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From my experience, Saturdays are a bit different compared to weekdays because people aren’t tied to work or school schedules.
I’ve tested posting at a few different times and what usually works best is late morning to early afternoon, somewhere around 10 AM to 1 PM. A lot of people are awake by then, maybe relaxing with their phone, scrolling while they’re having coffee or just before they head out.
Evenings can also work, especially around 7 PM–9 PM, because that’s when people are done with their Saturday plans and just hanging out online again. What I noticed though is that posting too late, like past 10:30 PM, doesn’t really do much unless your audience is in another time zone.
The thing with Instagram is it also depends on your followers. If most of your audience is local, stick with those morning/early evening windows. If you’ve got a mix of time zones, check your Instagram Insights and you’ll see when your specific audience is most active. That’s honestly the best way to know for sure.
Personally, I’d suggest start with a test: try posting at 11 AM one Saturday, then the next week try 8 PM, and see which one gives better reach. That’s how I figured out what worked for my account.
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For me, Saturdays usually work best if I post around late morning, like 10 or 11 AM. I’ve noticed people aren’t rushing anywhere on weekends, so that’s when they’re just sitting with their phone and scrolling. My posts around that time usually pick up faster than if I post super early.
Another decent slot is evening, around 7–8 PM. That’s when people are done with their Saturday plans, maybe chilling at home, and they’re back on Instagram. I tried posting later, like 10 PM or so, but honestly the reach just wasn’t the same — it kind of dies off.
I’d say try testing it for yourself. Post one Saturday late morning, then the next week in the evening, and see which one actually gets more likes and comments. That’s exactly how I figured out the sweet spot for my account.
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