Understanding the best time to post on Instagram requires understanding Instagram itself. There is an algorithm behind the countless postings. The algorithm is designed in such a way that, at best, the user always gets to see what he likes. 


This question is difficult to answer across the board. A survey by age group in Germany shows that around 80% of all users are between 16 and 29 years of age. Even in the 30-49 age group, at least 50% are active. This means that an immensely high and broad target group is represented on the platform. 

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You will likely find some posts on the internet telling you exactly what days or times of the week are the best. Unfortunately, the information is not valid and partly incorrect. There are countless factors that play an essential role in a campaign or posting. You should collect enough data first, then come up with a strategy, then try it out and optimize it.  

We would like to show you a possible approach based on an example. 



Before starting any test phases, you should define in advance who your target group is. 


Let’s assume that your target group is mainly between 13 and 17 (information through Insights). Accordingly, your target audience is most likely going to school. This means that you can limit the times to time periods. It is important to note that school holidays can of course be strong influencing factors. Be aware of this and rather check the calendar. 


Seasonality also plays an important role. If it is summer, the majority of school children may be in the outdoor pool in the afternoons. In winter, there is a higher tendency for schoolchildren to be on their smartphones in the children’s room in the afternoons.  


This means that factors relating to the target group must be defined and written out. 



The data basis is very important. Therefore, it is important to try out a lot at the beginning and to test at different times. It is important to use key figures that are comparable. Examples of key figures using the Reel format example: 


  • Likes 
  • Calls 
  • Interactions 
  • Length of stay 
  • Time


After some contributions have been posted by you as a reel, you evaluate the data obtained. You can specify periods and days on which the most people clicked and viewed. 


This can be analyzed in an Excel sheet and the intersections worked out. Then you have a better basis to post certain posts at a “better” time. 



Factors important to know when is the right time to post on Instagram: 


  • Test data 
  • target group 
  • Insights 
  • Content format 
  • Seasonality (vacation time, school vacation, summer, winter, etc.) 
  • Exogenous factors such as weather 


In order to define the best time to post on Instagram, factors such as seasonality, format, or target group must be considered. If you put together an editorial plan and want to set the exact times, you should have collected enough test data in advance. 


Basically, a perfect time cannot be set, the Instagram algorithm is too complex for that. There is a multitude of other aspects such as content quality or content relevance that are far above the factor of time. However, with meticulous analysis work, a framework can be established that can positively influence the visibility and reach of the contribution through time. 


If you need any questions or support regarding the strategic analysis or evaluation of your data for the best possible posting time, we will be happy to help you. Get in touch with us quickly!

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