Best time to post on Instagram UK: Day & industry-wise breakdown for 2025

Wondering about the best time to post on Instagram in the UK? You’re not alone. Timing plays a crucial role in boosting engagement—just as much as the content itself. Posting at the right moment on Instagram is a strategic move that can enhance your brand’s visibility.

But is there a universal “best time,” or does it depend on your Instagram strategy?

Keep reading this blog to discover the optimal posting times for your Instagram Business account, industry-specific insights, and how to use Instagram Analytics to maximize engagement.

Timely takeaway💡

Want higher engagement? General Instagram posting times like weekday mornings and early evenings offer a reliable starting point for most accounts. However, the secret is that you’ll need Instagram’s built-in analytics and Birdeye Social AI for data-driven recommendations. 

Let’s explore how understanding user activity patterns in the UK can improve your engagement.

Why does knowing the best time to post on Instagram matter in the UK?

Instagram’s algorithm prioritises recent and relevant content, meaning that when you post, it is just as important as what you post. Understanding time zone patterns and user activity in the UK is essential to reaching more of your Instagram audience and improving engagement.

The UK audience follows predictable activity patterns—weekday mornings, lunch breaks, and early evenings tend to increase engagement. 

But, depending solely on generic recommendations won’t always yield the desired results. To build a successful Instagram marketing strategy, start with general posting times and adjust based on your data from Instagram Insights.

Is there truly a “best time” to post on Instagram?

The answer isn’t black and white. While general posting times work for many, the best time to post on Instagram in the UK depends on your audience and industry. Some believe Friday is the worst day to post, but the reality is more nuanced.

What works for a food brand may not be ideal for real estate agents or fitness coaches. Instagram’s algorithm favors fresh content but also prioritizes engagement and relevance. While weekday mornings and early evenings are solid starting points, your audience insights hold the key.

Use Instagram Analytics to track when your followers are most active and create a data-driven posting schedule. This ensures you’re always posting at the right time for maximum impact.

How Birdeye arrived at the best time to post on Instagram recommendations

Our recommendations are based on extensive research, deep expertise in the UK market, and insights from working closely with multi-location businesses across industries like retail, healthcare, financial services, and hospitality. This combination allows us to provide data-backed posting strategies that help businesses maximize engagement on Instagram.

For instance, retail brands in the UK often see engagement peak on Saturday afternoons, while healthcare organisations gain traction in the early weekday mornings—insights that shape our recommendations.

While these general trends provide a solid starting point, the key to maximising engagement is fine-tuning your posting schedule with tools like Instagram Insights and adjusting based on your audience’s behaviour. 

Check this article to know the best time to post on Instagram globally

What are the best times to post on Instagram in the UK?

Posting at the right time on Instagram in the UK can boost engagement and help you reach your audience more effectively. While every account has its own patterns, general trends offer a strong starting point.

UK time zone considerations:
The UK follows Greenwich Mean Time (GMT) from late October to late March and British Summer Time (BST) from late March to late October (GMT +1).

Factor in these time zone changes when planning your posting schedule, especially if you manage business Instagram accounts or target a global audience.

General best times to post on Instagram in the UK

Based on social media data and studies, here are some key times to aim for:

• Early mornings (7 AM – 9 AM)
• Lunch breaks (12 PM – 1 PM)
• Early evenings (6 PM – 9 PM)

These time slots aren’t one-size-fits-all but provide a good starting point. Keep in mind that your specific target audience may have its peak activity times.

The best time to post on Instagram – Dissected by days

The best time to post on Instagram in the UK varies based on the day of the week. While certain days show consistently high social media engagement, others require more strategic posting to reach your audience. Knowing when users are most active can help you optimise your content for maximum visibility. 

Here’s a breakdown of the best times for each day of the week, backed by insights into user behaviour patterns.

Best time to post on Instagram on Monday 

Mondays start slow for engagement as users settle into their workweek. However, lunchtime, 11 AM—2 PM, offers a golden window to grab attention. People take breaks, scroll through their feeds, and engage with relatable or entertaining content. 

This is an ideal time for motivational posts, work-related tips, or product features.

Best time to post on Instagram on Tuesday 

Engagement soars on Tuesdays, particularly from mid-morning to late afternoon, 10 AM – 4 PM. By now, users are in full work mode but take frequent social media breaks to stay entertained and informed.

