The best time to post on Instagram on Friday: a weak day, except for some industries

The best time to post on Instagram Friday? If you can choose, another day: Sprout Social finds no peak on Fridays and Buffer ranks Friday among its two worst days. If you post anyway, Buffer aims for 10 p.m., Hootsuite around 4 p.m., Later 3 to 6 a.m. And in retail or food, Sprout Social keeps Friday lunchtime slots.

By Jérémy Santos Updated on October 24, 2026 Tested on his own PlugKit account since September 2026.

This page is part of the guide: Best time to post on Instagram

What the studies say about Friday

Local times, your followers’ time. Read on 24 October 2026.

Source	Friday	Friday within the week
Sprout Social (2026)	no significant peak; avoid 3 to 7 a.m.	people check out early for the weekend
Buffer (2026)	10 p.m., then 9 p.m. and 6 a.m.	“low” engagement, one of the two worst days with Saturday
Later (2024 data)	3 to 6 a.m. (3 to 5 a.m. in its summary)	not ranked
Hootsuite (2026)	around 4 p.m.	not named among the best days

Note Later’s inconsistency: its Friday paragraph says 3 to 6 a.m., its summary table 3 to 5 a.m. Both are on the same page.

Should you post on Instagram on Friday?

Two of the four studies tell you not to put your best content there. Sprout Social finds no peak: its users check out early for the weekend. Buffer is even more direct: if it’s Friday, don’t force your best post out just to fill a slot, hold it for Wednesday.

But a weak Friday on average isn’t an empty Friday. Buffer keeps evening slots at 9 and 10 p.m., and Hootsuite around 4 p.m. Whether Friday is for lighter content (behind the scenes, a story, a reminder of the week’s post) is your call.

Friday by industry: this is where it changes

Friday clearly shows how a global average can mislead. Sprout Social sees no peak overall, yet six of its nine industries keep a Friday slot:

Industry (study)	Friday
Computer Software & Tech (Sprout Social)	11 a.m. to 2 p.m.
Retail (Sprout Social)	12 to 3 p.m.
Food & Beverage (Sprout Social)	11 a.m. to 1 p.m.
Travel & Hospitality (Sprout Social)	12 p.m. and 2 p.m.
Hospitals & Healthcare (Sprout Social)	11 a.m.
Consumer goods and retail (Hootsuite)	6 to 10 a.m., then 5 to 9 p.m.
Financial services (Hootsuite)	11 a.m. to 4 p.m.
Marketing agencies (Hootsuite)	8 to 10 a.m.
Media and entertainment (Hootsuite)	2 to 4 p.m.

For finance, Hootsuite offers an explanation: on Friday at lunch, people think about payday splurges and weekend plans. For agencies, it targets marketers wrapping up their week.

Test Friday on your account

Compare your Friday with your other days, not just its hours with each other. Ask your AI: “Do my Friday cells do better or worse than Tuesday to Thursday, with a comparable number of posts?”
If your industry is in the table, test its lunchtime slot against an evening slot (9 or 10 p.m., Buffer’s).
Keep the same format, and check each cell’s post count before the average.
If your Friday stays weak, move your strong posts to Wednesday and keep Friday for lighter content.

Key takeaway

Friday is weak on average, not necessarily for your industry. Don’t drop it without measuring it. For the day three of four studies rank last, see the best time to post on Instagram Saturday.

Frequently asked questions

What is the best time to post on Instagram on a Friday?

Keep your most important posts for midweek: Sprout Social sees no peak on Friday, and Buffer makes it one of its two weakest days. For a lighter post, Buffer recommends 10 p.m., then 9 p.m.; Hootsuite around 4 p.m.

What time should you post on Instagram on Fridays?

10 p.m. for Buffer (then 9 p.m. and 6 a.m.), around 4 p.m. for Hootsuite, 3 to 6 a.m. for Later on 2024 data. Sprout Social gives no hour and only advises avoiding the 3 to 7 a.m. dead zone (read on 24 October 2026).

When should you post on Instagram on Friday for your industry?

In Sprout Social's data, Friday keeps a lunchtime window for retail (12 to 3 p.m.), software (11 a.m. to 2 p.m.) and food and beverage (11 a.m. to 1 p.m.). In Hootsuite's, consumer goods and retail target 6 to 10 a.m. and 5 to 9 p.m., marketing agencies 8 to 10 a.m.

When should you post on TikTok on Friday?

It's the one TikTok slot where all three studies come close: Sprout Social says 3 to 5 p.m., Hootsuite 4 to 6 p.m., Buffer 6 p.m. (then 10 and 8 p.m.). On TikTok, Friday late afternoon is a good starting point.

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