Posting great Reels isn’t enough anymore. Timing matters just as much as the content itself.

If you post at the wrong time, your Reel can die before it ever gets a chance to perform. Post at the right time, and the algorithm does a lot of the heavy lifting for you.

In this guide, we break down the best time to post Reels on Instagram, backed by data and real‑world testing. You’ll learn when your audience is most active and how to find the perfect posting times for your own account.

There is a bit of nuance here though. I’ll get to that later in the post.

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Does it matter what time you post Instagram Reels?

Yes, it matters what time you post Instagram Reels. In fact, the time you post can be the difference between a video that flops and one that goes viral.

Why?

If you post your Reels when more people in your target audience are active and scrolling through their feeds, there’s a greater chance that they’ll see your video and engage with it. The IG algorithm loves it when lots of people watch and engage with your videos shortly after you post them. Those early engagement signals increase the likelihood that the algorithm will push the Reel to more viewers, improving reach and virality.

Many studies have analyzed thousands of engagements on Instagram to try to work out the best time to post Reels. Unfortunately, the data out there is very inconsistent—different studies have found wildly different results, making firm conclusions difficult.

In our opinion, the best data comes from a study by RivalIQ, which found that:

The overall best time to post Reels on Instagram is 10 PM – 7 AM, particularly on Saturdays.

RivalIQ calculated the increase in each studied brand’s average engagement rate at different times and used this to determine the optimal posting windows. Most other studies simply look at which times/days have the greatest overall engagements, which isn’t necessarily a reliable indicator of the best posting time.

For context, we’ve also listed the best times according to other studies:

| Study | Best time to post Instagram Reels |

|-------|-----------------------------------|

| RivalIQ | 10 PM – 7 AM on Saturdays |

| DemandSage | 11 AM on Wednesdays |

| SocialPilot | 9 AM – 12 PM from Monday to Thursday |

| Later | 4 AM on Mondays |

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The best time to post Reels on Instagram by day

RivalIQ study

• Monday: 10 PM – 7 AM

• Tuesday: 10 PM – 7 AM

• Wednesday: 10 PM – 7 AM

• Thursday: 7 PM – 10 PM

• Friday: 7 PM – 10 PM

• Saturday: 10 PM – 7 AM

• Sunday: 7 PM – 10 PM

RivalIQ found the optimal window is generally overnight (10 PM – 7 AM), with a slightly earlier peak on Thursdays, Fridays, and Sundays.

Influencer Marketing Hub study

• Monday: 6 AM, 10 AM, 10 PM

• Tuesday: 2 AM, 4 AM

• Wednesday: 7 AM, 8 AM, 11 PM

• Thursday: 9 AM, 12 AM, 7 PM

• Friday: 5 AM, 1 PM, 3 PM

• Saturday: 11 AM, 7 PM, 8 PM

• Sunday: 7 AM, 8 AM, 4 PM

Multiple optimal times per day, typically spread across early morning, afternoon, and evening.

SocialPilot study

• Monday: 3 AM, 7 PM

• Tuesday: 12 AM, 1 AM, 6 AM

• Wednesday: 4 AM, 6 AM, 9 PM

• Thursday: 6 AM, 4 PM

• Friday: 2 AM, 11 AM, 1 PM

• Saturday: 9 AM, 4 PM, 5 PM

• Sunday: 5 AM, 8 AM, 1 PM

Peaks often align with typical business hours.

DemandSage study

• Monday: 3‑6 AM, 12 PM, 10‑11 PM

• Tuesday: 2 AM, 4‑6 AM, 8‑9 AM

• Wednesday: 4 AM, 6 AM, 9 AM

• Thursday: 6‑9 AM, 7 PM, 12 PM

• Friday: 2‑4 AM, 11 AM, 1 PM

• Saturday: 9‑10 AM, 6‑7 PM

• Sunday: 5 AM, 7 AM, 1‑3 PM

A wide spread of peak times makes it hard to draw a single conclusion.

Later study

• Monday: 1 AM, 3‑6 AM, 3 PM, 11 PM

• Tuesday: 2 AM, 4‑6 AM, 8‑9 AM

• Wednesday: 3 AM – 5 PM

• Thursday: 12 AM, 2 AM

• Friday: 3 AM, 5 AM

• Saturday: 1 AM, 5 AM, 10 PM

• Sunday: 3‑4 AM, 7 AM, 10‑11 PM

Most optimal windows fall between 10 PM and 7 AM, echoing RivalIQ’s findings.

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How to find your personal best time to post

Use a third‑party Instagram analytics tool

A third‑party analytics tool can automatically calculate your best posting times using your historical Reel performance. After connecting the tool to your Instagram account, it analyzes likes, engagement, and reach across different times and days, then highlights your peak audience windows. This removes guesswork and bases your schedule on hard data.

Use Instagram Insights

If you prefer a free option, Instagram Insights (available to business or creator accounts) provides demographic data and a “Most active times” chart showing when your followers are online. Post roughly 30 minutes before these peak periods.

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Bonus tips

• Be consistent: Stick to your optimal posting schedule so your audience knows when to expect new content.

• Run experiments: When starting out, test various times to gather data before settling on a routine.

• Conduct competitor analysis: Observe when top competitors post and experiment with posting slightly before, after, or at opposite times.

• Post frequently: Aim for at least 5 Reels per week; more can increase reach opportunities.

• Use a scheduling tool: Automate publishing or receive reminders to maintain consistency.

• Focus on watch time: High completion rates boost algorithmic promotion. Prioritize compelling, watch‑worthy content.

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Sources

• Influencer Marketing Hub

• SocialPilot

• DemandSage

• Later

• RivalIQ

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Final thoughts

The data points to late nights and early mornings (especially Saturdays) as strong posting windows, but your results will depend on your specific audience, niche, and follower habits. Use the studies as a starting point, then analyze your own engagement data, test different times, and refine your schedule for the best results.