The best time to post Reels on Instagram

Knowing the best time to post Reels on Instagram starts with understanding the rise of short-form video on Instagram and in general.

When the head of Instagram, Adam Mosseri, announced in 2021 that Instagram was shifting its focus from being solely a photo-sharing app to one that focuses on video, social commerce, and messaging, some long-time Instagram fans were upset. With new features came new challenges to navigating the app, and, just like users, brands had to figure out how to adapt their social media marketing strategies to features like Instagram Reels.

Whether you love it, think it’s a TikTok copycat, or have no opinion, there’s no doubt that Instagram Reels are here to stay. In fact, Reels most recently turned two years old, and it doesn’t look like Instagram has any plans of taking them down. To keep up with the trend, many companies and influencers are creating content for both Reels and TikTok to capture a broader range of audiences. 

Instagram Reels often get far more than the number of likes an IGTV or in-feed video post might get. If you’re trying to gain more followers and increase the engagement rate of your content on Instagram, creating and posting Reels might just help you do that — but it’s essential to know the best time to post Reels on Instagram to maximize viewership and engagement.

Is there an ultimate best time to post?

It depends. While the global best time to post on Instagram is on Wednesday at 11am, you’ll likely see more success by determining the right time to post based on your audience. To do this, you’ll want to determine where most of your audience base is. 

Knowing where your audience is based could make all the difference in determining the success of your posts. For example, if many of your followers are based in Asia, it doesn’t make sense to post at 1 p.m.Eastern Standard Time (EST) on a Monday, because it would be 1 a.m. on a Tuesday in most parts of Asia. 

When’s the best time to post Reels on Instagram?

After analyzing more than 100,000 short-form video content posts and Instagram Reels, Influencer Marketing Hub has found that these are the best times to post Reels content (times in EST):

  • Monday: 6:00 AM, 10:00 AM, 10:00 PM 

  • Tuesday: 2:00 AM, 4:00 AM, 9:00 AM

  • Wednesday: 7:00 AM, 8:00 AM, 11:00 PM 

  • Thursday: 9:00 AM, 12:00 AM, 7:00 PM

  • Friday: 5:00 AM, 1:00 PM, 3:00 PM

  • Saturday: 11:00 AM, 7:00 PM, 8:00 PM

  • Sunday: 7:00 AM, 8:00 AM, 4:00 PM

A Hubspot study also found that the highest engagement rate for Instagram Reels tends to be between 6:00 PM and 9:00 PM. This is likely because most Instagram users are off work and school and free from other commitments. 

Beyond these more generic time frames, here’s how you can determine the best time to post Reels on Instagram based on your unique follower base:

Create or switch to a Business or Creator account

With a Creator or Business account, you’ll be able to see how your Instagram account is doing. The best part is this feature is entirely free. All you’ll have to do is ensure that your account is public. 

Once you’ve switched or created your account, post as usual and give Instagram time to collate enough information about your account. After about a week or two, check back to see if Instagram has garnered enough data to provide you with a report. 

To switch your personal account to a business or creator account, head to the three horizontal lines (also known as the burger menu) at the top right of your profile, then click Settings. Next, click on Account, and at the bottom of the menu, click on the Switch to Professional Account option

To analyze your account’s results, navigate to your Profile and click on Insights. The insights about your audience not only tell you the best time to post Reels on Instagram for your profile, but also where your followers are located and how they’ve interacted with your past posts.


Click the “total followers” tab once you’re in your account insights to discover the days and times that your own audience is most active.

According to ExpressVPN, 72% of Gen Z has an Instagram account. No matter what age group you're targeting with your Reels strategy, from Gen Z to an older audience, it's beneficial to spend some time in your account analytics to get to know your followers.

Post different types of content 

Unless you already know the type of content that does well for your brand, it’ll definitely be beneficial to experiment and see what kind of content does best on your account. By experimenting, you’ll be able to understand better and determine what your audience likes and what they don’t. 

For brands and users alike, creating different types of content every once in a while could also surprise and delight your audience.

Kally Sleep and My Mochi reels featuring behind-the-scenes footage

Here are some types of content you can experiment with:

  • Unboxing videos

  • Tutorial Reels

  • First reaction videos

  • Daily vlog

  • Behind-The-Scenes

You can determine the success of a post by looking at the individual analytics of different reels by clicking on the View Insights button on a Reel. You’ll be able to see the number of accounts reached, the number of plays, and how many saves and shares you got for your post.

Experiment with hashtags, stickers, and sounds 

The many interactive parts of an Instagram Reel can be great ways to increase the likelihood of people discovering your posts organically. This could lead to an increase in engagement rates, too. 

Interactive stickers, trending sounds, and popular hashtags all increase can all be used on your various Reels, and you can determine the best time to post as well as the best post elements that engage users.

It’s essential to use data and analytics to analyze and see how well content does. Every once in a while, look at how well your content is doing and see what you can do to improve the type of content you’ve posted. 

Like every other social media platform, it might take some time to understand how fully Instagram Reels works before being able to optimize your content for it. However, social media is always a work in progress, and getting the hang of it will make for great learning opportunities. 

Editor's Note: This article was originally published on Any statistics or statements included in this article were current at the time of original publication.

More social insights and news from Emplifi

Emplifi Tool kit — Visual Storytelling

[Tool Kit] Visual storytelling on social media

Hero Image Why your brand needs social media monitoring Generate top image

Social media monitoring: Why your brand needs it

Why social media is the key to customer engagement

Why social media is the key to customer engagement

Emplifi - How travel brands can get ready for summer season

6 ways travel brand social teams can get ready for the summer season

Emplifi - Best Times to Post on Social Media

The best times to post on social media in 2024

Top image: 9 ways that sustainability can drive social media success on Earth Day

9 ways that sustainability can drive social media success on Earth Day

Emplifi Social Media Benchmarks 2024

The social media benchmarks to guide your 2024 strategy

Article: The social media marketer’s guide to video engagement strategy

The social media marketer’s guide to video engagement strategy

Top image: Personalized marketing guide

Personalized marketing on social media: The ultimate guide

Emplifi - Social Media Predictions for 2024

Emplifi’s 2024 Outlook: Social Shopping, Messaging Apps, Video Content, And More Will Become Integral To Brand Marketing Strategies

Emplifi - TrustRadius Best of 2023 Award

Emplifi Social Marketing Cloud Recognized by TrustRadius ‘Best Of’ Awards 2023

Hero: The top social media management platforms of 2024

The 13 best social media management tools in 2024

Emplifi: Top Social Media Conferences for Social Media Marketers To Attend

10 social media conferences you should attend in 2024

Top image: 4 best practices for brands to use AI in social media

4 best practices for brands to use AI in social media

Emplifi - How to use AI marketing tools to increase efficiency and boost results

How to use AI marketing tools to increase efficiency and boost results

Emplifi newsletter

Sign up for the latest insights and best practices to elevate your social marketing, commerce, and care.

Just some of our recent awards

MarTech Breakthrough Awards 2023 - Emplifi (Influencer Marketing Innovation Award)
Emplifi -  AI Breakthrough Awards 2023 - Best Text Generative AI Solution
CUSTOMER Contact Center Technology Award 2023
TrustRadius Top Rated 2024 Badge
G2 Badge: Leader Enterprise Spring 2024
Logo - G2: Highest User Adoption (Spring 2024)
Logo - G2: Easiest Admin Mid-Market (Spring 2024)
Logo - G2: Enterprise Leader EMEA (Spring 2024)
Award - G2: Users Love Us