Although the exact day and time you post content to Instagram matters less than it used to — since your followers’ newsfeeds are now organized by relevance, engagement, and other factors versus post age — it’s definitely still important.
Here’s why. Let’s say 10% of your audience is online on Tuesday at 3 p.m. You post a creative GIF showcasing your latest product. Because not many people are scrolling through Instagram, it gets fewer likes and comments than your average post. Instagram’s algorithm interprets this as the post is less appealing than your typical content, so it’s displayed to a smaller percentage of your network.