Whether you're creating Instagram Reels, posting to TikTok, or scheduling content across multiple social media platforms, the right hashtags can help get your content discovered, shared, or saved, especially when they’re relevant, timely, and well-placed. That’s why having a solid hashtag strategy is still a key part of successful social media marketing.

Of course, finding the best hashtags for every post can be a time-consuming process. And with platforms like Instagram now encouraging creators to use fewer, more targeted hashtags, every tag you choose needs to count.

That’s where hashtag generator tools come in. They help you generate hashtags based on your content, keywords, descriptions, or even images, so you can post with purpose and save valuable time.

We’ve tested a bunch of them, so you don’t have to. Here are eight of the best free hashtag generators worth trying in 2026, from AI-powered options to tools built around specific platforms.

Key takeaways

• AI-powered hashtag generators save time by suggesting relevant tags based on keywords, images, or URLs.
• Aim for a few high-quality, niche-specific hashtags per post rather than a long, generic list.
• Combine broad, niche, and branded hashtags to maximize both reach and community engagement.

Why use hashtags in your social media strategy?

Hashtags might seem like a tiny addition to your caption, but they can help to improve the reach of your social media posts, especially on platforms like TikTok and YouTube Shorts.

Here’s why they’re still so important in 2026:

• Improve content visibility across platforms: Hashtags help your posts get discovered by users who don’t already follow you. Specific, relevant, and trending hashtags can push your content onto the Explore page, into search results, or right into niche feeds. If growing your visibility is a priority, hashtags still matter.
• Boost engagement with the right audience: Using hashtags that your target audience is already searching for increases the chances of meaningful engagement. A smart hashtag strategy can help your post earn more likes, saves, and shares from people who are genuinely interested in what you're creating.
• Build stronger audience connections: Hashtags are cultural shorthand. Whether you're using the most popular hashtags like #momsoftiktok or niche tags like #slowtech, you’re signaling what community you're a part of. These small details help you connect with people who share your values, interests, or creative style.
• Grow brand recognition and build trust: Branded hashtags are a low-effort way to encourage user-generated content and build trust with new followers. You can use them to organize campaigns, spotlight customer stories, or just make your brand more recognizable across different social media platforms.

But none of this works if you’re just adding popular hashtags at random. That’s why tools like an AI hashtag generator are so helpful — they take the guesswork out of finding relevant hashtags and help you generate hashtags that fit your content and your goals.

8 of the best free hashtag generators

1. Buffer Hashtag Generators

Best for: Fast, AI-powered hashtag ideas tailored to your platform and content.

Features:

• Generate TikTok, YouTube, or Instagram hashtags in seconds using AI
• Just describe your post (like “sunset yoga on the beach” or “homemade avocado toast”) and the free tool suggests hashtags that match your niche and content
• Designed to improve visibility and reach with relevant (not random) hashtags
• No signup required to try; get five hashtag suggestions a day for free
• Get unlimited access with a free Buffer account

Heads-up: Hashtags are generated by AI, so give them a quick check to ensure they fit your brand and local guidelines.

Why it stands out:

Buffer’s tool is built for creators, marketers, and small businesses who want to post smarter without spending hours on research. It’s perfect if you struggle with finding hashtags that actually work or don’t want to scroll through Instagram’s search bar every time. And since it’s part of Buffer’s toolkit, you can go straight from generating hashtags to scheduling your post without switching between tabs.

Try Buffer's free hashtag generators:

• Instagram Hashtag Generator →
• TikTok Hashtag Generator →

2. Inflact Instagram Hashtag Generator

Best for: Finding popular Instagram hashtags by keyword, image, or URL.

Features:

• Generate hashtags based on a keyword, photo, or URL
• Sorts hashtags by frequency, popularity, and competition level
• Offers categorized hashtag suggestions (e.g., top, average, niche)
• Option to copy your hashtag list directly into your Instagram post or bio

Why it stands out:

If you want to go beyond just typing in a keyword, Inflact is one of the few hashtag generator tools that lets you upload an image or paste a URL to get hashtag suggestions. It’s particularly helpful for Instagram-focused creators who want to surface both trending and niche hashtags. You can even build reusable hashtag lists inside the tool.

The free version limits how much you can do in one session, but it’s a solid Instagram tag generator for quick hashtag research.

Try Inflact’s hashtag generator →

3. Predis.ai Instagram Hashtag Generator

Best for: AI-powered hashtag suggestions with image support.

Features:

• Generate hashtags from keywords, full post text, or uploaded images
• AI suggests hashtags that are contextually relevant and niche-specific
• Supports multiple languages, making it great for international creators
• Offers other AI social media tools like caption writing and idea generation
• No signup needed to try; just type or upload and generate hashtags

Why it stands out:

What makes Predis.ai different is its flexibility. You can type in a keyword, paste your caption, or upload a photo, and it’ll generate hashtags based on whatever you give it.

Try Predis.ai’s free hashtag generator →

4. VEED Hashtag Generator

Best for: Finding hashtags for your video posts.

Features:

• Generate hashtags from one keyword or a set of keywords
• AI suggests plenty of relevant hashtags related to your keyword
• Offers adjacent AI social media tools like video editing and script writing
• No signup needed to try; just type or upload and generate hashtags

Why it stands out:

VEED is the best hashtag generator if you want to edit your video content (like Instagram Reels), use AI to refine your script, and find different hashtags related to your post, all in one tool.

Try VEED hashtag generator →

5. Copy.ai Hashtag Generator

Best for: generating long lists of hashtags in one go

Features:

• Uses AI to generate up to 50 hashtags at a time
• Input a keyword or short description of your post
• Generates hashtags across multiple niches and tones (from playful to professional)
• Part of Copy.ai ’s larger suite of social media tools (e.g., captions, product descriptions)
• Requires a free account to use

Why it stands out:

Since it’s part of Copy.ai’s wider toolkit,  you can create both your social media posts and hashtags in one place.

Try Copy.ai’s hashtag generator →

6. Ahrefs Hashtag Generator

Best for: SEO-style hashtag research and competitive insights

Features:

• Generate up to 20 hashtags from an image or description of your post
• Offers data-informed hashtag suggestions based on reach potential
• Helps identify the best hashtags based on relevance and competition
• Designed with SEO-like logic, which is useful for marketers who think in keywords
• Totally free to use, no account required

Why it stands out:

Ahrefs is best known for search engine optimization, but their AI hashtag generator borrows that same data-first approach to help you find hashtags that are both relevant and discoverable. If you already use tools like Google Trends or AnswerThePublic for content research, this one will feel familiar.

Try Ahrefs’ hashtag generator →

7. Canva Instagram Hashtag Generator

Best for: quick hashtag ideas while creating visuals

Features:

• Uses AI to generate hashtags based on a few words about your post
• Can create hashtags in multiple languages
• Works well alongside Canva’s design tools and social media scheduler
• Offers quick access to popular and relevant hashtags for Instagram posts
• Free to use, no login required

Why it stands out:

While it doesn’t go as deep as some of the other tools on this list, it’s a solid, lightweight hashtag finder for quick inspiration, and it slots right into your workflow if you’re already using Canva.

Try Canva’s hashtag generator →

8. SISTRIX Instagram Hashtag Generator

Best for: finding successful Instagram hashtags based on performance data

Features:

• Helps you generate hashtags based on a keyword
• Shows metrics like hashtag frequency, popularity, and competition
• Includes a full hashtag search tool and related hashtag suggestions
• You can find different hashtags for free with no sign up for up to 25 queries every day

Why it stands out:

SISTRIX is all about the data. It shows you metrics like frequency, popularity, and competition level, so you can make informed decisions about which hashtags are actually worth using. If you’ve ever wondered which hashtags actually work and which ones just look good, this tool gives you clarity.

Try Sistrix’s hashtag generator →

5 tips to boost your hashtag strategy

Hashtags are a simple way to make your content more discoverable, especially when you’re just starting out. But there’s more to it than copy-pasting a few popular hashtags into your caption.

Here’s how to build a hashtag strategy that actually works (and doesn’t feel random).

1. Develop a focused hashtag strategy

Start by looking at creators or brands in your niche. What hashtags are they using consistently? Are they using a mix of broad and niche terms? Tools like AnswerThePublic or Google Trends can help you surface relevant keywords that double as strong hashtag ideas.

This research can help you find the best hashtags and avoid ones that are either overused or too vague to be useful.

2. Choose hashtags that match your content and audience

Instead of relying only on trending hashtags, prioritize relevant hashtags that reflect the content of your post and the community you want to reach. The more aligned your hashtags are with your brand voice and message, the more likely you’ll attract the right audience and show up on the algorithm for people who care.

A good hashtag generator can help you generate hashtags specific to your niche, saving you time while keeping things targeted.

3. Keep your hashtags clean and intentional

Long, complicated hashtags can be hard to search (and even harder to read). Stick to short, memorable tags that are easy to type. And don’t overload your post — most social media platforms recommend using three to five high-quality hashtags instead of a long, spammy-looking list that dilutes your message.

Want a shortcut? Save a few ready-to-paste hashtag lists for different types of content. With Buffer’s Hashtag Manager, you can create and reuse hashtag groups for different campaigns, post types, or platforms, all without having to copy and paste from a doc every time. It’s a simple way to stay consistent and stay ahead of your content planning.

One more thing: where you place your hashtags matters, too. Adding them at the end of your caption rather than scattering them throughout keeps your post easier to read and more accessible for screen readers.

4. Use branded hashtags to build recognition

Creating your own branded hashtag is a great way to make your brand more recognizable across social media platforms. It also gives your audience a simple way to tag you in user-generated content, whether they’re sharing a review, a photo, or joining a campaign shoutout.

Bonus tip: Keep your branded hashtag short, unique, and easy to spell.

5. Use hashtags to connect and collaborate

Hashtags aren’t just for visibility; they’re also a great tool for networking. Browse trending hashtags or branded ones from potential collaborators and engage with their posts. It’s an organic way to show up in their notifications and build relationships within your industry or niche.

Save time and improve post performance with hashtags

Each of these tools brings something a little different to the table, so it's worth experimenting to find the one that fits your workflow best. Whether you're managing content for a brand, growing a personal account, or just getting started with social media, a good hashtag strategy (backed by the right tools) can make a real difference in how far your content travels.

Check out all the free tools from Buffer.

FAQs about hashtag generators

Are hashtag generators worth using?

Yes, especially now that platforms like Instagram are encouraging fewer, more targeted hashtags per post. With each tag carrying more weight, a hashtag generator helps you make smarter choices by surfacing relevant, optimized hashtags based on your content. That means less guesswork and more confidence that the hashtags you're using will actually help people discover your posts. Tools like Buffer can even suggest hashtags tailored to your niche, so you can spend less time on research and more time creating.

How do I create a catchy branded hashtag?

Keep it short, unique, and easy to spell. Check that it’s not already in use by searching on social platforms. Use it consistently across your posts and encourage your audience to use it too.

How many hashtags should you use per post?

It depends on the platform. Instagram, for example, now encourages creators to use just a handful of highly relevant hashtags rather than maxing out the limit. On TikTok and LinkedIn, a similar approach works well. A few targeted tags tend to outperform a long list. The key is quality over quantity: choose hashtags that genuinely reflect your content and the audience you want to reach, rather than stuffing your caption with as many as possible.

How do I generate a hashtag?

Most hashtag generator tools work in three simple steps: describe your content or enter a keyword, click generate, and copy the suggested hashtags into your post caption. With Buffer's free hashtag generator, you just type a short description like "indoor plant care tips" or "coffee shop morning routine," and the AI suggests relevant hashtags in seconds. No account needed to try it.

More social media marketing resources

• How to Crosspost on Social Media: A Step-by-Step Guide
• Social Media Image Sizes: Guide for 9 Major Networks
• Your Complete Guide to Social Media Marketing: Platforms, Strategy, and Tips for Growth
• The 9 Best AI Image Generators (+ Examples)
• The 11 Best Social Media Analytics + Reporting Tools

Every piece of content I create starts long before I open a doc, and many times, it starts in my inbox. The best marketing newsletters (the ones that actually feed into the work) don't sit in a "marketing" folder I check on Fridays. They show up in my morning scroll, get screenshotted, get quoted in LinkedIn posts and Buffer articles, and shape how I think about social media and the creator economy.

I'm the kind of person who subscribes to something the moment it's recommended and then never opens it again if it doesn't earn its spot. What survived that process is this list: 23 marketing, social media, and creator economy newsletters I've read consistently and referenced in my own work a whether that's a LinkedIn post, a Buffer article, or a conversation with a colleague.

A great content rotation needs range, not volume. You want voices that challenge how you think, not just confirm what you already know, and enough variety that your inbox doesn't start sounding like one voice.

Key takeaways

• Best for tactical social media strategy: Link in Bio by Rachel Karten — weekly interviews with practitioners at brands like Duolingo and the Washington Post.
• Best for creator economy news: ICYMI by Lia Haberman — platform updates, industry moves, and cultural shifts, all with expert context.
• Best for marketing psychology: Why We Buy by Katelyn Bourgoin — behavioral science and buying decisions, immediately applicable.
• Best for brand strategy thinking: Considered Chaos by Eugene Healey — how culture shapes brand, written by a college professor and strategist.
• Best for creator business fundamentals: Creator Science by Jay Clouse — tested frameworks from a seven-figure creator business.
• Best for fast industry news: Marketing Brew by Morning Brew — daily rundown of marketing and advertising news.
• Best for platform updates: Geekout by Matt Navarra — comprehensive weekly digest of every social platform change.

What follows is split into two tiers: the marketing newsletters I never miss (my essentials) and the ones I rotate through depending on what I need that week. I organized both by purpose, so you can find what fits the gaps in your own rotation.

At a glance: all 23 marketing newsletters

The marketing newsletters I never miss

There are newsletters I subscribe to, and then there are newsletters I read. These are the ones I open the moment they land (or bookmark for later and go back to). If you're building a marketing newsletter rotation from scratch, start here.

Link in Bio by Rachel Karten

Best for: Social media managers who want a weekly masterclass from practitioners at brands like Duolingo and the Washington Post.

If you work in social media, you've probably already heard of Link in Bio. And if you haven't, this is me telling you to fix that immediately. Rachel Karten's newsletter is the closest thing our industry has to a masterclass, delivered to your inbox every week.

What makes Link in Bio absolutely essential to my content rotation isn't just that Rachel knows social media strategy inside and out (she does). It's that she brings in the people doing the work — social media managers at brands like Duolingo and the Washington Post, creators experimenting with formats you haven’t thought of yet — and gets them to walk through their thinking in a way that's both specific and steal-worthy. Every issue reads like a really good conversation with someone who's a few steps ahead of you.

I keep a running list of ideas I've gotten from Link in Bio in my (digital) back pocket, and I can confidently say each issue makes me better at my job.

Subscribe →

Considered Chaos by Eugene Healey

Best for: Marketers and creators who want a sharper vocabulary for what's happening in culture.

Eugene Healey is a brand strategist and college professor based in Melbourne, Australia, and his newsletter, Considered Chaos, looks at culture through the lens of brand. Each issue feels like going to class, with deep dives into how consumer behavior is shifting, why certain aesthetics take hold, and what's driving the trends we're all scrambling to keep up with on social media.

I started reading Eugene's work after his "death of the millennial brand" series went viral, and the newsletter is where he goes deeper on those ideas. It's the kind of writing that makes you zoom out from the day-to-day of content calendars and posting schedules and think about why the things that work are working.

If you're a social media manager or creator who wants to be more strategic about the brands you build for work or yourself, this is the newsletter that gives you the vocabulary and frameworks to think at that level. I always come away from his work with a sharper perspective.

Subscribe→

Creator Science by Jay Clouse

Best for: Creators and creator-adjacent marketers who want to treat content like a craft, not a vibe.

Jay Clouse treats being a creator like a discipline, and that's exactly what earns Creator Science a spot in my weekly rotation. Jay has built a seven-figure creator business and interviewed hundreds of creators along the way, and every issue is rooted in something he's tested, measured, or pulled from those conversations.

What I appreciate most is that Jay doesn't just share what's working. He shares the thinking behind what's working, so you can adapt his insights to your own situation rather than just copying a tactic that might not apply. Whether it's how he structures a newsletter, how he approaches sponsorships, or how he thinks about audience growth, there's always a layer of strategic reasoning that makes his advice transferable.

For anyone who takes content creation seriously and wants to approach it like a craft, Creator Science is the marketing newsletter that keeps pushing you to be more intentional.

Subscribe→

ICYMI by Lia Haberman

Best for: Anyone who wants every meaningful creator economy story, with context, in one weekly read.

If you only have room for one newsletter that tries to cover everything: every platform update, every industry move, and every cultural shift in the creator economy. Lia Haberman pulls together the news and, critically, she contextualizes all of it.

That last part is what separates ICYMI from a news roundup. Lia doesn't just tell you what happened; she connects the dots and tells you why it matters. When a platform announces a new feature, she'll break down what it means for creators and brands. When there's a shift in how the creator economy operates, she's usually the first person connecting it to a bigger trend. Her background as a consultant and UCLA lecturer gives her analysis a depth that most newsletter roundups can't match.

ICYMI is the newsletter I reference most when I'm writing for Buffer. If something happened on social media this week, Lia likely covered it, and she probably explained it better than the company's own press release.

Subscribe→

Why We Buy by Katelyn Bourgoin

Best for: Marketers who want actionable behavioral science tidbits.

There's a moment every social media manager I know runs into eventually: you know what to post, but you can't always pinpoint why some things land and others don't. Why We Buy is the newsletter that gets you past that wall. Katelyn Bourgoin breaks down the psychology behind buying decisions — what makes people click, trust, and ultimately spend money — and she does it in a way that's immediately usable.

Each issue unpacks a specific psychological trigger or bias with real-world examples from brands you've likely heard of. It's the kind of newsletter where you'll read about the pratfall effect on a Tuesday morning and then use it to rewrite a LinkedIn hook by lunch. Katelyn has a gift for making behavioral science feel like a practical toolkit rather than something you need a research degree to apply.

What I appreciate most is how transferable the insights are. Whether you're a social media manager trying to write better copy or a small business owner wondering why your landing page isn't converting, the underlying psychology is the same.

Subscribe→

Party Friend by Xanthe Appleyard

Best for: Social media managers and creators who need a reminder that the internet can still be fun.

Some marketing newsletters teach you how to do the work or why the work matters. This one reminds you how fun the work can be. Xanthe Appleyard's Party Friend is the newest addition to my essentials list, and it earned its spot fast. It's the newsletter I open when I want to feel genuinely excited about being online.

Xanthe writes about social media strategy, digital culture, and the creator experience with warmth and creativity. Her monthly Culture Shift column alone is worth the subscription. It’s where she tracks the subtle shifts in how people are behaving online before they become the trends everyone's talking about.

But it's the overall energy of the newsletter that hooked me. It reads like getting advice from a friend who's both deeply thoughtful about the internet and still having a good time on it.

Party Friend fills a gap I didn't realize my inbox had. After a week of reading about algorithms, metrics, and platform changes, this newsletter reconnects me to the creative side of the work. If your content rotation is heavy on strategy and light on inspiration, start here.

Subscribe→

The Weekly Scroll by Buffer

Best for: Anyone who wants social media news plus a perspective on what to do with it.

I have a confession: I don't read newsletters the way most people do. I don't open them, skim, and close. I open them, highlight, screenshot, dump quotes into a running doc, and then sit with whatever's stuck in my head until it turns into something: a LinkedIn post, a Buffer article, an intro for The Weekly Scroll, or just a sharper way of thinking about a problem I've been circling.

That's the driving philosophy behind The Weekly Scroll, Buffer's newsletter that I write and curate every week. When we revamped it, I didn't want to build another roundup. There are plenty of those, and many of them are far more excellent than what I could do.

I needed to do two things: present Buffer's content in an interesting way for the medium of email, and find a balance between news and commentary. I wanted to create a newsletter where the curation itself was an editorial act, and where my perspectives mattered as much as the links I shared.

The intros are where this shows up most. I tend to start each issue with whatever I've been thinking about that week. Sometimes it's directly tied to the news, sometimes it's a question I can't stop turning over, sometimes it's a connection between two things I've noticed. Those intros come from the six essentials above and the dozens of other inputs that filter through my week.

We're currently exploring what it would look like to bring The Weekly Scroll to Substack, leaning into the discoverability and community features that a traditional email platform can't offer. I think the introduction of replies and comments will turn the newsletter from a broadcast into a conversation, and that feels like the right evolution for a Buffery newsletter.

Subscribe to The Weekly Scroll to keep up→

More marketing and creator newsletters worth your inbox space

The seven essentials above are the marketing newsletters I genuinely never miss. But a good mix needs range, and these are the ones I rotate through depending on what I need that week, whether it's breaking news, strategic depth, practical skills, or something that makes me think differently about the work entirely. Who knows, they could land a spot on your essentials list.

Creator economy and social media news

• Marketing Brew by Morning Brew — Best for: a fast, well-sourced rundown of marketing and advertising news. I don't read every issue cover to cover, but when news breaks, this is often where I see it first. Their coverage is so reliable that I can reference it in my own work without second-guessing.
• Geekout by Matt Navarra — Best for: a comprehensive weekly overview of every social platform update. This is the newsletter I open when I want the full overview of what's changed on social platforms every week. It's thorough enough to save you hours of scrolling through X and Threads trying to piece things together yourself.
• Lindsey Gamble's Newsletter — Best for: influencer marketing analysis that goes beyond the headline. Lindsey connects platform developments to business implications. In other words, what different updates mean for brands and creators working in this space. If you work anywhere near influencer marketing or brand partnerships, this should be in your inbox.

Marketing and the creator economy strategy

• The Publish Press by Colin and Samir — Best for: thinking about content as a product, not a post. Each issue tends to focus on a specific creator, deal, or trend and unpacks the business model behind it. It's helped me think about content less as posts and more as products — which changes how you approach everything.
• MKT1 by Emily Kramer — Best for: marketers who like frameworks. This is a B2B startup marketing newsletter, which makes it a wildcard on this list. But I keep reading it because Emily Kramer thinks in frameworks (positioning, team structure, content strategy, distribution) in ways that transfer far beyond the startup/B2B world.
• Passionfruit — Best for: real journalism about the creator economy. It covers the business side of being a creator, including the contracts, the money, and the labor dynamics that most of us don't talk about enough. I find it especially useful when I'm writing about creator trends for Buffer and need a source that treats the industry with the seriousness it deserves.
• Creator Economy NYC by Brett Dashevsky — Best for: how creators are building, monetizing, and scaling. Brett Dashevsky built Creator Economy NYC from a 15-person bar meetup into one of the largest creator communities in the country. Each issue covers the business models behind the work, not just the content itself. I especially appreciate that it reads like advice from someone who's actively building in the space, not just observing it.
• Creator Spotlight by Beehiiv — Best for: long-form profiles of how individual creators built their businesses. Each issue is a full profile of a single creator (how they grew, how they earn, what's working) written with the kind of editorial care that makes you read the whole thing even when you planned to skim. If you want to study the craft of creator businesses, not just hear about them, start here.
• Communiqué by David Adeleke — Best for: understanding Africa's media and creative economy. David Adeleke covers everything from how African countries export their culture to the business dynamics of the continent's creator ecosystem, with the kind of sharp analysis that's earned recognition from the United Nations and praise from journalists like Casey Newton.

Social media and content skills

• Future Social by Jack Appleby — Best for: studying the craft of brand social media. Jack breaks down real brand social media campaigns with the kind of specificity and critique that most marketing writing avoids. He also has a talent for spotting patterns across brands that make you rethink your own approach.
• Creator Wizard by Justin Moore — Best for: creators learning to negotiate brand partnerships. If you're a creator who does brand partnerships (or wants to) Justin Moore is the person to learn from. Creator Wizard is entirely focused on the art and business of sponsorships: how to pitch, how to price, how to negotiate, how to build relationships that last longer than a single campaign. I've recommended this to so many people that it's practically part of my personal brand at this point.
• The Social Social Club by Slate — Best for: behind-the-curtain conversations between social practitioners. Written by the team behind Slate (a content creation tool built for social teams), it reads less like a company newsletter and more like a conversation between people who do the work. The recent issue on what it's like to run social for an NFL team was the kind of behind-the-curtain storytelling that makes you better at your job just by reading it.
• Creator Tea Talk by Jayde I. Powell — Best for: honest conversations about creator economy pay, burnout, and rates. Jayde is one of those people who makes you smarter just by watching how she moves. Creator Tea Talk started as a LinkedIn Audio series bringing together creators, brands, and marketers for transparent conversations about the parts of the creator economy people usually keep quiet about: rates, burnout, pay equity, and what brand deals look like behind the scenes. The conversations have since expanded into a newsletter (Looseleaf) and a wider community.
• Content to Commas by Brandon Smithwrick — Best for: "creatorpreneurs" who want monetization frameworks. Brandon went from running social at Ralph Lauren and Squarespace to building a creator business that earns six figures. Every Saturday, he drops actionable frameworks on monetization, personal branding, and content strategy, written specifically for what he calls "creatorpreneurs": people who think like creators but operate like CEOs.

Creative inspiration and brand strategy

• Post-Culture by Sibling Studio — Best for: marketers who want a cultural studies class disguised as a newsletter. Sibling Studio covers the intersection of brands, culture, and identity (from doppelgänger contests to the rise of Lime as a lifestyle brand) with writing that's sharp, opinionated, and genuinely fun to read. I come here when I need to zoom all the way out from daily social media tactics and think about what's happening in culture and why brands keep trying to participate in it.
• People Brands and Things (PBT) — Best for: discovering creative brand campaigns you'd otherwise miss. PBT covers campaigns, brand collaborations, and product launches with an eye for what's culturally interesting rather than what's simply new. With thousands of subscribers and recognition from Muse by Clios, they've carved out a lane as the place to find out what brands are doing well (and why it's working). I love it for discovering brands and creative work I would have completely missed otherwise.

Your content rotation is a practice, not a collection

I shared 23 newsletters in this article, but I want to be honest: I don't read every issue of every one. And really, who has the time or inbox space?

Each of these newsletters has earned a spot because when I do open them, they make my work better. They give me a new way to think about a problem, a framework I can use, a reference I'll pull into a meeting or a post or a pitch three weeks from now.

The mistake most people make with their content rotation is treating it like a to-do list. More subscriptions, more tabs, more saving things for later when "later" never comes. But curation is about building a system so that the right ideas reach you at the right time.

So here's what I'd recommend: don't subscribe to all 23 of these today. Pick three or four that fill a gap in how you currently think about your work. Read them for a month. Pay attention to which ones you're opening first, which ones make you pause to take notes, and which ones show up in your own writing and conversations. Those are your essentials, and everything else is rotation.

Bottom line: pick three or four from this list that fill a real gap in your thinking, read them for a month, and keep what sticks. Your content rotation should match your needs and taste, not just what someone else told you to follow (including this one).

FAQ about the best marketing newsletters

What are the best marketing newsletters in 2026?

The best marketing newsletters in 2026 cover social media strategy, creator economy news, and consumer psychology. The top picks are Link in Bio by Rachel Karten for tactical social media, ICYMI by Lia Haberman for creator economy news, Why We Buy by Katelyn Bourgoin for marketing psychology, Considered Chaos by Eugene Healey for brand strategy, and Creator Science by Jay Clouse for creator business frameworks. For a fuller rotation, my essentials list has seven picks, and the full list above has 23.

How many newsletters should I subscribe to?

There's no magic number, but start with three or four that serve different purposes — one for news, one for strategy, one for skills, or inspiration. Read them consistently for a month, then keep the ones you're actually opening. My essentials list is seven, but it took years of subscribing and unsubscribing to get there.

What are the best newsletters for social media managers?

The best newsletters for social media managers are Link in Bio by Rachel Karten (tactical depth), ICYMI by Lia Haberman (industry news), and Future Social by Jack Appleby (campaign analysis). Add Geekout by Matt Navarra if you want comprehensive platform update coverage. All four are in my essentials or near-essentials rotation.

What are the best newsletters for creators?

The best newsletters for creators are Creator Science by Jay Clouse (creator business frameworks), ICYMI by Lia Haberman (industry and platform news), Creator Wizard by Justin Moore (brand partnerships and sponsorships), Creator Economy NYC by Brett Dashevsky (creator business models), and Passionfruit (creator economy journalism). Each one covers a different slice of the creator economy, so pick the slice you're weakest on.

How do I keep up with newsletters without getting overwhelmed?

Organize your newsletters into "essentials" (read every issue) and "rotation" (read when the subject line grabs you or you need something specific). If you haven't opened a newsletter in three consecutive issues, that's your signal to unsubscribe. No guilt required.

More content marketing resources

• The Best Time to Post on Social Media: Times for Every Major Platform
• 14 AI Tools for Social Media Content Creation: My Workflow Guide
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If you create content in any format, you know it involves a lot of writing: creating outlines and scripts, writing social media captions, brainstorming ideas, repurposing content, and more. AI writing tools can make these tasks a whole lot easier.

Sure, these tools might not be able to provide publish-ready drafts with a single prompt. AI tools can’t replicate your voice, your perspective, or the lived experience that makes your writing feel distinctly human. However, they can offer an excellent starting point, so you aren’t battling blank page syndrome every day.

Speaking of battles: finding the right AI writing tool for you is easier said than done. We’re spoiled for choice now, and it’s tricky and time-consuming to figure out which tools are worth your time and money.

As a professional writer and social media creator, I’ve done the work for you. I’ve handpicked some of the best AI writing tools in the market for creators, small business owners, and marketers. Every tool here gets an honest review — no affiliate links, no paid placements. I do mention Buffer’s own AI assistant, and yes, I’m a little biased, but I think you’ll see why.

In this article, we’ll take a deep dive into my favorite AI writing tools and who I think they’ll be most useful for.

Key takeaways

• AI writing tools are best used as sidekicks to overcome writer's block and generate outlines, rather than as total replacements for human creativity.
• Top picks: In my experience, Buffer is best for social media, Claude for deep reasoning, and Koala for SEO-focused content.
• When choosing a tool, things to look for include ease of use, cost-to-ROI ratio, and how well it integrates into your existing workflow.
• Even professional writers use AI to refine ideas and optimize for search, but always maintain a "human-in-the-loop" process for final drafts.

