With over 2.4 billion monthly users, Instagram is the spot for businesses, influencers and lay-people alike to showcase their creative content clout. With so many eyeballs scanning, scrolling, and otherwise perusing, a lot of interest has been focused on best practices for producing engaging material — tips for making content that when an Insta user finds it, they have no choice but to double-tap, re-post, or share.
But…there is so much more to it — bring it in friends, we’re going to be talking fundamentals here.
Just like when a tree falls in the forest with no one around, posting to your followers’ feed can fall on deaf ears. You need to take into consideration the variable that is often overlooked if not completely ignored: timing.
The following will explore how timing is a crucial consideration in maximizing engagement, whilst looking into optimal posting times for various audiences and strategies for leveraging day-specific trends for increasing engagement–all while gleaning insights into the platform’s most elusive moving target, the almighty ⚡Instagram Algorithm⚡
Timing is critical to maximize engagement on IG
When does one decide that it is indeed time to strike while the iron’s hot?
When does one know that the iron is in fact hot enough to strike? Just like a 15th-century blacksmith bending a piece of metal, the modern-day Instagram entrepreneur must know when the best time is to mold their audience to do the thing that they are hoping. And that thing is buying stuff, from you, preferably.
Let’s move past The Dark Ages and utilize some insights that only a 21st century influencer, online business owner or content creator would be so lucky to have at their fingertips. We are talking data here, folks–the dissemination of information through sharing experiences that are not only interesting, but useful as well.
The following are posting considerations to receive the most eyeballs and opportunities for engagement, shares and ultimately, sales:
The Algorithm’s Rhythm
As you know, IG’s algorithm prioritizes posts with higher engagement immediately once they’re posted. It goes without saying–posting at a time when more people are online will result in more likes, comments, and shares. This will boost the post’s visibility to a wider audience and keep you in good standing with the algorithm gods and goddesses.
Audience Activity
You are going to have to do some research here. If you are anything like your audience (and I assume you share a few things in common) you will want to post when your followers are most active –see below for some examples (link to Foodies, arts, Travelers examples) The Instagram Insights tool is super helpful for getting a baseline as well.
Day of the Week
Just like activity on the platform varies, engagement rates change depending on the day of the week. Posts on weekends might perform better because people have more down time, while posts on Mondays may have lower engagement because people are focused on getting the workweek off on the right foot.
Content Type
Reels, stories and photos all interact with the algorithm in different ways. Reels might perform better during off-peak hours, while regular posts might do better during peak hours when everyone is plugged in. Sprinkle in some stories and take notes as to what format performs best and replicate the approach.
Time Zones
Having a global audience is exhilarating. It can also be stressful to account for all the time zones your followers are active in. Worry not, I happen to know an app that can automate your posts so everyone gets the same content when they wake up, across the globe.
Consistency
Posting consistently can help train your audience to expect and look for your content which will improve long-term engagement. It’s like keeping store hours–you better be there when you say you will be. You’ll be rewarded with brand loyalty and more sales the more predictable your posting schedule becomes.
Dialing in your optimal posting time for your audience
As the old adage goes, timing is everything. Even if the most brilliant content idea dawns on you at 3:45 in the morning, it would behoove you to delay the gratification of posting until your audience is more active and at least awake.
Take the following 3 audiences and their behavioral tendencies and extrapolate, modify and use to meet your following where they are at: on IG looking to buy the next cool product.
Foodies
Foodies are an eclectic and diverse group who run the gamut from aspiring Michelin star level home chefs to ramen weekend warriors, and everybody in between. Because they are so food driven, it isn’t a surprise that the following times are when foodies are the most active and ready to consume content.
Monday, 12 PM: Lunchtime. Foodies are looking for inspiration for the rest of the week–and taking notes on what to make
Wednesday, 7 PM: Midweek hump. It’s dinner time and foodies are flipping through their favorite food centered pages to round out the week and share recipes
Friday, 5 PM: TGIF. It’s time to plan for the weekend. Shopping lists are being put together and everyone is in a good mood. Perfect time to post outdoor cooking adventures and grilled masterpieces
Saturday, 10 AM: A lazy start to the day for most foodies. It’s also brunch time–perfect opportunity to make your audience drool over some curated culinary content
Sunday, 9 AM: Everyone is checking their IG for breakfast inspiration and meal prep ideas for the week
Content Tips for reaching Foodies
Foodies eat with their eyes first. It’s no surprise that vibrant, high-quality photos and videos of cooking, recipes, culinary tips and food trends will resonate. Content that showcases unique ingredients, restaurant reviews, or food styling will leave the foodie demographic hungry for more of your content.
Art and Music Fans
For fans of music and art, schedules are often dictated by the weekend when most concerts, shows and exhibitions take place. It’s often an opportunity to stay up late and really experience what the night has to offer. Post accordingly.