Tuesday is perfect for posting how-to content, quick polls, and interactive stories that spark engagement.

Best time to post on Instagram on Wednesday

Wednesdays see steady engagement throughout the day, making it one of the best days to post. But ideally, we recommend: 9 AM – 4 PM. 

Midweek content attracts high attention as users balance work and leisure. This is the perfect day to share behind-the-scenes content, updates, or engaging reels to maintain consistent interaction.

Best time to post on Instagram on Thursday

Thursdays combine the lunchtime rush with an early evening engagement spike. Posting during lunch hours and early evenings, 6 PM—8 PM, often delivers excellent results.

As the weekend approaches, users shift their focus to planning and unwinding. Share lifestyle content, upcoming event promos, or weekend preparation ideas during these hours for optimal results.

Now that we’ve covered weekday patterns, let’s see how weekends differ in engagement trends when posting from your Instagram Business account.

Best time to post on Instagram on Friday

Fridays show moderate engagement, especially between 11 AM and 1 PM before users switch into weekend mode. This is a great time to post light, entertaining content or promotional offers that align with weekend plans. 

Avoid posting after 2 PM when engagement dips as users prepare for their weekend activities.

Best time to post on Instagram on Saturday

12 PM to 3 PM on Saturdays are prime time for weekend content. Users can engage with food, retail, and lifestyle content with more leisure time. 

Promotional posts, event announcements, or weekend inspiration posts work exceptionally well. 

Best time to post on Instagram on Sunday

Sunday mornings and early evenings, 9 AM – 11 AM and 5 PM – 7 PM, are perfect for connecting with a more relaxed audience. People plan their week while browsing inspirational and self-care content. 

Use this time to share reflective, feel-good posts or content encouraging interaction, such as polls and questions.

Best time to post on Instagram – Top 10 industries

Every industry experiences engagement differently. Understanding your target audience is critical to schedule Instagram posts for maximum engagement. 

Based on our research in the UK, here are the optimal posting times by industry, including insights into audience behaviour, recommended content types, and why these are the best posting times for Instagram success.

1. Healthcare

• Best time: Monday to Wednesday, 8 AM – 10 AM
• Best day: Tuesday
• Target audience behaviour: Patients and health-conscious individuals browse early in the day, often before heading to work, making it the ideal window to connect with them.
• Business insight: Healthcare organisations benefit from early weekday mornings because users are more receptive to Instagram posts featuring wellness advice and service updates. Posting at these times ensures your content aligns with user behaviour.
• Best type of content: Health tips, patient success stories, and reminders for upcoming wellness events.

💡Pro tip: Share early-morning health tips or appointment availability updates to align with your audience’s daily routines.

2. Dental

• Best time: Tuesday and Thursday, 9 AM – 11 AM
• Best day: Thursday
• Target audience behaviour: Working professionals and parents actively check social media mid-morning, especially when planning appointments for themselves or their children.
• Business insight: Dental practices should target these hours to post about oral health tips and appointment reminders. Educational content builds trust and establishes expertise.
• Best type of content: Patient reviews, dental hygiene advice, and available appointment slots.

💡 Pro tip: Use Stories to share short dental care tips, and combine them with polls or Q&A sessions to boost interaction.

3. Real estate

• Best time: Thursday and Saturday, 5 PM – 7 PM
• Best day: Saturday
• Target audience behaviour: Potential buyers and renters browse listings in the evening and during weekends when they have more free time.
• Business insight: Real estate agencies should capitalise on this window to post virtual tours and client testimonials, which drive more engagement and inquiries.
• Best type of content: Property highlights, home-buying tips, and recent sales success stories.

💡 Pro tip: Schedule Reels for Saturday afternoons featuring quick virtual tours or property highlights to attract high weekend engagement.

4. Home services

• Best time: Monday to Friday, 7 AM – 9 AM
• Best day: Monday
• Target audience behaviour: Homeowners search for repair and maintenance services in the morning while planning their day.
• Business insight: Posting how-to guides or seasonal maintenance tips during weekday mornings aligns with user search intent.
• Best type of content: Service promotions, customer testimonials, and educational how-to videos.

💡 Pro tip: Post how-to guides and quick DIY maintenance tips in carousels to encourage saves and shares.