Why choosing the right AI writing tool matters

Up until a few years ago, AI writing tools were a rare commodity. Today, they’re built into nearly every app you already use. From Google Workspace to Notion, every software has launched its own AI writing assistant.

Many of these tools might use the same AI writing model underneath (like OpenAI’s GPT or Anthropic’s Claude). But they’re not built the same. The difference comes in the interface, workflows, and ease of use. These tiny tweaks can either make an AI tool a great sidekick or just another unhelpful tab on your browser.

So, instead of focusing on the most popular apps, we’ve focused on finding the most useful AI writing tools for you. AI writing assistants that help you spend less time formatting, fiddling, or fighting writer’s block and more time actually writing.

If you’re feeling overwhelmed by all the options out there, I hope this breakdown helps you find something that fits your workflow and your brain.

How I chose the best AI writing tools on this list

While evaluating several AI writing tools in the market, here’s what I was looking for:

• Cost: Many popular large language models (LLMs) are free to use, so a paid AI writing tool needs to earn its price tag. If a tool is just building on top of ChatGPT, I’ve examined whether its additional features are actually worth the money. If you can do the same tasks (albeit with more time) using ChatGPT for free, that tool didn’t make the cut.
• Ease of use: No one wants to spend hours learning how to use an AI tool effectively. The faster you can get an AI writing assistant up and running, the better. Note that this doesn’t include prompting because it’s a different skill altogether. The tool should be able to understand the prompts clearly, yes, but giving clear, detailed prompts to get the best output possible is on you.
• Customizing tone options: Everyone has their unique style of speaking, whether that’s a creator or a brand. I’ve prioritized tools that offer solid customization options, so you can shape each output to sound as close to ‘you’ as possible.
• Content variety: Creators and marketers must write a diverse range of content, including short-form content such as ad copy or captions, product descriptions, newsletters, blog posts, and more. I’ve included tools that can create various types of work-related writing.
• Output quality: We can’t expect the AI generator to be perfect, but it should cover the basics — accurate grammar checking, minimal fluff, and basic editing options like shortening or expanding text — to ensure quality. Note that many AI writing tools are built on the backs of the most powerful LLMs (ChatGPT or Claude), so the output quality will only have so much difference.
• Privacy: I’ve chosen AI writing tools that are upfront about how they handle your data. Some tools use their own proprietary models designed with compliance in mind. Others rely on third-party models but offer settings to keep your prompts private. If data security is a concern for your team, check each tool’s privacy policy in more detail before using it.
• Integrations: The best AI writing tools fit into your existing workflow instead of forcing you to build a new one. Whether it's a browser extension, a plugin for your favorite writing app, or a direct connection to your social media scheduler, seamless integrations can save you a lot of copy-pasting and tab-switching.
• Originality: With so much AI-generated content out there, it's worth checking whether a tool has built-in plagiarism or originality features, or at least pairs well with a separate checker. This is especially important if you're publishing content at scale and need to make sure every piece is unique.

I’ve also highlighted how many AI writing tools use GPT or Claude to power their tool. If that makes you slightly confused, you’re not alone. The next section will help you understand the difference between an AI model and an AI tool more clearly.

What’s the difference between an AI model and an AI tool?

An AI model is the underlying core technology — think of it as the engine under the hood. AI models are trained on massive datasets and learn patterns, relationships, and logic to perform tasks like text generation. For example, GPT-5.5 is an AI model that powers ChatGPT, and Claude Opus 4.7 is an AI model that powers Claude.

AI tools, on the other hand, are the apps you actually interact with. They take an AI model and wrap it in a specific interface, workflow, or set of features designed to make a particular task easier.

Here’s a quick way to think about it: the AI model is the engine, and the AI tool is the car you’re driving. Two cars might have the same engine, but the driving experience can be completely different. That’s why many tools on this list use GPT or Claude under the hood but still feel distinct from one another.

What should I look for when choosing an AI writing tool?

Here are some factors you should consider before investing in an AI tool:

• Does it provide value for money? The content creation capabilities of a tool should make you more productive without costing you a fortune. Evaluate if the feature set is worth the price for your use case.
• Does it mesh seamlessly into my workflow? AI writing tools should become a part of your writing process without too much friction. The right tool will be intuitive to use and offer plenty of workflows or templates that fit your needs. It might also integrate with the writing tools you already use.
• How is the writing quality and style? AI-generated content can’t be perfect, but pick a tool that can come as close to publish-ready as possible. Many tools will have the capabilities to customize text to your brand style and voice. Some tools will also have reviews about excelling in specific types of content, such as academic writing or fiction.
• Does it integrate with the tools I already use? An AI writing tool is only as useful as it is accessible. If you’re already working in Google Docs, Notion, or a social media scheduler like Buffer, look for tools that plug into your stack, whether through browser extensions, native integrations, or a simple copy-paste workflow. The less friction, the more likely you’ll actually use it.
• Does it have your must-haves? If your main goal is social media content, look for a tool that understands platform nuances. If you’re creating longer content like newsletters or blog posts, prioritize tools that can match your tone and keep things consistent across formats.

How I use AI in my work

When AI writing assistants came on the horizon, I’ll admit I was a skeptic. But things moved fast, and I’m glad I came around because these tools have genuinely changed how I work. And thank goodness for that, because I’ve really come to love my AI tools now.

One thing worth knowing: I’ve never published fully AI-generated content — not for clients, not in my own work. Buffer takes the same approach: AI is a tool, not a ghostwriter. Humans are always a crucial part of the process everywhere Buffer publishes content, whether that’s on the website, social media, blog, newsletter, or videos. (Learn more about how the Buffer content team uses AI.)

There are a thousand different ways to use AI in your content creation process. Here are the most common ways I use it:

• Come up with ideas for articles and social media posts (especially when I’ve been staring at a blank doc for too long)
• Get suggestions for rephrasing a sentence that’s too long or complicated
• Spot areas where I can use specific keywords to optimize articles for search
• Search the web to understand what my target audience is saying in niche communities (Reddit, forums, comment sections; the works)
• Ask for feedback to understand whether or not I’m meeting the search intent for an article
• Refine the conversations I have with subject matter experts for my articles to extract the best quotes

AI tools have become a new addition to our workflows, and a valuable one at that. None of the tools here is perfect, but they all earned a spot because they save time, reduce friction, and help get words on the page faster.

The best AI writing tools

I’ve numbered this list for convenience rather than ranking. All these AI writing tools serve fairly different purposes, and I’ve included an ideal use case for each.

Here's a quick summary:

1. AI Assistant in Buffer

Best for social media content

Price: Forever-free version available. Paid plans begin at $6/month/channel.

Buffer’s AI assistant is custom-built for social media. The best part is it’s built right into your social media workflow. If you’re using Buffer as your one-stop tool for all things social media, you can use the AI assistant to create content (or refine it) for various platforms simultaneously. No more copy-pasting when you’re crossposting.

Buffer’s AI is also smart enough to pick up on the nuances of all social channels. Unlike many other tools, you won’t have to tell it to remain within the character limit for X or sound more professional for LinkedIn and playful for Instagram. It’ll do that automatically, like magic.

The editing features within the assistant are also huge time-savers. Instead of giving prompts to make your content shorter, longer, casual, etc., you can just use the dedicated buttons and get the content you’re after in one click. And yes, these buttons also work for certain sections of the text if you don’t want to rewrite the whole post.

And these are just the fundamentals. Here are some more advanced use cases, especially for social media:

Personalized post ideas

If you’re in an idea block, you can use Buffer’s AI assistant to generate ideas, too. To get a better sense of what is going to resonate with your audience, the assistant will ask you two things: 

• What is your business about?
• Who is your target audience?

From there, the assistant will generate a stream of ideas for you to assess, one at a time. On each one, you’ll be able to hit Use it, which will open a pre-filled post creation window, or Try Another to regenerate.

I use this feature all the time when I’m stumped for time but want to maintain my posting streak (another very cool Buffer feature). Some of my best-performing posts initially began as an idea seed given by Buffer. How cool is that?

Repurpose old posts and content

Another essential part of any social media strategy is repurposing the content you create. Buffer’s AI assistant does that, too. You can prompt it to repurpose posts that have performed well or rewrite them to be more appropriate for another platform.

Free and limitless on all Buffer plans

Unlike many other AI writer tools, especially those built for social media, there’s no ‘credits’ system in place. The AI Assistant is free to use, as is Buffer (for up to three channels). Submit as many prompts and rephrases as you like — there’s no cap.

Bonus: no-sign-up-required Social Media Post Creator 

You don’t need to be a Buffer user to use the AI Assistant. With the free Social Media Post Creator, you can take the tool for a test run (or use it indefinitely) without creating an account or sharing your email address.

2. Claude

Best for structured writing that requires deep reasoning

Price: Free plan available. Paid plans start at $20/month.

Claude is the one writing software I use nearly every day. If you compare it to ChatGPT for basic tasks such as brainstorming title/post ideas or refining short-form content like emails or copy, there’s not a major difference in the output.

You might find ChatGPT’s writing style to be more polished and prim, while Claude’s is more relaxed and conversational, but even then, the difference isn’t too obvious.

However, the difference is stark in tasks that require a strong contextual understanding or reasoning. Claude, in my experience, is better at parsing complex ideas than any other AI writing tool I’ve tried. It’s particularly strong for long-form writing like blog posts, in-depth articles, and even YouTube scripts where the output needs to sound natural and hold together across thousands of words. It’s also one of the best tools to generate ideas and makes for a great brainstorming partner.

Claude is also a good editor. I often use it to identify gaps in my arguments and areas where my content lacks depth. It can adhere to a brand voice if provided with proper prompts. In contrast to ChatGPT, I prefer giving detailed prompts to Claude to get the best results.

⚡️ Try Claude for free.

3. Jasper

Best for marketing teams

Price: Plans begin at $69/month/seat. 7-day free trial available.

Jasper is an all-in-one AI marketing tool that also has built-in writing features. It was one of the early players in AI writing and has since grown into a full suite of features built specifically for marketers.

• Write anything and everything under the sun, from product descriptions, to blog posts, landing pages, product feature updates, press releases, media pitch emails, and more.
• Collaborate with your team by jumping into shared documents and viewing projects and campaigns at a glance with Kanban and calendar views.
• Refine any marketing copy using Jasper Chat. It’s trained on marketing use cases and personalized brand guidelines.
• Generate text and images that complement your content.

⚡️ Try Jasper for free.

4. Wordtune

Best for polishing your writing

Price: Free plan available with a limit on the rewrites, suggestions, and generations. Paid plans begin at $6.99/month.

Wordtune is the perfect writing assistant if you need a tool to polish your writing rather than generating ideas. It’s one of the tools I’ve been using every week for months, simply because its output is better than that of several other tools I’ve tried.

You can use it to:

• Paraphrase your writing.
• Check your content for typos and grammar.
• Rewrite or create any form of content in a different tone.

⚡️ Try Wordtune’s free plan.

5. Lex

Best for writing pros

Price: Free version available with the basic AI models. Paid plan costs $24.99/month. 

Lex is one of the simplest and smartest AI writing tools. I think of it as the Google Docs 2.0 — it looks and feels similar (so getting yourself familiar is quick and easy), but does everything better. 

Lex is first and foremost a tool for creating copy. It might not have all the bells and whistles that the others have, but what it does, it does exceptionally well. It’s also got some lightweight formatting options and collaboration tools (comments, sharing, read-only links, etc.).

Yes, you can use prompts to generate drafts, just as you would with any AI writing tool. But where Lex really shines is in editing and refining your work. It's a bit like having an AI editor to work with you.

⚡️ Try Lex for free.

6. Koala

Best for writing SEO articles

Price: Paid plans start at $9/month. Free trial available for 5,000 free word credits and 25 free chat credits.

Koala uses the ChatGPT and Claude models to help you create SEO articles. It also has a deep research feature to create factual content. Here are some cool SEO features in Koala:

• Add an FAQ and key takeaways section to make your article more readable.
• Automatically add internal links to your articles to improve your SEO architecture.
• Analyze the top ranking results and includes keywords strategically in your articles.
• Generate and edit outlines to optimize them well before generating complete articles.
• Maintain consistent brand voice by using your customized brand tone guidelines and terminologies.

⚡️ Try Koala for free.

7. Sudowrite

Best for creative writing and fiction

Price: Plans start at $19/month for 225,000 credits. Free trial available with 10,000 credits.

If you’ve been meaning to write a novel for years, Sudowrite may soon become your new best friend. Not only will Sudowrite help you generate ideas and write stories for the characters you’ve had floating around in your head for years, but it’s also an AI-powered project management tool of sorts specifically designed for fiction writers. Sudowrite has its own AI model (called Muse) built specifically for writing fiction.

Here’s what makes it stand out for creative writers:

• Generate sensory descriptions (sight, smell, taste, touch, sound) to bring scenes to life.
• Develop characters, plot arcs, and world-building details with AI-guided story tools.
• Organize chapters, timelines, and story notes in one place.
• Get "show, don't tell" feedback to strengthen your prose.

⚡️ Try Sudowrite for free.

8. Type

Best for editing long-form professional writing

Price: Plans start at $12/month. Free trial available with limited features and the basic AI model.

Type excels at long-form writing and has three core features in its writing assistant:

• Generate the first draft of an article, ebook, or any other long-form content.
• Edit a draft you’ve already worked on (whether it’s live or in a doc).
• Chat with Type to spark ideas.

⚡️ Try Type for free.

9. ChatGPT

Best for faster and conversational writing

Price: Free version available. Paid plans begin at $4/month.

It’d be remiss of me not to mention the tool that (kinda) put AI writing on the map: ChatGPT. Even ChatGPT’s free version is great for most tedious tasks related to writing. I use it to polish my title ideas, simplify complex sentences, and come up with synonyms for words I keep repeating too often.

ChatGPT, a chatbot based on OpenAI’s GPT model, is what many of thefeature-packed tools above are built on and what helps generate the copy that lands in their fancy interfaces. 

⚡️ Try ChatGPT for free. 

Writer’s block be gone

We’ve all been there, staring at the blinking cursor like it personally offended us. AI writing tools can’t create ideas out of thin air, but they certainly make getting started a whole lot easier.

And writer’s block is a particular pest in the social media world (probably because you have to create so! much! content! for various platforms). If that sounds familiar, Buffer’s AI assistant might be worth a look. You can generate ideas, draft whole posts, or repurpose content for different channels, all without leaving your publishing workflow. No new tabs to juggle, no credits to worry about. Just a little help getting words on the page when you need it most.

Try Buffer’s free-forever plan.

FAQ about AI writing tools

Is ChatGPT an AI writing tool?

Yes, ChatGPT is an AI writing tool that can help with a variety of writing-related tasks, such as writing emails, social media posts, blog posts, ads, and more. It’s built on a large language model created by OpenAI.

That said, it’s always a good idea to have a human review and edit content from any AI writing tool. Think of it as a solid first draft that still needs your voice, your eye for accuracy, and your judgment on tone.

Are AI writing tools free?

Yes, several AI writing tools offer free plans or trials. ChatGPT and Claude both have free tiers, though they limit usage and restrict access to newer AI models. Upgrading unlocks faster models and higher limits.

If you’re focused on social media, Buffer’s AI assistant is free on all plans — including the forever-free plan — with no credit limits. You can generate ideas, write posts, and repurpose content across platforms without paying a thing. Paid Buffer plans start at $6/month per channel and unlock additional scheduling and analytics features.

For most other tools on this list, free trials run anywhere from three to 14 days, after which you’ll need a paid plan to keep going.

Which AI tool is best for writing?

There’s no single ‘best’ AI tool for writing; it all depends on your needs and budget. Popular choices include ChatGPT for day-to-day writing, Claude for structured writing that requires reasoning and nuance, Buffer for writing anything about social media, Jasper for marketing teams, Koala for SEO content, and Sudowrite for writing stories or fiction.

Can AI writing tools be detected?

Most AI detection tools can flag content that’s heavily generated by AI, especially if it hasn’t been edited much. The more you refine AI output in your own voice, the harder it is to detect. That said, no detection tool is perfectly accurate. Some flag human-written content as AI; others miss AI content entirely.

The safest approach: treat AI as a starting point, not a finished product. Edit the output, add your own perspective, and fact-check before publishing. That’s good practice regardless of detection, and it’s how the Buffer content team approaches AI-assisted writing, too.

More AI tools and resources

• The 9 Best AI Image Generators (+ Examples)
• 14 AI Tools for Social Media Content Creation: My Workflow Guide
• How AI Dictation Tools Changed The Way I Work (And Which Ones Are
• AI Emails Me Content Ideas Every Morning — Here’s How That System Works
• 8 of the Best AI Productivity Tools to Help You Optimize How You Work
• The 11 Best AI Video Editors for Creators and Marketers, Tried and Tested (+ Bonus AI Tool)

While it’s entirely possible to have a strong social media marketing strategy without a stack of tools, the right ones can make your life a lot easier.

With social media more fragmented than ever — new platforms popping up, AI reshaping content creation, and algorithms constantly shifting — there's a lot to keep up with.

Social media marketing tools can help you create content, schedule posts, engage with your audience, analyze performance, study competitors, keep up with trends, search influencers … phew, I could go on.

Whether you’re flying solo or working with a team, having a few good tools in your toolbox can save time and help you focus on what really matters: creating great content and connecting with your audience.

The challenge isn’t just stitching these tools together (though that’s no easy feat either): it’s figuring out which ones are worth your time and budget.

In this article, we’ve rounded up 21 of the best social media marketing tools for various use cases to save you the trouble of researching.

Some of the tools on this list will help you do multiple tasks, while others are more specialized. Whatever your strategy is, you can mix-and-match tools from this list to bring your social media marketing plan to life.

Let’s get into it.

Quick summary of the top social media tools

• Best all-in-one: Buffer is the most accessible tool for scheduling and analytics across all major platforms.
• Best for enterprise: Hootsuite and Sprout Social offer advanced social listening and influencer management.
• Best for content: Canva (images) and CapCut (video) are the industry standards for creation.
• Best for automation: ManyChat is great for automating DMs for lead generation.
• Strategy tip: Start with one flexible management tool before adding specialized software to avoid making your workflow overly complicated.

At-a-glance comparison

1. Buffer

Best social media marketing tool for creators and small business owners

Free plan/trial available: Yes. Free forever for up to 3 channels. All paid plans also have a 14-day free trial.

Price: Paid plans begin at $6/month/channel.

Buffer is a social media management tool that can make many tasks on your to-do list easier. Some of my favorite core features:

• Schedule your social media posts across all major social media platforms
• Store your rough post ideas in a dedicated dashboard 
• Create a customized landing page within minutes
• AI assistant to refine your social media captions
• Collaborate with your social media team
• Measure and analyze your performance
• Template library to spark content ideas

As you can probably guess, Buffer alone is powerful and can take many tasks off your plate. However, the great part about Buffer is that it is both powerful and easy to use.

The best part is that you can get started for free — no credit card required. Buffer's free plan gives you access to core features for up to three channels, making it one of the most accessible starting points for creators and small businesses who want to get organized without a big upfront investment.

Buffer’s also quick to support new social media platforms as they emerge (hi there, Threads and Bluesky). This means that Buffer can evolve as your strategy shifts — a big plus when you don’t want the headache of adding another social media marketing tool for a new platform.

Creators and social media managers often struggle with posting consistently because they have a lot to do besides social media management. This is why Buffer has habit-building features like streaks to keep you motivated. The tool also makes it easy to store ideas using the create space (my favorite feature), because inspiration can strike anywhere, anytime.

🚀 Sign up for Buffer’s free-forever plan→

2. Hootsuite

Best social media marketing tool for combining social media management with social listening 

Free plan/trial available: No free plans. All paid plans have a 30-day free trial.

Price: Pricing starts at $99/user/month (billed annually)

Like Buffer, Hootsuite is a social media management platform. This means you can use it to publish posts on multiple platforms, track performance, and respond to comments. But what makes it stand out is its social listening features.

Since acquiring Talkwalker, Hootsuite has emerged as a top contender in the social media listening tools market. You can:

• Track brand mentions and stay on top of trends
• Never miss a piece of user-generated content
• Understand brand sentiment

The tool’s trademarked Blue Silk AI also condenses heaps of data and findings into a digestible format. And Hootsuite goes beyond social media platforms to also find what people are saying about your brand on other websites, forums, and podcasts.

Beyond social listening, Hootsuite is more suitable for large and complex teams. It has numerous advanced features, so learning to use the tool is a complex process.

Its price might also be a dealbreaker for many people. It might be a better idea to pair a dedicated social listening tool with an affordable social media management platform if Hootsuite’s cost is out of your budget.

3. Sprout Social

Best social media marketing tool for combining social media management with influencer marketing

Free plan/trial available: No free plan available. All paid plans have a 30-day free trial.

Price: Pricing starts at $99/seat/month, including five social media accounts.

Sprout Social is another all-in-one social media tool. It can help you manage your overall social media presence, helping you do tasks like:

• Publish posts across many social media channels
• Respond to comments and queries coming in via social media networks
• Understand your social media performance and pinpoint what’s working (and what’s not)

Apart from these features, Sprout Social also offers a great influencer marketing tool, where you can find authentic and relevant creators using topic search. Let's say you want to find influencers who post about sustainable makeup products. You can input that phrase on Sprout Social’s influencer marketing tool directly and discover creators who post on that subject.

Then, you can analyze a creator’s profile to ensure they match your brand values and requirements. You can even manage your influencer marketing campaigns right inside the tool (in addition to your other social media campaigns).

If you're a social media marketer also managing influencer marketing for your company, Sprout Social can simplify things considerably — you can handle all your efforts in one place instead of juggling multiple tools.

What can hold you back is the cost. Sprout Social’s influencer marketing tool comes at an additional cost (separate from the price of its social media marketing software). A silver lining: If you don’t like Sprout Social as a social media tool, you can still use it as your influencer marketing software and pay for it separately.

4. Verlynk

Best social media management tool for combining social media management with social media monitoring

Free plan/trial available: Free plan allows you to connect up to three social media accounts (but not X). You can schedule up to 10 social media posts per channel at a time. All paid plans have a 14-day free trial.

Price: Pricing starts at $9.99/month for 10 social media channels.

Verlynk can assist you with a range of tasks. It can be your:

• Social media scheduling tool
• Engagement tool
• Monitoring tool
• Analytics tool

But what makes Verlynk stand out is its unified social media inbox feature. You can respond to conversations across your social channels in one place — this includes DMs, comments, and mentions.

I love that you can also filter your inbox based on social media channels, audience sentiment, message type, timeline, and conversation status. If you use social media for customer service, you can even create canned responses for frequently asked questions.

And what if you use social media platforms to generate leads? In Verlynk, you can set up real-time alerts to ensure you never miss a message and reply promptly.

Verlynk is ideal for a creator or social media marketer who relies heavily on social media to run their business — whether that’s to generate leads or provide customer support.

That said, Verlynk might not be enough as a social media monitoring tool if you get a large number of mentions, messages, or comments across multiple networks. In that case, you'd be better off pairing a social media tool with a dedicated monitoring tool.

5. Madgicx

Best social media marketing tool for creating Meta ads

Free plan/trial available: No free plan. All paid plans have a seven-day free trial.

Price: Pricing starts at $45/month and increases with your monthly ad spend.

If you practice social media advertising on Facebook or Instagram, Madgicx can help you run, manage, and optimize your paid strategy.

What about the Meta Ads Manager? The Madgicx dashboard is far more user-friendly and offers additional features. It goes beyond basic analytics and even allows you to create ads using AI. You can even scroll through the ad library and save ads you like within your industry for future inspiration.

My favorite feature is the AI marketer, which analyzes your ads and suggests areas for improvement. This feature can come in handy — especially if you’re a beginner or looking to experiment.

Lastly, Madgicx has an add-on one-click report tool called Tracking Pro that allows you to monitor ads not just on Meta, but also on Google Ads, TikTok, Google Analytics, Shopify, and Klaviyo — all in a single dashboard. It costs $49/month.

6. Kitchn

Best social media management tool for paid social advertising

Free plan/trial available: No free plans. All paid plans have a seven-day free trial.

Price: Pricing starts at $209/month for one seat and one ad account.

Kitchn is another tool to manage your advertising efforts seamlessly. While Madgicx is focused on improving your ad strategy, Kitchn’s main purpose is making it more efficient.

It has lots of features like bulk upload, direct cloud integrations, and auto-mapping your ads across various placements that help you execute your advertising strategy faster.

You can also mix and match various creatives to experiment and quickly edit multiple ads at once. The best part is that all these features are relatively simple to use.

I also love Kitchn’s quality assurance features, which identify dead links and ad errors, ensuring your ads run as they should.

Kitchn can help you manage ads on Meta, Snapchat, Pinterest, and TikTok. The only drawback is that its cost isn’t beginner-friendly. But if you have a comprehensive paid social strategy across multiple platforms, Kitchn will prove to be worth the investment.

7. Keyhole

Best social media management tool for market research

Free plan/trial available: Not publicly available.

Price: Not publicly available.

Keyhole is a top-tier social media analytics tool to understand your target audience better. You can conduct an in-depth competitor analysis, analyze trends, and even do product research.

Its audience demographics can also help you uncover deep insights about your potential customers — the keywords they use, the products they need, and the marketing that resonates with them.

If you’re working in a time-sensitive industry (like the news), Keyhole’s real-time data can help you identify how the sentiment about a particular topic is evolving by the minute.

But you can’t manage social media marketing using Keyhole alone. You need to pair it with a management tool that allows you to build a social media calendar and engage with your followers.

8. Siftsy

Best social media marketing tool for analyzing comments on your posts

Free plan/trial available: Not publicly available.

Price: Not publicly available.

Siftsy is a qualitative social media analytics tool to help you analyze the comments under your social media posts. This tool can come in handy for various use cases. For instance:

• When you want to gauge your audience's opinions on something
• When you’re teasing the launch of a new product
• When you want to analyze the comments under an influencer’s post.

You can simply paste the URL of your post on Siftsy or upload a CSV file if you want to analyze multiple posts in bulk. The tool works with most of the popular social channels — namely, Instagram, LinkedIn, TikTok, and YouTube.

9. Socialinsider

Best social media marketing tool for in-depth performance analytics

Free plan/trial available: No free plans. All paid plans have a 14-day free trial.

Price: Plans start at $99/month for 20 social media accounts.

Socialinsider is a dedicated social media analytics tool. You can do a competitor analysis and get post-by-post metrics.

However, my favorite feature is the content analysis — the tool helps you understand which of your content pillars are performing best across social media apps. You can even conduct a content pillar analysis of your competitors in the higher-tier plans.

These insights can help you immensely in your content creation process — you can understand which topics resonate the most with your target audience and double down on them.

The tool also has an AI summary of your social media metrics, so you don’t have to do the work of analyzing your raw data (if you’re not a numbers person like me, nothing sounds better) and get strategic insights about how you should evolve your social media marketing efforts.

But since Socialinsider is a dedicated analytics software, you’ll either need to manually post and engage with your followers or use another tool to accomplish those tasks.

10. Mention

Best social media marketing tool for social listening

Free plan/trial available: No free plans. All paid plans have a 14-day free trial.

Price: Plans start at $599/month for advanced social listening, sentiment analysis, and competitive intelligence.

Mention can help you manage your entire social media marketing strategy — schedule posts, collaborate with your team, and track analytics. But social media listening is what gives it an edge.

The software analyzes your brand mentions from over one billion sources ( 🤯) daily. You can analyze the sentiment behind each mention and uncover tags dating back up to two years. Mention’s AI tool can also summarize the mentions for you.

You can also set up alerts for specific queries to stay ahead of the curve and monitor conversations about specific topics in your industry.

If you work as a team, Mention also lets you assign specific mentions to your team members. For example, someone from customer support can handle a product query while someone inquiring about your items can go to sales.

The trade-off is that Mention has a steeper learning curve (and price), and its social media management features aren't as robust as some of the other tools on this list. For a well-rounded social media marketing workflow, you'll likely want to pair it with another tool.

11. YouScan

Best social media marketing tool for image monitoring

Free plan/trial available: Free trial available for three days (has only 30 days of historic data in the trial).

Price: Plans start at $499/month, billed annually.

YouScan’s standout tool is its image recognition. Sure, social media monitoring tools can help you spot brand mentions, but can they spot your logo in images across the web? YouScan can.

Sounds like a small thing, but imagine being able to find your product on the shelf of a famous creator or kickstarting influencer partnerships with people who already use your product. It’s also excellent to spot counterfeits.

The catch? Its price. YouScan is more suitable for established enterprises or agencies that need a dedicated listening tool. 

12. SparkToro

Best social media marketing tool for audience insights

Free plan/trial available: Free plan available for five reports per month.

Price: Paid plans begin at $50/month.

SparkToro is not a traditional social media marketing tool. It's technically an audience research tool that you can use to learn more about your potential customers.

You can learn which newsletters your target audience reads, what podcasts they listen to, which influencers they trust, keywords they use on Google, and even which subreddits they follow. It's the best way to do a crash course on your audience.

SparkToro's value extends well beyond social media — it's useful across marketing, growth, and sales. But even for social media specifically, knowing which influencers your audience trusts or which communities they hang out in can directly shape your content strategy, partnership decisions, and where you invest your time.

13. ManyChat

Best social media marketing tool for DM automation

Free plan/trial available: Free for up to 25 contacts.

Price: Paid plans start at $17/month.

ManyChat is a social media automation tool. You've probably seen the “comment [keyword] for [value]” posts on your favorite creators’ feeds. ManyChat is what powers that — automating the DM delivery so creators can share resources at scale without managing every reply manually. It's worth knowing that it primarily helps with that initial touchpoint, rather than deeper, ongoing engagement.

If you generate leads through your social media marketing, ManyChat is a great way to stay responsive around the clock without manually monitoring every message. It's also an excellent tool to start a conversation with your followers on DMs.

But ManyChat isn’t a social media engagement tool, so it won’t be able to help you beyond the initial automation.

However, if you’re a small business running your business on DMs, ManyChat can help set up complex workflows that aid in warming up potential customers and answering their questions.

14. Modash

Best social media marketing tool for finding influencers

Free plan/trial available: No free plans. All paid plans have a 14-day free trial.

