What are the best times to post on Instagram in Switzerland?

What time and on which days is it best to post on Instagram? And how often? There are many analyses, but most are from overseas. Here are a few Swiss insights on Instagram!

What is the best time and which days should you post on Instagram? And how often? There are many analyses, mostly from abroad. Here are a few Swiss insights on Instagram!

Using artificial intelligence, we analysed more than 200 Instagram accounts from Swiss B2C companies across 2023. From banks to tourism, from retail to restaurants, and from crisps to telecoms, it covers the lot. We included only Swiss brands with mainly local followings, and used only publicly available information. In detail, we reviewed the 15 fastest-growing accounts (we call them “Growth accounts”) and the 15 accounts with the highest engagement (“Engagers”). We analysed 19.5 million interactions from 4.8 million followers across 28,621 posts. Using AI, we also analysed the content of 3,000 photos.

The strategy of successful Instagram accounts

In summary, you should post around 2.2 to 2.3 times per week. Quality over quantity. But bear in mind: if you post less, you will also reach fewer people overall. One post with 1,000 impressions is less than three posts with 500 impressions each. For more engagement, split the mix between 50% images and the rest between Reels and carousels. For more follower growth, it is worth posting one third Reels, one third images, and one third carousels. Successful accounts do not post only in the evening, but also in the morning - especially on Fridays. So spread your posts more evenly across the day and across different weekends. Depending on the industry and topic, it also makes sense to post at weekends. In tourism and retail in particular, we observed a positive effect.

What engagement rate is “good”?

Our top-engagement accounts had an engagement rate of 10.4%. The average across all accounts was 2.12%. Interestingly, the top-growth accounts still had engagement of 7.25%. Comment on the calculation: the engagement rate refers to followers, not actual reach.