The Best Time to Upload Reels on Instagram for Maximum Reach

Posting Instagram Reels at the right moment can significantly influence how widely they reach users. Timing affects how fresh your content appears, how many people engage early on, and ultimately how that makes it more visible. 

Views and engagement often hinge on split-second visibility on Instagram. Knowing the best time to upload Reels on Instagram is both strategic and essential.

With over 2 billion monthly active users and millions of Reels uploaded daily, standing out requires more than just creative content — it demands strategic timing. Instagram’s algorithm prioritises fresh, engaging content, making the first few hours after posting crucial for long-term success.

TL;DR: When should I post Instagram reels?

• Studies show that mid-morning posting on weekdays — especially Monday through Wednesday between 9 a.m. and 12 p.m. — drives the most consistent reach. 
• However, early mornings (e.g., 6–9 a.m.) and evenings (6–8 p.m.) also perform well. 
• Industry, geography, and audience behaviour heavily influence ideal timings.
• Use your insights to customise scheduling.

Let’s take a closer look at the best times to post Reels to maximise success on Instagram.

Why timing matters for Instagram Reels

Posting when your audience is active increases the chance of immediate engagement — likes, comments, shares — which pushes the algorithm to distribute your Reel more aggressively. 

Instagram’s algorithm operates on a momentum-based system, meaning early engagement within the first 30 minutes to 2 hours can dramatically impact your Reel's overall performance.

Freshness is a significant factor in the algorithm's decision-making process. 

Reels published during peak hours are entered into feeds when users are actively browsing. 

An initial boost creates a snowball effect. Higher early engagement leads to broader distribution, which generates more views and interactions.

Why are there peak engagement times on Instagram?

Understanding why certain times perform better requires examining user behaviour patterns. Most Instagram users check the platform during natural breaks in their day:

• Morning coffee routine (6-9 a.m.): People scroll while having breakfast or during commutes
• Lunch break browsing (11 a.m.-2 p.m.): Office workers and students take midday social media breaks
• Evening wind-down (6-9 p.m.): Users relax and catch up on content after work or school

These patterns create predictable windows of high activity that savvy creators can leverage for maximum visibility.

The best times to post Instagram reels for better engagement

Because this makes a difference to success on Instagram, and therefore, social media and digital marketing strategies, there have been numerous studies done on this. 

Here are our reviews of these studies, with the information distilled into a table below: 

Adobe Express (June 2025):

• Noon is the most common posting hour across all creators.
• Fridays are the most popular day for posting.
• Highest views occur on Tuesdays at noon (median ~17.7 million).
• Best performance happens on Saturdays at midnight.
• Reels posted 12 p.m.–2 p.m. earned 19% more views, 15% more likes, and 51% more comments than off-peak content.

DemandSage (August 2025):

• Wednesday at 11 a.m. is highlighted as peak engagement time.
• Best window: 9–11 a.m., Monday through Wednesday, for consistent performance.

Iconosquare (July 2025):

• Reels perform exceptionally well during 6–9 a.m. and 6–9 p.m. on weekdays.
• Weekend performance varies significantly by niche and audience type.

While studies are extremely useful in helping determine what is the best time to post on social media, every brand is different and has a different audience. Sendible's optimal posting time calculator uses data from your audience and posting history to recommend the best times to post new content i.e when your audience is most active based on empirical data.

Posting Instagram reels: Quick summary

Now, let’s examine three ways to determine the best times to post for your audience. At the end of the day, this is the only audience that matters for your business. 

Three ways to pick the best posting times for your audience

#1 Check your Instagram insights

Your professional dashboard reveals exactly when your followers are most active by hour and day — this data is your most accurate guide. To access this valuable information:

1. Switch to a business or creator account if you haven't already
2. Navigate to Insights from your profile
3. Select "Audience" to view activity patterns
4. Analyse both daily and hourly activity peaks

This data is always going to be more important than general studies because it reflects the actual behaviour patterns of your target audience. 

Pay attention to both when your followers are online and when they're most active — these can differ significantly.

2. Think about demographics and target audience behaviour

Different demographic groups exhibit distinct usage patterns:

• Younger audiences (Teens, Gen Z): Often late-night scrollers who are active after traditional work hours. Peak times are around 7-10 p.m., and surprisingly high activity after 11 p.m.
• Working professionals (Millennials and older): Engage heavily during commute times, or when commuting if working from home (7-9 a.m., 5-7 p.m.), and during lunch breaks (12-1 p.m.). Evening scrolling is normal, too, of course, but with a drop-off that occurs earlier than among younger audiences. 
• Parents and caregivers: Most active during children's nap times (if pre-school), and after bedtime, creating unique posting opportunities.
• Students: Show high activity between classes, during lunch, and late evenings.

