Best Times to Post Reels on Instagram to Get Better Engagement


Instagram is a great way to share your life with friends and family, but what’s the best time to post reels on Instagram to get the best engagement? There are a lot of factors to consider, but here are a few tips to help you get the most out of your Instagram posts.

Best time to Post on Instagram: Why does it matter?

There is no one-size-fits-all answer to this question, as the best time to post on Instagram will vary depending on your audience and your goals. The reason you want to really focus on the correct time to post is exactly the same reason you wouldn’t phone your mum at 2 am in the morning. People are active at certain times during the day, and if you want to get the best engagement from them, you need to post when they are active.

Key factors while choosing the best time to post on Instagram

Reason for Posting

Why would you want more engagement? The more engagement you have, the better your post will do. As people engage with your post algorithm, they will detect that people are interacting with your post, and deem it as good content. Good content gets shown to more people. As more people see your post, it increases the opportunity for further interactions, which in turn makes the content reach even more audience. This process then repeats, and ultimately, your post goes viral. If you want more engagement on your Instagram Reels to drive more traffic to your website, not only do you need great content, but also you need to post at the correct times.

Days of the Week

There is no definitive answer when it comes to the best days of the week to post on Instagram Reels. However, some general tips can be followed to help you increase your chances of engagement.

First and foremost, consider your audience and when they are most active on Instagram. If you are targeting a younger audience, for example, they may be more active during the week after school or work.

In addition, consider the type of content you are posting. If you are posting creative or humorous content, you may do better on days when people are more likely to be in a good mood, such as Fridays or weekends.

Finally, keep in mind that the best time to post may vary depending on your location. If you are in a different time zone than your target audience, be sure to adjust your posting schedule accordingly.

With all of this in mind, experiment with different days and times to see what works best for you and your audience.


When trying to determine the best time to post reels on Instagram, it’s important to consider your competitors. Take a look at when they’re posting and see if you can identify any patterns. If they’re consistently getting more engagement than you, it might be worth considering posting at the same time.

Time Zones

The time zones of your audience are one of the most important factors to consider. If you have a large following in a specific time zone than the one you are in, consider posting when that time zone is most active. If you want to reach a wider audience in another time zone, consider posting during peak hours for that time zone.

Keep in mind that you may get more engagement if you post when your followers are most active, even if that isn’t during traditional peak hours.

Frequency of posting

If you’re looking to get better engagement on your Instagram Reels, one of the key factors to consider is the frequency of your posts.

While there’s no magic number of posts per day or week guaranteeing success, posting regularly is important to keep your audience engaged.

If you’re just starting out, aim to post at least once a day. As you build up a following, you can experiment with posting more or less frequently to see what works best for your audience.

In general, it’s best to avoid posting too often rather than not posting enough. Consistency is key when it comes to building a successful Instagram Reels strategy.

But making quality content while being consistent can be a heavy task. How can you maintain your posting pace while cooking up good post?

Well you can use the help of social media scheduling tools like SocialPilot to schedule your posts in advance. This way you can plan out your posting frequency that suits your audience and optimize your content strategy for Instagram.

Here’s a view of SocialPilot’s post scheduler:

Schedule your Instagram Reels


Depending on your industry, your audience may vary quite significantly, so it’s difficult to just have an ‘always post on a Tuesday at 3 pm’ rule. For example, industries in which most of the staff work during the night are going to respond to different hours than those that work during the daytime.

Audience Demographics & Routine

Understanding your audience and when they are most active on social media can help you determine the best time to post for engagement.

Some factors to consider when choosing the best time to post reels on Instagram include:

  • Your audience’s location: If your audience is mostly in the same time zone, consider posting during peak hours for that time zone.
  • Your audience’s age: Younger audiences tend to be more active on social media during after-school hours and in the evening, while older audiences may be more active during the day.
  • Your audience’s interests: If your audience is interested in a specific topic, consider posting content related to that interest. Post when they are most likely to be online searching for information on that topic.

Ultimately, the best time to post reels on Instagram will vary depending on your audience and goals. Experiment with different times and days of the week to see what works best for you and your business.


It is important to consider the algorithm when trying to determine the best time to post reels on Instagram. The algorithm is always changing, so it is important to be aware of how it works in order to get the most out of your posts.

