The best time to post on Instagram Australia by day, industry, and format

The best time to post on Instagram Australia isn’t just a trending search query—it’s a real concern for businesses trying to turn scrolls into sales. 

You post regularly. You try everything from hashtags to Reels. Yet your content still seems to vanish. What’s going wrong? Often, it’s not what you post but when. Most Australian businesses overlook timing, yet it directly affects reach, visibility, and conversion on Instagram.

If your posts aren’t getting seen when your target audience is online, you’re losing visibility—and revenue on your Instagram Business account. 

Read on to discover the best time to post on Instagram Australia and align with user behaviour, so your efforts lead to actual results, not just likes.

Understanding the value of timing is the first step, but is there a universal sweet spot that works for everyone? Let’s break down the myth of one-size-fits-all Instagram timing.

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

Let’s clarify: no magical minute works for every brand, every day. The idea of one universal best time to post sounds great, but it doesn’t hold up in practice. 

Your target audience isn’t the same as a café in Melbourne or a retailer in Brisbane. Their habits, scroll behaviours, and availability vary depending on what they do, when they work, and even what device they’re on.

What we can say, though, is that engagement levels on Instagram follow predictable rhythms. These patterns are driven by when people are most likely to check their phones—during lunch breaks, before work, or while winding down at night. 

Businesses that align their Instagram posts with these peak times consistently see more engagement, higher visibility, and better post-performance.

Now that we’ve established that timing needs to be personalised, the next question is: where do these recommendations come from? Here's how Birdeye grounded this guide in real, localised insights.

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

Every suggestion in this blog is rooted in actual data—not guesses or recycled global advice. Birdeye analysed thousands of Instagram posts across industries, locations, and content types to identify the optimal posting time for Australian businesses.

We reviewed trends in maximum social media engagement rates, compared weekday mornings with weekend behaviours, and factored in optimal time zones to reflect the habits of Instagram users across New South Wales, Queensland, and Victoria. 

Our goal? To provide realistic, Australia-specific guidance that reflects how people interact with social media platforms—not just how we want them to.

Rather than offering one-size-fits-all advice, this guide will help you interpret timing patterns based on your industry, content format, and unique posting strategy.

With data-backed benchmarks in place, let’s examine what those patterns reveal—specifically, the most effective time windows to post on Instagram across Australia.

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

Based on aggregated Birdeye data, the best time to post on Instagram in Australia tends to cluster around key windows of daily user activity. While results vary by industry and content format, three-time blocks consistently stand out across Australian time zones:

• Early morning (7 AM – 9 AM AEST): Catch the scroll-before-work crowd
  
• Midday (11 AM – 1 PM AEST): Lunch breaks mean higher engagement
  
• Evening (6 PM – 8 PM AEST): Post-dinner downtime drives strong interaction
  

These posting times align with natural pauses in people’s routines—exactly when they’re more likely to stop and engage with your content. Posting outside of these windows often leads to lower visibility, regardless of how great your content is.

These aren’t static rules—they’re working benchmarks. And understanding your audience’s real-world rhythm is just as important as curating content. Every brand has optimal engagement time, especially when you factor in the business type, audience region, and Instagram content marketing content mix.

While general time windows provide a helpful starting point, smart brands refine their posting schedule based on daily variations in user activity. Each day of the week tells a different story when it comes to Instagram engagement, so let’s break it down.

The best time to post on Instagram – Dissected by days

While general time windows offer a good starting point, the real edge comes from adjusting your posting schedule by day. You don’t need to be glued to your phone—schedule social media posts ahead of time using a social media management tool like Birdeye Social AI to show up consistently when your audience is online.

Here’s a breakdown of when Instagram users are most active, based on Birdeye’s data from Australian business accounts:

Best time to post on Instagram in Australia on Monday

6:30 AM – 8:30 AM AEST
Start-of-week scroll habits kick in before the workday. Posting early gives your content more time to build Instagram engagement throughout the day.

