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Social Media

The best times to post reels on Instagram

A deep dive into scheduling your Instagram Reels to get the most likes, views, and comments across influencer niches

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Adobe Express

June 10, 2025

Summary

When to post on Instagram is just as important as what you post. This is especially true for creators looking to grow their reach. While some conventional advice recommends posting during off-peak windows, our study uncovers more specific recommendations that include posting during prime time.

We examined 22,125 Instagram Reels from 200 top creators, and the findings reveal that smart scheduling significantly improves engagement.

Key takeaways

  • Noon is the most popular time to post Instagram Reels, with nearly one in 10 uploaded at that hour.
  • Nearly 1 in 5 Reels are posted on Fridays, making it the most popular day for content drops.
  • Reels posted on Saturdays earn the highest average number of likes, as do those posted at midnight.
  • Reels posted on Tuesday have the highest average number of views, as do those posted at noon.
  • Reels shared during the top 3 posting hours received 15% more likes, 19% more views, and 51% more comments than those posted during off-peak times.
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Posting frequency

To understand what top creators do best, it helps to look at when they post. These are the common times and days for uploading Instagram Reels among high-performing accounts.

instagram reels posting time data

Nearly one in five Reels are uploaded on Fridays, making it the most popular day for content posts among top creators. In contrast, weekends see significantly less activity. Only 11.4% of Reels are posted on Saturdays and another 11.3% on Sundays.

Timing also matters. The most common time of day to post is at noon, with nearly one in 10 Reels going live at 12 p.m. Few creators opt for late-night uploads. Just 2.1% of Reels are posted during each hour between 10 p.m. and 11 p.m., making it the least popular window.

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Likes performance

Posting habits don't always match up with engagement trends. Some of the top-performing time slots might come as a surprise. For example, Instagram Reels actually earn the most likes on Saturdays.

best time to post on reels for likes

Midnight is the best hour for getting likes, with Reels posted at 12 a.m. averaging 1.065 million likes. Saturdays top the list for daily engagement, with an average of 942,000 likes per Reel. Monday (918,000 likes) and Tuesday (911,000 likes) also perform well, showing strong early-week interest from viewers.

Wednesdays see the weakest average engagement, with just 883,000 likes per Reel. Afternoons aren't ideal, either. Reels posted between 3 p.m. and 5 p.m. received the fewest likes overall, with engagement dipping to 720,000 at 3 p.m.

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Views performance

View counts offer another way to measure what resonates with followers, and when they're most likely to be watching.

best time to post on reels for views

Tuesday stands out as the most successful day for views, with Reels posted on that day averaging higher view counts than any other day. Noon and 3 a.m. are also key moments, with posts getting the most views on average. The strongest viewing window overall falls between noon and 2 p.m., with Reels during this midday stretch pulling in an average of 17.74 million views — more than any other three-hour block.

On the other hand, 2 a.m. is the least effective time to post for views. Reels shared during this early morning hour tend to get the fewest eyeballs. Wednesday and Friday also trail behind other weekdays when it comes to average views.

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Peak vs. off-peak engagement

Posting time plays a big role in content performance. Based on an analysis of thousands of Instagram Reels, we compared engagement during peak and off-peak hours to show how timing influences a Reel's success.

instagram reels posting time peak hours vs offpeak hours

Reels posted during peak hours outperformed those shared during quieter times. Overall, peak-hour posts generated 15% more likes, 19% more views, and 51% more comments. Despite the idea that posting during off-peak hours can help avoid competition, data suggests that posting during peak hours leads to higher performance.

Timing continues to be a key factor in maximizing visibility and interaction. Creators who post when others are also active tend to see stronger engagement across the board.

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Best times to post by category

Timing isn't one-size-fits-all on Instagram. Different categories thrive at different hours, and performance metrics, such as views and likes, peak at unique times depending on the niche.

instagram reels posting time by niche

While the most popular time to post Reels is Fridays at noon, Reels get the most views on Tuesdays at noon. When it comes to generating likes, Saturdays at midnight take the lead.

No single time of day or day of the week dominated across all Reel categories. The best times to post, gain likes, and drive views vary by niche. Creators need to align their scheduling strategies with specific goals — whether that's visibility, interaction, or reach.

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Want more likes and views?

The best time to post a Reel depends on your goals. Reels shared at popular hours consistently perform better in likes, views, and comments. While some creators test off-peak windows to stand out, data shows that aligning your strategy with peak engagement periods is still the most reliable way to connect with your audience. These patterns are a reminder that optimizing timing can be just as powerful as perfecting the content itself.

Methodology

Adobe analyzed 22,125 Instagram Reels uploaded by 200 top content creators, collecting the time and day of each post along with its likes, views, and comments to identify the best times to post.

Fair use statement

This content is for informational purposes and includes commentary based on publicly accessible Instagram data. Study findings may be shared for noncommercial purposes only as long as a link back to this page is provided.

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