Here are a few things to keep in mind when considering the algorithm:

  • The algorithm favors new content, so it is important to post regularly.
  • The algorithm also favors content that is engaging, so make sure your Reels are interesting and interactive.
  • The algorithm gives preference to content from accounts that people interact with frequently, so make sure to stay active on your account and interact with your followers.

How to find the best time to post on Instagram?

Use Creative Templates

Using creative templates can help you get better engagement from your audience.

You can easily add text, music, and other effects to your video when you use a creative template. This makes it more engaging and entertaining for your viewers. Additionally, using a template can help you save time when creating your videos.

You can also use analytics tools to track when your videos get the most views and engagement. Look for the templates that perform the best with your audience, although don’t always use the same one.

A/B Testing

If you want to find the best time to post reels on Instagram to get better engagement, you should consider A/B testing. A/B testing is when you create two versions of something and test them out to see which one performs better. To do this, create two versions of your reel – one with a caption and one without – and see which one gets more engagement.

To do this, you would need to post both versions at different times and then track the engagement (likes, comments, shares, etc.) on each. After a few days or weeks, you should have a good idea of which version performed better, and you can then adjust your posting schedule accordingly.

Analyze the Past

If you want to find the best time to post reels on Instagram, you need to analyze your past posts. Look at when you got the most views, the most likes, and the most comments. Try to post at similar times to when you got the most engagement in the past.

Schedule posts with SocialPilot to never miss out on an opportunity:

Rather than figuring this all out manually and coming back to your PC or phone at exactly the right time – simply use SocialPilot. SocialPilot allows you to be in sync with your competitors, audience, and past posts so you can know immediately when is best to post your content to Instagram Reels.

Summing It Up

If you’re looking to get better engagement on your Instagram reels, the best time to post is when your audience engages! Use SocialPilot’s available features to make identifying these optimal times easy, and schedule your content in advance.


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ICYMI | FASB Streamlines Income Tax Accounting


Recently, FASB issued a new Accounting Standards Update (ASU 2019-12), Simplifying the Accounting for Income Taxes. The new standard amends section 740 of the Accounting Standards Codification (ASC), eliminating some problematic exceptions and technicalities.

CPAs hoping the new standards would reduce the overall complexity of deferred income taxes will be disappointed. The basic principles have not changed; instead, FASB has focused on a wide range of provisions that seem to be excessively complicated. Most significant of these is a revision to the accounting for franchise taxes, which previously required accountants to weigh the likelihood that future taxes will be based on capital rather than income. This provision by itself is likely to impact companies doing business in New York, Illinois, and other states that impose corporate franchise taxes.

Franchise Taxes

Franchise taxes are state or local taxes, generally based on the greater of a percentage of capital or a percentage of net income. As such, they may be based on income one year but based on capital in the next. Hence, deferred tax assets and liabilities realized in a year when the franchise tax is based on capital will impact overall tax liability only in an indirect way.

Previously, FASB applied principles of deferred tax accounting only to any likely income-based tax in excess of the tax based on capital. As such, when evaluating the realizability of deferred taxes, accountants needed to consider the effect of potentially paying a non-income-based tax in future years. Under ASU 2019-12, deferred tax accounting applies to all franchise taxes based on income, with any incremental amount based on capital to be recorded as a non-income-based tax in the period incurred. This non-income-based tax should not be presented in the income statement as a component of income tax expense. Furthermore, when evaluating the realizability of its deferred tax assets, an entity no longer needs to consider the likelihood of paying a non-income-based tax in the future.

Intraperiod Tax Allocations

Intraperiod tax allocation involves allocating the income tax provision among continuing operations, special items (such as gain or loss from continuing operations), shareholders’ equity, and other comprehensive income. In general, FASB prescribes computing the tax effect of income from continuing operations independently, without considering the tax effects of other items. For example, a company with positive income from continuing operations and a loss from discontinued operations would compute the provision for income taxes based solely on income from continuing operations, and then separately compute the tax benefit from the loss from discontinued operations. This means a company would compute the provision for income taxes directly based on income from continuing operations and apply any incremental income taxes to the other items.