Best time to post on Instagram in Australia on Tuesday

9:00 AM – 11:00 AM AEST
Your target audience is more focused and responsive to content mid-morning. Use this window for educational posts or carousels with high engagement potential.

Best time to post on Instagram in Australia on Wednesday

11:00 AM – 1:00 PM AEST
Midweek lunch breaks are ideal for reaching users in browsing mode. Aim to publish Reels or updates that benefit from relaxed engagement.

Best time to post on Instagram in Australia on Thursday

12:00 PM – 2:00 PM AEST
Your audience is easing into weekend mode. Thursdays favour Instagram posts with lifestyle imagery or promotional updates.

Best time to post on Instagram in Australia on Friday

10:00 AM – 12:00 PM AEST
People tend to wind down by early afternoon. Post earlier in the day to catch them before they mentally check out.

Best time to post on Instagram in Australia on Saturday

8:00 AM – 10:00 AM AEST
Reach early birds while they’re enjoying a slow morning. This is ideal for Story polls, casual Reels, or local event content.

Best time to post on Instagram in Australia on Sunday

6:00 PM – 8:00 PM AEST
Sunday evenings bring a quiet spike in activity. It’s one of the few times users browse without multitasking. Use this time for brand storytelling and Reels.

Using these optimal time slots consistently within your posting schedule will help increase your visibility while respecting the rhythm of your target audience. If you post when they’re offline, even your strongest content can get buried.

Daily posting patterns are helpful, but timing also changes depending on the audience demographics you're targeting. A dental clinic won’t follow the same strategy as a hospitality brand. Below, we explore the best time to post on Instagram Australia by industry.

Best time to post on Instagram – Top 10 industries

Not every business thrives by posting at the same time. Your success hinges on identifying exactly when your audience is ready to engage—and that window varies wildly by sector. Whether you’re a dental clinic or a real estate agency, your optimal time should align with when your followers are scrolling with intent.

To help you eliminate the guesswork, we’ve identified the best time slots based on real posting behaviour, Instagram insights, and engagement levels across 10 major Australian industries.

Healthcare

7:00 AM – 9:00 AM AEST (Weekdays)
Patients search for practitioners early in the day or during lunch hours. For optimal engagement, posts about services, FAQs, or checkup reminders perform well during this time slot.

Dental

8:00 AM – 10:00 AM AEST (Weekdays)
Morning appointment reminders and educational content work best here. Use Instagram insights to monitor how your audience reacts to different post types throughout the week.

Real estate

6:00 PM – 8:00 PM AEST (Weekdays and Sundays)
Property browsing typically happens after work. Use evening slots for Reels, listings, or user-generated content like client testimonials to build trust and reach more engagement.

Home services

7:00 AM – 9:00 AM AEST (Weekdays)
Homeowners often search for services before work. Educational carousels, quick tips, and job highlights get strong engagement rates in the mornings.

Retail

12:00 PM – 2:00 PM AEST (Weekdays)
Instagram users are more receptive to promotions and new arrivals during lunch hours. Tailor content based on seasonality and product categories.

Legal

9:00 AM – 11:00 AM AEST (Tues–Thurs)
For business Instagram accounts in legal, weekday mid-mornings see higher visibility for explainer Reels or carousel posts. Avoid publishing during end-of-week slumps.

Financial services

8:00 AM – 10:00 AM AEST (Weekdays)
People are more responsive to financial advice or investment updates earlier in the day, especially around pay cycles or tax season. Rely on Instagram analytics to improve post-performance.

Hospitality

5:00 PM – 7:00 PM AEST (Thurs–Sat)
Evening slots work best for hospitality industries, especially when showcasing food, ambience, or offers. These posts often do well as Instagram Stories and Reels.

Automotive

7:00 AM – 9:00 AM AEST (Weekdays)
Content around new inventory, service reminders, or booking links tends to get more views in the morning. Use a content calendar to plan around vehicle promotions or seasonal checkups.

