What is the best time to go live on Instagram?

In the age of digital marketing, Instagram has evolved into a powerful platform for businesses to engage with their audiences. One of the most popular features on the platform is the “Instagram Live” tool, which allows users to broadcast real-time video to their followers. This tool can be especially useful for live shopping, an emerging trend where brands and influencers showcase products to their audiences in real time and drive sales directly through the platform. However, for maximum engagement and sales conversion, it’s crucial to understand what the best time to go live on Instagram is. The concept of “best times” is a derivative of the most active periods during which the highest number of potential viewers are online. To determine this, one needs to consider factors including the target audience’s demographics, geographic location, and habits. If you want to know more about this fascinating top continue reading.

Target geographical locations

For businesses targeting an audience within a specific geographical location, it’s essential to be mindful of that region’s time zones and peak activity hours. Generally, people tend to check their Instagram feed during breaks in their daily routine: before work, during lunch breaks, and in the evenings after work. For instance, if you’re aiming for an audience in the Eastern Standard Time (EST) zone, going live between 7-9 a.m., 12-2 p.m., and 7-9 p.m. EST would be advisable. This allows you to capture both early birds as well as night owls. However, it’s not just about understanding daily routines. Weekdays versus weekends also play a vital role. During weekdays, especially from Tuesday to Thursday, users have shown more consistent engagement rates. While weekends might seem like a perfect time since people are generally more relaxed and freer, it’s worth noting that they might also be more involved in personal activities, thus reducing the potential viewership.

Local versus global reach

For brands with a global reach, the challenge is even greater, as they have to cater to audiences spread across various time zones. In this scenario, it would be strategic to rotate live streaming times or even consider hosting multiple sessions to cover different time zones. An in-depth analysis of Instagram Insights can provide an understanding of when most of your followers are active, helping to tailor the live shopping sessions accordingly. Another crucial factor to consider is the nature of your offerings and products. If you’re showcasing products best suited for a specific time of day or activity, it might be beneficial to align the live session with that timeframe. 


While there isn’t a one-size-fits-all answer, determining the best times to go live on Instagram for live shopping involves a strategic mix of understanding your audience’s habits, geographic location, and the nature of the products you’re showcasing. Continuous monitoring and analysis of engagement metrics, coupled with experimentation in terms of timings, can help businesses zero in on the optimal times to connect with their audience and maximize the potential of live shopping.