An exception to this general rule applied when there was a current period loss from continuing operations offset by income from other items. In order to determine the tax benefit from a loss from continuing operations, accountants would consider all components, including discontinued operations and items charged or credited directly to equity. This meant computing the provision for income taxes based upon all taxable income items, and then allocating an income tax benefit to the loss from continuing operations, offset by income tax provisions applied to the other taxable items.

This exception existed for a variety of reasons: A pretax gain outside of continuing operations may provide taxable income to support realizing tax benefits as a result of the loss from continuing operations. Furthermore, a gain or income outside of continuing operations may impact the realizability of a deferred tax asset.

ASU 2019-12 eliminates this exception, so that even when there is a loss from continuing operations, the tax benefit from that loss should be computed without considering the tax effects of other items—that is, by applying the effective income tax rate directly to income from continuing operations—and applying any incremental income taxes to other items.

Step-up in the Tax Basis of Goodwill

Companies may transact with a government or another entity to elect a step-up in tax basis of certain fixed assets, including goodwill, in exchange for a current payment or sacrifice of an existing tax attribute (such as a net operating loss carryforward). Under prior guidance, a step-up in tax basis of goodwill could offset an existing deferred tax liability from the acquisition but could not result in recording additional deferred tax assets (DTA). Instead, such a payment would be recognized as an expense on the income statement even though the payment had in substance created a DTA.

ASU 2019-12 provides entities with more flexibility in accounting for such a step-up in tax basis. An entity must first determine whether the step-up in tax basis is related to a business combination where the book goodwill was originally recognized or related to a separate transaction. That the entity incurs a cash tax cost or sacrifices existing tax attributes to achieve the step-up in tax basis would be one of several factors indicating that the step-up is related to a separate transaction, thereby permitting the entity to record a DTA corresponding to the newly created tax goodwill. Other factors include a significant lapse in time between the transactions or a step-up in tax basis that is based on a valuation performed after the business combination. (See ASC 740-10-25-54 for a full list of criteria.)

In the event that the step-up in tax basis is determined to relate to the business combination where book goodwill was originally recognized, then an additional DTA, as under the prior guidance, can only be recognized to the extent that newly deductible goodwill exceeds the remaining balance of book goodwill.

Single Member Limited Liability Companies

The prior guidance was silent on whether a parent entity was required to allocate consolidated amounts of current and deferred taxes to single member limited liability companies. As such, some parent companies allocated while others do not.

ASU 2019-12 clarifies that a parent may choose to elect to allocate consolidated amounts of current and deferred taxes to legal entities that are both 1) not subject to tax and 2) disregarded by taxing authorities—such as single member limited liability companies. This election is generally limited to wholly owned pass-through entities. It can be applied on an entity-by-entity basis; a parent may elect to allocate taxes to some single member limited liability investments, but not others. As with all entities with separately issued financial statements that are members of a consolidated tax return, disclosures about allocations should include the nature of the entity and the election, the aggregate amount of current and deferred tax expenses, intercompany balances between affiliates, the methods used to allocate current and deferred tax expense and compute intercompany balances, and any changes in these methods.

Equity Method Investments and Foreign Subsidiaries

Previously, ASC 740 provided for an important exception to the general presumption in deferred tax accounting that all of the undistributed earnings of a subsidiary will be transferred to the parent entity. This exception said that “if sufficient evidence shows that the subsidiary has invested or will invest the undistributed earnings indefinitely or that the earnings will be remitted in a tax-free liquidation,” then no income taxes shall be accrued by the parent entity (ASC 740-30-25-17).

Under this prior guidance, when an investment in such a subsidiary was reduced so that it was no longer considered to be a subsidiary, the outside basis difference for the investment was frozen until it became apparent that any of the undistributed earnings will be remitted. This required the entity to track the frozen amount of the basis and any subsequent changes to the outside basis separately.

ASU 2019-12 eliminates this exception, so that if the remaining investment in common stock is accounted for by the equity method, and the parent entity did not already recognize income taxes on its equity in undistributed earnings of the subsidiary, then the parent will accrue income taxes on the temporary difference related to its remaining investment in common stock.

Similarly, under the previous guidance, if an entity were “promoted” from an equity method investment to a subsidiary, then the entity could not derecognize a deferred tax liability as long as the parent’s share of subsidiary dividends did not exceed its share of subsidiary earnings. This exception was also eliminated by ASU 2019-12.

