06/16/2026
I almost didn’t post this… 🤭
I actually filmed it before I saw a recent video from Adam Mosseri discussing the “best time to post.” When I noticed his take circulating through the marketing community, I figured it was worth pulling this one out of my drafts.
So if you missed it, Adam basically confirmed there is no universal “best time” to post on Instagram.
Yes, Instagram gives you insights into when your followers are most active, and yes, you can schedule content around that… but after years of testing, I’ve found the “best time to post” is simply when you post.
I’ve seen this firsthand with clients:
One account had an “optimal” posting time of 12 PM. We posted a piece at 6–7 AM instead, and it outperformed everything else.
Another client’s peak was 3 PM. We posted at 12 AM, and again, it became one of their top-performing posts.
A lot of people assume there’s a perfect formula, but it’s just not that simple. The algorithm shifts constantly, and timing isn’t the fixed lever people think it is.
Even your “best time” can change with context. For example: if your audience is usually active on weekday evenings, that might not hold in the summer. People are outside, unwinding, barbecuing, at the lake… they’re not necessarily scrolling at the same times.
So here’s my advice: test everything.
Post at different times, consistently, and pay attention to what actually performs, not just what the analytics suggest on paper.📝