5. Retail

• Best time: Thursday and Saturday, 12 PM – 3 PM
• Best day: Saturday
• Target audience behaviour: Lunchtime and weekend shopping peaks bring increased engagement, particularly for promotional content.
• Business insight: Flash sales and new arrivals work best when posted during lunch breaks or weekend shopping sprees.
• Best type of content: Product launches, user-generated content, and limited-time offers.

💡 Pro tip: Schedule product teasers in the morning, followed by flash sale announcements during lunchtime for maximum impact.

6. Legal

• Best time: Tuesday and Wednesday, 10 AM – 12 PM
• Best day: Wednesday
• Target audience behaviour: Individuals and businesses research legal services during mid-morning, especially on work breaks.
• Business insight: Legal firms should focus on posting FAQs and thought-leadership content to establish credibility.
• Best type of content: Case studies, legal news updates, and helpful tips on legal matters.

💡 Pro tip: Use carousels to share simplified legal advice or FAQs that address common questions from your audience.

7. Financial services

• Best time: Monday to Wednesday, 9 AM – 11 AM
• Best day: Tuesday
• Target audience behaviour: Professionals engage with financial planning content when they organise their budgets at the start of the week.
• Business insight: Sharing financial planning tips and investment advice during these times drives high engagement from small business owners and professionals.
• Best type of content: Budget planning tips, tax advice, and case studies.

💡 Pro tip: Post short explainer videos on trending financial topics during mid-mornings to drive higher engagement.

8. Hospitality

• Best time: Friday and Saturday, 10 AM – 12 PM
• Best day: Saturday
• Target audience behaviour: Travellers and event planners browse Instagram for weekend inspiration and deals.
• Business insight: Showcase your unique experiences and special offers during these hours to attract last-minute bookings.
• Best type of content: Behind-the-scenes videos, event promos, and travel offers.

💡 Pro tip: Use Stories with countdown stickers for weekend events and limited-time offers to build anticipation.

9. Automotive

• Best time: Saturday, 12 PM – 2 PM
• Best day: Saturday
• Target audience behaviour: Car enthusiasts and first-time buyers explore vehicle options on weekends when they have more time to make purchasing decisions.
• Business insight: Automotive businesses can boost visibility by posting promotional offers and maintenance tips.
• Best type of content: Vehicle walkthroughs, service packages, and customer testimonials.

💡 Pro tip: Post Reels showcasing vehicle features, followed by carousel posts with financing options for a complete user journey.

10. Restaurants

• Best time: Friday and Saturday, 6 PM – 8 PM
• Best day: Friday
• Target audience behaviour: Diners plan their meals and weekend outings during dinner hours.
• Business insight: Posting menu highlights or behind-the-scenes content during these times entices diners to visit.
• Best type of content: Food photography, chef interviews, and limited-time menu offers.

💡 Pro tip: Schedule Stories featuring your daily specials during dinner hours and include a "Swipe Up" link to your menu for easy access.

What is the best time to post Reels on Instagram?

Reels are a powerful way for Instagram creators to expand their reach and boost engagement. Unlike regular posts, they’re designed for discovery, often reaching users beyond your audience—but the timing still plays a key role in maximising impact.

Best posting times for Reels

• Weekdays: 6 PM – 9 PM
• Weekends: Saturday mornings (9 AM – 11 AM)

Why do these times work best for Reels?

• Evening hours: Users are more relaxed and likely to watch short-form videos after work or during dinner breaks.
• Saturday mornings: Engagement peaks as users browse Reels for weekend inspiration or leisure content.

Target audience behaviour:
Reels capture a wide Instagram audience, from casual scrollers to loyal followers, especially when they feature trending music or viral challenges. Posting at the right time ensures your content reaches users when they’re most engaged.

Business insight:
Reels with trending audio and short, punchy content see higher engagement during evening hours. 

Best type of content for Reels:

• Quick tutorials or how-to guides
• Product demonstrations
• Trending challenges with a brand twist
• Customer success stories

Did you know verified accounts have a higher engagement rate in all tiers than non-verified accounts? Read our blog on how to get verified on Instagram and make your account more discoverable.  

What is the best time to post carousels on Instagram in the UK?

Carousels are one of Instagram’s most engaging formats, allowing for storytelling, product showcases, or step-by-step guides. Posting carousals at the right time can boost visibility and maximise engagement.