Price: Plans start at $299/month.

Modash is an influencer management tool that helps you find, reach out to, manage, and report on your creator marketing efforts. It lists every influencer across Instagram, YouTube, and TikTok with over 1,000 followers.

My favorite feature is the vetting tool — you can not only see a creator’s audience details, but also their popular and sponsored social media posts. The tool also provides benchmarks for standard metrics, such as engagement rates, so you don’t have to guess whether a creator is above or below average.

Due to its price, Modash is best suited for teams running multiple active influencer campaigns. If you're just starting to explore creator partnerships, manual outreach via Instagram DMs or a lighter-weight tool may be a more practical first step — you can always scale up once influencer marketing becomes a regular part of your strategy.

15. Short.io

Best social media marketing tool for shortening your URLs

Free plan/trial available: Free for up to five custom domains and 1,000 branded links.

Price: Paid plans start at $5/month.

Short.io is a URL shortener that helps you create branded and free links. Its detailed statistics also help you understand how your URLs are performing — like your top links, locations where your link is being clicked, which browsers your audience uses, etc.

You can also use a UTM link to understand where your website visitors are coming from. (If you need help creating UTM links, Buffer's free UTM generator makes it quick and easy.) In the paid plans, you can also redirect users based on their location, automatically expire old links, and use password-protected links.

16. Repurpose.io

Best social media marketing tool for repurposing your short-form videos

Free plan/trial available: No free plan. All paid plans have a 14-day free trial.

Price: Paid plans begin at $35/month.

Content repurposing is an ongoing task for every creator and social media marketer. You want to get the most out of every piece you create, but doing so over and over again can get cumbersome. Enter: Repurpose.io.

You can integrate your social media accounts into the tool and crosspost on multiple platforms. The software will automatically resize and optimize your videos to fit each channel perfectly.

This is especially handy if you're creating short-form video content. You can publish a TikTok and have it automatically formatted and posted to YouTube Shorts, Instagram Reels, and Facebook without manually downloading, resizing, and re-uploading each time. It's a real time-saver when you're trying to reach audiences across multiple platforms with the same great content.

The main limitation is that Repurpose.io is focused on video and audio content. If you're looking to repurpose text-based posts or images across platforms, you'll want to pair it with a broader social media management tool.

17. Quuu

Best social media marketing tool for content curation

Free plan/trial available: No free plan. The paid plan has a seven-day free trial.

Price: The paid plan costs $19.79/month per social media profile.

Quuu is an AI social media assistant that helps you with your content creation process. You can ask it to create posts based on the articles you’ve read, and it will generate a draft that you can then infuse with your own voice.

Quuu does its best to understand your brand voice and produce publish-ready posts, though — like most AI writing tools — it works best as a starting point rather than a final draft. The thinking behind each post still needs to come from you.

The software also serves as a social media scheduling tool, allowing you to schedule posts directly using Quuu.

18. Canva

Best social media marketing tool for editing your images

Free plan/trial available: Free plan available.

Price: Paid plans begin at $15/month for one person.

Canva needs no introduction. There’s no wonder why it has become a staple in almost every social media strategy — it’s the easiest tool to create beautiful images from scratch.

Even if you aren't a graphic designer, you can quickly learn how to use it. Build templates for your brand's images, collaborate with your team on designs, and even schedule social media posts — all from one place.

I love that the tool now has image specs for most social media platforms, so you don’t have to spend time resizing anything. The free templates are also invaluable for building upon an existing image, rather than creating one from scratch.

19. CapCut

Best social media marketing tool for editing your videos

Free plan/trial available: Free plan available. Pro plan has a seven-day free trial.

Price: Pro plan costs $19.99/month.

CapCut is video editing software that's best for TikTok (ByteDance owns both apps), but that doesn’t mean you can’t use it to edit videos for other platforms.

The best part is that CapCut’s most notable features are free, and the tool is easy to use. You can choose from a variety of fonts, transitions, stickers, and more. The latest? AI video generation. You can even cut your long videos into snackable social media clips (post from YouTube to TikTok in a jiffy).

20. Rival IQ

Best social media marketing tool for competitive analysis

Free plan/trial available: No free plans. All paid plans have a 14-day free trial.

Price: Paid plans begin at $239/month.

Rival IQ is an analytics tool excelling in competitive analysis. You can benchmark your engagement, follower growth, and other metrics against your competitors to check how you’re performing compared to your industry.

The tool also summarizes the key takeaways from the analysis and lets you know when a competitor has likely boosted a post to improve its performance. All of this data can help you refine your social media marketing plan and understand how your strategy compares to your peers.

Because of Rival IQ’s cost, I’d say it’s best for businesses with a comprehensive competitive analysis strategy.

21. Supermeme.ai

Best social media marketing tool for turning text into memes

Free plan/trial available: No free plan. Free trial for 10 AI memes.

Price: Paid plans start at $9.99/month.

Does social media marketing require memes? Of course not. But does it make it a lot more fun? 100%. Supermeme is a meme generator — you type the text and it generates the meme.

It features an elite meme database to provide context for your texts, and it's watermark-free. If you want, you can even brand your memes without using another image editor. Plus, the memes are available in 110+ languages.

How many tools do you need?

There’s no right answer to how many social media marketing tools you need. It depends on your social media strategy, team size, and goals.

With social media more fragmented than ever, it's easy to feel like you need a separate app for every task — but that often creates more chaos than it solves.

That said, my parting advice would be to avoid beginning with too many tools at once. It can take a real toll on your budget — and your mental load. Instead, start with an all-in-one tool and layer specialized tools as and when you think you need them to be more efficient.

Start with a core management tool. This handles your day-to-day — scheduling, publishing, and basic analytics. Get comfortable here first.

Add specialized tools as your needs grow. Once you've got a rhythm, layer in tools for specific needs like social listening, ad management, influencer marketing, or content creation.

Audit regularly. Every few months, check whether each tool in your stack is actually earning its keep. If you're not using it, drop it.

For example, with Buffer, you can get started quickly. It can help you schedule posts, interact with your audience, store ideas, and get in the groove of social media management. Once you're in the flow, you can always add more specialized tools if and when you need them.

Sign up for Buffer for free 💸 .

FAQ about social media marketing tools

What are social media marketing tools?

Social media marketing tools are apps and software that help you plan, create, publish, and measure content on social media. Some tools handle everything in one place — scheduling, analytics, engagement — while others specialize in a single task, like video editing or influencer research. The right mix depends on your goals, team size, and budget.

Are there free social media marketing tools?

Yes. Several tools on this list offer free plans. If you're just building your presence, free tools can cover a lot of ground before you need to pay for anything. Buffer is free forever for up to three social media channels and includes scheduling, a content ideas space, and a link-in-bio page. Canva and CapCut also have free plans with enough features to get started.

How do social media scheduling tools improve marketing efficiency?

Social media scheduling tools help you plan ahead, stay consistent, and save time. Instead of posting manually every day, you can batch your content and schedule it in advance. This frees you up to focus on higher-impact work — like strategy, engagement, and creating better content. Many tools also include analytics, which makes it easier to see what’s working and adjust your approach over time.

More tools we love

• I’ve Tried 50+ Productivity Tools — Here are My Top 9
• 9 of the Best AI Writing Tools and Assistants to Help You Work Smarter, Not Harder
• The 9 Best AI Image Generators (+ Examples)
• 26 Free Instagram Tools to Help Grow Your Account

The best times to post on Instagram in 2026 are Thursday at 9 a.m., Wednesday at 12 p.m., and Wednesday at 6 p.m., based on Buffer's analysis of 9.6 million Instagram posts.

There are many factors to consider when posting on Instagram, but the one that often feels like a make-or-break decision is when to post your content.

Totally fair. You don't want to pour hours into a post, only to share it in an Instagram dead zone and hear... crickets.

Sharing Instagram Stories, reels, feed posts, and carousels at the right times is one of the easier wins in your social media strategy.

If your content lands on your audience's feed while they're around to engage with it, it's more likely to succeed.

Engagement is one of the strongest signals the Instagram algorithm uses to determine what content to surface. Likes, comments, shares, and reposts tell the app your content is valuable, and the algorithm will share it with more users as a result.

That's why we analyzed the engagement of 9.6 million Instagram posts as part of Buffer's State of Social Engagement 2026 report (which examined 52 million posts across 10 platforms from more than 200,000 accounts between January 2024 and December 2025) to determine the best time to post on Instagram, backed by real-world data.

Let's dig into when to post on Instagram, plus how to figure out your personal best time, whether you're a marketer, creator, influencer, or casual Instagrammer.

Key takeaways

• Thursday at 9 a.m., Wednesday at 12 p.m., and Wednesday at 6 p.m. are the top three time slots to post on Instagram, based on Buffer's analysis of 9.6 million posts.
• Wednesday is the single best day to post on Instagram, followed by Thursday and Tuesday. Midweek consistently outperforms the rest of the week.
• Evening hours (6 p.m. to 11 p.m.) generate the strongest engagement on every weekday except Thursday.
• Thursday is the exception. Morning posts (7 a.m. to 9 a.m.) outperform evening slots on that day alone.
• Friday and Saturday are the worst days to post on Instagram, with engagement dropping across every time slot.

📊 About this data: This analysis is based on 9.6 million Instagram posts from Buffer's State of Social Engagement 2026 report, which examined 52M+ posts across 10 platforms from 200,000+ accounts between January 2024 and December 2025. We measured median engagement rates (likes + comments + shares + saves/followers x 100) to avoid skew from large accounts. All times are normalized to your local timezone.

Is there a best time to post on Instagram?

Yes. Buffer's analysis of 9.6 million Instagram posts shows that specific time slots consistently outperform others, with Wednesday and Thursday yielding the highest engagement, and evening hours (6 p.m. to 11 p.m.) winning across most days. Content quality still matters most, but timing meaningfully shifts reach.

The patterns we uncovered were the most surprising part. Evening hours consistently outperform mornings across most days of the week, with one Thursday-shaped exception (more on that in a moment).

Timing isn't as critical as it was in the chronological-feed days (R.I.P.), but it still plays a role in your social media marketing strategy.

Phew. Let's look at what the data actually shows.

🌏 No timezone troubles: To make this data easier to understand, our data scientist has done some mathematical magic to make the recommended timezones universally applicable. In other words, no need to convert — these times already apply to your timezone. Whether you're in EST (Eastern Standard Time), PST (Pacific Standard Time), or IST (Indian Standard Time), the times apply to you.

The best times to post on Instagram in 2026

The best times to post on Instagram in 2026 are Thursday at 9 a.m., Wednesday at 12 p.m., and Wednesday at 6 p.m., based on Buffer's analysis of 9.6 million posts in our State of Social Engagement 2026 report.

Our latest data shows evening hours (6 p.m. to 11 p.m.) see the strongest engagement across all timezones. Build your schedule around those hours.

This tracks, considering over a third of Instagram users are 25 to 34 years old, according to Statista. This demographic is most likely to check the app in the evenings to unwind after work. Things pick up in the early afternoons on some weekdays. There's also a notable midday spike on Wednesdays around noon. (Who doesn't love a lunch break scroll?)

Morning hours (6 a.m. to 11 a.m.) are the worst times to post, with one notable exception: Thursday mornings at 9 a.m. show surprisingly strong engagement.

💡 The Thursday 9 a.m. anomaly: We don't know exactly why Thursday at 9 a.m. breaks the evening pattern, but our best guess is end-of-week planning energy. People check in on creators and brands while they map out their weekend.

As you'll see from the heatmap graph above, the best Instagram posting times vary depending on the day of the week. The darkest slots represent the time slots with the highest engagement.

The light-colored to white blocks are the time slots with the lowest engagement, showing the posting times that are best avoided if you're after the best possible engagement and reach.

The end of the week and weekends look different from weekdays. Friday and Saturday are the worst days to post content, with significantly lower engagement across all time slots. If weekends are part of your posting strategy, evening hours (8 p.m. to 10 p.m.) on Sunday offer your best bet for catching weekend scrollers.

The best time to post on Instagram at a glance

Source: Buffer's State of Social Engagement 2026 report (9.6M Instagram posts analyzed, Jan 2024 to Dec 2025). Times apply to your local timezone.

If you'd rather see the why behind each day, and not just the top three slots, here's the day-by-day breakdown.

The best time to post on Instagram for every day of the week

Best time to post on Instagram on Monday in 2026

The best time to post on Instagram on Monday is 7 p.m., followed by 6 p.m. and 8 p.m. Monday evenings are when audiences settle back into their feeds after the workday, making the 6 p.m. to 8 p.m. window your strongest play to start the week.

Best time to post on Instagram on Tuesday in 2026

The best time to post on Instagram on Tuesday is 7 p.m., followed by 3 p.m. and 5 p.m. Tuesday is the third-strongest day of the week overall, and its top slots stretch from mid-afternoon into the early evening. If you only post once on Tuesday, aim for 7 p.m.

Best time to post on Instagram on Wednesday in 2026

The best time to post on Instagram on Wednesday is 12 p.m., followed by 6 p.m. and 8 a.m. Wednesday is the highest-performing day in our data, with three strong slots across the day. The midday spike is unusual (most days don't see a noon peak) and lines up with the lunchtime scroll.

Best time to post on Instagram on Thursday in 2026

The best time to post on Instagram on Thursday is 9 a.m., followed by 8 a.m. and 7 a.m. Thursday is the most counterintuitive day in the dataset: it's the only weekday where mornings outperform evenings. Aim for 7 a.m. to 9 a.m. for your strongest engagement.

Best time to post on Instagram on Friday in 2026

The best time to post on Instagram on Friday is 10 p.m., followed by 9 p.m. and 6 a.m. Friday is one of the two weakest days for engagement overall, so treat any Friday slot as a hold-the-line day rather than your peak.

Best time to post on Instagram on Saturday in 2026

The best time to post on Instagram on Saturday is 9 p.m., followed by 10 p.m. and 8 p.m. Saturday and Friday share the weakest engagement of the week, so save your high-stakes posts for midweek and use Saturday evening for lighter content.

Best time to post on Instagram on Sunday in 2026

The best time to post on Instagram on Sunday is 9 p.m., followed by 10 p.m. and 8 p.m. Sunday evenings are the strongest weekend window, with audiences scrolling as they wind down before Monday.

The best day of the week to post on Instagram

Wednesday is the best day to post on Instagram, followed closely by Thursday and Tuesday. These midweek days consistently show the highest engagement rates across multiple time slots.

Comparatively, the worst days to post on Instagram are Friday and Saturday. Weekend engagement drops significantly, making weekdays your best bet for maximum reach and engagement.

Worst times and days to post on Instagram

The worst times to post on Instagram are between 1 a.m. and 5 a.m. on any day, and on Friday and Saturday in general.

A few patterns from Buffer's 9.6M-post analysis:

• Overnight (1 a.m. to 5 a.m.): Lowest engagement across every day of the week. Don't post on Instagram while your audience is asleep.
• Friday and Saturday: Lowest-performing days overall, all time slots.
• Weekday mornings (6 a.m. to 11 a.m.): Generally weak, with one exception: Thursday 7 a.m. to 9 a.m.

If you're after maximum reach and engagement, save your best content for midweek.

Best time to post on Instagram by content type: reels, carousels, and stories

People treat different segments of the Instagram app a little differently, which means it's worth thinking about how reels, carousels, and stories fit into your posting schedule.

An update on the algorithm by Head of Instagram Adam Mosseri offers some useful insight on this front. "People tend to look for their closest friends in stories, use explore to discover new content and creators, and be entertained in reels," he said in a reel.

People are looking to be entertained at certain times of day, and catch up with friends, family, and their favorite creators at other times.

In our analysis, we reviewed all post types together rather than segmenting by format. The high-level takeaway is that the same peak windows apply across content types, with small format-specific notes below.

Best time to post Instagram Reels

The best time to post Instagram Reels is during evening hours (6 p.m. to 11 p.m.) on Wednesdays and Thursdays, aligning with overall peak engagement windows. Reels are entertainment-led, per Mosseri, so the evening wind-down slot is when your audience has time to actually watch.

Best time to post Instagram carousels

The best time to post Instagram carousels follows the same midweek pattern: Wednesday at 12 p.m., Wednesday at 6 p.m., and Thursday at 9 a.m. Carousels tend to perform well when readers have the time to swipe through, which lines up with the lunch-break and post-work windows.

Best time to post Instagram Stories

The best time to post Instagram Stories is daily, ideally one to two times per day. Stories disappear after 24 hours, so consistency matters more than picking the perfect slot. Mosseri has recommended sharing one to two stories daily as part of a healthy weekly cadence on the platform.

Set your best times to post on Instagram automatically with Buffer's scheduling tool

If, like me, you fancy working smarter, not harder, you can set these recommended times directly in Buffer, no manual entry required.

You can automatically set these recommended times for Instagram and your other social media platforms. Pretty handy, no? It'll take you less than a minute to set up:

1. Hover over Instagram on your channels list on the left, and click on the three dots at the top right to see more options.
2. Choose Manage Posting Times.

3. Under Posting Slot, click the Generate New Posting Slots button, then Use Recommended Times.

The schedule will automatically update to include the best posting times for the week, based on our latest analysis of millions of Instagram posts.

Here's a video tutorial showing you how to customize your posting schedule:

The next time you schedule a post, you can easily choose one of these high engagement slots. No more guessing. Sign up to Buffer for free today.

How to find the best time to post on Instagram for you

To find your personal best time to post on Instagram, check Buffer Analytics or Instagram Insights. Both surface when your specific audience is most active, which often differs from the platform-wide averages.

The posting times above are useful when you're starting out, but take them with a pinch of salt. There are better ways to figure out when your audience is online and engaging, and your personal best time to post might not align with the general guidelines above.

There is no one-size-fits-all for the best time to post on Instagram. Your best time might look totally different from someone else's.

For example, my personal Instagram audience's activity level is pretty steady on work days and on the weekends. Their most active times are between 6 p.m. and 9 p.m.

For Buffer's Instagram following, things look a little different. They're most active on the platform between 3 p.m. and 6 p.m.

Buffer Analytics

A social media management tool like Buffer can be really helpful in pinpointing the best time to post on Instagram based on your audience's unique behavior.

If you're a Buffer user, our analytics offer deeper insights than the best time to post on Instagram. You'll also find your best posts, best days to post, and best Instagram content types.

To find yours:

• Head over to analyze.buffer.com in your desktop browser and make sure you're logged into your Buffer account.
• Click on Instagram on the left side of your screen. You'll find Instagram post performance, audience demographics, and a stack of other data here.
• Click on Answers. You'll find insights on a lot more than the best time to post on Instagram (like which post types are best for you, or how often you should be posting), and the best time to post is the second box from the top.

Here are some of the answers for our Instagram account in Buffer:

Instagram Insights

Instagram Insights, the native Instagram analytics tool, can help pinpoint some good times to post on Instagram.

To get stats for your own audience via the analytics baked into the app, head over to Instagram Insights on the mobile app. You'll need a professional Instagram account, a Creator or Business Account, to access these numbers.

1. Go to your Instagram profile and click on Professional dashboard just below your bio.
2. Tap on New followers,.
3. Scroll to Follower active times to pinpoint your followers' best time to post moments.

You can also access Instagram Insights via the web version of Instagram. To find yours:

1. Log in to your Instagram account in your browser via instagram.com.
2. Click on Dashboard on the left-hand side of the screen.
3. Under the Insights dropdown, select Account.
4. Scroll down to Followers to see your audience's most active times (i.e., your ideal posting times).

FAQs about the best time to post on Instagram

How did you calculate the best time to post on Instagram?

We analyzed 9.6 million Instagram posts from 200,000+ Buffer accounts (January 2024 to December 2025), measuring median engagement rates across time slots to avoid skew from outlier posts and large accounts. This is part of Buffer's State of Social Engagement 2026 report, which examined 52 million posts across 10 platforms.

Why focus on engagement? Reach is important for growth, but engagement tells us when your audience is most likely to interact with your content. The Instagram algorithm now prioritizes 'sends per reach' (how often people DM your post or reel to a friend) as a critical ranking signal.

💡 Instagram's #1 ranking signal in 2026: Sends per reach, how often people DM your post to a friend. Per Head of Instagram Adam Mosseri, this is now the platform's most important algorithmic factor, especially in reels and discover feeds.

We measured median engagement rates, so results aren't skewed by outlier posts or large accounts, which makes this advice applicable whether you're just starting out or have an established following.

Does the time you post on Instagram matter?

Yes, posting time on Instagram matters. Our analysis of 9.6 million Instagram posts shows that content posted at specific times had significantly higher engagement rates.

Evening hours (6 p.m. to 11 p.m.) consistently outperformed other time slots, with Wednesday and Thursday showing the strongest overall performance.

But timing can't save a weak post. Think of it as the cherry on top of your strategy, not the cake itself.

When is it best not to post on Instagram?

The worst times to post on Instagram are between 1 a.m. and 5 a.m. on any day, and across Friday and Saturday in general.

Morning hours (6 a.m. to 11 a.m.) are the weakest weekday windows, with one exception: Thursday mornings show surprisingly strong engagement.

The most obvious answer is overnight: posts shared between 1 a.m. and 5 a.m. tended to get the lowest engagement, no matter what day of the week it is. Rule of thumb: don't post on Instagram while your audience is asleep.

What is the worst time to post on Instagram?

The worst time to post on Instagram is between 1 a.m. and 5 a.m. across every day of the week, when engagement consistently bottoms out.

Friday and Saturday are the worst days overall, with significantly lower engagement than weekdays. Avoid Friday lunchtime and Saturday morning if engagement is your goal. The pattern tracks with audience behavior: people are asleep overnight and tend to step away from the app during weekend mornings and commutes.

Is it better to post early or late on Instagram?

Late is better. Evening hours (6 p.m. to 11 p.m.) outperform mornings on every day except Thursday, where 7 a.m. to 9 a.m. is the strongest window.

This aligns with when most Instagram users (particularly the 18 to 34 demographic) are winding down from work and actively scrolling.

What is the best time to post on Instagram today?

The best time to post on Instagram today depends on the day of the week. Here's a quick reference:

Weekdays:

• Monday or Tuesday: 7 p.m. or 6 p.m.
• Wednesday: 12 p.m., 6 p.m., or 8 a.m.
• Thursday: 9 a.m., 8 a.m., or 7 a.m.
• Friday: 10 p.m. or 9 p.m. (though engagement is lower overall)

Weekends:

• Sunday: 9 p.m. or 10 p.m.
• Saturday: 9 p.m. or 10 p.m. (also a weaker day)

What is the best day of the week to post on Instagram?

Avoid Friday and Saturday if engagement is your goal. Weekend engagement drops significantly, making weekdays your best bet for reach.The best day of the week to post on Instagram is Wednesday, followed by Thursday and Tuesday. These midweek days consistently outperform the rest of the week across every time slot in our data.

What is the best time to post Instagram Reels?

The best time to post Instagram Reels is during evening hours (6 p.m. to 11 p.m.) on Wednesdays and Thursdays, in line with overall peak engagement windows. Per Head of Instagram, Adam Mosseri, reels are where people go to be entertained, so the evening wind-down is when your audience has time to actually watch.

How do I find my own best time to post on Instagram?

To find your own best time to post on Instagram, use Instagram Insights (Professional account → Insights → Most active times) or a tool like Buffer Analytics. Both surface when your specific audience is most active, which is often different from the platform-wide averages.

When is the best time to post on Instagram in my country or timezone?

The best times to post on Instagram are the same regardless of your timezone. Buffer's data scientist normalized the data, so 12 p.m. Wednesday means 12 p.m. local time wherever you are.

We've heard this question from readers everywhere, from the US to the UK, India, Australia, Canada, and beyond. Whatever your country or timezone, these times apply. If the best time to post on Instagram on Wednesday is 12 p.m., that's 12 p.m. in your timezone, whether you're based in California or Calcutta.

How often should I post on Instagram?

Post on Instagram 3 to 5 times per week (reels, carousels, or photos) plus 1 to 2 stories daily, per Buffer's analysis of 9.6M posts. This is the sweet spot for reach without overposting.

Social media post frequency is important — regularly showing up on any of the major social media platforms is often the best way to grow.

Another 2025 Buffer study showed that the more often you post on Instagram, the higher reach you get per post. We found that 3-5 posts on Instagram per week (reels, carousels, or photo posts) was the sweet spot for better reach for your efforts.

Instagram Stories, which disappear after 24 hours, offer a helpful, lightweight way to stay consistent on the platform. Post an Instagram Story at least daily to stay top-of-mind for your followers.

Head of Instagram, Adam Mosseri, has made similar recommendations. He suggests posting reels, carousels, photos, and stories every week to grow your social media presence, with one to two Instagram Stories daily and a couple of feed posts weekly. That should be enough for consistent Instagram engagement and reach.

Experiment with your posting schedule to see what cadence (along with time to post) works best for your target audience.

Buffer's analytics will crunch the numbers for you, too. With enough data, our analytics tools recommend your best posting frequency along with the best time to post.

Your checklist for high-performing Instagram posts

Figuring out the best time to post on Instagram for maximum reach is one piece of your Instagram marketing strategy, not the whole thing.

As we unpack in our guide to the Instagram algorithm, a huge number of factors decide whether your content performs well when you post on Instagram. Here's our checklist for high-performing Instagram content:

1. Make the most of Instagram's new features: The platform loves showcasing its new features. Using them when you post on Instagram could mean getting your content in front of new audiences.
2. Experiment with content types: Regularly trying out a new type of content when you post on Instagram will help you figure out what resonates the most with your audience. Plus, it's a great way to repurpose your content.
3. Prioritize authentic engagement: Rather than wasting time on Instagram algorithm hacks, focus on meaningful engagement with your followers. Reply to comments and messages (you could boost engagement by 21%!), reshare their mentions of you, and interact with them on their own content. The algorithm now prioritizes 'sends per reach', so encourage your audience to share your posts with friends.
4. Analyze to see what's working: Use Instagram Insights to build your social media presence and see which of your posts have had maximum engagement and reach. Buffer's analytics will also help you uncover your best posts in just a few clicks.

What's actually worked for you when figuring out your best posting times? Tell us @buffer. I read every reply.

Get started with Buffer for free.

More Instagram resources

• 13 Trending Sounds on Instagram (+ How to Use Them)
• 24 Free Instagram Tools to Help Grow Your Account
• How to Make Money on Instagram: 12 Tried + Tested Ways That Work\
• I’m Growing on Instagram After 10 Years — Here’s What I‘m Doing Differently
• The Complete Guide to Using Instagram Stories to Boost Engagement + Stay Top of Mind
• 13 Ways to Get More Followers on Instagram (Tried & Tested)
• How the Instagram Algorithm Works

Most brands and creators are active on more than one social platform — but the smart ones aren't creating fresh content for every channel. They're crossposting: publishing the same (or lightly adapted) post across multiple networks so a single piece of content reaches audiences on Instagram Reels, TikTok, X, and beyond.

Here's exactly what crossposting is, why it works, and how to do it on every major platform in 2026.

Key takeaways

• Crossposting means sharing the same (or lightly adapted) post across multiple social platforms so one piece of content can reach more of your audience without you starting from scratch each time.
• Group platforms by media type first: text (X, Threads, Bluesky, Mastodon), short-form video (TikTok, Instagram Reels, YouTube Shorts), and image (Instagram feed, Pinterest).
• Always tweak captions, hashtags, and video length for each platform — character limits range from 280 (X free tier) to 63,206 (Facebook). Reels cap at 20 minutes, while TikTok allows up to 60 minutes.
• Use Meta's native crossposting to share between Facebook, Instagram, and Threads in a single tap if you only post within the Meta ecosystem.
• Use a tool like Buffer to customize and crosspost across Meta and non-Meta platforms (X, LinkedIn, TikTok, YouTube, Pinterest, Bluesky, Mastodon) from one workflow.
• Don't crosspost blindly: content that performs with one audience can flop with another — match the post to each platform's culture, not just its specs.

What is crossposting on social media?

Crossposting is the practice of sharing the same — or slightly adapted — piece of content across multiple social media accounts you own, so one post can reach audiences on different platforms without you creating each version from scratch.

For example, musician Ren shares his videos on Instagram Reels, as seen here:

View this post on Instagram

A post shared by Ren (@renmakesmusic)

And he posts the same videos on TikTok:

It's the same content, and he gets a ton of engagement on both platforms.

If this seems like double the work, it's actually the opposite: You can create posts once and share them everywhere your audience hangs out.

Whether you use a platform's built-in features (like crossposting between Facebook, Instagram, and Threads) or a social media management tool like Buffer, it's a streamlined process that lets you crosspost in just a few clicks.

Crossposting vs. reposting vs. repurposing — what's the difference?

Repurposing content is the heavier lift of the three — it's where crossposting ends and content remixing begins.

Why crosspost on social media (and when not to)

Crossposting solves a specific problem for busy creators and small businesses: how to keep an active presence across multiple platforms without doubling your workload. Here's where it actually pulls its weight.

Build a stronger social media presence

Crossposting lets you maintain an active presence on two or three platforms at once, protecting your reach if any single platform's algorithm or policies shift. One platform is a fragile foundation — algorithms change, accounts get suspended, whole networks pivot. Being on two or three platforms is just risk management.

You don't need to be everywhere. But maintaining a couple of channels is more doable when you're not creating original content for each one.

Save time

Crossposting can cut your content production time meaningfully — one piece of content can serve three to four platforms with only minor caption tweaks, which is why it's one of the most reliable ways to save time on social media.

By crossposting strategically, you spend your energy on creating high-quality content — not on logging into four different apps to publish the same post four times. That matters when you're juggling content creation alongside everything else and trying to avoid burning out.

For example, if you record a teaser video for an upcoming product launch, you can post it across Instagram Reels, TikTok, and YouTube Shorts. Adjust the captions and hashtags for each, and you're done.

Reach more of your audience

Crossposting expands your reach because most followers only use a subset of platforms — posting the same content across networks increases the odds your audience actually sees it.

Even someone who follows you on multiple platforms might miss your post on X but catch it on Threads. And because each platform has a different user base, posting on both means a follower who'd never have found your Instagram might find you on Facebook instead — that's two audiences from one piece of content.

