Adobe report reveals the best time to post Instagram Reels
Marketers can boost Reels performance by timing posts smarter, according to fresh Adobe Express research
With Instagram’s algorithm always shifting, even the savviest marketers are searching for performance edges—and timing might just be your next big unlock.
A new Adobe Express study analyzed over 22,000 Instagram Reels from 200 top creators, uncovering surprising trends around when engagement peaks.
This article breaks down the study’s findings, why they matter, and what marketers can do to optimize their content schedules. From midnight spikes to underused Saturday slots, here’s what the data says about getting more ROI from every Reel.
Short on time?
Here’s a table of contents for quick access:
- What Adobe’s study reveals about Reels performance
- Surprising hours that beat “prime time”
- What marketers should know
Patrecia Meliana
What Adobe's study reveals about Reels performance
The Adobe Express team crunched engagement metrics across a large data set—over 22,000 Instagram Reels by top-tier creators—to identify posting times that correlate with higher performance.
Here’s what they found:
- Reels posted during peak hours earned 15% more likes, 19% more views, and 51% more comments than those shared during off-peak times.
- Midnight emerged as the top-performing hour for likes, averaging over 1 million per post.
- Tuesday was the best day for views, particularly for Reels posted at noon or 3 a.m.
While noon remains the most common time to post (with 1 in 10 creators opting for it), effectiveness varies significantly depending on content category and audience.
Patrecia Meliana
Surprising hours that beat "prime time"
Not all “off-hours” are a waste. Adobe’s analysis revealed some overlooked windows that outperform expectations:
- 3 a.m. Reels often outperform daytime posts in terms of views, hinting at strong overnight engagement potential—especially for global or night-owl audiences.
- Saturday posts average nearly 1 million likes, yet only 11.4% of creators take advantage of this timing. That’s a gap worth exploring for brands trying to avoid weekday noise.
These insights challenge the notion of a universal prime time and highlight the importance of audience-specific testing.
What marketers should know
For B2B and consumer marketers looking to optimize Reels strategies, here are a few key takeaways:
- Test against your own data
Use Adobe’s findings as a benchmark—but not gospel. Dig into your own Instagram Insights to identify if your audience aligns with these trends or bucks them.
- Reconsider “dead hours”
If your content is strong and audience is global, off-hours like midnight or 3 a.m. could become hidden gems. Use scheduling tools to experiment without losing sleep.
- Don’t ignore weekends
With fewer creators posting on Saturdays, your brand might stand out more. Reels don’t need to be tied to weekday trends—just well-timed and well-targeted.
- Align timing with creative intent
Content type may influence the ideal post time. Short educational Reels may do better midday, while entertainment or lifestyle content could win overnight or on weekends.