Best times to post carousels

• Weekdays: 12 PM – 1 PM (Lunchtime engagement)
• Weekends: Sunday afternoons (3 PM – 5 PM)

Why these times work best for carousels

• Lunchtime on weekdays: Users scroll through feeds during lunch breaks, seeking informative or visually rich content.
• Sunday afternoons: A relaxed time when users are more likely to engage with longer, multi-slide posts.

Target audience behaviour: Carousels are great for audiences who want deeper insights, like tutorials, case studies, or product comparisons.

The best type of content to post for carousels:

• Product launches with multiple angles
• Step-by-step guides
• Customer testimonials
• Before-and-after transformations

Check the 240+ scroll-stopping Instagram captions for business success

What is the best time to post videos on Instagram in the UK?

Videos on Instagram generate high engagement rates, especially when posted at the right time. Whether it’s a 60-second promo or a longer IGTV-style video, timing plays a crucial role.

Best times to post Instagram videos

• Weekdays: 8 AM – 10 AM
• Evenings: 6 PM – 8 PM
• Weekends: Saturday mornings (10 AM – 12 PM)

Why do these times work best for videos

• Morning posts: Capture attention when users start their day.
• Evening posts: Align with relaxation time when users browse content for entertainment.
• Saturday mornings: High engagement period as users plan their weekend activities.

Target audience behaviour: Videos appeal to a wide audience, from casual scrollers to brand loyalists seeking deeper insights.

Best type of content for videos:

• Tutorials and how-tos
• Event highlights
• Product launches
• Customer testimonials

What is the best time to post Stories on Instagram in the UK?

Instagram Stories offer a more personal and real-time way to connect with your Instagram audience. Stories disappear after 24 hours, so timing them well is essential for consistent engagement.

Best times to post Stories:

• Morning updates (7 AM – 9 AM)
• Midday content (12 PM – 2 PM)
• Evening engagement (6 PM – 9 PM)

Why these times work best for Stories

• Morning stories: Capture your audience’s attention during their morning routine.
• Midday stories: Perfect for business updates, polls, and interactive content during work breaks.
• Evening stories: Encourage interaction with behind-the-scenes content or Q&A sessions.

Target audience behaviour: Stories are consumed quickly, making them ideal for daily updates, flash sales, and real-time engagement.

Best type of content for stories:

• Polls and quizzes
• Flash sales and limited-time offers
• Behind-the-scenes glimpses
• User-generated content

Want to boost your digital appeal? Choose among these 400+ creative Instagram bio ideas 

What is not the best time to post on Instagram in the UK?

Knowing when to post on Instagram in the UK is important, but so is avoiding low-engagement times. Even the best content can go unnoticed if it’s posted at the wrong moment.

Times to avoid:

• Early afternoons on Mondays (2 PM – 4 PM): Engagement is low as users focus on work tasks.
• Late Friday evenings (after 8 PM): Users switch to personal activities and are less likely to engage with posts.
• Weekend mornings before 7 AM: Few users are active at this time.

Why these times aren’t ideal

Instagram’s algorithm rewards recent and engaging content. Posting at off-peak times reduces the chances of your content appearing in followers’ feeds, leading to lower visibility and interaction.

Industries affected the most by poor timing:

• Healthcare and dental: Avoid late afternoons, as users typically disengage from health-related content.
• Financial services and legal: Weekend posts rarely perform well.
• Retail and restaurants: Off-hours posts can lead to missed opportunities during peak shopping and dining times.

Pro tip: Monitor your Instagram analytics and access Instagram Insights to determine your own audience’s activity patterns and avoid these low-engagement windows.

How to find the best time to post on Instagram UK unique to your business

General guidelines are helpful, but the best time to post on Instagram in the UK depends on your audience and business goals. While Instagram automation tools can analyse data, we recommend experimenting with different posting times to see when your audience is most active and engaged. 

Here’s how you can find your unique optimal posting times.

Use Instagram Insights

If you haven’t switched to an Instagram Business account, you’re missing out on valuable audience data. Instagram Insights helps you track when your followers are most active, making it easier to adjust your posting schedule for maximum engagement.

Here’s how to access Instagram Insights:

1. Switch to a business account if you haven’t already done so.
2. Open the Instagram app and go to your profile.
3. Tap the Insights button.
4. Navigate to the Audience tab and scroll down to see when your followers are most active by day and time.
5. Track your post performance to identify patterns.