Restaurants

11:00 AM – 1:00 PM and 6:00 PM – 8:00 PM AEST (Daily)
These slots align with browsing for lunch and dinner plans. Visual posts featuring menus, chef specials, or behind-the-scenes content perform well, especially with a consistent Instagram strategy.

Each industry follows distinct engagement trends. Understanding your audience’s activity and when they’re most responsive helps you create a social media strategy built on timing—not luck.

Now that we’ve broken it down by industry, it’s time to focus on content format. Not all posts perform the same—especially when it comes to Reels. Let’s look at when short-form videos get the most traction.

What is the best time to post Reels on Instagram?

Reels thrive on visibility and algorithmic reach—but timing matters a lot. According to Birdeye’s analysis, the best time to post Reels for Australian audiences is:

• Weekdays: 6:00 PM – 9:00 PM AEST
  
• Weekends: 9:00 AM – 11:00 AM AEST
  

These time slots align with users’ leisure windows—after work or during late-morning weekend posts. People are more likely to stop scrolling and watch video content fully when relaxed, not mid-task.

With Reels attracting more users across age groups, they’re more likely to surface in Explore and recommended feeds when your online followers actively engage with similar content. 

Consistently using these slots can help improve discoverability, drive more engagement, and get your Instagram account in front of new Instagram followers, not just passive users.

While Reels are built for entertainment and reach, carousels are ideal for depth—great for educational content, step-by-step, or product showcases. But for all their swipability, carousels still need the right timing to land well.

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

Carousels perform best when your audience has a few moments to focus. For Australian brands, the best time to post carousels is:

• Weekdays: 9:00 AM – 11:00 AM AEST
  
• Wednesdays and Thursdays perform particularly well
  

These hours hit the sweet spot after the early scroll but before work pressure kicks in. It’s when your target audience is most receptive to content that offers value, clarity, and sequencing. Engagement levels for carousels tend to be higher during these hours, especially if your content tells a story or educates your audience.

If you want to ensure your carousels don’t get buried, test these times using your data from Instagram Insights and adjust based on what earns higher saves and shares.

Videos are often overlooked in favour of Reels, but they still hold strong potential—especially for businesses wanting to educate, demonstrate, or show longer-form storytelling. The key to success? Timing them right.

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

When it comes to traditional feed videos, timing can make or break retention. The best time to post videos on Instagram in Australia is:

• Weekdays: 7:00 PM – 9:00 PM AEST
  
• Sundays: 5:00 PM – 7:00 PM AEST
  

Evening hours offer better chances of holding attention, as users are done with their workday and more relaxed. Unlike Reels, videos often require viewers to stop and watch actively, so the window of attention is tighter.

To improve post-performance, focus on captions that hook quickly and make sure your video is relevant to your target audience. Don’t forget to review your past data—some industries, like education or wellness, might see success at off-peak hours, depending on who they’re speaking to.

Stories are built for immediacy. They’re not just about content—they’re about context. And that means timing your Story uploads to when your audience is most likely to tap through, not just scroll past.

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

For most Australian brands, the best time to post Stories is:

• Weekdays: 7:00 AM – 9:00 AM AEST
  
• Evenings: 6:00 PM – 8:00 PM AEST, particularly Thurs–Sun
  

These windows match everyday behaviour—first thing in the morning when users check their phones and again in the evening when attention shifts from work to leisure.

Using Stories during these peak hours gives you a better shot at staying top-of-mind. And because Stories are short-lived, it’s worth being deliberate with your Instagram posting times. A quick poll or behind-the-scenes update will go further if it lands when people are tuned in, not tuned out.

Just as there’s a right time to hit publish, there are windows when your posts are more likely to flop. Recognising these low-engagement periods is just as important as shaping a smart posting strategy.

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

Avoid posting when your audience’s habits suggest they’re offline, distracted, or simply not in the mood to engage. Based on Birdeye’s review of Australian Instagram analytics and scheduling behaviour, here are the dead zones to steer clear of:

• Mid-afternoons (2:00 PM—4:00 PM AEST): The post-lunch slump is real. Engagement levels dip as people refocus during their core work hours.