For example, your Facebook Page might attract a different crowd than your Instagram account. Posting on both gets the same content in front of two distinct groups.

Test new platforms efficiently

Crossposting lets you experiment with a new platform without committing to a separate content stream — you can use existing content to gauge audience fit before investing further.

If you're curious about text-based platforms, you can try crossposting across X, Threads, Bluesky, and Mastodon to see where it resonates. If short-form video is your focus, the same approach works across TikTok, Instagram Reels, and YouTube Shorts.

After a few weeks, the data tells you which platform actually pulls its weight — that's where you double down. You can analyze engagement across platforms and focus your effort accordingly.

When crossposting doesn't work

When NOT to crosspost: Platform-native formats almost always need their own treatment. A LinkedIn carousel doesn't translate to Instagram. A TikTok with on-screen text in a TikTok-y font looks stale on reels. And anything tied to a platform-specific feature — Threads replies, X polls, Pinterest idea pins — lives where it lives.

How to crosspost on social media in 5 steps

A few principles save you from the most common crossposting mistakes — like accidentally leaving "link in bio" on a Facebook post, or running out of characters mid-thought on X. Here's how to crosspost without those potholes.

Step 1: Start with platforms that share similar media (text, video, or image)

The easiest way to start crossposting is to focus on platforms that share similar content types.

Which platforms work well for crossposting?

You can also crosspost between platforms with different media focuses (an Instagram image to X, for example), but you'll need to customize the post a bit more — because each network presents content differently.

For instance, on X, the caption appears first, followed by the image, so a strong text lead-in works best. On Instagram, the caption sits below the photo and gets cut off after the first couple of lines, which rewards a shorter hook.

For example, Shopify posted this photo to Instagram:

View this post on Instagram

A post shared by Shopify (@shopify)

And then again on X:

Each post has a slightly different caption to suit the platform. Because X shows text first, followed by the image, having a strong text lead-in makes sense.

Meanwhile, Instagram's caption appears after the photo in followers' feeds and gets cut off after the first couple of lines, prompting followers to click it if they want to read the whole thing. So a shorter caption makes sense there.

Step 2: Match your content to each platform's audience

Every social platform has its own culture and audience expectations. Whatever you share, stay consistent with the style each audience expects.

For example, TikTok tends to be more spontaneous and off-the-cuff than Instagram Reels, so something polished can land flat there.

I learned this the hard way. I'd built an audience of e-commerce marketers on X and a different audience of content marketers on LinkedIn — so when I crossposted my e-commerce stuff to LinkedIn, it died. The content marketing posts kept performing fine. Same writer, same effort, wrong audience.

Step 3: Customize captions, hashtags, and dimensions for each platform

Every platform has its own norms and technical limits. A few things to adjust before you hit publish:

Character limits to know before crossposting:

• X (free tier): 280 characters
• X Premium: 25,000 characters
• Threads: 500 characters
• Bluesky: 300 characters
• LinkedIn: 3,000 characters
• Instagram captions: 2,200 characters
• Facebook posts: 63,206 characters
• TikTok captions: 2,200 characters

Maximum video lengths by platform:

• Instagram Reels: 20 minutes
• TikTok: 60 minutes
• YouTube Shorts: 3 minutes
• X: 2 minutes 20 seconds (free tier)
• LinkedIn: 10 minutes (feed) / 15 minutes (mobile upload)
• Threads: 5 minutes

Image sizes: Make sure your images and videos meet each platform's recommended dimensions. Here's our handy guide to the latest social media image sizes.

Platform specifics: Seeing 'link in bio' on a Facebook post immediately signals that the content was copied without customization. Make sure you remove or update platform-specific mentions, so each post fits the platform you’re sharing it on.

Optimal posting times: Your audience's active hours can vary by platform. Schedule your crossposted content when your followers are most likely to engage on each specific platform. Buffer's analytics can help you figure out the best time to post for your audience.

Step 4: Use Meta's built-in crossposting between Instagram, Facebook, and Threads

If you're posting within the Meta ecosystem — Instagram, Facebook, and Threads — you can use Meta's native crossposting features to publish to all three at once.

Here's how to crosspost from Instagram to Facebook step by step:

1. Link your accounts: In Instagram, go to your Accounts Center > Connected experiences and connect your Facebook Page.
2. Enable sharing on each post: When you create a post or reel, toggle on Also share on Facebook.
3. Publish once, appear twice: Your content publishes simultaneously to both your Instagram and Facebook feeds.

The same flow works for Threads: If your Threads profile is connected to your Instagram account, you can crosspost between the two from the Threads composer.

This native option only works within Meta's network, and it's most useful for spontaneous content where you want a one-tap share. For everything beyond Meta — X, LinkedIn, TikTok, YouTube, Pinterest, Bluesky, Mastodon — you'll need a social media management tool.

Step 5: Use a tool to crosspost across all your channels

Crossposting manually means logging into three or four platforms, copying captions, resizing media, and remembering which hashtag rules apply where. A tool that handles the repetitive part lets you spend your time on the actual content — which matters when you're trying to keep up a consistent social media strategy without stretching yourself too thin.

That's where the next section comes in.

How to crosspost to multiple social media platforms at once with Buffer

Crossposting manually can be tedious and time-consuming. We recommend using a social media management platform like Buffer that makes crossposting a breeze.

With Buffer, you can:

• Draft and schedule posts to multiple channels at once
• Customize content for each platform as you schedule
• Use the AI Assistant to adapt your content for different platforms
• Duplicate posts you've already drafted or published
• Schedule posts at the right time for each platform

 Here's how it works:

1. Connect your channels: Add the social accounts you want to crosspost to (Buffer's free plan supports up to three channels).
2. Draft your post once: Write your caption, attach your image or video, and pick the channels you want it on.
3. Customize per platform: Tweak each caption, swap hashtags, and trim character count where needed — Buffer keeps each version in the same composer, so you're not copy-pasting across tabs.
4. Adjust media for each channel: Buffer flags when an image or video is the wrong size for a specific platform, so you can resize before scheduling instead of after publishing.
5. Schedule for the best time on each channel: Use Buffer's posting time recommendations to schedule each version when its audience is most active.

Beyond the basics, Buffer's AI Assistant can adapt your caption to each platform's norms (helpful when you're moving from a long LinkedIn post to a 280-character X version), and you can duplicate any post you've already drafted or published to crosspost it again later.

Buffer's free plan covers up to three channels, which is enough to test whether crossposting actually saves you time before committing to a paid plan. You can get started with Buffer for free.

FAQs about crossposting

Is it OK to share the exact same post on every platform?

Yes, you can share identical posts to every platform — but small tweaks to caption length, hashtags, and video format will significantly improve performance, because each platform has different conventions for tone and formatting.

What's the difference between crossposting and reposting?

Crossposting means sharing your own content (or a lightly adapted version) across multiple platforms you own at the same time — for example, posting the same reel to Instagram, TikTok, and YouTube Shorts. Reposting means sharing someone else's post on your own account, usually with attribution and often via a built-in share or repost button.

Does crossposting hurt your reach or get penalized by social media algorithms?

“There’s no clear evidence that major platforms directly penalize creators for crossposting content from other platforms. However, recycled content with visible watermarks or poor platform fit may perform worse. The bigger risk isn't algorithmic — it's audience mismatch. Content that flops with the wrong audience looks worse to that platform's algorithm than the act of crossposting itself.

What's the best tool for crossposting on social media?

The best crossposting tool depends on which platforms you use. Meta's built-in features handle Facebook, Instagram, and Threads natively at no cost. For crossposting beyond Meta — including X, LinkedIn, TikTok, YouTube, Pinterest, Bluesky, and Mastodon — a social media management tool like Buffer lets you draft once, customize per platform, and schedule everything from a single dashboard. Buffer's free plan supports up to three channels, which is enough for most creators starting out with crossposting.

What is crossposting on Instagram?

Crossposting on Instagram is a built-in feature that lets you share an Instagram post or reel to a linked Facebook Page or Threads profile in one tap, with no separate upload required. After you connect your Instagram professional account to a Facebook Page, you just switch on Also share to Facebook before you publish on Instagram — the post then shows up natively in both feeds with no extra upload time. The same flow works for Threads when your profile is linked to your Instagram account.

What's a quick example of crossposting?

A simple example of crossposting: shoot one 60-second product demo, upload it as an Instagram Reel, then share the same clip to TikTok and YouTube Shorts with adjusted captions and hashtags — three audiences reached from one piece of content.

More social media marketing resources

• The 9 Best AI Image Generators (+ Examples)
• The 11 Best Social Media Analytics + Reporting Tools
• Social Media Engagement: 11 Ways to Boost Yours + Why it Matters
• 8 Essential Social Media Collaboration Tools — Tried + Tested by the Buffer Marketing Team
• The Best Time to Post on Social Media in 2026: Times for Every Major Platform

While it's always a good time to watch TikToks, figuring out the best time to post on TikTok is a little more complicated.

And yet, knowing when to post can be super helpful for content creators and small business owners alike. After all, creating TikToks is tough work (trust me, I know), so it makes sense to give your content the best possible shot when you hit publish.

That's why we analyzed Buffer's data of more than 7.1 million videos, carousels, photos, and text posts to pinpoint exactly when posts tend to get the most engagement on the platform. And we found some patterns.

In this guide, I'll unpack them all: the best times to post, the best day of the week, and which hours are best avoided. Plus, I'll help you find the best time to post on TikTok based on your target audience and goals. Hopefully, this gives you a stronger foundation for deciding when to hit publish and a better shot at getting your content in front of the right people on For You Pages.

Key takeaways

• Peak posting time: The single best time to post is Sunday at 9 a.m., followed by Monday at 1 p.m. and Sunday at 1 p.m.
• Best day: Saturday is the top-performing day for TikTok engagement, with Monday and Sunday following close behind.
• Evening advantage: Views generally peak during evening hours (6 p.m.–11 p.m.), with afternoons (12 p.m.–5 p.m.) showing the lowest engagement across most days.
• Personalize your data: Use TikTok Studio Analytics (Followers tab) to find when your specific audience is most active.

Let's dive into what the data shows about the best times to post on TikTok in 2026.

Is there a best time to post on TikTok?

There isn't one "magic" best time to post on TikTok for every creator, but our study of 7.1 million posts shows clear standout times to try.

To put these numbers together, our data scientist crunched the median engagement rate across 7.1 million posts published through Buffer.

These numbers helped us pinpoint some pretty clear patterns in the times of TikTok posts that tend to perform well compared to those that don't.

Why does posting time matter on a platform like TikTok?

It comes down to how the TikTok algorithm works. When you share a video, the algorithm watches how people respond (looking at completion rate, likes, shares, saves) before deciding whether to push the video out to a wider audience on the For You Page.

Because early engagement matters, posting when your audience is active can improve your chances of gaining momentum quickly. If your video lands when your audience is active, it's more likely to get that early engagement boost, and that's the signal TikTok needs to show it to more people.

But before we dig into our data, an important caveat: There is no universal best time for TikTok that will work for every video on the app. If only it were that easy.

The best time to post on TikTok for you depends on your target audience — your audience location, timezones, and their behaviors — which is why I'll walk you through analyzing your own TikTok data to figure out the best time to post on TikTok for your target audience later in this article.

That said, the days and times in the charts below offer a good jumping-off point. Experiment with these slots to help you maximize your content potential while growing your following. If you're not sure when to post your content, using our data is a great place to begin.

The best times to post on TikTok

According to our data, the best time to post on TikTok is Sunday at 9 a.m., followed by Monday at 1 p.m., and Sunday at 1 p.m.

Videos, carousels, and text TikTok posts shared during those times tended to get the most engagement of the week, though other slots weren't far behind.

🌙 Generally speaking, engagement tends to pick up in the evening hours, with peak time slots between 6 p.m. and 11 p.m. Afternoons (12 p.m.–5 p.m.) tend to see lower engagement across most days.

This makes sense when you think about how people consume TikTok. Unlike text-based platforms that you can quickly scan during a meeting, short-form video demands active, sound-on attention. That's something people are more likely to give during their commute home or while unwinding on the couch in the evening.

This heatmap shows patterns in the best time to post on TikTok by hour and day. The darkest blocks are the time slots with the most engagement (the best time to post), and the light to white blocks are the time slots with the lowest engagement (times that are probably best avoided).

The best time to post on TikTok at a glance

In general, evenings tend to deliver the best results.

Here's a quick look at the best time to post on TikTok every day of the week. The posting times below are listed in order of performance (so the first time mentioned is the best time for that day, and so on).

The best time to post on TikTok on Monday

The best time to post on TikTok on Monday is 1 p.m., closely followed by 11 a.m., then 8 a.m., according to Buffer data. Monday is one of the strongest days of the week for TikTok engagement, so if you're only picking one day to prioritize, it's well worth considering.

⏰ When to post on TikTok on Monday: 1 p.m.

The best time to post on TikTok on Tuesday

The best time to post on TikTok on Tuesday is 6 a.m. Videos posted at 10 p.m. received the second-highest median engagement, followed by 7 a.m., so add those into your TikTok posting schedule, too.

⏰ When to post on TikTok on Tuesday: 6 a.m.

The best time to post on TikTok on Wednesday

On Wednesdays, the best time to post on TikTok is 10 p.m., closely followed by 6 a.m., then 9 p.m. Wednesday tends to be quieter overall, so if you're being selective about when you post, you might get more bang for your buck on Saturday or Monday.

⏰ When to post on TikTok on Wednesday: 10 p.m.

The best time to post on TikTok on Thursday

The best time to post on TikTok on Thursday is 1 p.m. Videos posted at 10 p.m. received the second-highest median engagement, closely followed by 6 a.m. Like Wednesday, Thursday tends to see lower engagement overall.

⏰ When to post on TikTok on Thursday: 1 p.m.

The best time to post on TikTok on Friday

On Friday, the best time to post on TikTok is at 6 p.m. There is another solid posting time at 10 p.m., then 8 p.m.

⏰ When to post on TikTok on Friday: 6 p.m.

The best time to post on TikTok on Saturday

Saturday is the strongest day on TikTok overall, with clear optimal times worth noting. The best time to post on TikTok on Saturday is 5 p.m., followed by 4 p.m., then 3 p.m. That afternoon-to-evening window makes Saturday a great day for batch-creating and scheduling content ahead of time.

⏰ When to post on TikTok on Saturday: 5 p.m.

The best time to post on TikTok on Sunday

The best time to post on TikTok on Sunday is at 9 a.m., which is the single best time to post throughout the entire week, so bookmark this slot for your TikTok posting schedule to maximize engagement. Other strong times to post on TikTok on Sunday are 1 p.m. and 12 p.m. This is a great time to use scheduling tools if you prefer to keep weekends free.

⏰ When to post on TikTok on Sunday: 9 a.m.

This is where social media scheduling tools like Buffer shine. Experiment by systematically going through the times on the list above, scheduling a TikTok, and tracking its performance to see what works best for your specific audience.

The best day of the week to post on TikTok

The best day of the week to post on TikTok is Saturday. Overall, videos, carousels, and text TikTok posts shared on Saturday tended to perform the best.

Monday comes in second place, followed closely by Sunday.

It's worth noting that other studies have found midweek days (Tuesday through Thursday) to be stronger, which just goes to show how much results can vary depending on the data set, audience, and methodology. The takeaway? Use these findings as a starting point, but let your own analytics guide your final decisions.

How to find your best time to post on TikTok

As always, these times are a starting point; your audience might behave a little differently.

1. See when your TikTok followers are most active

1. Open your TikTok profile and tap TikTok Studio (just under your bio).
2. Inside Studio, look for the Analytics card and tap View all.
3. Choose the Followers tab, then scroll to Most active times.

In this TikTok analytics section, you'll find a retrospective overview of when your TikTok account followers were most active on the app over the past week.

Why timing matters for the TikTok algorithm

• TikTok serves your video to a small test group first.
• High engagement (watch time, likes, shares) signals the content is valuable.
• Positive signals trigger the algorithm to push the video to a wider audience on the For You Page.

2. Look for patterns in your peak posting times

It's worthwhile spending some time noting down your audience's most active times over the past few days. Look for patterns.

⚡ Pro tip: I suggest posting slightly before your followers' most active times, particularly if it lines up with one of our best times, above.

3. Consider your own schedule for posting consistently

A simple posting schedule or even a rough content calendar can take a lot of the mental overhead out of showing up consistently. When you're not scrambling to figure out what to post and when, it's much easier to actually do it.

4. Experiment with different times

Don't be afraid to mix things up. Try different posting times throughout the day and see what lands best for your audience.

Even small shifts, like posting at 6 p.m. instead of 3 p.m., can make a noticeable difference. Try a few different time slots over a couple of weeks and compare the results.

If you're not able to actively post on TikTok during those hours (perhaps your target audience location is not in the same timezone as yours), no sweat: A social media management tool like Buffer can help schedule TikTok posts at the exact moments your audience is most likely to engage.

5. Analyze your content performance

Stick to your planned posting schedule when you post on TikTok for a few weeks, to give each posting time a fair trial. Use these numbers to help you find the best time to post on TikTok:

1. Views: Total number of times your video was watched
2. Likes: Total likes received
3. Shares: Number of times your video was shared
4. Comments: Total comments on your video
5. Followers: New followers gained from the post

6. Post regularly, rinse, and repeat

Can't find any patterns that point to a best time to post on TikTok? That's OK. You could stick to your current schedule when you post on TikTok a little longer if your posts are generally performing well, to gather more data. If not, I'd suggest adjusting your schedule (and checking out these tips for creating great TikTok content, too.).

If you've found some times that seem to be working? Be sure to share or schedule your posts during those times for the next few weeks.

But don't forget to add some new times to experiment with into the mix. TikTok trends (and TikTok's algorithm) shift constantly, so testing new posting times every few weeks can help you stay ahead.

Get the best times to post on TikTok right in Buffer

Did you know you can access these recommended times right in Buffer? It's super handy, and really easy to set up, too.

You can automatically set these recommended times for TikTok and your other social media platforms. They'll appear as posting slots in your queue and calendar, like this:

It'll take you less than a minute to set up:

1. Select TikTok on your channels list on the left.
2. Click on the settings (gear) icon above the calendar.
3. Scroll to Posting Schedule and under Posting Times, click the Generate New Posting Times button
4. Then Use Recommended Posting Times.

The schedule will automatically update to include the best posting times for the week, based on our latest analysis of millions of TikTok posts.

The next time you schedule a post, you can easily choose one of these high engagement slots. No more guessing.

Finding your optimal times to post on TikTok

Hopefully, this guide gives you a solid starting point for finding your best time to post on TikTok and takes some of the guesswork out of the equation.

To recap: start with the data-backed times above, check your own TikTok Analytics to see when your followers are most active, and experiment over a few weeks to see what sticks. And if you'd rather not be glued to your phone at 9 a.m. on a Sunday, a scheduling tool like Buffer can help you show up at the right time without the hassle.

Here's to getting your content in front of more people and building a stronger online community while you're at it.

FAQ about the best time to post on TikTok

Is there really a "best" time to post on TikTok?

Technically, yes; there are times that tend to perform better than others on TikTok. But there are two important caveats here. First, your ideal time depends on your audience. Second, even the best timing in the world can’t “save” a weak post. The quality of your content will always be the most important factor.

Do I need to adjust the posting times for my timezone?

You can use the times in this guide as a starting point regardless of where you live, as the data reflects patterns across a wide range of Buffer users around the world. That said, your audience's timezone matters more than yours. If most of your followers are based in a different country, use TikTok Studio Analytics to check when they're most active, and plan your posting schedule around that.

Do I need to post every day at the best time?

Posting consistently matters more than posting every single day. Choose times that work for your audience and feel sustainable for you.

How do I know when my audience is most active?

Check TikTok Analytics → Followers tab → Most active times. This shows when your followers were online in the past week, which is a great clue for when to post next.

Does posting time matter if my content isn't getting views?

Timing can help, but it's rarely the main reason a video underperforms. If your content isn't getting views, look at watch time first. TikTok's algorithm uses it as a key signal to decide whether to push a video further. Low watch time usually means the hook isn't strong enough, regardless of when you post. Once your content is connecting with viewers, posting at a time when your audience is active gives it a better chance of gaining early momentum. Think of timing as a boost, not a fix.

How long should I test a posting time before deciding if it works?

TikTok performance can be unpredictable day-to-day. Give each time slot at least a few weeks so you can spot patterns instead of one-off spikes.

What if my followers live in different timezones?

Look for overlap in activity patterns. If most of your audience is active in the morning or evening (regardless of country), try posting during shared "awake hours."

Can I schedule TikTok posts?

Yes, Buffer lets you schedule or set up notification-based posting. It's a great way to show up at the right time without having to be glued to your phone.

What time are you most likely to go viral on TikTok?

No specific time guarantees a video will go viral, but timing can give your content a running start. When you post while your audience is active, your video picks up early engagement (views, watch time, shares). That early momentum is what tells TikTok the content is worth pushing to a wider audience on the For You Page.

Based on our data, the windows with the strongest early-engagement potential are Sunday at 9 a.m., Monday at 1 p.m., and Saturday between 3 p.m. and 5 p.m. That said, timing is just one piece of the puzzle. A strong hook and high watch time will do more for your reach than any posting window.

More TikTok resources

• How to Schedule TikTok Posts (For Free): A Step-By-Step Guide
• 14 Ways to Get More Followers on TikTok — Tried and Tested
• How Often Should You Post on TikTok? Data From 11 Million+ Posts
• TikTok Algorithm Guide: Everything We Know About How Videos Are
• Top 250 TikTok Hashtags + How to Use Them for Growth
• How to Make Money on TikTok: 10 Ways to Earn (With or Without a Huge Following)

If you want your images to look great in the feed — not awkwardly cropped or stretched — getting your sizing right from the start makes a real difference.

But figuring out image sizes for each social network is tricky, especially considering how many different image options each platform offers.

Which is where this guide comes in. Keep this handy, and you won’t have to store all those fiddly numbers in your brain — or Google “what’s the best image size for [insert platform here]” with every post.

In this article, you’ll find the ideal social media image sizes for nine popular platforms, focusing on the images you share with your updates, cover photos, and profile pictures.

Quick summary: universal image standards

• Square posts: 1080 x 1080 pixels is the standard for Facebook, Instagram, and X.
• Vertical content: Use 1080 x 1920 pixels for stories, reels, and TikTok.
• Profile pictures: Aim for at least 400 x 400 pixels to ensure clarity across all devices.
• Link previews: 1200 x 630 pixels works best for most platforms (Facebook, X, LinkedIn).
• Aspect ratios: Stick to 1:1 (square), 9:16 (vertical), and 16:9 (horizontal) for maximum compatibility.

Social media image size basics

There are two terms you’ll see frequently in this post — aspect ratio and pixels.

Aspect ratio (width: height): The proportional relationship between width and height.

• 1:1: Square (e.g., Instagram feed)
• 9:16: Vertical (e.g., TikTok, Stories)
• 16:9: Horizontal (e.g., YouTube, X headers)

Pixels (width x height): The unit of measurement for resolution. Higher pixel counts (e.g., 1080 x 1350) result in sharper, more detailed images. A good rule of thumb is that the higher the number, the higher the level of detail — a square image with 1080 x 1080 pixels will be clearer than one that is 200 x 200 pixels.

One important trend to keep in mind: vertical, mobile-first aspect ratios like 4:5 and 9:16 now tend to outperform square images on most networks. Most platforms are designed for scrolling on a phone, so vertical images naturally take up more screen space and grab more attention. You'll notice these ratios come up again and again throughout this guide.

JPG or PNG files are the most common file types for uploading images on different social media platforms. Some platforms also support animated GIF files, and a growing number now accept WEBP files as well.

Here's a quick look at the recommended image sizes for each social media platform.

Facebook image sizes

• Profile photo: 320 x 320 pixels
• Cover photo: 
  • Profiles and Pages: 851 x 315 pixels (2.7:1 aspect ratio)
  • Groups: 1640 x 856 pixels (1.92:1 aspect ratio)
  • Events: 1920 x 1005 pixels (1.91:1 aspect ratio)
• Post images: 
  • Square: 1080 x 1080 pixels
  • Vertical: 1080 x 1350 pixels
  • Horizontal: 1200 x 630 pixels
• Facebook Stories: 1080 x 1920 pixels
• Link image: 1200 x 630 pixels

Facebook profile picture size 

Facebook recommends a profile picture size of at least 320 x 320 pixels for the best quality. Your image can be larger, but it shouldn’t be smaller than this, or it’ll appear pixelated.

Keep in mind that your Facebook profile picture will be cropped into a circle, so don’t keep any important information near the corners.

Facebook cover photo size

The ideal size for a cover photo for Facebook profiles and pages is 851 x 315 pixels. According to Facebook, your profile cover photo should be at least 720 pixels wide.

Your cover photo will look slightly different on mobile — Facebook shows your cover photo at 640 pixels wide by 360 pixels tall.

Your Facebook profile picture overlaps the bottom left of the cover photo for profiles and pages, so try not to include any important information there, as it’ll get obscured.

Facebook cover photos for profiles and pages have different dimensions and aspect ratios from those for groups and events. For groups, the recommended cover image size is 1640 x 856 pixels. For events, the recommended cover image size is 1920 x 1005 pixels.

There’s no profile photo overlapping the cover images for groups and events.

Facebook post image size

The recommended size for Facebook image posts is 1080 x 1350 pixels for vertical images, 1080 x 1080 pixels for square images, and 1200 x 630 pixels for horizontal or landscape images.

Facebook Stories image size

Because Facebook Stories take up the entire mobile screen, the recommended Facebook Story image size is 1080 x 1920 pixels. Your profile photo, page or profile name, play/pause button, mute/unmute button, and settings menu icon will appear at the top of your stories, so be sure to leave space for those when designing your images.

Facebook image size when shared with a link

Now this one is a little more technical — but don't worry, you don't need to be a developer to get it right. When you share a link to Facebook, people will see an accompanying image in the link preview. Facebook pulls this image from the Open Graph tags on your website — specifically the og:image tag, which tells Facebook which image to use.

You can add this tag manually to the section of your website, but if that sounds like a lot, a plugin like Yoast SEO for WordPress handles all of it for you.

Instagram image sizes

• Profile photo: 320 x 320 pixels
• Post images: 
  • Square: 1080 x 1080 pixels (1:1 aspect ratio)
  • Vertical: 1080 x 1350 pixels (4:5 aspect ratio) or 1080 x 1440 pixels (3:4 aspect ratio)
  • Horizontal: 1080 x 566 pixels (1.91:1 aspect ratio)
• Instagram Stories: 1080 x 1920 pixels
• Reels thumbnails: 1080 x 1920 pixels

Instagram profile picture size

Instagram profile images are displayed at 110 x 110 pixels, but the app stores the image files at 320 x 320 pixels, so we recommend uploading an image with these dimensions or larger. Similar to Facebook, your profile picture will be cropped into a circle.

Instagram post image size

The recommended image aspect ratio for Instagram feed posts is between 1.91:1 for horizontal images and 4:5 or 3:4 for vertical images.

With these aspect ratios in mind, square photos (1:1) should be 1080 x 1080 pixels in size, horizontal (1.91:1) should be 1080 x 566 pixels, and vertical (4:5) should be 1080 x 1350 pixels (4:5) or 1080 x 1440 pixels (3:4).

The Instagram profile grid — how all your posted images appear in your profile — used to display square thumbnails automatically from images and reels. As of January 2025, Instagram rolled out a “tall grid” with a 3:4 aspect ratio.

What does that mean in practice? Even if you share a square or horizontal photo, it'll be displayed with a vertical crop on your grid. Since most people are sharing vertical images and videos anyway, this shift makes a lot of sense — but it's worth keeping in mind if you carefully curate how your grid looks. Vertical images at 1080 x 1350 or 1080 x 1440 pixels tend to be the safest choice now.

Instagram Stories image size

Since Instagram Stories take up the full phone screen, the ideal image size is 1080 x 1920 pixels (aspect ratio of 9:16).

When designing your Instagram Stories, remember to keep 310 pixels each from the top and bottom of the image free of text and logos, because that's where your profile photo, name, and Instagram buttons will be.

Instagram Reels thumbnail size

When you upload a reel, you can choose a frame from the reel or add a custom thumbnail to display in your grid.

We recommend adding a thumbnail that’s 1080 x 1920 pixels. Make sure you keep 480 pixels each from the top and bottom free of any text and logos so it displays well in the new 3:4 grid.

X/Twitter image sizes

• Profile picture: 400 x 400 pixels
• Cover photo: 1500 x 500 pixels
• Post image: 
  • Square: 1080 x 1080 pixels
• Vertical: 1080 x 1350 pixels
• Horizontal: 1600 x 900 pixels
• Link image: 1200 x 630 pixels

X/Twitter profile photo size

The recommended profile image size for X/Twitter is 400 x 400 pixels, and the maximum file size is 2MB. Profile photos for people and most brand or business accounts will be cropped into a circle. For Verified Organizations that have the gold check mark, profile photos will display as square images.

X/Twitter cover photo size

X/Twitter recommends that your header photo size be 1500 x 500 pixels — much wider than it is tall, especially when compared to most cover images. Stick to an image wide enough to fill the space otherwise X/Twitter will stretch it, and that blurriness is hard to miss.

X/Twitter post image size

The ideal X/Twitter image sizes are 1080 x 1080 pixels for square images, 1080 x 1350 pixels for vertical images, and 1600 x 900 pixels for horizontal images. The minimum required width is 600 pixels, but larger images will look better when your followers click to expand the image.

Images with 2:1 and 3:4 aspect ratios will display in full within a timeline — no cropping required.

You can also add up to four photos, videos, and GIFs in a single tweet, and they don't need to have the same dimensions. Feel free to mix horizontal and vertical images in the same tweet. The display will automatically stack to show all images in the timeline, and people can click on any image to see it at full size.

X/Twitter image size when shared with a link

For images that preview when you share a link (also known as website image cards), the ideal card image size is 1200 x 631 pixels.

The card shows a photo, headline, and link when you share a URL from a site that contains the appropriate X/Twitter Cards code. All this information is pulled via HTML tags, often the same ones that are used by Facebook to display links. 

You can use the Yoast SEO WordPress plugin to add images to X/Twitter cards. If you run a Squarespace Commerce website, it’s automatically optimized for X/Twitter cards.

