What’s the Best Time to Post Instagram Reels?

Drilling down an effective social media strategy is rewarding and for more reasons than simply getting lots of likes and views. Social media has become an important marketing tool for brands and business owners all over the world, and Instagram is often a key to their success.

With Instagram Reels taking over the platform, it’s necessary for any Instagram marketer to hone in on the successful creation of Reels. For instance, using relevant Instagram Reels hashtags, sharing quality video content, and posting content regularly are key to success.

Knowing when to post Reels is another prime part of that success story, as posting at the right time can increase engagement, propelling your post in the algorithm. We analyzed data from multiple credible sources, analytics tools, and reports to learn about the best time to post Instagram Reels.

What’s the Best Time to Post Instagram Reels for Most Accounts?

jen_x_style Instagram Reels screenshot

Screenshot from @jen_x_style via Instagram

Generally, the best time to post Instagram Reels is 1 PM EST (10 AM PST).

However, this time can vary significantly based on your audience, the type of content you post, the day of the week, and several other factors. Some audiences are more active on Instagram in the early morning hours before work. For example, the Instagram Reel example above may appeal to users who are looking for some last-minute style tips while getting ready for work, so it may get more engagement on early weekday mornings.

Other users don’t scroll too much during the week, instead saving most of it for weekend afternoons. Still, if we had to drill down one specific time to post Instagram Reels based on the data we analyzed, 1 PM EST is the answer.

Are Some Days Better for Instagram Reels Than Others?

Yes, some days tend to have better Instagram Reels engagement than others. Again, this primarily depends on your audience and niche, but based on our research, Mondays and Tuesdays top the list for Instagram Reels engagement. Furthermore, the early-morning hours of about 6-10 AM EST seem to get the most engagement on these days, with Thursday and Friday seeing the highest Instagram Reels activity around that 1 PM time slot.

The Instagram Reels example below, for instance, probably gets a lot of engagement towards the end of the workweek when users are looking forward to relaxing over the weekend.

pug.mom_ Instagram Reels screenshot

Screenshot from @pug.mom_ via Instagram

Note that the ideal times and days for Instagram Reels differ from the best times and days to post on Instagram in general.

How to Find Your Ideal Instagram Reels Posting Times

Your audience may not respond to the 1 PM EST posting time that’s generally favored for Instagram Reels. For example, if your audience typically works a 9-to-5 job, chances are they’ll be more focused on work during that time than scrolling Instagram.

Take your audience into consideration to determine your ideal posting times using these methods:

Instagram Insights

First, we suggest using Instagram Insights. If you don’t have a business account, switch over to one to access Insights. Then:

  1. Tap on your photo to visit your profile.
  2. Tap the ☰ symbol, followed by Insights.
  3. Tap Total Following and scroll to the Most Active Times section.
  4. Switch between the Hours and Days filters to see when your audience is most active.

For example, your audience may tend to engage with posts about the same amount throughout the week. However, the Hours filter may indicate that engagement differs by the hour. With this data, you can get an idea of when your audience is most engaged, such as from 9 AM to 3 PM on Mondays.

However, Instagram doesn’t break down audience engagement between posts and Reels, so this information includes all types of posts. To drill that down further, you can look at the Content section of Insights. Click on a specific Reel to view its engagement statistics and compare those with stats from other Reels. Consider when you posted them and which time performed better with your audience. 

Think Like Your Audience

Next, put yourself in your audience’s shoes. What times would they be most likely to interact? For example, teachers may visit Instagram during early morning hours or evenings before and after work. However, an audience consisting primarily of bartenders could be more likely to check out your Reels for the few hours before they go to work, such as the 12 PM to 4 PM time slot.

@eatinghealthyfeed Instagram Reels screenshot

Screenshot from @eatinghealthyfeed via Instagram

An audience consisting of healthy eaters and dieters may be more likely to check out Instagram Reels like the example above during early weekday evenings when they’re looking for healthy meal ideas. This same audience may also be looking for these types of Reels on the weekends when they’re prepping their meals for the coming week.

Survey Your Audience

Post a photo to your Instagram account with a caption asking your audience to chime in. What times do they usually use Instagram? When are they most likely to take some time to watch your Reels? Use the information you get to adapt your strategy to fit the needs and preferences of your audience. 


Lastly, test your Instagram Reel posting times to see what works best. Use split-testing methods over a period of one or two weeks to test different posting times. After the end of your trial period, look at your Insights to gather information about each post’s engagement.

Grow Your Instagram Audience

Creating quality Instagram Reels and posting them at the right time isn’t the only Instagram hack that can help you build your Instagram audience. Installing the Instagram follow button on your blog or website is an easy to implement, effortless strategy that can start growing your followers today.

About ShareThis

ShareThis has unlocked the power of global digital behavior by synthesizing social share, interest, and intent data since 2007. Powered by consumer behavior on over three million global domains, ShareThis observes real-time actions from real people on real digital destinations.

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