Tuesday, 8 PM: A mellow weeknight wind-down. Perfect for sharing music playlists or art showcases
Thursday, 3 PM: Get a jump on promoting your weekend events. Perfect for promoting upcoming events or releases either the following night or on Saturday/Sunday eve
Friday, 6 PM: If your post on Thursday didn’t convince your audience to be in attendance, a polite reminder on Friday will serve the same effect. Also useful with those spur of the moment/fly by the seat of your pants, non-planner types
Saturday, 11 AM: Your audience is probably just welcoming the day with some coffee and brunch. It’s a relaxed time when followers are looking for their evening plans
Sunday, 5 PM: Music and art fans are either looking for their end-of-weekend last hoorah’s, or planning for the following week
Content Tips for reaching Music and Art Fans
Everyone wants to be in the know before everyone else. So posts about new drops, artist/musician spotlights, and behind-the-scenes content will perform well. Exhibition previews, live performance clips and collaborator content also increase engagement.
Travelers / Adventurers
People who love to adventure and travel about are sometimes hard to pin down because, you guessed it, they are always on the move. With that said, they are rarely satisfied and are always looking for their next opportunity to galavant. These are the times that travelers are most likely to hop on your brand’s train.
Monday, 8 AM: Monday’s are rough. What a better time to dream about the next getaway. Get a jump on the competition and post first thing on Monday
Wednesday, 6 PM: Midweek slump, perfect for travel inspiration, travel hacks, reviews and anything to help your audience get through to the weekend
Friday, 12 PM: It’s lunchtime. Your audience is on their phone planning for the weekend. Now is the time to collab with an industry partner
Saturday, 9 AM: From early risers planning their day trips to travelers planning the rest of the weekend. Your brand and the breakfast scroller crowd go hand in hand
Sunday, 7 PM: Your audience just got home from that adventure you suggested and are eagerly planning for their next trip that you created for them
Content Tips for reaching Travelers / Adventurers
Travelers and adventurers LOVE scenic photos, destination guides, travel tips, travel hacks and tricks, itineraries, cultural experiences, and stories from the road. Posts that encourage the feeling of wanderlust, such as other-wordly landscapes, local cuisine, and off-the-beaten-path recommendations tend to perform at the top of the heap.
Day-specific trends and hashtags to increasing engagement
So you’ve got your audience figured out. You know when they are active and engaged and most likely to interact with your posts or stories. But like any savvy web entrepreneur, you’re always looking for new potential followers to further expand your empire.
Day-specific trends are an underutilized strategy in reaching new audiences. The beauty of such trends and accompanying hashtags is that you are literally given a different opportunity everyday to participate and cash in.
Participating in day-specific trends is a way to further target niche audiences who have unique interests that may or may not align with your brand. The algorithm enjoys these types of trends because it encourages community growth and account participation in the most obscure corners of the platform.
Pizza for instance. If you own a pizza shop your time to shine will obviously be on #nationalpizzaday. But why stop there? Frontload #nationalsiblingsday by giving a discount on a slice leading up to April 10th to everyone who posts a selfie with their brother or sister at the shop.
Pro-tip: Repost user submitted content related to an accompanying day specific hashtag to hype your brand, create an algorithmic buzz and open up doors to new potential followers.
Pi Day also makes sense for showcasing your pizza pie creations with a hashtag. #nationalbeerday means posting a slice alongside your favorite brew. #nationalcheeseday not only makes my mouth water but is an opportunity to post bubbly cheese pizza content to entice new followers. Come to think of it, there isn’t a day during the calendar year where a pizza post wouldn’t be a welcomed addition to most pizza lovers’ feeds.
Listen, we can give you the recipe but it’s up to you how you are going to cook it up!
Not ready to post to the trends of the yearly calendar? Start with day specific trends like:
#manicmondays – Everyone knows Mondays can be a bit of a slog sometimes. Commiserate with your following by posting motivational content that will remind your audience why they fell in love with your brand in the first place
#transformationtuesday – By Tuesday your audience is back in the work groove and seeking out content that embodies growth as they make their way through the work week. Besides, before/afters are always a hit
#womancrushwednesday – It not only has a nice alliterative ring to it, but WCW spells a great opportunity to prop up your favorite women while promoting your equally awesome brand
#throwbackthursday with over 55 million posts, you are in good company by posting old photos that have the potential for mild embarrassment. Humility is key with this O.G. day specific hashtag
#FOMOfriday. No one wants to be left out, hence the hashtag. This is where you do the opposite of missing out and show off what your brand is getting into for the weekend
#saturdayvibes posts range from mellow relaxation to YOLO energy that is virally contagious. People love scrolling IG on Saturday in between weekend plans, so set your vibe accordingly
#selfcaresunday is a day-specific trend seeing a lot of interest as attention shifts to taking care of yourself, especially on the last day of the weekend
TL;DR: Timing is the variable that creators, influencers and brand owners have to nail down to reach their largest audience. Timing your posts varies by the community you are targeting and riding some day-specific trends is the secret sauce for growing your follower base.
Interested in more insights on how post timing affects Instagram engagement?
Take a L👀KSY here:
Best Times to Post on Instagram for Engagement