Pro tip: Use this data to schedule posts during weekday mornings and early evenings when engagement peaks.

Experiment and analyse engagement trends

Data is essential, but testing and observing trends will give you the most accurate results to excel in this social media game. Follow these steps to refine your strategy:

1. Test different posting times: Post at various times weekly and track how each performs.
2. Analyse your top-performing posts: Identify common themes—what time did you post, and what type of content resonated best?
3. Adjust your strategy regularly: Customising your Instagram posting times based on audience insights leads to higher engagement.

Use Birdeye Social AI for data-driven posting recommendations

Manually analysing Instagram insights and trends can be time-consuming. Birdeye Social AI simplifies scheduling across multiple social media platforms with data-backed recommendations.

How Birdeye Social AI helps:

• Automates scheduling for optimal times based on engagement patterns.
• Provides insights on what type of content performs best for your target audience.
• Tracks and analyses engagement trends in real time.

What not to do when figuring out the best time to post on Instagram UK

Even with a well-planned Instagram strategy, inevitable mistakes can reduce your chances of reaching your audience at the right time. 

Here are some common errors to avoid when creating your posting schedule:

1. Ignoring time zone differences in the UK

One of businesses’ biggest mistakes is failing to account for time zone differences. The UK follows Greenwich Mean Time (GMT) from late October to late March and British Summer Time (BST) (GMT +1) during the rest of the year.

Posting without adjusting for time zone changes can lead to your content being published off-peak hours, reducing visibility and engagement.

What to do: Ensure your scheduling tool is set to the correct UK time zone, especially when the clocks change.

2. Relying only on generalised best times

While general posting times are helpful, relying solely on them can limit your success. Every Instagram account has its specific audience and unique behaviour patterns.

General advice doesn’t account for your industry, target market, or Instagram follower activity, leading to missed engagement opportunities.

What to do: Use Instagram Insights to identify your followers’ activity patterns and schedule posts based on your own data.

3. Inconsistency in posting schedule

Consistency is key to building a loyal following on Instagram. Irregular posting can confuse your followers and signal to Instagram’s algorithm that your account isn’t active, reducing your reach.

Frequent, consistent posting boosts visibility and increases the chances of appearing in your audience’s feed.

What to do: Create a content calendar and use scheduling tools like Birdeye Social AI to automate your posts and maintain consistency.

Top 2 tools to help you schedule and optimise Instagram posts

Managing a successful Instagram strategy requires consistency, timely posts, and a clear audience understanding. The right tools can make all the difference by helping you schedule posts, track engagement, and optimise content for maximum engagement.

Here are some of the top tools that can help you streamline your social media management.

1. Instagram Creator Studio

Instagram Creator Studio is a free tool from Meta that allows you to schedule and manage your Instagram posts and stories. It also offers basic analytics, giving you an overview of your content’s performance.

Why it’s useful:

• Free to use for all business accounts.
• Allows you to schedule feed posts, carousels, and IGTV videos.
• Provides insights into follower activity and engagement trends.

2. Birdeye Social AI

Birdeye Social AI is a comprehensive solution for businesses looking to improve their social media presence. Unlike other tools, it offers data-driven recommendations for optimal posting times based on your audience’s behaviour.

What makes Birdeye Social AI the most ideal to help you decide the best time to post on Instagram in the UK:

• Automated scheduling based on your audience’s behaviour and engagement trends.
• Advanced analytics to track engagement and performance.
• Offers tailored recommendations for different content types (Reels, Stories, etc.).
• Supports multi-location businesses with industry-specific insights.

Best for: Multi-location businesses that want to simplify their social media management while improving post-performance.

Use Birdeye Social AI analytics to create a consistent content calendar that aligns with your audience’s peak activity times.

FAQs on the best time to post on Instagram UK

Find your best time to post on Instagram UK with Birdeye Social AI

Understanding the best time to post on Instagram UK is key to increasing your audience and engagement. General guidelines provide a good starting point, but using data to refine your posting schedule makes all the difference.

Birdeye Social AI simplifies this process with automated recommendations and real-time insights, helping you focus on what matters most—creating great content. Ready to take your Instagram strategy to the next level?

👉 Try Birdeye Social AI today.