LinkedIn image sizes

• Profile photo: 400 x 400 pixels
• Cover photo: 
  • Profiles: 1584 x 396 pixels 
  • Company Pages: 1128 x 191 pixels
• Post images: 
  • Square: 1080 x 1080 pixels
  • Vertical: 1080 x 1350 pixels
  • Horizontal: 1080 x 360 pixels
• Link image: 1200 x 627 pixels

LinkedIn profile photo size

The recommended image size for LinkedIn profile photos is 400 x 400 pixels, which will be cropped into a circle on personal profiles. LinkedIn profile images — for your brand’s or business’s logo — on LinkedIn Company Pages are square.

The maximum file size for LinkedIn profile photos on personal profiles is 8MB. For company pages, the maximum file size for logos is 3MB.

LinkedIn personal profile cover photo size

LinkedIn profile header photos are displayed at a 4:1 aspect ratio. LinkedIn recommends using photos with dimensions of 1584 x 396 pixels. The maximum file size for LinkedIn cover photos on personal profiles is 8MB.

LinkedIn Company Page cover photo size

While LinkedIn recommends dimensions of 1128 x 191 pixels for company page cover photos, the profile photo or logo covers a small section on the left, so it might be best to keep the important aspects of your photo to the middle of the image if possible. The maximum file size for LinkedIn cover photos on company pages is 3MB.

LinkedIn post image size

Images shared with LinkedIn posts can have an aspect ratio between 3:1 and 4:5. LinkedIn recommends a minimum width of 1080 pixels, meaning horizontal images should be at least 1080 x 360 pixels, square images should be 1080 x 1080 pixels, and vertical images should be at least 1080 x 1350 pixels.

LinkedIn automatically crops and centers photos that go beyond the recommended aspect ratios, but LinkedIn is more vague about how that cropping happens. We've found that as long as your text is centered, many different image sizes will display well in the LinkedIn feed.

LinkedIn image size when shared with a link

If you're sharing a link that has an image preview, the recommended image size is 1200 x 627 pixels.

Threads image sizes

• Profile photo: 320 x 320 pixels
• Post images: Any size and combination of images
• Link image: 1200 x 600 pixels

Threads profile photo size

Threads profile photos are the same as Instagram at 320 x 320 pixels. You can sync your Threads profile photo with your Instagram profile photo so you don't have to upload a new image.

Threads post image size

So far, Threads hasn't published strict guidelines for photo resolutions or aspect ratios. Even when sharing multiple images of different sizes, the preview doesn’t crop any of the images, and keeps the original dimensions. You can share up to 20 photos, videos, or a combination in a single thread.

Threads has a unique feature on its mobile apps that lets people “pinch” two adjacent photos together to join them. You can slice panoramas into multiple images and upload them in a single thread. When the separate images are pinched together, they’ll join to look like one panoramic image.

Threads image size when shared with a link

Threads hasn’t specified an image size for photos that preview with links shared on posts. We recommend using an image with at least 1200 pixels width, which is the same minimum width that Facebook, X/Twitter, and LinkedIn use.

Images that preview along with links shared on Threads use a 2:1 aspect ratio, which would make the image size 1200 x 600 pixels.

Pinterest image sizes

• Profile photo: 165 x 165 pixels
• Cover photo: 800 x 450 pixels 
• Post or pins images: 1000 x 1500 pixels

Pinterest profile photo size

The recommended Pinterest profile photo size is 165 x 165 pixels. Like the other social media platforms we’ve seen so far, the profile image will be cropped into a circle when displayed on your Pinterest profile.

Pinterest cover photo size

Pinterest requires your cover photo to have a minimum size of 800 x 450 pixels. They recommend that you use a horizontal image with a 16:9 aspect ratio.

Pinterest pin image size

Pinterest is unique in that it heavily favors long, vertical images and recommends 1000 x 1500 pixels, which is a 2:3 aspect ratio.

Staying within the 2:3 aspect ratio is key. Pinterest told Buffer that the Pinterest algorithm will limit distribution for both low-resolution images and images longer than 1500 pixels.

YouTube image sizes

• Profile photo: 800 x 800 pixels
• Cover photo: 2560 x 1440 pixels 
• Video thumbnail: 1280 x 720 pixels

YouTube profile photo size

It's recommended to use an image that is 800 x 800 pixels for your YouTube profile image. The display size for your profile photo is 98 x 98 pixels, and it will be cropped into a circle on your YouTube channel. The maximum file size for YouTube profile pictures is 15MB.

YouTube banner image size

The minimum size for YouTube banner images — what other social media platforms call cover photos — is 2048 x 1152 pixels. 

YouTube videos can be viewed on a desktop, mobile, and even TV, and YouTube recommends uploading an image that is 2560 x 1440 pixels (16:9 aspect ratio) so that it looks good on larger screens.

YouTube banner images will be displayed differently on different devices, and the sides of the image may be cropped depending on where you’re viewing the channel. 

When designing your banner image, keep a safe area of 1546 x 423 pixels towards the center of the image to place text and logos.

The maximum file size for YouTube banner images is 6MB.

YouTube video thumbnail size

YouTube thumbnails should be 1280 x 720 pixels, but keep in mind there is a 2MB maximum file size limit, and you want the thumbnail to be high-quality so it grabs people's attention.

For YouTube podcasts, the maximum file size for thumbnails is 10MB.

TikTok image sizes

• Profile photo: 200 x 200 pixels
• Post images: 1080 x 1920 pixels (though a 4:5 ratio will work)
• TikTok Stories: 1080 x 1920 pixels

TikTok profile photo size

The minimum image size for TikTok profile photos is tiny — 20 x 20 pixels. We recommend using an image that’s at least 200 x 200 pixels so that it looks sharp on larger screens.

TikTok post image size

TikTok is mostly a video platform, but photo posts are becoming increasingly popular — especially carousels. Vertical photos work best on TikTok, with an image size of 1080 x 1920 pixels (9:16 aspect ratio). That said, images in a 4:5 aspect ratio will also display well.

You can create carousels with up to 35 photos in a single TikTok post, which makes the platform a surprisingly good fit for photo-heavy content like tutorials, product showcases, or behind-the-scenes snapshots.

TikTok Stories image size

Like Facebook and Instagram Stories, TikTok Stories are available for 24 hours before they disappear from your profile. We recommend using the TikTok video size for stories as well — 1080 x 1920 pixels.

Bluesky image sizes

• Profile image: 400 x 400 pixels
• Cover photo: 1500 x 500 pixels
• Post images: Any size and combination of images
• Link image: 1200 x 627 pixels

Bluesky doesn’t provide a simple, user-facing image size guide like most social platforms. However, it does have documented technical constraints — including limits on file size, number of images per post, and how images are processed and displayed.

While a wide range of aspect ratios is supported, images are typically compressed and resized by the platform, so using common formats like 1:1, 4:5, or 16:9 helps ensure consistent display.

Bluesky profile photo size

Since the photo displays as a circle, we recommend using a 1:1 aspect ratio and an image size of 400 x 400 pixels.

Bluesky cover photo size

Cover photos on Bluesky use a 3:1 aspect ratio on desktop devices, and we recommend using an image size of 1500 x 500 pixels. The header photo gets cropped on mobile devices to a 4:1 aspect ratio, so make sure there’s no important information on the left or right of the image.

Bluesky post image size

Bluesky allows up to four images per post, with each image limited to around 1MB in size. Each image can have its own aspect ratio and alt text, meaning mixed formats are fully supported within a single post.

Unlike most social platforms, Bluesky does not define fixed image dimensions or recommended sizes. Instead, images are processed and resized by the platform after upload, making it flexible but less prescriptive in terms of design requirements.

If you're sharing multiple images — whether they're the same size or different sizes — the preview will be cropped in timelines and on your profile. People can still see the full image in its original resolution by clicking on it. You can share up to four images in a single Bluesky post.

Bluesky image size when shared with a link

Links shared on Bluesky use a 1.91:1 aspect ratio for the accompanying image preview, which is the same as LinkedIn. We recommend using an image size of 1200 x 627 pixels for Bluesky as well.

Why do social media image sizes matter?

You only get a second to grab people's attention on social media, and creating eye-catching visual content in the proper size for each platform can make all the difference with your social media marketing. After all, what's the point of making and sharing a nice image if it shows up cropped or pixelated in people's feeds?

Here are a few quick tips to help you nail your images every time:

• Start with vertical. A 4:5 or 9:16 image works well on most platforms, so if you're creating one image to share across multiple networks, vertical is usually the safest bet.
• Keep text and logos centered. Profile photos, buttons, and platform UI elements often overlap the edges of images — especially in stories and cover photos. Keeping key elements toward the center helps avoid awkward cropping.
• Use high-resolution source files. It's always easier to scale down than to scale up. Start with the largest, highest-quality image you have and resize from there.
• Preview before you post. A quick check of how your image actually looks in the feed can save you from publishing something that's cut off or blurry.

Tools like Buffer make it easier to manage all of this. You can create a post once, customize it for each platform, and schedule it to go live when your audience is online — all from a single dashboard. Get started with Buffer for free today.

FAQ about social media image sizes

What size should images be for social media?

Most platforms display feed images well at 1080 pixels wide. The height depends on the format:

• Square: 1080 x 1080 pixels — works on Facebook, Instagram, X/Twitter, and LinkedIn
• Vertical: 1080 x 1350 pixels — the most common format for Instagram, Facebook, and LinkedIn feed posts
• Horizontal: 1080 x 566 pixels (Instagram) or 1600 x 900 pixels (X/Twitter)
• Stories and full-screen formats: 1080 x 1920 pixels — standard across Facebook, Instagram, and TikTok

Profile photo sizes vary by platform, ranging from 165 x 165 pixels (Pinterest) to 800 x 800 pixels (YouTube). The full breakdown for each network is in the guide above.

What file format should I use for social media images?

JPG and PNG are the most widely supported file formats across all major social platforms. Some platforms — including Facebook, LinkedIn, Instagram, and X/Twitter — also support animated GIFs.

JPG is a good choice for photos. It compresses well, so file sizes stay manageable without much visible drop in quality. PNG works better for graphics, logos, or images with text. It preserves sharp edges and supports transparency, which JPG doesn't handle as well.

When you're not sure, use JPG for photos and PNG for everything else.

What image size works across most social media platforms?

An image that's 1080 pixels wide is a solid starting point for most networks. For feed posts, 1080 x 1350 pixels (4:5 aspect ratio) is a great default that displays well on Instagram, Facebook, LinkedIn, and X/Twitter.

What happens if I upload an image that's the wrong size?

Most platforms will automatically crop or resize your image to fit their display requirements. This can result in important parts of your image being cut off, or the image appearing stretched or blurry. Using the recommended dimensions helps you control exactly how your content appears.

Do social media image sizes change often?

They can. Platforms update their specs periodically — sometimes with big changes like Instagram's shift to a tall grid, and sometimes with smaller tweaks. We keep this guide updated so you always have the latest numbers in one place.

More social media marketing resources

• 24 Free Instagram Tools to Help Grow Your Account
• 13 Ways to Get More Views on YouTube — Tried + Tested
• The 9 Best AI Image Generators (+ Examples)
• The 11 Best Social Media Analytics + Reporting Tools
• Social Media Engagement: 11 Ways to Boost Yours + Why it Matters
• 8 Essential Social Media Collaboration Tools — Tried + Tested by the Buffer Marketing Team

Not sure where to start with social media marketing? This guide walks you through everything from choosing platforms to building a strategy that sticks.

Marketers, social media is where your audience already hangs out — and it's one of the best ways to connect with over 5 billion of them in a real, meaningful way.

And it’s not just about staying in touch. Social platforms have become powerful discovery engines. A growing number of people actively use TikTok, Instagram, YouTube, Facebook, and others to research products, read reviews, and decide what to buy next. In fact, 63% of Gen Z and 49% of millennials say social media ads or recommendations influence their purchasing decisions.

In other words: your audience isn’t just scrolling. They’re searching, evaluating, and acting, so it’s well worth your business’s time to meet these potential customers on their social channels of choice. 

In this guide, we'll walk you through some of the most popular social networks for marketing (including what we've learned from analyzing millions of posts through Buffer), plus how to build a social media marketing strategy that actually works for you. You’ll also find some resources that take a deep dive into particular areas of this increasingly important marketing arena.

Key takeaways

• Definition: Social media marketing involves connecting with audiences to build brands, drive traffic, and increase sales through content, engagement, and ads.
• Strategic approach: Success requires a cyclical 7-step strategy: setting SMART goals, defining the audience, establishing content pillars, choosing platforms, calendaring, analyzing, and evaluating.
• Platform selection: Focus on the platforms where your target audience is most active, rather than spreading resources too thin across all networks.
• Engagement is critical: Modern SMM has evolved from simple broadcasting to meaningful two-way engagement and social listening.

What is social media marketing?

Social media marketing (SMM) is the use of social media platforms to connect with your audience to build your brand, increase sales, drive website traffic, and more. This involves publishing high-quality content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements. 

You've got plenty of platforms to choose from, and just as many tools to help you manage it all without losing your mind. We’ll unpack all of these things in this guide.

The evolution of social media marketing and management

Back in the early days, brands treated social media like digital billboards — just another place to shout their message and hope people clicked through to buy something.

But social media has become increasingly crowded, and users have become more selective and savvy. Today, simply showing up is no longer enough. To stand out, you need to create stuff people actually care about. And, more importantly, talk with them, not at them.

The good news is that as platforms have evolved, so have the tools and tactics that make social media marketing easier and more rewarding, too.

Along with posting, social media management also involves:

• Social listening and engagement: Monitoring social media conversations and responding to relevant mentions.
• Analytics and reporting: Analyzing reach, engagement, sales, and more on social media with an analytics tool.
• Paid social: Reaching a specific audience at scale with highly targeted social media ads.

Together, these pieces make up what we think of as modern social media management. Bonus: they're all things Buffer can help you with.

Quick-start guide to major social media platforms 

There are so many platforms out there. We've rounded up over 20 in our guide to the top social media sites — but don't let that overwhelm you.

One of the most important things to know about social media marketing is that you don't need to be everywhere. In fact, we'd recommend picking just a few platforms to focus on (we'll get into how to choose in a bit).

When you're deciding which platforms to use, the biggest question to ask yourself is: where does my audience actually spend their time? Here’s a high-level explainer, plus a breakdown of the demographics of the most popular social media marketing platforms to guide you:

Facebook

• Monthly active users: 3.07 billion
• Breakdown by gender: 43% women, 57% men
• Dominant age group: 25–34 years
• 79% of organizations use it for social media marketing

Facebook is still the biggest social network out there, with over 3 billion people logging in at least once a month. For perspective: That's more than a third of the world's population.

You can post pretty much any content format on Facebook, including links, text, images, and videos. We analyzed over 15 million posts and found that images get the most engagement on the platform (but only just!). You’ll see from the graph, however, that images, videos, and text posts are all clustered within one percentage point of each other.

Our data also shows that the best time to post on Facebook is generally early to mid-morning on weekdays.

Wednesday and Thursday are the best days of the week to share content on the social media platform.

Facebook (owned by Meta) also has some really useful tools built in, like Meta’s Business Suite and Facebook Ads Manager, which can help you schedule posts and run ads.

🔍 Deep dive: Understanding the Facebook Algorithm

⏫ Level up: How to Get More Followers on Facebook

Instagram

• Monthly active users: 3 billion
• Breakdown by gender: 47% women, 53% men
• Dominant age group: 18–34 years
• 86% of organizations use it for social media marketing

Instagram is all about visuals. You can share photos, carousels (multi-photo posts), stories, reels, and live videos.

Our latest research revealed that carousels are the best content to post on the platform for engagement.

You may be surprised: surely reels reign supreme? Interestingly, the data above measured engagement, not reach. Essentially, reels and carousels serve different goals on Instagram: 

• Reels are great for reach and discoverability thanks to distribution on the explore page and reels tab
• Carousels tend to drive deeper engagement by keeping people interacting with your content longer

We also uncovered that the best time to post on Instagram for engagement is weekday evenings between 6 p.m.–11 p.m.

Midweek posts on Instagram see solid engagement, with Wednesdays topping the stats. 

Also owned by Meta, Instagram plays well with Facebook for crossposting content and ads. You’ll also be able to access Meta’s Business Suite and Ads Manager with your Instagram account.

🔍 Deep dive: How the Instagram Algorithm Works

⏫ Level up: How to Get More Followers on Instagram

YouTube

• Monthly active users: 2.6 billion
• Breakdown by gender: 46% women, 54% men
• Dominant age group: 25–34 years
• 58% of organizations use it for social media marketing

YouTube was the OG video platform, and it's still going strong. For years, YouTube was all about landscape videos, but they've since jumped on the short-form video trend and introduced portrait short-form videos up to 60 seconds, called YouTube Shorts.

It makes sense to differentiate between long-form videos and YouTube Shorts when we look at the best time to post on YouTube, since each type performs a different function and attracts different audiences at different times. 

As you can see from the heatmaps below, the best time to post long-form videos is Sunday at 10 a.m. (by a long shot); whereas the best time to post YouTube Shorts is Friday afternoon and evening. 

When it comes to the best days of the week to post on YouTube, the same pattern applies: Sundays for long-form videos; Fridays for YouTube Shorts. 

YouTube also offers shopping tools like YouTube Shopping (only for certain users) plus YouTube Ads, allowing you to advertise before and during other YouTube videos.

🔍 Deep dive: Understanding the YouTube Algorithm

⏫ Level up: How to Get More Subscribers on YouTube

TikTok

• Monthly active users: 1.9 billion
• Breakdown by gender: 44% women, 56% men
• Dominant age group: 18–24 years
• 43% of organizations use it for social media marketing

On TikTok, you can create videos anywhere from 15 seconds to 60 minutes long, and there are tons of filters, AI effects, sounds, and music to play with. It makes creating content fun and accessible, even if you don’t have mad editing skills. The social media platform also introduced stories and carousel-style photo posts.

But there are no surprises when it comes to the best content format to post on TikTok: on a video-first platform, video still performs best. 

Buffer data revealed that the best time to post on TikTok is Sunday at 9 a.m., followed by Monday at 1 p.m., and Sunday at 1 p.m. Generally speaking, views tend to pick up in the evening hours, which makes sense considering the entertainment value of most TikTok content. 

Unlike many other social platforms, which tend to see more engagement during the week, the best day of the week to post on TikTok is Saturday. Monday comes in second place, followed closely by Sunday.

TikTok offers a powerful ads platform with formats like in-feed ads, Topview, and Spark ads, helping you reach new audiences and boost high-performing content directly within the app.

🔍 Deep dive: Understanding the TikTok Algorithm

⏫ Level up: How to Get More Followers on TikTok

Pinterest

• Monthly active users: 578 million
• Breakdown by gender: 70% women, 23% men
• Dominant age group: 18–34 years
• 10% of organizations use it for social media marketing

Pinterest is a bit of a hidden gem. It’s part social platform, part visual search engine, and it’s where people go to discover ideas, plan projects, and find brands they love. Think of it as a digital pinboard: users save images and videos (called pins) to curated boards, whether they’re dreaming up a new recipe, redesigning a space, or researching products. 

With nearly 600 million users (and over a third actively looking for brands), Pinterest offers a powerful, often overlooked way to get your content discovered and send traffic your way. 

Interestingly, our data found that video posts on Pinterest get 83% higher engagement than images. So if you're using Pinterest primarily as a visual catalog, it might be worth testing a few video pins and seeing how they perform with your audience. 

Pinterest also has built-in advertising tools, including promoted pins and shopping ads, making it easy to get your content discovered by users actively searching for ideas and products.

🔍 Deep dive: Pinterest Marketing Strategy 

⏫ Level up: How to Get More Followers on Pinterest

X (formerly Twitter)

• Monthly active users: 557 million
• Breakdown by gender: 36% women, 54% men
• Dominant age group: 18–34 years
• 38% of organizations use it for social media marketing

X (formerly Twitter) has been around since the early days of social media. It was actually the very first platform Buffer supported! That said, the platform has been through a lot of changes lately.

But don't count it out just yet. Sure, there are some interesting X (Twitter) alternatives popping up (like Bluesky, Mastodon, and Threads) but none of them have surpassed X's monthly user count yet.

After acquiring the platform in 2022, Elon Musk set out to transform it into a broader “everything app,” expanding far beyond its original focus on short posts and conversations. Since then, we’ve seen a wave of updates, including new account types, longer-form posts, improved video features, and early steps toward digital payments and e-commerce.

Like Facebook, X supports links, images, text, and video posts, but according to our analysis of over 10 million posts sent through Buffer, text is the most engaging content format on X.

The best time to post on X (Twitter) is 9 a.m. on Tuesday. In general, posting on weekdays from 8 a.m. to about 12 p.m. gives your content the best shot at higher engagement stats. 

The best day of the week to post on X is Wednesday, followed by its fellow midweek buddies, Tuesday and Thursday. 

X offers a range of advertising options through X Ads, including promoted posts, accounts, and trends, helping you boost visibility and reach targeted audiences in real time conversations.

🔍 Deep dive: Understanding the X (Twitter) Algorithm

⏫ Level up: How to Get More Followers on X (Twitter)

LinkedIn

• Monthly active users: 350 – 450 million (estimated)
• Breakdown by gender: 43% women, 57% men
• Dominant age group: 25–34 years
• 75% of organizations use it for social media marketing

LinkedIn has evolved from a resume-sharing platform to one of the best networks for thought leadership content and building a personal brand. From a business social media perspective, your employees’ personal brands can be a powerful digital marketing tool. More so, in most cases, than sharing from a company page. 

Although the platform also allows for text, video, image, and link posts, LinkedIn carousels (documents) take the top spot by far in terms of engagement. 

We also uncovered that late afternoon and evening hours (3 p.m.–8 p.m.) now drive the highest engagement on LinkedIn. As you can see on the heatmap below, the best times to post on LinkedIn are Wednesday at 4 p.m., Friday at 3 p.m., and Friday at 4 p.m.

The best day of the week to post on LinkedIn is Wednesday. We found that posts shared on Wednesday tended to get the most engagement, closely followed by Thursday, then Friday.

LinkedIn’s ads platform uses formats like sponsored content, message ads, and lead gen forms to help you target professionals and expand your reach.

💡 Pro tip: Because personal profiles are where it’s at on LinkedIn, we introduced LinkedIn profile analytics to help you see what’s working and refine your strategy over time. 

🔍 Deep dive: Understanding the LinkedIn Algorithm

⏫ Level up: How to Get More Followers on LinkedIn

Threads

• Monthly active users: 400 million
• Breakdown by gender: 42% women, 58% men
• Dominant age group:  25–34 years
• 11% of organizations use it for social media marketing

Threads may be positioned as a conversation-first, text-forward platform, but posts with visuals currently see higher median engagement. That said, format isn’t everything. There’s plenty of overlap, and a strong text post can still outperform an average video or image. 

As Threads continues to evolve and refine its algorithm, these trends may shift, but for now, a simple, effective approach is to mix in visuals alongside your text to give your posts an extra boost.

No matter the format, one of the most effective ways to engage on Threads is to add your insight to trending topics (before they run away from you). Using Buffer’s Trending Topics feature, you can see what's taking off right now, browse actual posts from the conversation, and jump in with your take, all without leaving the Buffer app.

So, when is it best to post? Our research revealed that the best time to post on Threads is 9 a.m. on Thursday. Other high-performing slots were 12 p.m. on Wednesday and 9 a.m. on Wednesday. Generally speaking, midweek mornings and early afternoons are your best bet for maximum engagement.

Midweek is where it’s at for the best median engagement, so it’s little surprise that Wednesday seems to be the best day of the week to post, followed by Thursday, then Tuesday. 

💡 Pro tip: Good timing won’t save mediocre content. Remember that Threads rewards specificity and niche interests, so don’t be afraid to geek out on your favorite topics. 

As of January 2026, Meta has officially completed the global rollout of Threads as an advertising placement through Meta’s Ads Manager.

🔍 Deep dive: Understanding the Threads Algorithm

⏫ Level up: How to Get More Followers on Threads

Bluesky and Mastodon

Bluesky and Mastodon are two fairly new decentralized social media platforms. Bluesky has 5.2 million monthly users, while Mastodon has 1 million. Being decentralized means that they aren’t owned or controlled by a single company, but instead are made up of smaller, community-led networks. 

That structure shapes how people show up: these spaces are far more community-first, with a strong emphasis on authentic conversations and people over polished brand content. So before you post, it’s worth asking whether your audience is actually there. If they are, focus on engaging, not just broadcasting.

Instead of engagement rate, Bluesky uses total interactions (likes + comments + reposts), so it's not one-to-one with the other platforms in this section. Nevertheless, our data found that video content earns the most interactions per post on Bluesky. 

Like Bluesky, Mastodon uses total interactions (shares + favorites + comments) instead of engagement rate. It came up as the most stable platform in our dataset: Images and videos both earned a median of three interactions per post, and links and text both averaged out at two interactions.

Keep an eye on these two platforms; it’s going to be interesting to see how decentralized social media networks evolve. 

🔍 Deep dive: Understanding Decentralized Social Media

⏫ Level up: How to Schedule, Crosspost, and More on Bluesky

Social media marketing strategy

Now that you understand more about the most popular social media marketing platforms, let’s explore the key to social media marketing success: a social media strategy.

Good social media marketing starts with a strategy. Before you start creating content, take a step back and look at the big picture. Before you even start thinking about content creation, it’s wise to take a step back and look at the big picture to devise your social media marketing plan. Remember: random acts of content lead to random results.

Here’s a step-by-step guide to creating your social media strategy:

1. Set your social media marketing goals
2. Define your target audience
3. Choose your content pillars
4. Choose your platforms
5. Create your content calendar
6. Analyze your content performance
7. Evaluate your content strategy

Your social media marketing strategy is not a one-and-done process: it’s a plan that should be regularly tweaked and iterated upon. So, instead of thinking of the above steps as a to-do list to move through, visualize them as a cycle, like the flywheel below.

You should be regularly tweaking and building on your strategy to hit your goals.

1. Set clear social media marketing goals

Start with your business goals. Then ask yourself: 'How will growing an engaged social media following help me (or my team) reach these goals?'

This is especially important if you need to convince leadership that social media is worth the investment. They'll want to see real results. The more you can show that social media is working, the easier it'll be to get the resources you need to grow.

Build a solid foundation for your social media strategy by making these goals SMART:

• Specific
• Measurable
• Achievable
• Relevant
• Timebound

2. Define your target audience

Before you dive headfirst into creating content, you need to know who you're actually talking to. Once you know who your audience is, you'll have a much better idea of where to find them and how to talk to them.

Answering these questions will help you get a clear picture of your target audience:

• Who are they? (e.g., job title, age, gender, salary, location, etc.)
• What are they interested in that you can provide? (e.g., entertainment, educational content, case studies, information on new products, etc.)
• What goals and challenges do they have? (Ideally, this will be one your content or company can help them achieve or solve.)
• Where do they usually spend their time online? (e.g., TikTok, Instagram, etc., or niche platforms)
• When do they look for the type of content you can provide? (e.g., weekends, during their daily commute, etc.)
• Why do they consume the content? (e.g., to get better at their job, become healthy, stay up to date with something, etc.)
• How do they consume the content? (e.g., reading social media, watching videos, etc.)

3. Choose your content pillars and formats

What kind of content will your audience actually care about? Could short-form video content be the best format for capturing their attention? Could partnering with an influencer take your brand awareness to the next level?

Your marketing personas will come in handy here. It's also worth checking out what similar businesses are doing on social media. A competitive analysis can help you learn a lot from what's working (and what's not) for them. What are your competitors doing that works? Have they made mistakes you can learn from?

Your content pillars and formats aren't set in stone. You can (and should) adjust them based on what's actually working. Here’s a comprehensive guide to creating content pillars for social media (with a handy template).

4. Choose your platforms

So, which platforms should you focus on? With so many options out there, it's easy to feel overwhelmed. Here are some things to consider when making this choice:

Focus your efforts instead of spreading yourself thin

When you're just starting out, it's better to focus on a few platforms where your audience actually hangs out, rather than trying to be everywhere at once.

Brands focusing on just one or two platforms tend to get more engagement per post than those spreading themselves across three or more.

Understand your target audience 

Even basic demographic info about your audience (like age, location, and interests) can help you figure out where to focus. Check out the stats for each platform above for some guidance.

For example, if you're trying to reach teenagers, LinkedIn isn't where you want to spend your time. The same goes for TikTok and Snapchat if you're trying to reach retirees. They're probably not hanging out there.

Use built-in shopping tools

Many social networking sites, like Facebook, Instagram, and TikTok, have robust e-commerce tools that may increase sales if that is your social media goal.

It makes sense to reduce friction when it comes to sales by letting your customers shop right on their favorite platforms. If it works for your particular business, the availability of these tools is also an essential factor in your choice.

Explore newer or niche platforms

If you’re serving a particularly niche market segment, it’s worth exploring the alternative platforms gaining traction. Don’t write Mastodon or Bluesky off simply because their active monthly users don’t number in the billions (yet).

Less popular (but still powerful) social media marketing platforms like Pinterest may also prove valuable, especially for categories where visual discovery drives purchases, such as home decor, fashion, food, and DIY.

5. Create your content calendar

You’ve outlined the big picture; it’s time to get into the details — and implementation. Social media marketing usually starts with having a consistent social media presence, i.e., regularly sharing content on your chosen platforms.

It’s best to plan your content calendar ahead of time instead of creating and publishing content spontaneously. Luckily, you’ve already done so much of the hard work required. Armed with your content pillars and formats and the platforms you’ve decided on, you can begin to map out the content itself on your social media content calendar.

We have a comprehensive guide to creating your social media calendar (and template) that will walk you through it step-by-step, but here’s a high-level overview:

Step 1. Choose your social media content calendar tool

This could be as simple as a spreadsheet, but social media scheduling tools like Buffer will help you plan, schedule, and analyze your content in a single platform.

Prefer to start your social posts on a good ol’ spreadsheet? No problem. Buffer’s Bulk Upload allows you to convert a spreadsheet into up to 100 scheduled posts, all ready to go. 