Changes in Tax Rates During Interim Periods

The prior standards required an entity to recognize income tax effects of an enacted tax law change on deferred tax assets or liabilities on the enactment date, while recording the tax effect of a change in tax law on taxes payable or refundable after the effective date of the tax law. As such, if a tax law were enacted at the beginning of the year with an effective date in the middle of the year, then the entity would be required to recognize the effects of the new law on deferred tax assets and liabilities as of the enactment date but could not recognize the effects of the new law on the effective tax rate until the effective date.

ASU 2019-12 eliminates any references to an effective date, so that the effects of the new tax rate are introduced during the period of the enactment date.

Limitation of Year-to-Date Loss in an Interim Period

At the end of each interim period, an entity uses its best estimate of the annual effective tax rate to calculate income taxes on a year-to-date basis for that period. If the entity’s ordinary loss for the year-to-date period exceeds the anticipated ordinary loss for the year, however, then the income tax benefit recognized in the year-to-date period would be limited to the income tax benefit computed based on the year-to-date ordinary loss. ASU 2019-12 eliminates this exception, so that a company may recognize a tax benefit in a given interim period that exceeds the tax benefit expected to be received based on the estimated ordinary loss for the year.

Minor Changes

The new standard also made a few minor changes to the ASC. It clarified that the tax benefit from tax-deductible dividends on employee stock ownership plan shares should be recognized in income taxes allocated to continuing operations on the income statement, rather than a different component of the income statement. Furthermore, it corrected an example of tax accounting for limited partnership investment in a qualified affordable housing project (ASC 323-740-55-8).


For public business entities, the new standards took effect for fiscal years beginning after December 15, 2020, and the interim periods therein. For all other entities, the standards take effect one year later. Early adoption is permitted and, given the nature of the update, is logical for most entities.

According to FASB, changes that impact an interim period should reflect any adjustments as of the beginning of the annual period that includes the interim period. Adoption of changes related to single member limited liability companies should be made on a retrospective basis, at the beginning of the earliest period presented in the financial statements. Changes made associated with changes in ownership of foreign equity method investments or subsidiaries should be made on a modified retrospective basis, at the beginning of the period when the accounting change was made. Changes to accounting for franchise taxes could be recorded on either a retrospective or on a modified retrospective basis. All other changes in ASU 2019-12 can be made on a prospective basis during the period of the change.

When adopting the provisions of ASU 2019-12, entities should disclose the nature of and reason for the accounting principle change, the transition method used, and the financial statement line items impacted by the change.

The amendments to ASC 740 listed in ASU 2019-12 eliminate many exceptions to general tax accounting principles that may have cost accountants significant time to address—with questionable benefits to financial statement users. Most important of these is the change to accounting for state and local franchise taxes. Some of these exceptions were obscure enough that they may have been overlooked by accountants and auditors. As such, the new standards take a meaningful step towards simplifying GAAP for income taxes.

Mark P. Holtzman, PhD, CPA, is an associate professor and the chair of the department of accounting and taxation at Seton Hall University, South Orange, N.J., as well as an associate principal at WithumSmith+Brown, P.C., Whippany, N.J.


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How I Created Independence & Flourished in a Digital World


What did you want to be when you grew up? 

Inside all of us is a calling and a gift. But many of us never realize our passionate purpose or find true meaning in our lives. Why is that? 

When I was ten years old, becoming a doctor seemed like a great idea. 

After all, my next-door neighbour was a doctor, and he had a fancy house and a car. Very appealing to my ten-year-old self. Unfortunately, I would later discover that I hated the sight of blood. So I crossed that career pathway firmly off my list. 

But it was a conversation with my teacher in Grade 5 that I remember was a quiet hint and a promise that didn’t reveal itself until almost four decades later. 

She said, “Jeff, you’re a good writer. I love your stories, and you should write more.” 

To a ten-year-old, who had only discovered writing and reading a few years before, I didn’t know what to do with that statement. Would my stories allow me to one day buy a fancy house and car like the doctor next door could? As a child, I was too unaware to ask. 

So I continued with my schooling, remembering her words but failing to put them into action…

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