The times between 3 p.m. and 6 p.m. on weekdays are particularly busy. The best time for Instagram posts on the weekend is Saturday and Sunday from 5 p.m. to 6 p.m.
The optimal time for posting Reels is between 2 p.m. and 5 p.m. on weekdays.
Instagram boss Adam Mosseri also recently provided clear advice about how often you should post. He explained: Regular posting brings reach, but only if it is feasible in the long term. According to Mosseri, instead of randomly publishing content, you should develop a sustainable posting strategy. How often should you post? Which formats perform best? And when is the perfect time? You can find out about this in our article.
How often should you post on Instagram?
This is how you crack the algorithm!
To make Buffer’s data directly usable by everyone, the company used a mathematical method that makes the recommended times universally applicable regardless of time zone. This means there is no conversion required – whether you are in EST (Eastern Standard Time), PST (Pacific Standard Time) or IST (Indian Standard Time), the posted times listed apply everywhere.
Perfect posting timing: weekdays rock, Sundays flop
Anyone who shares content on Instagram during the week is generally doing the right thing. Monday and Friday in particular are considered the best days for high engagement rates, while performance on the other days of the week is similarly strong. The weakest day for Instagram posts, however, is Sunday, as this is where the reach is lowest in comparison.
The data shows that reach decreases on Saturdays and Sundays. Although isolated peaks can be observed in the early evening hours, these are below the optimal posting times on weekdays.
Which content formats perform best?
In addition to the right time, the selected content format also plays a crucial role. No new findings, but well-founded: According to Buffer, Instagram Reels are the most successful format when it comes to reach. In comparison, single images and carousel posts perform worse, according to the platform.
However, there is also another perspective: An analysis by Metricool, which we at OnlineMarketing.de reported on in October, shows that carousel posts can be more successful than Reels in some cases, especially when it comes to engagement and length of stay Users can do it.
The content, the target group and the context therefore play a decisive role in choosing the appropriate content format. It is therefore worth testing different formats and analyzing performance individually instead of relying exclusively on Reels.
Instagram posting tips 2025 at a glance
Timing is (almost) everything! The analysis shows: You are on the safe side in the afternoon during the week, especially on Mondays and Fridays. If you post on the weekend, you should aim for early evening. But Sunday remains the weakest day for engagement.
Reels continue to be the strongest format, but carousel posts have their own magic depending on the audience and context. The solution? Test, optimize, and check your own insights. Because what works for one brand doesn’t have to be equally good for everyone. In the end, good content prevails – no matter what time of day it is.
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Source: onlinemarketing.de