Step 2. Gather your content ideas

Defining your content pillars likely sparked plenty of exciting content ideas. Get them down before you lose them.

A tool like Buffer’s Create Space can be super helpful here. It’s a versatile system that will allow you to save text, images, and videos for your social media posts (and organize them with color-coded tags) to keep track of all your lightbulb moments.

Even if all you have is a link to another social post that has inspired you, a half-baked idea, or a reminder about an important product launch, save it. You can refine it later before you schedule it.

With the Buffer app (available on both iOS and Android), you can save those ideas while you’re on the go, too.

💡Pro tip: If you’re stuck for ideas and staring at a blank composer with nothing to say, check out our Template Library of writing prompts. Take that, writer’s block.  

Step 3. Decide on a content cadence for each platform

When it comes to building an engaged social media audience on any platform, consistency is key. It makes sense. The platforms want you to use their sites and apps, so they reward that behavior.

Every platform is different when it comes to the best days and times to post on social media for optimal engagement. While you’re revving up your social media content engine, it can be helpful to know the best times to post on each network to maximize your chances of likes, comments, shares, and views.

Here’s a recap of the best time slots for each platform:

While these best-time-to-post guides can be helpful, they’re no substitute for knowing your best time to post. Every audience is different, and yours may be more likely to engage with your content at different times.

After some time posting to your chosen platforms with Buffer, Buffer’s analytics will recommend your unique best time to post for each platform to maximize your chances of high reach and engagement.

Step 4. Map key launches and dates

Plan out posts for all your product launches, company news, and events. You can use placeholders if you don’t have all the details or social media marketing assets you need just yet.

Why map them out first? Those posts should be your priority on those days, and you may want to hold off on sharing other content that detracts from these on key dates. It will also help you gather all the copy, images, and other assets with enough time to plan and schedule these posts.

Step 5. Batch your content 

Consistently creating content for multiple channels is no cakewalk. But content batching (sitting down to create content in bulk, enough to last several days, weeks, or even months) can help you be more efficient.

Here are some examples of social media manager content batching:

• Using the same Instagram template for several carousel posts spread out over a few weeks. All you need to do is change the text.
• Similarly, using the same template for LinkedIn carousel posts, and changing the content to create several carousels in one sitting.
• Planning a warehouse or factory visit to film several videos of how your product is made for future TikToks, Instagram Reels, and YouTube Shorts.
• Having a shooting day with several colleagues to take advantage of trending TikTok sounds or trending Instagram audio.

Step 6. Schedule your content

With all that content batched and ready to go, it’s time to start scheduling. Scheduling your social media marketing posts in advance is essential. There are so many benefits to scheduling your content in advance, especially for the social media managers themselves.

Having your posts scheduled in a social media management tool like Buffer means:

• You don’t have to be online at all hours to post.
• You can take time off and rest, knowing that your audience is still engaged and growing
• You can post your content at the best time to post on each platform.
• You can free up time for last-minute changes.

6. Analyze your content performance

Understanding how your content is performing using social media analytics is a hugely important step in your social media marketing plan. Are you reaching more people than last month? How many positive mentions? How many used your brand’s hashtag? Are you driving traffic to key pages?

Metrics to look at include: 

• Reach and impressions
• Engagement rate
• Click-throughs
• Conversions

The social networks provide basic metrics, but for more in-depth analysis or cross-platform comparison, use a social media analytics tool. We’re biased, of course, but Buffer’s analytics are tough to beat.

Rather than just numbers, Buffer uses your reach and engagement data to recommend the best time to post, frequency, and content format to grow your channel.

7. Evaluate your content strategy

It’s time to step back and ask: “Is our social media marketing strategy working?”

Use your analytics reports to see if your efforts are helping you reach your business goals. You might be gaining followers and engagement, but not increasing sign-ups or sales. If so, revisit earlier steps and adjust your strategy. Platforms evolve, and so should your approach. Adaptation is part of the process.

Social media listening and engagement

As your business and following grow, conversations about your brand will increase. People comment, tag, or message you directly. And how you respond to these is important.

As you’ll see in our 2026 State of Social Media Engagement Report, the biggest driver of post performance isn’t when or how you post. It’s whether you show up and talk back to your audience.

Here’s a quick recap:

• Replying to comments is one of the strongest patterns we found: Accounts that do this consistently see higher engagement across every platform (up to +42% on Threads and +30% on LinkedIn).
• Content format performance isn’t universal: What works on one platform won’t necessarily work on another (and sometimes not even for different goals on the same platform).
• Consistency still matters: Accounts that stop posting see a clear drop in performance, while posting regularly increases your chances of being seen.
• Timing and frequency help, but only as a boost: The real lever is creating content people want to engage with and responding when they do.

If there’s one takeaway: don’t just publish: participate. 

An easier way to engage

As you can see, responding to these interactions is a mega win for your engagement, but it’s easy to miss a notification, especially when you’re managing multiple social media accounts. If you’re like most people, you’ll post something, close the app, and forget to check back.

Buffer’s Community makes it easier by bringing all your conversations into one calm, organized space, where you can filter unanswered comments, get real-time notifications, and reply across platforms without jumping between apps. The Community motto: “Don’t post and ghost.”

You can respond faster with saved replies or AI-assisted suggestions (that still sound like you), track how consistently you’re engaging, and even turn great replies into new content — so no comment gets missed, and every interaction becomes an opportunity to connect and build your community. Because social media is meant to be social, right?

People might talk about your brand without tagging you. These conversations are valuable — positive comments can be opportunities to surprise and delight, while negative ones allow you to offer support and resolve issues early.

Manually searching for mentions can be tedious. Use a social media listening tool to find relevant conversations and participate effectively.

📚 Recommended reading: Social Media Engagement Guide

Social media advertising

If resources allow, social media ads can significantly expand your reach and grow your following. Well-executed campaigns target specific audiences based on demographics, interests, and behaviors. Meta’s Ads Manager allows crossposting across platforms, even without profiles.

The average Cost Per Click (CPC) on social media is generally lower than Google Ads. For example, Instagram’s average CPC is $0.00–$0.25 (Pinterest is even lower at $0.00–$0.10), compared to Google’s $2.69. The amount will vary depending on your campaign objective, industry, and competition in your niche, so your numbers may look different. 

💡Pro tip: Ads work best when they’re layered onto a consistent, organic social media presence.

📚 Recommended reading: Social Media Advertising Guide

8 social media marketing tips from the experts

We asked social media marketers worldwide for their top tips for beginners. Common themes include authentic connection, platform selection, and partnering with creators.

1. Know your audience

“Ignore fads and trends and vanity metrics. Create a solid strategy that talks to your audience. Think about their pain points, emotional triggers, and how you want to be perceived in their eyes.”

– Sarah Man, Social Media and Marketing Consultant, Mantar Marketing

“There’s already so much being shared by your target audience across various platforms. Work smarter, not harder! Your audience/customers will always express their pain points or challenges. If you can address those pain points or challenges head-on with your content, your messaging/products/services are guaranteed to reach those people.”

– Emma Rafanello, Social Media Account Supervisor, Bospar

2. Stick to the platforms that make sense

“You don’t have to be everything, everywhere, all the time! It’s better to start small and focus on one platform, at a lower posting frequency, than it is to spread yourself too thin. The best way to see if social is working for your business, no matter what your goals are, is to really focus on one channel and grow from there. If your attention is divided between 10 other platforms, it’s hard to notice those small yet promising upward trends that are whispering, ‘This could work!’ to you.”

– Emily Brungard, Senior Social Media Manager, Rossman Media

3. Optimize your profiles

“Optimize and fill out every aspect of all your social media profiles to create the best first impression for your audience. The better the first impression, the higher the perceived value. This will really help generate leads, too.”

– Piyush Malpure, Founder and Marketing Strategist, Leads Infinity

4. Engage with your communities

“Posting often will only show off part of your brand, but you’ll come across as more genuine and authentic if you take the time to comment on relevant posts and discussions.”

– Naba Ahmed, Marketing Manager, Prezi

5. Be authentic and relatable

“Don’t be afraid to test out-of-the-box ideas and be yourself. Understand that ‘being good’ on social means nothing if you aren’t meeting your objectives and reaching your business goals.”

– Sarah Man, Social Media and Marketing Consultant, Mantar Marketing

6. Create value for your audience

“Create content in which you give more to people than what you ask of them, and find peers to partner with and amplify your message.”

– Meryoli Arias, Head of Marketing, The Community Marketing Company

7. Get your team involved

“Your brand should be an extension of real people’s voices. For someone just building out their strategy, the best place to start is with your internal team. Interview them, use their thoughts and ideas to ideate topics, and feature them often. Give them prompts and enablement material to share those thoughts themselves. Involving the team humanizes the brand and creates real connection with your audience.”

– Sam Hembree, Co-founder, Beam Content

8. Be strategic with links

“This one is an easy one: stop posting links in Instagram captions and stop putting multiple links in social posts! They’re not accessible and honestly seem spammy. If you’re posting in multiple languages, just separate the posts.”

– Jessica Perreault, Director of Communications, Labour Market Information Council (LMIC)

Social media marketing resources

As you’ll have picked up from this article, social media marketing is a deep, nuanced subject, and there’s often plenty to consider before a business kicks off any kind of social media marketing campaign.

In a field constantly in flux, social media pros know staying on top of trends, platforms, tools, and features is key.

To help you get going (or level up), here are some high-level resources to bookmark and add to your social media marketing toolkit (along with the deep dives and zoom-outs we’ve linked above):

✍️ Social Media Marketing Blog

Latest news, success stories, platform guides, and more.

💌 Social Media Newsletter

Weekly updates on new features and tips.

🧠 Social Media Terms Glossary

Clarify industry jargon as you build your strategy.

🚀 The Buffer Community

Connect, share, and learn with other social media managers, small business owners, and creators.

Got questions? We’d love to help. Find us on Facebook, Instagram, LinkedIn, X, YouTube, TikTok, Threads, and Bluesky.

FAQ about social media marketing

How do I do social media marketing?

At its core, social media marketing is about showing up where your audience already spends time and building real connections. Start by choosing one or two platforms your audience uses most, create content that helps, entertains, or informs them, and stay consistent. Just as importantly, don’t post and ghost. Respond to comments, join conversations, and learn from what’s working so you can keep improving over time.

How much does social media marketing cost?

It can cost as little or as much as you want. If you’re just getting started, your main investment is time: creating content, engaging with your audience, and learning what works. As you grow, you might invest in tools, ads, or extra support. The good news is you don’t need a big budget to see results, especially if you focus on consistency and genuine connection.

What are the benefits of social media marketing?

Social media marketing helps you get your brand in front of the right people, build trust over time, and stay top of mind. It can drive traffic to your website, generate leads, support sales, and even act as a customer service channel. But one of the biggest benefits is the direct connection. You’re not just broadcasting, you’re building relationships.

Why is social media marketing important?

Because that’s where people are. Your audience is already using social media to discover brands, research products, and make decisions. If you’re not showing up there, you’re likely missing out on opportunities to connect, learn from your audience, and grow your business in a way that feels natural and accessible.

How do I start marketing on social media?

Start simple. Pick a platform, set a clear goal, and begin sharing content that’s useful or interesting to your audience. You don’t need a perfect strategy from day one. You’ll learn as you go. Pay attention to what people respond to, keep experimenting, and build from there. Progress matters more than perfection.

Which is the best platform for social media marketing?

There isn’t a single “best” platform. It depends on your audience and your goals. The best platform is the one your audience actually uses and engages with. Instead of trying to be everywhere, focus on one or two platforms where you can show up consistently and do it well.

I don’t know about you, but my earworms are pretty much exclusively trending songs from TikTok at this point. (Even the non-music sounds from TikTok tend to get stuck in my head, but I digress…)

The catchiness of these tunes is incredibly powerful for creators and brands on the social media platform to tap into, because not only do users remember the song — chances are, videos that featured the track will probably stick in their minds, too.

Beyond memorability, of course, is the algorithmic effect of being right on the cusp of a trending TikTok song. And who would say no to a little boost for the content they worked so hard on?

In this post, I’ll share the most viral songs and sounds on TikTok in May 2026 — and how to use them to boost your content.

Why trending TikTok sounds matter

Since you’re here, I probably don’t need to tell you that using a hot sound on TikTok can increase your chances of landing on the For You Page, especially if you’re early to the trend.

TikTok’s algorithm often prioritizes familiarity and repeatability, so when a song is on the rise, jumping on it can give your post more visibility.

For example, if I’m scrolling through my FYP and watch a video with a particular audio, the TikTok algorithm will likely test the waters with another video that uses the same sound a couple of videos later. The algorithm wants to understand exactly why I lingered on the first video. Was it the music?

If yes — boy, does the FYP have more where that came from.

The right TikTok sounds or songs can instantly set the tone, spark emotion, or cue a punchline for your audience — particularly if the sound, like many of the ones below, has been used in a specific way.

The songs or audio that rise to that level of virality that they become a moment in time for internet culture are the really special ones.

All that said: you don't need to spend hours scrolling to find the right audio for your next post. Here are the most popular TikTok songs and audio right now, updated in 2026. We’ll keep this list regularly updated, so do be sure to bookmark this page and come back if you need more inspiration!

How to find trending songs on TikTok

• Browse TikTok’s Creative Center: Visit the Creative Center to see top trending songs by region and time period (above) — it’s TikTok’s built-in trend tracker for sounds, creators, and hashtags.
• Use TikTok’s search bar: Search phrases like “viral sound” in the TikTok app, tap the Sounds tab, and scroll through the most-used tracks labeled popular.
• Get personalized recommendations from TikTok: When you upload a video, TikTok will suggest music that matches your content — a great shortcut for finding relevant sounds.
• Discover playlists curated by TikTok: Tap Add Music > Discover more sounds to browse playlists by genre, category, or what’s hot in your region.
• Check out Tokchart: Tokchart shows the fastest-rising TikTok sounds from the past 24 hours, updated in real time. You'll need a paid account to get all the details.
• Look for trending audio on Instagram: Instagram Reels often feature songs that cross over to TikTok. Tap the music icon in the Reels editor and check the Trending tab for current hits.

💡 Bonus tip: Always preview how a sound is being used. Tap the sound name on TikTok to watch example videos — this gives you the context you need to ride (or remix) the trend.

13 trending TikTok songs and sounds

Updated May 2026

1. Map Day

With the renewed buzz around a new Tomodachi-style release on the Nintendo Switch, creators are recreating that quirky in-game format: an on-screen title bar with an apartment number and name, followed by a meme.

🎧 Get the song

2. Beat It

Beat It by Michael Jackson is back in a big way. Since the film Michael hit theaters and IMAX in late April, TikTok has been full of renewed MJ energy. If you need a tutorial for the dance, check out the video below.

🎧 Get the song

3. Dancing In The Dark

Rihanna's song from the Home soundtrack is back with the "Boov groove”. In the movie, the Boov are an alien race that hides on Earth from an aggressive species known as the Gorg. Creators are literally dancing in the dark, or, honestly, wherever they want to.

🎧 Get the sound

4. You Rock My World

Notice a theme here? You Rock My World by Michael Jackson is riding the same nostalgic wave thanks to the movie. Better brush up on those MJ moves!

🎧 Get the song

5. Lucifer's Waltz

Lucifer’s Waltz by Secession Studios adds instant drama right now — whether you're being serious or not. I’ve been seeing it layered under voiceovers for storytelling, mock-serious commentary, and everyday complaints.

🎧 Get the song

6. hey there sally

In a nutshell, this song by thuggpint is trending because a) people think it's really bad, or b) they want to rush to its defense. Have a listen and make up your own mind.

🎧 Get the song

7. i'll rot here

i’ll rot here is ambient and emotional, which makes it perfect for text-led posts, quiet reflections, and deeply feeling moments. Personally, I’m here for the wholesome, lovey-dovey pet content.

🎧 Get the song

8. I Believe in Mercollz

I Believe in Mercollz by Corcovado is a versatile track that slips into just about any format. It leans lo-fi and nostalgic, with a soft, atmospheric feel that makes it ideal for text-led reflections.

🎧 Get the song

9. Outro

I always get a millennial dopamine hit when I see my favorite songs from years ago hit the trend charts. It's an epic song (no bias, obviously), so little wonder it's being used to cinematic effect.

🎧 Get the song

10. it's all my fault

it’s all my fault by pxle is an ambient track that creators are using in two very different ways right now. On one end, it’s the main event — paired with on-screen text or emotional storytelling. On the other hand, it fades almost completely into the background, adding just enough atmosphere to voiceovers and commentary without distracting.

🎧 Get the song

11. Naughty Girl

Beyoncé’s 2003 classic Naughty Girl from her debut solo album Dangerously in Love regularly trends across the socials. Creators love it for dance challenges, literal naughty girl moments, and showing off their high heel collections (or, sometimes, lack thereof).

🎧 Get the song

12. Spirit in the Sky

Another blast from the past. It's bringing the vibes to all kinds of content. Honestly, I'm not entirely map sure why it's trending other than people hearing it and remembering what a cool song it is.

🎧 Get the song

13. It Belong To Me

Tha Duce's new song is being used as the backtrack to hot takes and POV posts that align with the lyric, "put it in my hand like it belong to me."

⚠️ Contains expletives.

🎧 Get the song

⚡Pro tip: For business use on TikTok, only use songs from TikTok’s Commercial Music Library or tracks you have a royalty-free/commercial license for. Using personal-use music in ads or branded content can get your videos muted or removed, so always double-check the license before posting.

Found a track for your next TikTok?

When you're creating content for your business or personal brand, staying on top of TikTok's audio trends can help you reach new audiences and keep your content fresh.

Start with one or two of the methods we discussed to find popular sounds — and don't forget to save your favorites for later.

If you've created a TikTok post with audio from this list, we'd love to see it. Tag @bufferapp on TikTok so we can find you!

Choosing the right trending audio to accompany your latest Instagram post is an art, not a science. Still, opting for a trending sound or music clip could provide the boost you need to get your video on the Instagram Explore page or Instagram Reels feed.

While it used to be just for Instagram Reels, you can now also add trending audio to your carousels and single photo posts. This gives your posts a better chance of landing on the Explore page, and it makes carousels and photos eligible to appear on the reels feed, too. That opens up a new way to expand your reach.

But where can you find trending audio on Instagram? If you feel like you’re always chasing the tail-end of trending songs on the app, you’ve come to the right place.

Here are some of the most viral, versatile, trending songs and sounds on Instagram right now.

13 trending songs and audio on Instagram

Here's a quick summary of what is trending in May 2026.

1. POP DAT THING (Official Remix)

POP DAT THANG (Official Remix) by DaBaby, GloRilla, Yung Miami, and YKNIECE only just dropped, but Instagram creators wasted no time jumping on it. With thousands of reels already using the sound, it’s being used for a range of content — gym clips, lip syncs, fashion edits, travel recaps, you name it.

⚠️ Warning: contains expletives.

🎧 Get the audio

View this post on Instagram

A post shared by LILI🪸🧜🏽‍♀️ (@datliligirl)

2. OKAY!

Forrest Frank's new track is bringing upbeat, gratitude-filled energy to Instagram right now. The feel-good lyrics and sunny production have also sparked a dance challenge.

🎧 Get the audio

View this post on Instagram

A post shared by Dejah Hector (@thedejah)

3. Quiet Comfort

Quiet Comfort by Oldies Playing feels like stepping into another time for a minute. The soft strings and distant, old-radio effect create this warm, nostalgic atmosphere that fits perfectly with slow-living content, like rainy mornings, baking, reading, or cozy aesthetics.

🎧 Get the audio

View this post on Instagram

A post shared by Austin Rutland (@austinrutland)

4. Beat It

Beat It by Michael Jackson is having a huge moment on Instagram right now, thanks to the new Michael biopic. Creators are using the track for dance clips and full-on “channeling MJ” moments.

🎧 Get the audio

View this post on Instagram

A post shared by सौम्या (@saumya_lele)

5. The Author

This new song by Brandon Lake and Nick Jonas is quickly becoming a favorite for faith-based creators on Instagram. The worship track is showing up in lip syncs, devotional content, fan edits, and reflective reels.

🎧 Get the audio

View this post on Instagram

A post shared by 𝐉𝐔𝐋𝐈𝐀 𝐒𝐀𝐌𝐏𝐒𝐎𝐍 (@_juliasampson)

6. Suga Suga

Suga Suga (feat. Frankie J) by Baby Bash and Frankie J is an oldie that I'd almost forgotten about until I heard that catchy intro. Creators are using the laid-back hit from the early 2000s for just about everything — travel clips, gym edits, recipes, even literal sugar-filled baking content.

🎧 Get the audio

View this post on Instagram

A post shared by Isabel Cleary (@madebymo__)

7. Dracula (JENNIE Remix)

The Dracula trend is still absolutely everywhere on Instagram. Creators are pairing up to lip sync the back-and-forth lyrics while dramatically walking down streets, parking lots, hallways — really, any stretch of pavement will do.

⚠️ Warning: contains expletives.

🎧 Get the audio

View this post on Instagram

A post shared by Ashish Arora (@theashisharora)

8. Vogue (Edit)

Although this hit is from 1990, my favorite quote from Madonna rings true: “The most controversial thing I've ever done is stick around." Vogue by Madonna is back in the spotlight thanks to all the buzz around The Devil Wears Prada 2. Creators are using the iconic track for reels where the outfit is the main character.

🎧 Get the audio

View this post on Instagram

A post shared by Moonlight Road (@moonlightroadart)

9. Original audio by justtrip.it

This original audio from justtrip.it is fueling one of Instagram’s dreamiest travel trends right now. The orchestral sound pairs with on-screen text that starts with “How do you like your coffee?” followed by “Me: in Italy,” “Me: at Disneyland,” “Me: in Europe” — usually alongside a scenic clip or photo from that destination. Take me there.

🎧 Get the audio

View this post on Instagram

A post shared by Jackie Giardina ✨ Living After Midnite (@jackiegiardina)

10. Be Like a Woman

Be Like a Woman by Chris Rainbow is the backdrop to one of the easiest-to-recreate Instagram formats right now. The trend starts with the on-screen text “This looks so cool, I have to capture it,” then unfolds into a stream of aesthetic clips, favorite finds, recommendations, or little mood board moments worth saving.

🎧 Get the audio

View this post on Instagram

A post shared by Ju Lumi (@jlumi_)

11. Runway

If there’s ever been a sound designed for a dramatic entrance (or exit), this is it. Runway by Lady Gaga and Doechii is the lead single from The Devil Wears Prada 2 soundtrack, and it leans all the way into bold struts. "No matter what, no matter what. You got to strut. Walk, I'm feeling fab. I'm feeling free, I feel exceptionally me."

🎧 Get the audio

View this post on Instagram

A post shared by Barry Brandon (@thequeerindigo)

12. The One That Got Away

The One That Got Away by Katy Perry is becoming the soundtrack to everyone’s personal horror franchise. Creators are using it for “top five horror movies” list-style videos, where the “movies” are actually painfully relatable situations, pet peeves, or niche nightmares.

🎧 Get the audio

View this post on Instagram

A post shared by Danielle Fishel Karp (@daniellefishel)

13. Original audio by marieclairegreece

Another The Devil Wears Prada 2 moment is taking over Instagram — and even Meryl Streep is in on it. Creators are recreating the film’s icy judgment scene, complete with the slow, disappointed stare and that cutting little “That’s all.”

🎧 Get the audio

View this post on Instagram

A post shared by Meryl Streep (@merylstreepms)

How to find trending audio on Instagram

Not loving any of the above options? No sweat: here’s a crash course on how to find trending sounds on Instagram Reels.

1. Use Instagram’s trending audio list: Check Instagram’s built-in leaderboard for the top 50 trending songs updated every few days. Find it when creating a post, story, or reel on the Instagram mobile app by tapping the music icon, then selecting ‘Trending.’ Save tracks for later with the bookmark icon.
2. Check the professional dashboard: If you have a professional account in the US, visit the Professional Dashboard on your profile, scroll to Tips and resources, and tap Trending audio for curated suggestions on Instagram Reels.
3. Look for the arrow icon: As you scroll reels, watch for an upward arrow next to audio tracks—that’s Instagram’s indicator that a sound is trending.
4. Follow Instagram’s Creators account: The @creators account shares regular updates on trending songs, editing tips for Instagram Reels, and feature announcements. Check out their IG Anthems highlight for more trending songs and trending sounds.
5. Check TikTok or YouTube Shorts for early trends: Many trending Instagram Reels sounds originate on TikTok or YouTube Shorts. Browse trending sounds there, then search for those tracks on Instagram to get ahead of the curve.

Don't forget about original audio

As you can see from some of the audio we've mentioned on the list, many creators are making waves with their own clips, and jumping on a trending original track can give your content an extra boost and help it stand out in feeds.

💡Pro tip: You can find trending original audio on your professional dashboard under the Original audio tab.

Happy posting with these trending Instagram songs!

You're well-equipped to find the next great trending audio on Instagram for your reels, carousels, or single-photo posts — and you've got several great tracks to put in your back pocket if you get stuck!

If you’ve created an Instagram Reel with one of these trending songs, we’d love to see it. Tag @buffer on Instagram so we can find you!

Staying consistent on TikTok sounds simple enough. But coming up with video ideas, filming, editing, writing captions, and posting nearly every day? That’s a full-time job — with overtime.

That is, unless you work smart. Scheduling your TikTok videos ahead of time is one of the smartest ways to stay consistent — giving you more breathing room to focus on what actually matters: creating content you're proud of. Whether you're posting videos or photo carousels, planning ahead keeps things running smoothly.

In this guide, I’ll walk you through exactly how to schedule TikTok posts (on both desktop and mobile) and help you find the best method for your workflow.

Key takeaways

• You can schedule posts up to 30 days in advance using the TikTok web browser or the TikTok Studio mobile app.
• Scheduling is only available for business or creator accounts; personal accounts don't have this feature.
• Platforms like Buffer allow you to schedule your content months in advance and cross-post to reels or shorts.
• According to our data, the best overall time to post on TikTok is Sunday at 9 a.m.
• To get more engagement, reply to comments shortly after your post goes live.

How to schedule TikTok posts on desktop

There are two ways to schedule TikTok videos using your desktop:

• Schedule TikTok posts from your desktop using the TikTok web browser or PC app
• Schedule TikTok posts from your desktop using Buffer

The following sections will guide you through the process step-by-step and help you weigh the pros and cons of each option.

How to schedule TikTok videos on desktop using TikTok's website

TikTok has made it easy to schedule TikTok videos directly from your account on the web browser or the PC app (the process remains the same).

Before getting into the steps, make sure you have a creator or business account on TikTok. You can’t schedule TikTok videos using a personal TikTok account.

Here’s how you can switch to a creator or business profile from a personal TikTok account:

1. Log in to your TikTok account and tap the profile icon.

2. Click on Menu and tap Settings and privacy.

3. Tap Account, and you’ll find the option to Switch to Business Account.

Once you’ve done that, here’s how to schedule TikToks from the browser or PC app:

1. Log in to your TikTok account and click on the Upload button on the left side menu or the right-hand corner.

2. Upload your TikTok video, write your caption, choose your cover photo, and your location. You also get the option to edit your TikTok video — add music, use TikTok templates, etc. You can also see how your video appears on the feed, on your profile, and on the web.

3. Scroll down to find Settings. Here, you can select the Schedule toggle to schedule your TikTok post in advance. You can choose your preferred time and date. Advanced settings also allow you to select whether everyone can watch your video, whether users can comment/duet/stitch, and disclose branded or AI-generated content.

4. Once your post is scheduled, you’ll find it on your TikTok profile and TikTok Studio. 

Now, while native desktop scheduling is pretty neat, it’s not without its disadvantages:

• You can’t schedule posts more than 30 days in advance. This can be a hurdle if you’re a social media manager or a content creator batching content (even a few posts) months in advance.
• You can’t edit anything once the post is scheduled. If you want to make even minor changes to the caption, audio, or scheduled time, you’ll need to delete the scheduled post and re-upload it with the corrections you need.
• You can’t crosspost to other social media platforms. TikTok’s native scheduling only allows you to post on your TikTok account. If you repost the same videos on Instagram Reels or YouTube Shorts, you can't schedule them together using this method.

If these drawbacks are a dealbreaker for you, a better option is to use a social media management tool like Buffer as a TikTok scheduler — here’s how to do just that.

How to schedule TikTok videos on desktop using Buffer

Buffer is a flexible social media management platform. It allows you to schedule posts for months in advance, make any minor edits you need even after scheduling, and crosspost to other social media sites. You can also use Buffer's AI Assistant to help brainstorm video ideas, write captions, and refine your content — all without leaving the app.

Here’s what you need to do before you begin:

1. Convert your personal TikTok account to a business or creator account (if you haven’t already).

2. Sign up for Buffer. Buffer’s free-forever plan allows you to connect up to three social media channels (including TikTok).

⚡️ Pro tip: If you want to use advanced features and add more channels to manage your social media strategy effectively (from one centralized dashboard), all our paid plans have a 14-day free trial.

3. Connect your TikTok account to Buffer. You’ll be prompted to add a new channel as soon as you sign up, but you can also find the Add Channel button on the menu.

⚡️ Pro tip: Log in to your TikTok account from the same browser to make the process even simpler. Buffer will automatically choose to connect to the TikTok account already logged in on your desktop browser.

Once you click on Finish Connection, you’re all set to start scheduling TikTok posts using Buffer.

There are two ways to schedule TikTok posts on Buffer:

• Automatic publishing: Your videos will be automatically published on your chosen date and time. This is the most hands-off option — great for when you're using original audio and want everything to go live without lifting a finger.
• Notification publishing: You’ll get a notification on your phone when it’s time to publish your TikTok content. Tap on that notification to finish posting on the TikTok app. This is the best option if you want to add trending sounds or music, since auto-published posts can only use original audio.

Notification publishing is an excellent option when you want to add some last touches to your TikTok posts (like trending sounds). You follow the same steps to schedule TikTok content on Buffer, regardless of which route you choose:

1. Click on your TikTok channel on the left.

2. Click on the + New Post button in the right-hand corner.

3. Select your TikTok account at the top of the post composer. (You can select more channels here to crosspost your TikTok content elsewhere, too.)

