best time to post on Instagram Reels, consider the habits and behavioral patterns of your audience. What time of day are they most likely to be scrolling through Instagram? When do they have breaks in their day that could allow them to engage with your content?

By understanding your audience’s habits, you can strategically choose the best time to post and increase your chances of getting more attention for your Instagram Reels.

Some examples:

  • Students: If your audience is primarily made up of students,  posting during the afternoon or evening when they have breaks between classes or after school could be most effective. 
  • Working professionals: If your audience is mostly working professionals, consider posting during lunchtime or in the evenings when they may have more time to scroll through social media. 
  • International audience: Keep in mind that not all of your followers may be in the same time zone as you. Consider posting at different times throughout the day to reach a wider audience.

How to choose the correct time

If you want to get really granular, you can look at audience insights from your specific Instagram account. To do this, you have to first switch to a Business account. Once you’ve done that, go to your profile and click on the “Insights” button. You’ll be able to see exactly when your followers are engaging with your Instagram Reels.

You may be surprised by the data. For example, you may have thought posting at 8 am would be most effective, but find out that your audience is actually most active at 10 pm. Use this information to your advantage and try different posting times to see what works best for your specific audience.

It’s also helpful to keep track of your engagement over time. Certain days of the week or even months will have higher engagement rates for your audience. By keeping track of this data, you can plan ahead and post during these peak engagement periods.

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Conclusion

When it comes to the best time to post on Instagram Reels, timing really is everything. By posting your Reels at the right time, you maximize your chances of capturing your audience’s attention, boosting engagement, and growing your following. While general guidelines can help, the best approach is to analyze your own audience insights, test different posting times, and adjust based on what works best for you.