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Original article published here.

Is there really a best time to post on Instagram?

Since Instagram switched to an algorithm-based feed in 2016, the question of timing has become especially fraught. If posts don’t show up chronologically, does the time you post them even matter anymore?

The answer is yes, to an extent.

The Instagram algorithm favors “recency” when it determines which posts you will see in your feed. Though no longer strictly chronological, it’s designed to serve you fresh content that you’re likely to engage with.

That means newer posts are more likely to appear in your feed first, no matter how many times you refresh it.

What does this mean for brands? You need to make sure your posts are “recent” when your followers are most likely to be online.

That way, they’ll be more likely to see, like, and engage with your content.

Below, we’ll show you the best time and

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