3. Upload your TikTok video and add your caption in the Buffer composer. If you’re in a creative rut, try Buffer’s AI assistant to brainstorm and/or refine your video caption. You also have the option to add relevant TikTok hashtags right from the composer.

Buffer also shows your video preview on the right side so you can see what your TikTok content will look like live. After uploading your video, you can customize your cover image by clicking on Edit Thumbnail.

4. You’ll find the option to auto-publish at the bottom right corner of the Buffer composer. By default, the option is set to Automatic. You can tap and choose Notify Me if you want to get a notification when the time comes to post.

5. Click on the Next Available button to post your video in the next available queue slot. Choose the Prioritize option to bump your video to the top of the queue or select the Set Date and Time option to choose a specific day and time. Clicking on the Now button will post the video right away.

6. If you’ve chosen the Notify Me option, you will get a push notification on your phone (remember to enable them if your default setting doesn’t allow push notifications) when the time comes to post.

Once you tap on it, you’ll be taken to the Buffer composer with the caption and video you added earlier. Double-check everything looks good, make any changes you need, and post your TikTok content.

Scheduling via a desktop is a great way to plan TikTok videos in advance. But sometimes, you need the flexibility of scheduling content using your phone.

It’s super handy if you need to schedule a post while you’re on the go, post time-sensitive trending content, or even edit a scheduled post. 

The next section will cover two ways to schedule TikTok posts using a mobile device.

How to schedule TikTok posts on mobile

You can schedule TikTok posts using your mobile in two ways:

• Schedule your posts via the TikTok Studio app
• Schedule your posts using Buffer

How to schedule TikTok posts on mobile using the TikTok Studio app

The TikTok mobile app doesn’t currently allow you to schedule posts, but that doesn’t mean you can’t schedule TikTok posts on your phone — you’ll just need the companion TikTok Studio app for now.

1. Download and open the TikTok Studio app, then log in to your TikTok account.

2. Click on the Upload button and add your video.

3. You’ll find the option to Schedule post, where you can select a specific date and time for your post to go live.

Keep in mind that TikTok Studio has the same limitations as scheduling on the web — you can't schedule more than 30 days in advance, you can't edit a post after scheduling it, and auto-published posts can only use original audio. If you need more flexibility, the Buffer mobile app. is a good alternative.

How to schedule TikTok posts on mobile using Buffer

Here’s how you can use the Buffer mobile app as a TikTok scheduler:

1. Log in with your Buffer account and click the + icon.

2. Upload your video, write your caption, edit the thumbnail, and add relevant hashtags. You can also choose between automatic and notification publishing here.

3. Click on Next and find similar options to schedule your post for a specific time, add/prioritize it in your queue, or share it right now.

3 best practices for scheduling TikTok posts

Here are a few TikTok scheduling best practices to help your posts reach the right people at the right time:

1. Post when your audience is online

Your TikTok analytics can help you understand when your target audience is the most active.

If you’re new to TikTok, you might not have this data handy in your TikTok analytics just yet — which is why we did a little digging into Buffer data.

According to our data, the best time to post on TikTok is Sunday at 9 a.m., followed by Monday at 1 p.m., and Sunday at 1 p.m. In general, engagement tends to pick up in the evening hours, with peak time slots between 6 p.m. and 11 p.m.

2. Reply to TikTok comments

Social media is a two-way street. Engage with your audience using TikTok comments once your posts go live. This will also improve the reach of your post as the TikTok algorithm loves early engagement.

When you schedule posts in advance, you might not be around when they go live. Tools like Buffer's Community feature pull all your TikTok comments into one place, so you can reply quickly, spot trends in what people are saying, and keep the conversation going — even when you've got multiple posts publishing throughout the week.

3. Double-check video formatting

Before your scheduled post goes live, make sure it meets TikTok's formatting requirements. Here's a quick checklist:

• Video format: Vertical (9:16 aspect ratio) works best for TikTok.
• Video length: TikTok supports videos up to 60 minutes, but scheduled videos through third-party tools (like Buffer) are typically capped due to API limitations. If your video is longer, consider posting it manually on TikTok desktop.
• File size: Keep videos under 30GB.
• Photo posts: If you're scheduling a TikTok carousel, images should be under 20 MB each and a maximum of 1080 x 1920 pixels in JPG, JPEG, PNG, or WebP format.

Double-checking these details before you schedule helps avoid any surprises when your content is set to go live.

⚡️ Pro tip: If you’re using the native TikTok scheduler, be sure to keep a backup of your videos and captions, because you can’t edit them once scheduled.

FAQ about scheduling posts on TikTok

Can you schedule posts on TikTok?

Yes, but with some limits. TikTok's native tool lets you schedule posts up to 30 days in advance — but only through a web browser or PC app, and only on a creator or business account. If you need to schedule further out, post across multiple platforms, or edit a scheduled post without deleting it, a tool like Buffer gives you more flexibility.

Why can't you schedule TikTok posts from the mobile app?

The main TikTok app only supports real-time uploads — there's no built-in schedule option. To schedule from your phone, use the TikTok Studio app, which has a Schedule post option in the upload flow. You can also use Buffer's mobile app to schedule TikTok posts with automatic publishing, so you don't have to be online when your video goes live.

Where is the schedule button on TikTok?

You'll find it in the desktop upload flow. After uploading your video and filling in your caption and cover photo, scroll down to Settings and toggle on Schedule. Then pick your date and time. This option is only available on the TikTok web browser or PC app — it doesn't appear in the main mobile app.

Is there a free tool to schedule TikTok posts?

Yes. Buffer's free plan lets you connect up to three social media channels — TikTok included — and schedule posts with automatic publishing. You can also crosspost to other platforms like Instagram Reels and YouTube Shorts from the same composer.

More TikTok resources to help you grow

• 13 Trending Songs on TikTok (+ How to Use Them)
• The Best Time to Post on TikTok — New Data from 7M Posts
• 14 Ways to Get More Followers on TikTok — Tried and Tested
• How to Create Your Own Influencer Media Kit (+ Examples from Creators)
• TikTok Algorithm Guide: Everything We Know About How Videos Are Ranked
• Top 250 TikTok Hashtags + How to Use Them for Growth
• How to Make Money on TikTok: 10 Ways to Earn in 2026 (With or Without a Huge Following)

Pinterest is one of my most used social media sites. While I love the buzz of TikTok, the inspiration I find on Instagram, and the opportunities for learning on LinkedIn, I often need to take breaks from the major platforms. But never Pinterest. No matter where I'm at in my life, there's always something I need from the visual search engine.

I’ll often hop onto the app or website with a specific query in mind — “living room decor,” “capsule wardrobe,” and “productivity tools” are some of my most recent searches. As you’ll have guessed from those examples, I usually open up the Pinterest app with one of three goals: 

• Find inspiration
• Figure out how to do something
• Buy something

And I’m not unique in this, either — according to data from Pinterest, more than 85% of users have made a purchase based on pins from brands. 

Pinterest boasts 619 million global active users, making it one of the most popular social networking platforms in the world. But it’s how those Pinterest lovers use the app that’s worth paying attention to. According to a 2024 report by DataReportal, 36.6% of active users are on the app to follow or research brands and products, making it the main reason they use Pinterest. 

So, if you’re a business or a creator looking to monetize, using Pinterest as part of your marketing efforts is well worth exploring. 

Convinced yet? Good — because learning to use Pinterest is straightforward, even if you've never opened the app. In short: to use Pinterest, you create an account, build themed boards, save the ideas you find (or make) as pins, and — if you're a creator or business — optimize those pins with keywords so they show up when people search.

Below, I'll walk you through setting up your account, creating pins and boards, growing an audience, and measuring what's working.

Key takeaways

• Pinterest has 619 million active users, and 85% of them have made a purchase based on pins from brands.
• 36.6% of active Pinterest users are there to research brands and products — more than YouTube, X, or LinkedIn.
• Business accounts unlock analytics, advertising, product catalogs, and the business/creator hub — switch from personal if you're marketing, selling, or creating.
• Pinterest is a long-game platform — a pin can keep getting attention and driving traffic for months or years after it's published.
• The ideal pin is vertical — 2:3 aspect ratio at 600 x 900 pixels — with a strong keyword in the title, a clear call to action in the description, and a link back to the source.
• Pinterest's best-performing niches include home decor, beauty, wellness, fashion, food, DIY and crafts, parenting, weddings, travel, and education.
• Focus Pinterest analytics on four metrics — impressions, pin clicks, saves, and outbound clicks.
• Plan for trends around early — Pinterest users come to the app well before the season, holiday, or event they're planning for.

What is Pinterest?

Pinterest is a visual discovery engine — a social media platform that works like a virtual pinboard, where users save and organize ideas as visual cards (pins) on collections (boards). Pinterest describes itself as "a visual discovery engine for finding ideas like recipes, home and style inspiration, and more."

Brands, creators, and private users can create pins by uploading an image or video from their devices. Each pin can have its own title and description and a website link (important for brands and creators looking to drive traffic elsewhere). Users can also save pins of images they find online with Pinterest's browser extension.

All Pinterest users, whether they have a business or personal account, have a profile where others can see their Pinterest boards and pins (unless they choose to make a board private).

Beyond the mechanics, I love this definition Pinterest marketing expert and agency owner Heather Farris shared with Buffer: “If Google Images and Instagram were to have a baby, you’d land on Pinterest.”    

Before we get into strategy, let’s cover a few key terms.

Pinterest terms to know before you start

Before diving in, a quick glossary — you'll hear these terms across the rest of the guide:

• Pin — an image or video saved to Pinterest, usually with a title, description, and destination link.
• Board — a themed collection of pins (e.g., "Small kitchen inspo," "Q2 product launches").
• Pinboard — another word for a board; Pinterest uses it interchangeably.
• Rich pin — a pin that automatically pulls extra info from the linked website (used for recipes, products, and articles).
• Idea pin — a multi-page pin format designed for step-by-step content and stories.
• Save — when a user adds a pin to one of their boards.
• Repin — saving someone else's pin to your own board.
• Home feed — the personalized feed of pins Pinterest shows when you open the app.
• Pinterest Analytics — the native dashboard (business accounts only) with reach, engagement, and click data.
• Pinterest Trends — Pinterest's free tool for seeing what's gaining search momentum on the platform.

The benefits of Pinterest for businesses and creators

Like other social media platforms, Pinterest can be a powerful marketing tool for reaching new followers. It can help:

• Increase brand awareness
• Drive website traffic
• Increase sales and conversions 

Heather says Pinterest is like a search engine that drives new customers to businesses and creators. “It has allowed them to thrive,” she says. “Pinterest users are different from others because they have a higher intent to purchase and often spend more money per purchase.”

“Pinners are also planners, so they are very meticulous about how they use this platform, carefully organizing their Pinterest pins into curated boards they can refer back to later,” she adds.

Another point in Pinterest’s favor: because of how the algorithm (content ranking) on Pinterest works, users don’t have to follow you to discover your content, nor do your pins have to be very new for them to be recommended. “They can simply search for something, and if you’ve done your research and optimizations correctly, you have the chance to show up right when they search for you,” Heather says.

Unlike other social media sites, older content, if well-optimized, isn’t immediately excluded — that’s not how Pinterest works. This means your pins could continue gaining traction months or even years after you first publish them. “Pinterest will send you traffic for the long run,” Heather says. “I have personally made pins for my brands that, five, six, or seven years later, are still bringing people to my website.”

Who uses Pinterest? (And which niches perform best)

Pinterest tends to perform best for businesses and creators in visual, aspirational, or how-to niches. Heather says Pinterest is a must if you work in one of the categories below. "I have worked with brands across all these categories, and they have all seen success in some form or another."

• Home decor/interior design
• Beauty
• Wellness
• Fashion 
• Children’s activities
• Parenting
• Design 
• DIY and crafts
• Food
• Gardening
• Health
• Mindset
• Wedding
• Travel
• Education

Pinterest personal vs. business account: which one do you need?

Pinterest offers both personal and business (professional) accounts. There are some key differences between the two.

“Personal and business accounts on Pinterest are similar, but business accounts include features that are helpful to business owners and marketers,” the platform says.  Here's what each account type gives you:

A personal Pinterest account is great if you’re just using it to save ideas for later. If you’re using Pinterest as a creator, business, or marketer, a Pinterest business account is your best bet. 

Good news if you’re just exploring the platform or already have a personal account: you can switch to a business account or connect a business account to your existing personal profile.

How to create a Pinterest personal account

Here’s how to create a Pinterest personal account from scratch:

• Navigate to Pinterest.com.
• From the top-right of your screen, click Sign up.
• Enter your email and date of birth and create a password.
• Click Continue.
• Follow the prompts to enter your personal details.
• Click on the relevant tiles to choose your interests, then Continue to your feed.
• Start exploring pinning. The more you pin, the better the recommendations on your home feed will be. 

How to create a Pinterest business account

To create a new business account not tied to a personal account:

• Navigate to Pinterest.com.
• From the top-right of your screen, click Sign up.
• At the bottom of the pop-up, click Create a business account.
• Enter your email, create a password, and enter your date of birth.
• Click Create account.
• Follow the prompts to fill out your profile.
• Choose what you’d like to do first (create a pin, create an ad, or build your profile), and click Next.

How to create a pin

There are a few ways to create a pin — I'll walk you through all of them. (We'll cover boards in the next section; you can create pins first and organize them later, or build your boards first and pin into them. Totally up to you.)

On your computer

• Log in to Pinterest.com.
• If you have a personal profile, choose Create on the top left of your screen.
• If you have a business account, click the hamburger menu (three lines) on the top left, then Create Pin.

• Drag and drop an image or video from your computer or click the arrow icon to open your folders. You can also choose the Save from URL button under the image upload icon to grab an image or video from a web page. 

• Here, you can add information about your pin, like a title, description, related topics, the board you want to save it to, and a website link. Choose More options to turn comments and shopping recommendations on or off. 
• When you’re ready, click Publish.

On your mobile device

• Open the Pinterest app.
• Click the + button at the bottom of the app.
• Choose Pin.
• Select a photo or a video from your gallery and hit Next.
• Add a title, description, and link (optional).
• Choose a board to post on, add relevant tags, choose when you want to post, and hit Create.

Pinterest Save extension

One of the easiest ways to pin content to your boards from around the web is to pin it with the Pinterest Save extension or browser button. Here’s how to install and use it:

• Go to Pinterest’s Save extension page here and choose where to use the button (Chrome, Firefox, Safari, or Microsoft Edge).
• Navigate to the appropriate browser store and follow the prompts.
• Once installed, the Pinterest save icon will appear whenever you hover over an image on a website. Click on it to pin an image, then choose or create a board to save it to. 
• Click View on the pop-up that appears to edit the image title, description, and more. 

Create a pin with Buffer

The handy thing about scheduling a pin with Buffer is that you can cross-post it to other platforms in the same flow — so if you're already planning an Instagram post, you can send it to Pinterest, TikTok, or Facebook without reopening a new tab.

You can schedule the pin to automatically publish at a specific time or share immediately. To start pinning with Buffer:

• Make sure you’re logged into the Pinterest account you want to connect.
• Sign up or log in to Buffer. Click the +New button on the top left and click on Connect a New Channel.
• Scroll down and click on Pinterest. Click Give access. Congrats, your Pinterest account is all set up.
• Click the + New Post button and choose Pinterest.
• Upload your image or video with a title and destination link (optional).
• Select the board/s you want to save your new pin to. 

• Click Schedule Post button to set a specific publishing date and time, choose Next Available, or click the dropdown arrow for more options.
• If you want to cross-post this image or video to your other social media channels, click on the appropriate icons at the top of the window.

How to create a board

A well-organized Pinterest profile is one way to optimize your profile (more on this below) and make it more appealing to your target audience.

Create a board on desktop

• Log in to Pinterest.com.
• If you have a personal profile, choose Create on the top left of your screen.
• If you have a business account, click the hamburger menu (three lines) on the top left, then Create Board.
• Choose a name for your board, add collaborators, and toggle Make this board secret on to create a private board.

Create a board using the Pinterest mobile app

• Click the + button at the bottom of the app.
• Choose Board.
• Choose a name for your board, add collaborators, and toggle Make this board secret on to create a private board.
• Add suggested pins to your board (you can choose to add these later, too).

Your board is created, but you're not done yet (don't miss this step if you're a small business or creator). Choose the three dots to the top right of your new board, then Edit board. Here, you can edit each board's individual settings, including name, description, board cover, and more.

Tips for creating a Pinterest board

• Choose an eye-catching board cover image
• Add a description that features important keywords in your niche

Filling out these details for each board will help with SEO (search engine optimization) and provide users with additional context about your account content.

How to use Pinterest for business and creators: 13 tactics that work

You’ve created a new business account and started creating pins and boards, but there’s a whole lot more to using Pinterest for business. Be sure to include the tactics below in your social media marketing strategy for Pinterest to grow your following. 

Optimize your profile

Completing your profile is a key step in ensuring that your account is discoverable and looks appealing to users on Pinterest.

Find your audience

Like many other social media networks, focusing on a niche group of highly engaged users will produce better results than targeting a broad, unspecified audience.

If you focus on sharing consistent content within your niche, people will start to look to you as a continual source of inspiration and information. Focusing on a niche audience will also produce favorable results within the Pinterest algorithm.

Use eye-catching, uncluttered images

Pinterest is a visual-first platform, so a good image can make all the difference in maximising results. I'll scroll right past a fuzzy stock photo — and so will your audience. Images that stand out, are colourful and unique, and say something specific about what you offer will give you a significant edge compared to other content on the platform.

You'll also want to steer clear of cluttered images. Many Pinterest users will be viewing your pins on the app, so make sure the message is easy to digest (and that text is legible in the desktop feed and on smaller, mobile formats).

Don’t forget about video

Video content on Pinterest can be an incredible way to bring your ideas to life. They’ll also auto-play and stand out in users’ feeds.

Our research showed that videos get more engagement on Pinterest than images, so consider testing a few video pins on your account.

Pinterest video tips

• To use up as much screen space as possible, ensure your videos are designed for mobile and exported in either square or portrait format.
• Shorter videos work best when you want users to discover you (if your goal is awareness or storytelling).
• Go longer when you want people to do something with your idea — great for education or tutorials.

Use a vertical aspect ratio

Pins in the home and search feed are organized into columns, so vertical images take up more space and stand out more in the feed. Recommended Pinterest image specs:

• Vertical pin (recommended): 2:3 ratio, 600 x 900 pixels
• Square pin: 1:1 ratio, 600 x 600 pixels

Consider adding a little copy

If your image doesn’t give enough context, add text to the image to help land your message. But try to keep the copy simple and not clutter the overall image. 

Provide helpful, detailed pin descriptions

Pins with descriptions drive more clicks to your site than those without. If your objective is to drive clicks, use the description to hint that there's more to see on your website — don't give everything away on Pinterest, just enough to pique a user's curiosity.

A strong call to action (CTA) — like "shop," "make," "find," or "buy" — will encourage people to take the next step.

Pinterest SEO: Use well-researched keywords

Leaning on keywords is a vital part of any good Pinterest strategy. “You cannot overlook keywords on Pinterest if you want to create a sustainable long-term Pinterest presence,” Heather says. 

Consider users’ search intent when they are looking for Pinterest content like yours. What are they likely to be looking for? What words and phrases are they typing into the search bar?

Pinterest's search function can help you find new keywords if you’re stuck. For example, if your pin is a roast chicken recipe, search for “roast chicken” on Pinterest. You’ll see suggested searches for “roast chicken whole” and “roast chicken oven,” and search guides like “simple” or “cast iron.” These free SEO tools can help, too.

These keywords should be used in your pin title and description, as well as titles and descriptions for your boards. The more information you give the Pinterest algorithm about your content, the better. 

That said, don’t simply dump keywords into the various fields and hope for the best. Keyword stuffing looks spammy and can be off-putting for your audience. 

Add relevant hashtags — carefully

Hashtags still exist on Pinterest — but they’re no longer a way to supercharge your reach. Pinterest functions more like a visual search engine, meaning keywords in your title, description, and boards matter far more than hashtags.

That said, hashtags can still play a supporting role when used sparingly and strategically.

• Stick to 2–5 highly relevant hashtags max.
• Place them at the end of your description, not in the middle.
• Choose clear, searchable terms that align with your keywords.
• Avoid overloading — too many hashtags can look spammy and dilute performance.

Most importantly, focus your effort on natural, keyword-rich descriptions first, and treat hashtags as optional add-ons.

Always include links

Many people save pins as their visual, digital bookmarks to help guide them back to a site they want to see again. So when they click on a pin, they expect to be taken to a landing page to learn more about the idea or information you shared on Pinterest.

That means making sure your Pinterest content includes a relevant link to the source every time — even if the link doesn't lead to your website.

A few quick best practices for the links themselves:

• Use the full URL rather than a link shortener. Pinterest can flag shortened URLs as spammy, and some have been blocked outright in the past.
• Match the pin image to the page it leads to. If someone clicks a pin of a living room and lands on a generic homepage, they'll bounce — and Pinterest notices.
• Add UTM parameters so you can see Pinterest traffic clearly in Google Analytics or your analytics tool of choice.

Get ahead of trends

People come to Pinterest well before the season, holiday, or event they’re planning for. Start saving pins about upcoming trends, seasonal events, or holidays in advance. Then keep adding more ideas daily and maintain a steady pace of content.

Repurpose the right way

Heather calls this “repurposing with purpose.” Sharing content across social media platforms is a great way to make it work harder for you. However, this doesn’t just mean downloading your TikToks and Instagram Reels and popping them on Pinterest. 

Watermarks from other platforms and copyrighted music could harm your content performance, she says. Before pinning, remove those (or, better yet, create videos outside Instagram and TikTok). 

Be patient, stick with it

Unlike many other social networks, where engagement and reach typically happen within the first 24 to 48 hours, content on Pinterest will continue to grow for days, weeks, months, and even years.

How to use Pinterest Analytics to track your performance

With a Pinterest business account, you have powerful analytics tools at your fingertips to help you understand if your content is resonating with your target audience. To find these metrics:

• Log in to your Pinterest business account.
• Click the hamburger icon (three lines) at the top-left of the page.
• Click Analytics overview.

Here, you’ll find a host of helpful metrics, like engagement, engagement rate, impressions, save rate, pin clicks, video views, and more. Pinterest has a handy guide to understanding all the Pinterest analytics terms.

All this data can be overwhelming initially, but Heather recommends focusing on a select few. “I’m going to say impressions, pin clicks, saves, and outbound clicks, in that order.

The four Pinterest analytics metrics that matter most, in priority order:

1. Impressions — the number of times your pin was viewed
2. Pin clicks — the total number of clicks on your pin or ad that open it in closeup
3. Saves — the number of times people saved your pin to a board
4. Outbound clicks — the number of times people take an action that leads them off Pinterest

“Without impressions or pin clicks, you’ll never get outbound clicks. Focus first on reach via impressions, then optimize for each phase of that customer journey to your website,” Heather says. 

I'd second this — when I first started looking at Pinterest Analytics, I got pulled in by save rate and engagement rate, but impressions are where the real diagnostics live. If your pins aren't getting impressions, no amount of optimisation downstream will fix it.

The long game of Pinterest

Remember, you won’t get incredible results right out of the gate with Pinterest. Pinterest growth takes time. Perhaps more than any other social network, Pinterest is a marathon, not a sprint. 

However, for many marketers, small business owners, and creators, this is a welcome change of pace — unlike TikTok and Instagram, your Pinterest content will not disappear from feeds after a couple of hours or days.  

As I’ve mentioned, users could stumble upon your content, finding exactly what they’ve been searching for weeks, months, and years after posting. If you’ve set your pins up for success by following the guidance above, your Pinterest content will have the longevity that makes this possible. 

Happy pinning.

FAQ about using Pinterest

How do I use Pinterest as a beginner?

Create a free Pinterest account (personal or business), set up a few themed boards, and start saving pins you love — either by uploading your own images and videos, or by saving pins you find on Pinterest and around the web. If you're using Pinterest for a business or creator brand, add keywords to your pin titles, descriptions, and board titles so your content shows up in search.

How does Pinterest actually work?

Pinterest works more like a search engine than a social feed. Users search for ideas ("small kitchen," "budget wedding," "productivity tools"), and Pinterest serves up the pins that best match — regardless of when those pins were published or whether the user follows the creator.

What's the difference between a Pinterest personal and business account?

Both account types can create pins and boards. Business accounts add Pinterest Analytics, advertising (idea ads, video ads, carousels, collection ads), product catalogs, and the Pinterest Business/Creator Hub. Personal accounts are suited for saving ideas for your own use. You can switch a personal account to business, or connect a business account to an existing personal profile.

What's the ideal Pinterest pin size?

The recommended aspect ratio for Pinterest pins is 2:3 (vertical), at 600 x 900 pixels. Square pins at 600 x 600 pixels also perform well. Vertical pins take up more space in Pinterest's column-based feed, which helps them stand out.

How long does it take to grow on Pinterest?

Pinterest rewards the slow build. Unlike Instagram or TikTok — where engagement usually happens within 24 to 48 hours — Pinterest content can keep gaining traction for months or even years.

Can I schedule Pinterest pins?

Yes. You can schedule pins natively in Pinterest from a business account, or use a social media scheduling tool like Buffer, which supports Pinterest for both personal and business accounts and lets you cross-post the same content to Instagram, TikTok, Facebook, and other platforms at the same time.

More Pinterest resources

• How to Create Your Own Influencer Media Kit (+ Examples from Creators)
• How to Schedule Pinterest Posts (3 Easy Methods + 5 Quick Tips)
• Pinterest Marketing Strategy: A Step-By-Step Guide
• 5 Ways to Make Money on Pinterest: An In-depth Guide for Creators and Businesses

Keeping up with Instagram in 2026 feels like managing a live newsroom. There’s always something new, trends move fast, and maintaining consistency can be exhausting.

You don't have to tackle it alone — and you certainly don't have to spend a fortune. The right tools can save you hours every week and help you show up more consistently without the burnout.

In this article, I’ve rounded up 24 free Instagram tools for creators, marketers, and small businesses. Every tool here has a solid free plan or trial that's actually worth your time. And yes, there are plenty of AI-powered options to streamline your workflow.

Here's what you need to improve your Instagram strategy without breaking the bank.

Key takeaways

• Visuals and video: Canva and CapCut are great for free, high-quality Instagram design and reel editing.
• Efficiency: Tools like Buffer or Meta Business Suite can help you schedule content to stay consistent and save you hours on manual posting.
• Data-driven growth: Instagram’s native insights and SparkToro can help to understand audience behavior and niche trends.
• Automation: Tools like ManyChat can handle high volumes of DMs, automatically turning engagement into leads.
• Drive traffic elsewhere: A clean, well-organized link-in-bio page (like Buffer Start Page) makes it easy to send followers exactly where you want them — whether that's your website, shop, or newsletter.

Instagram content creation tools

Consistently creating polished posts, reels, or stories can be overwhelming. These free content creation tools simplify the process and save you time.

Before you dive in, consider what takes you the longest — is it designing visuals, editing video, or writing captions? Start with the tool that solves your biggest bottleneck, and layer in others as you go.

Canva

Best for: All-round visual content creation

Canva is a favorite among creators, small businesses, and marketers — especially if design isn't your thing. It offers thousands of free Instagram templates across all formats (reels, carousels, stories, you name it), all perfectly sized and ready to go for your Instagram posts.

With its intuitive drag-and-drop interface, you can quickly customize visuals even if you've never designed before.

Standout free features include:

• Access to a huge library of graphics, icons, and stock images
• Video editing capabilities, which work great for reels
• Pre-made and properly-sized templates for every Instagram format
• Canva AI, where you can go from the spark of an idea to complete, published work in one place

Not feeling Canva? Here are two other options worth trying:

1. Adobe Express: Formerly known as Adobe Spark, Adobe Express is a content creator’s dream, offering thousands of free templates for social graphics, reels, stories, and more. It’s especially helpful for quick actions like background removal, video trimming, or adding animations. Best for: Seamless integration with the Adobe ecosystem.
2. Unfold: If elegant, cohesive Instagram Stories or carousels are your thing, Unfold delivers hundreds of beautiful designer templates. With its elegant, minimalist templates, it’s loved by creators and brands for visual storytelling. Best for: Curated library of sleek, design-forward templates.

CapCut

Best for: Desktop and mobile video editing

CapCut is a popular free video editor for creators who want to craft professional-grade reels and stories.

This powerful app (created by ByteDance, which also owns TikTok) lets you edit videos directly from your phone, offering cuts, transitions, captions, effects, and filters — all completely free and without watermarks.

Standout features include:

• Full-featured mobile video editor with 4K export
• Built-in templates, transitions, filters, and effects
• Auto-captions, AI background removal, and trending sounds
• No watermarks on exports

Similar to CapCut, here are some other editors you might consider:

1. Edits: Instagram's own mobile editing app is smooth and slick, and features many of the things we love about CapCut. Best for: Folks who are exclusively focused on Instagram or Facebook.
2. Veed: A browser-based video editor that’s great for teams or creators working on desktop. Veed offers one-click subtitles, screen recordings, and templates for Instagram posts. Best for: Captioning videos quickly, editing on desktop, or repurposing long-form content into short clips.
3. InShot: InShot is a mobile editing classic — ideal for trimming clips, adding music, filters, or text overlays. It’s simple but powerful, especially for on-the-go edits. Best for: Quick cuts, montages, and reels with minimal fuss.

Dupe

Best for: Aesthetic stock images

Dupe offers high-quality images that actually look natural — not like the typical stock photos you've seen everywhere. It offers curated, high-quality imagery for modern brands and aesthetic feeds — all free to use, no attribution required.

The library leans toward lifestyle, fashion, tech, and minimalist vibes — perfect if you're building a modern, aesthetic feed. It's great for filling gaps in your content calendar — or for those days when you don't have access to a camera but still need something that looks good.

Standout free features:

• Curated library of trendy, editorial-style photos
• Categories designed for content creators (think: flat lays, tech, workspace, fashion)
• No login required, completely free to use

Similar to Dupe, here are some stock photo websites to check out:

1. Unsplash: A classic for a reason. Unsplash offers over 3 million high-resolution images contributed by photographers worldwide. It’s a go-to for everything from nature shots to editorial-style portraits — and the search functionality is top-tier.
2. Pexels: Pexels is ideal if you’re after vibrant, dynamic photos and videos. The Pexels collection leans modern and multicultural, and it includes both horizontal and vertical formats — great for Instagram Stories or carousels.

