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Myths and truth about the magic hour to post in Instagram.

Have you ever posted content at different times and that affected the interaction? Don’t freak out! This is pretty normal because there are multiple factors at play at the time you post content. We will explain why this happens and give you some tips for your next post.  

Metrics: rush hour 

Even though there are several studies that show how audiences behave depending on the topics, days of the week and hours during the day, the value of understanding our digital community is twofold.  To this purpose, Instagram has a section for metrics that reflects the peaks of activities of our followers. Detect, analyze and define those moments will be the key to set our ideal timing to share content in your profile.  


  1. Go to Stats in your profile. 
  1. Go to Your Audience tab. Slide downwards to see the moments of high activity – Hours/Days-

Valuable content 

We know that the focus of Instagram is on users spending as much time as possible in the app. Therefore, the algorithm measures how many seconds, minutes and hours the users spend on content consumption. Spending more time on Instagram increases your reach. The algorithm boosts and grants more visibility to those profiles that hold the users for longer periods.  

In other words, the secret is to produce valuable content that would take longer to the audience to consume. Therefore, one of the major objectives is to understand accurately the interests of our target audience.  

What kind of content do they want to see? What is more attractive to them? These questions will lead us to be more effective when engaging the attention of our digital community. Be careful! Interest changes at a fast rate and trends arise all the time, so we have to be alert to detect and implement them.  

The magic hour. 

The ideal time and days for posting will go together with the behavior shown by the metrics. Is there a magic hour? The answer is no because each case is unique. That’s why we suggest to explore different times, test the users, analyze the results and take action according to this data. 

Are you ready to share your experience? 

Thanks for reading | NC Team. 



Carlos is a National Certified Public Accountant from UBA (University of Buenos Aires), with over 40 years of experience in domestic and international in the tax and accounting field. He provides consultancy to companies and individuals on tax and financial management. 

Verónica Ríos Borgogni

General Account Director

Verónica holds a BA in journalism and she has been working on Nueva Comunicación for over 20 years in the area of planning, development and implementation of corporate communication plans with sector associations, domestic and international companies. Moreover, she is a member of the Counseling for Spokespersons team, in which she coordinates courses of Media-Coach. 

María Belén Millán


Belén holds a BA in Journalism (USAL university) and she has an extensive experience in corporate communication counselling and brand PR, marketing and digital content, and crisis management and communication. She delivers training programs in Media Training and Personal Branding. She was granted a scholarship in U.S.A. by USIA (United States Information Agency). 

Luis Leyro


Luís holds a BA in Political Science and has specialized in political, institutional and corporate communication matters. He has over 25 years of experience in Nueva Comunicación in the development of accounts related to public services sector, industrial, consumers and finance sectors, among others. 

Marcela Ibiricu


Marcela holds a BA in Public Relations (UADE university). She has over 30 years of experience within the field of corporate strategic communication and media management. General Account Director is her role in Nueva Comunicación and she is in charge of the accounts of several customers related to the corporate sector, retail, health and mass consumption, among others. Concerns, Petitions, Complaints and Grievances in Social Media. 

Matteo Goretti

General Account Director

Matteo is a political scientist. He is a specialist in business and institutional communication, image and campaigns. Besides his 20 years’ experience as a director in Nueva Comunicación, he is Chairman in Fundación CEPPA (Research Center for Applied Public Policies).

Daniel Gonzalez


Daniel holds a BA in Sociology and postgraduate studies in Methodologies and Statistics in Social Sciences. He has been a Research Manager in Nueva Comunicación for over 20 years now. 

Iván Damianovich


Iván holds a BA in Journalism, granted by Del Salvador University. He has been working in Nueva Comunicación for over 20 years and he has specialized solidly in public identity (image, reputation and development) of business accounts, business associations and political campaigns.

Corina Tareni


Corina holds a BA in Public Relations. She works in Nueva Comunicación since 1985. As an executive director there, she has led communication and cross-platform comprehensive strategies for their domestic and international customers. Her expertise blends corporate, institutional and brand communication with public relations, digital marketing and concerns, petitions, complaints and grievances in social media.

César Mansilla


César is founder and chairman in Nueva Comunicación. He has built his professional career providing counseling to top national and foreign companies on communication, Public Affairs and Lobbying for over 30 years


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