What is the single best time to post on Instagram?

There isn’t one. Buffer’s 2026 study (9.6M posts) points to Thursday 9am and Wednesday 12pm and 6pm, while Sprout Social’s 2026 study points to Tuesday 1–7pm and Wednesday 12–9pm. Wednesday is the common thread.

Why do studies give different best times for Instagram?

They analyse different samples, periods and engagement measures, so the averages differ even though both are large studies.

Should I just use a published best-time chart instead of testing my own?

A published chart is a reasonable starting point, but comparing your own posts’ performance at different times is more reliable than any external average for your audience.

What is the best day and time to post Instagram Reels?

Neither study cited here breaks Reels out separately from feed posts — both report the same Wednesday-midday-to-evening overlap as the general Instagram pattern, so start there and compare your own Reels’ performance against it.

Is there a free app that shows the best time to post on Instagram?

SkedCast’s best-time-to-post tool on this page is free to use and shows the Buffer and Sprout Social figures above for Instagram at a glance.

Best time to post on Instagram

All guides

By The SkedCast Team · Updated 23 September 2026 · 5 min read

Key takeaways

Buffer’s 9.6M-post study and Sprout Social’s 2026 study both favour midweek on Instagram; Wednesday midday into the evening is where they overlap.
Published studies show the general pattern, but your own audience’s activity is the more reliable signal — test and compare.

Best time to post on Instagram: what the two studies show

Buffer (updated Sep 2026; 9.6 million posts from 200,000+ accounts, Jan 2024 to Dec 2025): top slots Thursday 9am, Wednesday 12pm and Wednesday 6pm; best days Wednesday, then Thursday and Tuesday; weakest Friday and Saturday
Sprout Social (31 Mar 2026): best days Monday to Thursday; best times Tuesday 1–7pm and Wednesday 12–9pm; weekends worst
They differ on Thursday: Buffer’s 9am Thursday peak has no counterpart in Sprout Social’s Tuesday–Wednesday afternoon window

Where they agree and differ

Both studies agree on the middle of the week and a weak weekend. The overlap, Wednesday from midday into the evening, is the safest place to start; Buffer’s Thursday 9am peak is worth testing as a separate slot. Different samples, periods and engagement definitions mean neither study is “wrong”.

How to apply this

Start from Wednesday midday or early evening, add a Thursday 9am test, then compare your own posts’ engagement rate in each slot over three or four weeks and keep the winner.

Sources

Figures are from the studies named above, read on 23 September 2026. The fuller guide lists each source and covers how often to post.

best time to postplatform

FAQ

What is the single best time to post on Instagram?: There isn’t one. Buffer’s 2026 study (9.6M posts) points to Thursday 9am and Wednesday 12pm and 6pm, while Sprout Social’s 2026 study points to Tuesday 1–7pm and Wednesday 12–9pm. Wednesday is the common thread.
Why do studies give different best times for Instagram?: They analyse different samples, periods and engagement measures, so the averages differ even though both are large studies.
Should I just use a published best-time chart instead of testing my own?: A published chart is a reasonable starting point, but comparing your own posts’ performance at different times is more reliable than any external average for your audience.
What is the best day and time to post Instagram Reels?: Neither study cited here breaks Reels out separately from feed posts — both report the same Wednesday-midday-to-evening overlap as the general Instagram pattern, so start there and compare your own Reels’ performance against it.
Is there a free app that shows the best time to post on Instagram?: SkedCast’s best-time-to-post tool on this page is free to use and shows the Buffer and Sprout Social figures above for Instagram at a glance.