• Late nights (after 10:00 PM AEST): Your content gets buried before people return online.
  
• Fridays after 3:00 PM AEST: Users are mentally checking out, especially for B2B or service-led brands.
  

While you might feel tempted to fill your publishing calendar with daily uploads, it’s better to avoid posting when your visibility naturally drops. Use this space to rest your feed or test content via Stories instead.

Of course, even with all these benchmarks, the real gold lies in understanding your specific audience. No amount of industry-wide data can replace the insights that come from tracking your performance.

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

The best-performing businesses don’t just follow trends—they gather data from their posts and double down on what works. Here’s how to find your unique best time to post on Instagram:

• Check Instagram Insights: This tool, built right into your Instagram account, shows you when your audience is most active and gives you a day-by-day view of reach, taps, and engagement.
  
• Track post performance over time: Identify patterns and refine your strategy post based on what earns the most engagement—do your Reels perform better midweek? Do Mondays flop?
  
• Use a content testing approach: Experiment with when you post content across different hours over a few weeks, then compare results.
  
• Take advantage of scheduling tools that suggest high-engagement windows tailored to your audience.

When you rely on your own data and actual audience behaviour—not assumptions—you build a social network that works with you, not against you.

Knowing what to do is half the equation—avoiding common pitfalls is the other. Here’s what often derails businesses when trying to nail their timing.

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

Even with all the right tools, brands often fall into these traps when building their posting schedule:

• Copying global best practices blindly: What works in the US won’t always work in Australia due to time zones and audience demographics.
  
• Ignoring your data: If you aren’t using your Instagram insights, you’re flying blind.
  
• Posting only when convenient for you: Just because it fits your calendar doesn’t mean your audience is paying attention.
  
• Relying on one-time results: Timing trends shift—your optimal posting time this month may not hold next quarter.
  
• Overloading your feed: Posting more doesn’t always mean performing better. Be strategic, not spammy.
  

A better approach? Match your Instagram content to your audience’s rhythms. That means being selective, strategic, and flexible—not stuck in your own habits.

Now that you know what not to do, let’s discuss what can make your life easier. The right tools don’t just save time—they help you post with purpose and consistency.

Top 2 tools to help you schedule and optimise Instagram posts

You don’t need to guess when to post or manually show up at 6:59 AM. These two tools help you automate your posting times based on real engagement signals:

1. Birdeye Social AI

Birdeye is an AI company built for multi-location businesses, and its Social AI makes scheduling effortless. It analyses your post history, tracks engagement patterns, and recommends timing based on what works—not just what’s common.

• Automatically suggests your best time to post for each location
  
• Lets you manage your omnichannel presence
  
• Tailors scheduling to drive high engagement across formats
  

💡 Ideal if you want to build a consistent, insight-driven Instagram strategy without guesswork.

2. Instagram Creator Studio

If you’re just getting started, Instagram Creator Studio is a free and easy way to plan content and track performance.

• Schedule posts and IGTV videos directly from the desktop
  
• Monitor post-performance and audience activity
  
• Helpful for solo creators or small teams to build habits around content timing
  

While it doesn’t offer deep AI-driven recommendations, it’s a great starting point for businesses looking to maintain a solid posting schedule without needing third-party platforms.

FAQs on the best time to post on Instagram Australia

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

You’ve seen the data. You understand the timing. Now, let’s make it work automatically for your business.

Birdeye Social AI takes the guesswork out of your Instagram posting times by analysing when your audience is most engaged and recommending the exact time to post for each location and: 

✅ Schedule content across platforms
✅ Get timing suggestions tailored to your audience
✅ Drive better reach with less effort
✅ Manage everything in one unified social media platform

Whether you run a single clinic or manage 20 restaurant locations, Birdeye helps you show up consistently and strategically.

👉 Start your free trial with Birdeye Social AI and find your unique best time to post on Instagram in Australia.