You know (or should know) your audience better than anyone, so make sure to post Reels when your audience will be online, active, and engaged. 

Align your posting schedule with your primary audience's lifestyle and daily routines.

3. Account for time zones

If your followers span multiple regions, consider these strategies:

• Stagger posting: Create content for different time zones throughout the week.
• Use scheduling tools: Automate posts to hit peak windows across different zones.
• Use Sendible's optimal posting time feature: Sendible is constantly collecting data on your audience's behavior across different platforms. It then uses this data to let you know when your audience is most active which allows you to publish posts at the best times possible. The optimal time to post is determined by multiple factors such as your audience demographics, the specific platform you are posting on (since each platform uses a different algorithm and have different users), time zones and even the type of content you are posting. 
• Analyse geographic data: Focus on time zones where your most engaged followers live.
• Consider global events: Factor in holidays, work schedules, and cultural patterns in different regions.

Let’s also consider some best practices for posting Reels and achieving success with them.

Three best practices for consistently posting Reels

Below are some best practices based on numerous industry studies, our own experience, and data from within Sendible, specifically tailored for customers. 

1. Plan your content calendar

A successful Reels strategy requires consistent planning and execution:

• Use scheduling tools like Sendible to batch-schedule content at optimal times.
• Plan themes using different days of the week: Create consistent expectations (e.g., "Tutorial Tuesday," "Motivation Monday"). 
• Prepare content in advance: Shoot multiple Reels during productive sessions to maintain consistency.
• Account for holidays and events: Plan special content around trending dates and seasonal moments.

2. Experiment with different times

Continuous testing and optimisation are essential for long-term success:

• A/B test posting times: Try the same content type at different times to compare performance.
• Monitor performance metrics: Track views, likes, comments, shares, and saves across different posting times.
• Seasonal adjustments: Recognise that optimal times may shift with seasons, holidays, or significant events.
• Document results: Keep records of what works best for different content types and audiences. This can be done automatically by using Sendible's optimal posting time calculator that aggregates data from all of your previous social media activity to find when your audience is most active and engaged.

3. Advanced timing strategies

• Cross-posting coordination: If you're active on multiple platforms, coordinate your Instagram Reels timing with TikTok and YouTube Shorts posting schedules to maximise cross-platform momentum. You can use Sendible's optimal posting time feature to make sure that your content is published when your audience is most active. The feature uses data from your specific audience history to suggest the optimal time to post content based on factors like platform algorithm, the kind of content, and your specific audience activity.
• Event-based timing: Align posts with live events, what’s going on (like Taylor Swift and Travis Kelce getting engaged!), or trending topics for increased relevance and shareability.
• Competitor analysis: Monitor when successful accounts in your niche post (especially competitors, influencers, and other big players), and identify potential gaps in the content calendar you can fill.

Please remember, all of the above are guidelines. Only do what works for your brand, audience, and planned content.

Best times to upload Reels on Instagram: Key takeaways

Aim for mid-morning to early afternoon posting during weekdays, to maximise your Instagram Reels reach — especially 9 a.m.–12 p.m., Monday–Wednesday. Supplement this with early mornings (6–9 a.m.) and early evenings (6–8 p.m.) for an even broader Reels reach on Instagram. 

However, remember that your specific audience, sector, niche, and insights should always guide your strategy. The most successful creators combine data-driven timing with high-quality, engaging content that resonates with their unique community. Always remember to jump on trends, as long as those trends resonate with your audience. 

Regular experimentation, combined with strong content creation skills and consistent posting, will ultimately drive engagement and visibility. Start with the general guidelines provided here, then refine your approach based on your own performance data and audience insights.

Uploading Reels on Instagram: FAQs

How Many times a week should I post reels?

Consistency is a more important frequency. Prioritise quality over quantity. Aim for 3–5 Reels per week to maintain steady engagement without creator burnout. Adjust this frequency based on your content performance trends and available resources.

Can I schedule reels in advance?

Yes, scheduling tools like Sendible or Meta's Creator Studio allow you to prepare and schedule Reels ahead of time. This ensures consistent posting at peak engagement windows without having to do this manually every day. 

Should I post at the same time every day?

While consistency helps build audience expectations, varying your posting times allows you to capture different segments of your audience. Find 2-3 optimal windows and rotate between them strategically.