Grammarly's AI Instagram caption generator

Best for: Generating caption ideas fast when you hit a creative block.

Struggling to write engaging captions? Just describe your post and choose a tone (like witty, confident, or friendly), and Grammarly's free caption generator will suggest multiple caption options you can tweak or copy as-is.

Standout features include:

• Multiple AI-generated captions per prompt
• Customize tone, intent, and post type
• No login required to generate ideas

Some other free caption generators to try:

1. Copy.ai: Copy.ai’s social media caption tool helps you create short, catchy captions based on your product, post theme, or content goal. You can also choose a tone (like bold, friendly, or professional), making it easy to tailor content for different audiences. Best for: Caption ideas with a clear CTA or marketing angle.
2. Predis: Predis is an AI social media assistant that auto-generates post captions and visuals from a single prompt. While the full tool is more robust, its free caption generator is worth trying if you want short-form ideas with emojis, hashtags, and brand alignment. Best for: AI-generated posts that include visuals, captions, and hashtags together.

Now, let's simplify your posting schedule with some powerful (and free) scheduling tools.

Instagram scheduling tools

Posting regularly helps you grow on Instagram, but posting daily (or even weekly) can feel impossible without a system.

That's where scheduling tools come in. They let you plan ahead, see how your feed will look, and post when your audience is actually online — without having to set alarms or remember to post manually.

Yes, we're biased, but we think that Buffer is the best free tool to plan and schedule your Instagram posts and stories effortlessly.

Buffer

Best for: Managing and scheduling posts across accounts in one place.

Buffer makes scheduling straightforward — which is why a lot of creators and small businesses use it to stay consistent without the daily stress.

Its generous free plan lets you schedule up to 10 posts per Instagram profile, allowing you to pre-plan your content weeks in advance.

Plus, you can save hashtag groups and even schedule first comments to keep your captions tidy.

Standout features include:

• Connect multiple accounts — up to three Instagram accounts if that’s what you need
• Visual content calendar with drag-and-drop editing
• Preview and arrange your Instagram grid visually
• First comment scheduling and hashtag management included

Another free scheduler to try:

If you're already working within the Meta ecosystem, try Meta Creator Studio (now part of Meta Business Suite).

Meta’s official scheduler lets you plan Instagram posts, reels, carousels, and stories — with the peace of mind that comes from using a native tool. It’s ad-free and fully integrated with your business or creator account to post right to your Instagram feed. Best for: Those who want direct-to-Instagram scheduling and built-in analytics — no third-party apps needed.

Next up, let’s get into some free Instagram tools that unlock valuable insights — making data-driven growth simpler than ever.

Instagram analytics tools

Creating content is important, but understanding what resonates with your audience is what actually drives growth. That's where Instagram analytics tools come in.

Instead of guessing what works, these tools show you exactly which posts your audience loves, when they're most likely to be scrolling, and how healthy your account is overall. Whether you want to track engagement rates, audit your follower quality, or identify your top-performing reels, there's a free tool for that.

Instagram’s native insights

Best for: Getting built-in analytics directly from Instagram.

Instagram’s built-in analytics tool is the first place to start. If you have a creator or business account, you automatically get access to Instagram Insights — no setup required. It covers all the essentials: post reach, follower demographics, your most engaging content, and even breakdowns by format (reels, carousels, stories).

Standout free features:

• Track reach, impressions, and profile activity
• See your top-performing Instagram posts across reels, carousels and stories
• Understand follower growth and audience demographics
• No setup or third-party access required

If you want analytics built into the tool you're already using to schedule and manage your content, Buffer makes that easy. You get a clear picture of what's working on Instagram — without needing to jump between tabs or apps.

Now, let’s dive into audience research and hashtag discovery — essential for reaching exactly the right people.

Audience research and hashtag tools

Audience research and hashtag tools can help you understand who your followers are, what topics they care about, and how to surface your content through the right keywords, tags, and trends.

These tools take the guesswork out of reach and discovery — so you’re not just creating great posts, but making sure the right people see them.

SparkToro

Best for: Discovering what your audience reads, watches, and follows.

SparkToro helps you understand your audience in depth. Enter a keyword, topic, or Instagram handle, and you'll see what your audience reads, follows, listens to, and talks about — which can help you find collaboration opportunities, relevant hashtags, or content angles they're already interested in. You can use that insight to find creators to collaborate with, hashtags to include, or even content angles your audience is already engaging with elsewhere.

Standout free features:

• 5 free searches per month
• Discover what your audience watches, reads, and follows
• Identify niche hashtags and relevant creators for collabs

If you're looking for even more audience insight or competitor data, try Social Blade.

Social Blade shows you follower growth trends, engagement stats, and performance data for any public Instagram account. It’s great for tracking what’s working for competitors or influencers in your niche. Best for: Benchmarking your own growth and seeing what's working for competitors or other creators in your niche.

Buffer’s free hashtag generator

Best for: Generating relevant Instagram hashtags quickly from a simple prompt.

If you want a quick, AI-powered way to generate Instagram hashtags based on your content, Buffer’s free hashtag generator is a great place to start. Just describe your post in a few words — like “Sunday beach yoga” or “remote work tips” — and it’ll instantly generate relevant hashtags tailored to your niche and audience.

Standout free features:

• No login required — generate hashtags in seconds
• Curates hashtags based on post description or keywords
• Built to suggest relevant, non-spammy tags that boost discoverability
• Unlock unlimited daily uses with a free Buffer account

It’s a solid option for creators, marketers, or small businesses who want to post consistently without overthinking their hashtag strategy. If you're already using Buffer for scheduling, it's even easier to plug these hashtags directly into your content workflow.

Let's explore tools that help you boost engagement and manage your growing community.

Engagement and community management tools

Growing your audience on Instagram requires more than great posts — you need to connect with your followers.

From managing comments and DMs to running giveaways and contests, these tools help you keep up with engagement as your account grows — without losing that one-on-one feel.

Buffer's Community

Best for: Keeping up with comments and DMs without switching apps.

Our research found that replying to your Instagram comments can boost engagement by 21%. Who wouldn't want to see a number like that on their analytics?

But if you've noticed your DMs and comments piling up as your account grows, you're not alone — it can get overwhelming fast.

Buffer's Community pulls all your Instagram comments (plus comments from other platforms) into a single dashboard.

Standout free features:

• See unanswered, newest, or oldest comments at a glance
• Get alerted the moment someone comments
• Manage Threads, LinkedIn, Bluesky, Facebook, Instagram, and X all in one place
• Create a new post from a reply

Instead of juggling multiple apps or getting lost in distracting feeds, you can use Buffer's Community to reply, track, and grow all in one place.

ManyChat

Best for: Automating replies to comments and DMs.

ManyChat lets you automate responses in your Instagram inbox — like sending a welcome DM when someone comments a keyword, or instantly delivering a freebie link.

It’s great for lead generation and community building.

Standout features include:

• DM automation based on comments or keywords
• Create flows for FAQs, freebie delivery, or lead capture
• Up to 1,000 contacts on the free plan

If you don’t need full automation, Instagram’s built-in Quick Replies feature lets you create shortcuts for frequent responses in DMs. It’s best for manual but efficient DM replies for small accounts.

CommentGuard

Best for: Creators and businesses with growing comment volume or dealing with trolls or spam.

CommentGuard automatically hides spam, filters out toxic replies, and even flags potential customer inquiries — giving creators and brands more control without having to manually moderate every thread.

Standout features include:

• Auto-moderate comment sections (filter spam, block keywords)
• Real-time comment alerts for brand mentions
• Integrates with Instagram Business accounts

Up next, some tools that help you make the most of your Instagram bio link — your one shot to direct traffic where it matters most.

Link-in-bio and microsite tools

Instagram now lets you add up to five links in your bio, which is great — but they can still feel cluttered and hard for your audience to navigate. Link-in-bio tools solve this problem. They turn those links into a well-designed microsite or content hub that’s easy to update, brand, and organize.

Buffer Start Page

Best for: Sharing multiple links in one easy-to-navigate page.

Start Page is Buffer’s clean, customizable, and 100% free solution to the link-in-bio problem. You can build a mobile-optimized page in minutes — complete with your branding, unlimited links, social embeds, and even email signup blocks.

If you don’t have a full website yet, Start Page is a great way to establish a professional online presence in just a few clicks.

Standout free features:

• Unlimited links, sections, and custom layouts
• Add media like videos, podcast embeds, or product previews
• Email signup blocks to grow your list
• Fast, responsive design (no code required)

Some other tools you can try include:

1. Linktree: The OG link-in-bio tool, Linktree is simple, reliable, and used by millions of creators. Even on the free plan, you can add unlimited links, pick a theme, and view basic analytics on click performance. Best for: If you want a no-fuss solution, this one’s solid.
2. Beacons: Beacons takes the microsite further with built-in monetization. You can collect payments, sell digital products, or add donation links — all on a sleek, mobile-friendly microsite. Best for: Creators who want to turn traffic into income, but note that it’s not available globally.

Pick one or two tools to get started

With so many options, it's tempting to try everything at once. But you'll get more out of these tools if you start small and pick the ones that actually fit your workflow and goals.

The best approach? Start with one or two tools, use them consistently for a few weeks, and add more as you figure out what you actually need.

Here’s how to ease into it:

1. Pick one tool per category to start with. Instead of trying everything, choose one tool in each category that feels easy to use. For example: Buffer for scheduling, CapCut for video editing, and SparkToro for audience insights.
2. Keep your favorites organized. Save the tools you use most in a folder on your phone, or keep a running list in Notion or Google Docs. It'll save you time when you need them later.
3. Free doesn't mean limited. Many of these tools offer features that used to cost money — now powered by AI and easier to use than ever. Try the free versions first — you might find they're all you need.

Whether you're posting once a week or every day, the right tools can make it feel less like a chore and more like something you actually enjoy.

Ready to make Instagram feel more manageable? Pick one tool from this list to try this week and see how it goes. If you want to start with Buffer, you can create your free account here.

FAQ about free Instagram tools

Are free Instagram tools really free?

Yes. Each tool here has a genuine no-cost plan that covers its core features. You only pay if you want extras like larger quotas or premium templates.

Is it safe to connect my Instagram account to third-party tools?

Generally, yes. The tools listed here use Instagram’s official API, so they don’t store your password. You can remove their access at any time under Settings > Security > Apps and websites in Instagram.

Can I schedule Instagram posts for free?

Absolutely. Buffer’s free plan lets you connect one Instagram account and schedule up to 10 posts in advance, so you can map out about a week of daily content without spending a dime. Meta Business Suite is another free option for scheduling directly within Instagram's own ecosystem.

Can using these tools hurt my reach or get my account banned?

No, as long as the tool follows Instagram’s guidelines. Steer clear of any service that guarantees instant followers or likes — those shortcuts can violate Instagram’s terms and damage your reach.

Do I need a business or creator account to use these tools?

It depends on the tool. Some require a creator or business account to work; others work with any account type. In any case, changing to a creator or business account is free and takes under a minute in your Instagram settings. Doing so unlocks native analytics, reel and story scheduling, and access to most of the tools in this list, so it's often worth making the switch either way.

More Instagram resources 

• How to Reset Your Instagram Algorithm When Your Feed Needs a Fresh Start
• 13 Trending Sounds on Instagram (+ How to Use Them)
• 13 Ways to Get More Followers on Instagram (Tried & Tested)
• How the Instagram Algorithm Works
• Instagram Image Size Guide: Post, Story, and Reels Dimensions
• How to Make Money on Instagram: 12 Ideas for Creators and Small Businesses

You don't need millions of followers or superstar status to make money on Instagram. Micro and even nano-influencers on Instagram are supplementing — or even replacing — their income with content creation.

I now have over 15K followers on Instagram, but when I started experimenting with monetization, I had no idea what would actually work. And I tried everything. Affiliate links that made me a few bucks. Brand partnerships that fizzled out. And eventually, a couple of income streams that actually stacked up month after month.

One of the biggest things I've learned? There's no 'easy money' switch here — turning posts into paychecks still takes consistent, thoughtful work.

In this article, I'll share 12 of the most effective ways for you to make money on Instagram. What's really working right now, what's worth skipping, and how you can layer these streams no matter your follower count. Whether you're just starting on Instagram or already have a sizable following, there are options here for everyone.

Key takeaways

• Nano-influencers (1,000–10K followers) earn $10–$100 per sponsored post on Instagram, and rates scale to $10K+ for mega-influencers with 1M+ followers.
• Instagram's three monetization paths are: in-app features (subscriptions, gifts, badges, bonuses), brand partnerships (sponsored posts, user-generated content (UGC), affiliate links), and selling your own products or services.
• Diversifying across two to three income streams is more sustainable than relying on a single Instagram-native feature.
• Gifts only require 500 followers to unlock, making this the lowest-barrier native monetization feature on Instagram.
• Instagram bonuses are the only feature that pays creators directly, but they are invite-only.
• Affiliate marketing and UGC are the most beginner-friendly paths — both work without a large following because brands prioritize content quality over reach.

The three ways most creators make money on Instagram

• In-app monetization: Earn directly through Instagram's built-in features — subscriptions, gifts, badges, and bonuses.
• Self-promotion: Use Instagram as a sales channel for your own products, services, courses, memberships, or merch.
• Brand collaborations: Get paid by brands for sponsored posts, UGC, or affiliate promotions.

Monetization paths at a glance

The 12 monetization methods below fall into three broad paths. Here's how they compare on barrier to entry and payout model:

Instagram Shop is covered separately in section 8 — it has different eligibility (business account required).

Whichever route you pick, steady growth comes from showing up for a clearly defined audience and engaging with them consistently. You can always repurpose content across these streams to get more mileage out of each post.

Let's walk through the 12 monetization methods, starting with what I call Instagram native income — the features built right into the app that help you earn without ever leaving it.

1. Offer exclusive content via subscriptions

Instagram Subscriptions let creators with 10K+ followers charge a monthly fee for exclusive posts, reels, stories, and lives — a built-in recurring revenue stream inside the app. Think of it as having your own membership program right inside Instagram.

Your most engaged followers can become paid subscribers and get access to exclusive content you create just for them. When setting your price, think about the value you're offering while keeping it accessible enough that your followers can actually join in. Subscribers find the content easily on your Instagram feed in a new tab using the crown icon.

Subscriptions at a glance:

• Minimum followers: 10K
• Account type required: Professional (creator or business)
• Minimum age: 18
• Payout mechanism: Monthly recurring fee you set
• Country availability: Select countries only
• Policy requirements: Must meet Instagram's Content Monetization and Partner Monetization policies

When I tested subscriptions, I realized something very quickly. People don't pay for content. They pay for meaningful access. Things like your creative process, unfiltered behind-the-scenes thoughts, tutorials, or personal updates that don't always make it to your main feed. (The stuff that feels like being let into a group chat, basically.)

To turn subscriptions on, you'll need to:

• Be at least 18
• Have a professional Instagram account with at least 10K followers
• Reside in a country where the feature is available (here's a list for your reference)
• Have an Instagram profile that meets Instagram’s Content Monetization and Partner Monetization policies

2. Receive gifts from fans

Instagram Gifts let fans send virtual "stars" on your Instagram Reels that convert to cash at $0.01 per star — available to any professional account with 500+ followers. It's the lowest-barrier way to earn directly from your audience.

Gifts at a glance:

• Minimum followers: 500
• Account type required: Professional (creator or business)
• Minimum age: 18
• Currency: Fans purchase virtual "stars" to send as gifts
• Payout rate: $0.01 USD per star (100 stars = $1 USD)
• Minimum payout: $25 balance
• Availability: Select countries only

The key here is consistency. If you're creating content that makes people feel something — entertained, inspired, or educated — they'll want to give back. I know a few creators who mention gifts casually in their captions. Something like, "If you enjoyed this tip, send a gift to keep the series going." Subtle, human, and never salesy.

It starts small — really small. But the creators I know who treat gifts like a tip jar, not a goalpost, end up surprised by what a year of consistent posting adds up to.

3. Monetize live sessions with badges

Instagram Badges let viewers tip you during live sessions in increments of $0.99, $1.99, or $4.99 — the only native Instagram monetization feature tied to live broadcasts. It's like your audience buying a front-row ticket to your stream.

Badges at a glance:

• Minimum age: 18
• Account type required: Creator
• Payout mechanism: Viewers purchase badges in $0.99, $1.99, or $4.99 increments during your live
• Availability: Select countries only (check the eligibility list when you plan to go live)

The creators I've seen do this best make their lives feel like mini experiences. They pick a consistent day theme — think self-care chats, behind-the-brand Fridays, or community happy hours. You'll see a heart next to the names of people who've bought a badge.

To make the most of badges, let people know they're available at the start of your live — and again when new viewers join.

4. Qualify for Instagram bonuses

Right now, bonuses are the only way Instagram pays creators directly — no audience purchases or subscriptions required. You get these bonuses paid on rolling cycles — and they are available for reels, carousels, and single image posts.

Bonuses at a glance:

• Minimum age: 18
• Account type required: Professional (creator or business)
• Eligibility: Invite-only, varies by region
• Content counted: Up to 150 posts from activation to program end (reels, carousels, single image posts; replays not counted)
• Payout: Lump sums paid at rolling cycles
• Reported rate: ~$0.01–$0.05 per 1,000 views (varies)

These programs are usually invite-only and vary by region, but it's worth keeping an eye out in your professional dashboard. If you receive the invitation, you'll see it on your dashboard. Once you complete the onboarding flow, the platform will count up to 150 pieces of content shared from the week that you activate until the end of the bonus opportunity. The more views and/or plays (replays not included) your content receives, the more money you earn.

I like to think of bonuses as the cherry on top. They're not a core strategy, but when they appear, take them. If you're already consistent with your content, it's a welcome reward for the effort you're already putting in.

How much does Instagram pay per 1,000 views?

There isn't a single published rate, but creators in past bonus programs have reported earning roughly $0.01–$0.05 per 1,000 views, depending on the program, region, and content format. Reels bonuses have historically paid more than image posts — which is one reason short-form video is worth prioritizing if you're chasing bonus income.

Right now, earning money solely through Instagram's built-in features works best if you already have a large following and strong personal brand.

As Instagram's Head Adam Mosseri explains: "If you have a few thousand followers, it doesn’t make sense to focus on trying to monetize that audience," Mosseri says. "You should instead focus on growing that audience or using Instagram in other ways."

Even so, there are good reasons to explore these features:

• Become an early adopter of Instagram’s monetizing features
• Supplement your income from other sources (which includes the other ways to earn on Instagram, below)

Honestly? The next three methods — brand partnerships, UGC, and affiliate marketing — are where most creators start seeing real money, especially if you're under 10K followers.

5. Earn from sponsored posts and brand partnerships

The most common setup: sponsored posts. You create content for a brand, post it on your own page, and get paid for the spot on your feed. This partnership between creator Jade Beason and Adobe Express shows how it works:

View this post on Instagram

A post shared by Jade | Creator, Consultant & Speaker (@jadebeason)

Sponsored content usually includes a "paid partnership" tag or an #ad hashtag. Brands pay Instagram creators for a spot in their feed because they can build brand awareness and earn money by reaching the creator’s audience.

How much can you earn from sponsored posts? It varies based on your niche, location, content quality, follower count, engagement rate, and negotiation skills.

According to Influencer Marketing Hub’s benchmark study, nano-influencers (Instagram influencers with 1,000 – 10k followers) earn between $10 and $100 per post — it only goes up from there.

The numbers vary a lot, sometimes with little changes in the scope of work. For example, a brand will pay more to get usage rights for your sponsored posts.

Buffer's own analysis of social engagement across millions of posts — see our State of Social Engagement report — shows engagement rate, not raw follower count, is the strongest predictor of brand interest, which is why nano- and micro-creators with tight niches often out-earn larger accounts per post.

How to find brands to partner with on Instagram

Many brands — those that actively practice influencer marketing — might reach out to you proactively when they notice you have an engaged social media community that overlaps with their target audience. They might use third-party tools (like influencer discovery software) for this, but you can also grab their attention by tagging them in your posts whenever you create content about them. This can also be an excellent way to showcase your content creation abilities.

If you are in an eligible country, it’s also worth joining Instagram’s creator marketplace. It’s a hub for helping brands connect with the right Instagram influencers for their customers.

Lastly, it’s also worth directly reaching out to the influencer marketers of your favorite brands or even popping them a DM.

One thing to keep in mind: Don’t overload your feed with brand-related posts. It can make your account feel less authentic to your followers.

Annie-Mai Hodge, founder of Girl Power Marketing, says an overload of brand collabs (especially inauthentic ones) can be harmful to growing your Instagram following and engagement long term.

"If your feed starts to feel like a media kit, people stop engaging, and that hurts your chances of monetizing in the long run," she says. "Brands want creators who have influence, not just reach. That means your content should always be designed to serve, entertain, or connect with your audience first."

In general, the most profitable influencer partnerships come from creators who serve their audience first and treat brand deals as a secondary layer — not the main event.

One of my top tips

When you partner with a brand you already love, it doesn't feel like selling. It feels like natural storytelling. At 15K followers, I've had brands pay me hundreds of dollars per post because my audience fits their target perfectly.

One of my earliest partnerships with Etihad Airways came from me tagging a brand I already trusted and was a frequent flyer with in a casual reel. They saw the post, reached out, and it turned into a long-term collaboration. (The ROI on one lazy Instagram tag still surprises me.)

If you're highlighting a brand you love, tag them. It's free visibility for them, and it plants the seed for future paid work for you.

6. Create user-generated content for brands

User-generated content (UGC) deals pay creators to produce branded video or photo content that brands post on their own accounts or use in ads — no follower threshold required. You create the content, hand it over, and the brand publishes it.

For example, hair care brand Fix My Curls often reshares videos by creators who mention their products and credits them in post captions.

View this post on Instagram

A post shared by Fix My Curls ➰ Curly and Wavy Hair Care (@fiixmycurls)

UGC is a great way to earn money while keeping your own feed focused on your own content. Plus, you don't need a large following to create UGC — brands care more about your creation skills and style.

How to get your first UGC deal on Instagram

Many creators find brands by pitching via DMs on Instagram, responding to comments from brand accounts, or reaching out through email with a few simple videos and a clear offer.

7. Share affiliate links and codes

Affiliate income is one of the most beginner-friendly monetization paths. You earn a commission every time someone buys through your link or code.

Companies will share promo codes or a trackable link (with a UTM code) to calculate how many sales you bring in. These links or promo codes usually include discounts, which give your followers an extra reason to check out the product. Buffer has a free UTM builder that can help you create these unique links in a few steps.

When I started, I promoted products I was already obsessed with — skincare, coffee, a kitchen appliance or two. The stuff I'd recommend to a friend anyway. (My first affiliate payout was small enough to be embarrassing — we're talking single digits.) If your followers trust you, they'll trust your suggestions — and that's what actually converts.

This post by creator Hitika Sachdev is a perfect example of an affiliate partnership. The brand can use the code "Hitika94" to track every sale coming via her.

View this post on Instagram

A post shared by ʕ•̫͡•ʔ (@hitikasachdv)

If you're working with promo codes instead of trackable links, you've got options too. Use a link in bio tool like Buffer’s Start Page where you can customize the text associated with the link — add your discount code in the text and link to the brand’s website.

Often, affiliate relationships grow out of existing brand partnerships. A brand might collaborate with you a few times for sponsored content and then offer a performance-based incentive to transition to affiliate marketing.

You can also join affiliate programs that are open to all creators, like Amazon Associates or Pura Vida, which has an affiliate program offering a 15% commission on each sale you bring in. You can apply through their form, and if you meet their requirements, you're in.

With programs like these, you won't have a dedicated brand contact. You’ll probably have a dashboard that will calculate all your earnings, and you’ll have to buy the brand’s products on your own. It's still a solid way to earn from your content — especially when you're promoting products that genuinely fit your audience.

One of the biggest advantages of branded content is that you can start without a huge following or your own product to sell. Plus, you've got multiple ways to work with brands, depending on what fits your style.

Monetizing beyond the app is where Instagram becomes more than just a content platform. It turns into your business engine. Next up, we'll take a look at some ways to do just that.

8. Set up an Instagram shop and shoppable posts

Instagram Shop turns your profile into a digital storefront with tappable product tags that link directly to a catalog — available only to Instagram business accounts in select countries. If you sell physical products, it's your in-app checkout.

You can post a picture or a reel of your product with a tappable link that goes directly to your product catalog. When users click through, they'll see all the info about the product, including prices.

If Instagram Shop isn't available in your region, Buffer's Shop Grid is a perfect workaround. It creates a clickable, shoppable feed experience that still feels native to Instagram. When someone taps your bio link, they'll see exactly what you want them to — your bestsellers, latest posts, or anything else you choose to highlight. You'll also be able to track clicks on each link, so you can see what your audience is most interested in.

9. Promote your own products or services

Promoting your own products or services on Instagram converts followers into customers at higher margins than brand deals, because you keep 100% of the revenue. You can do this by creating a brand account and forming an Instagram strategy. You might not sell products right away, but you'll educate people about your brand and its products.

From digital templates to handmade jewelry to coaching services, what matters most is storytelling. Show people why you created your product and what problem it solves.

Creators like Modern Millie have built strong value around their content. Millie teaches creators how to grow on social and monetize their platforms, and she uses Instagram to promote everything from digital courses to free templates to YouTube tutorials. It's a great example of how clear positioning plus consistent content can lead to real revenue without needing a huge team or a complicated setup.

View this post on Instagram

A post shared by Camille Adrian | Content Creator Tips (@itsmodernmillie)

10. Sell courses or membership programs

If you’re a creator, you can also earn money by sharing an online course or a membership program that teaches your audience to do something you’re an expert in.

Adriana Blanc often promotes her fitness membership program using her Instagram account.

View this post on Instagram

A post shared by Adriana Blanc (@adrianatblanc)

Promoting courses, memberships, or exclusive communities is not much different from selling products or services. Focus on highlighting the value of your offer and hitting the pain points of your target audience.

11. Run Instagram ads to drive sales

Running Instagram ads with a $50–$100 test budget lets you identify which organic posts convert best, then amplify the winners to new audiences. If you're selling a digital product or service, Instagram advertising can meaningfully expand your reach.

Running Instagram ads means boosting some content on your feed, so it reaches a broader audience. Ideally, this boosted content helps you sell products and earn more money than you are spending.

Advertising can help you reach new users and build your audience — in turn, helping you sell more products — but that doesn't mean hitting 'boost' and hoping for the best. Start with around $50 to $100 and test which videos or messages actually land. Use what you learn to refine your organic content too — the hooks, visuals, and topics that pull in your ideal audience. You can analyze performance along the way to see which creatives earn their keep.

Think of that first $100 as tuition, not a launch budget.

12. Design and sell merch

Sometimes your brand becomes your product. If you've built a strong personal brand on Instagram, you can monetize it by designing unique merchandise.

Maybe it's a phrase you repeat often, an aesthetic your followers love, or an inside joke your community enjoys.

Sabrina Zohar, a dating coach and influencer, did this brilliantly. She turned repeat phrases she uses in her podcast, The Sabrina Zohar Show, into a recognizable brand that her audience already felt ownership over.

Convert your posts to paychecks

Remember that monetization on Instagram isn't about chasing every single income stream. It's about finding what feels authentic to you and your audience. Start small. Pick one or two ideas from this list and test them for at least a few months. See what feels sustainable, what excites you, and what naturally fits your content rhythm.

No matter which route you take, applying a few timeless principles — solving a real problem for your audience and standing out with a clear, differentiated niche — will boost your chances of success.

The not-so-glamorous reality? The more your audience grows, the more admin comes with it — comments to reply to, DMs to juggle, performance to analyze, and a content calendar that won't fill itself.

That's the bit Buffer quietly handles for me. Scheduling, engaging, analyzing, a custom bio link — all in one place, so I can actually spend my time making the content that earned me the audience in the first place. You can try it free if that sounds like your kind of help.

Now I'd love to hear from you — which of these 12 ideas are you going to try first? Come find me on Instagram and tell me what's working.

FAQ about making money on Instagram

Do Instagram users get paid directly by the app?

Sometimes. Instagram can pay creators through in-app tools like subscriptions, gifts, badges, and (in some cases) bonuses. But many creators earn most of their income outside the app through brand partnerships (like sponsored posts and UGC), affiliate marketing, and selling their own products or services.

How much does Instagram pay for 1,000 views?

There isn’t a single guaranteed rate. In practice, creators often see rough ranges around $0.01–$0.05 per 1,000 views, but it varies a lot based on the specific program, your eligibility, your audience, and what Instagram is offering at the time. Reels bonuses have historically paid more per view than carousels or single image posts.

How many views on Instagram do you need to make money?

There's no universal view threshold — bonuses are invitation-only and tied to content performance, not raw views. For brand deals, views and engagement together usually matter more than any single number. For reels specifically, Instagram's bonus programs have historically focused on creators whose reels consistently earn 10K+ plays, but eligibility varies by region and program.

How many followers do I need to get paid on Instagram?

You don't need a fixed follower count. Instagram's in-app monetization features have specific thresholds — 500 followers for gifts, 10K for subscriptions (although requirements may vary by region and over time) — but brand deals, UGC work, and affiliate marketing have no minimum.

How much do nano-influencers make on Instagram?

Nano-influencers (creators with 1,000–10K Instagram followers) typically earn $10–$100 per sponsored post, according to Influencer Marketing Hub. Rates vary based on niche, engagement rate, content quality, and usage rights — for example, a brand will pay more for permission to repurpose your post as a paid ad. Many nano-creators stack multiple income streams (sponsored posts plus affiliate links plus UGC) to reach a sustainable monthly income rather than relying on post fees alone.

Can you make money on Instagram without a lot of followers?

Yes. The three lowest-barrier paths are UGC (no minimum), affiliate links (no minimum), and selling your own products via an Instagram Shop or link-in-bio page. Nano-influencers often out-earn macro accounts on engagement-based deals because brands prioritize niche fit and engagement rate over raw reach.

Can you make money on Instagram without showing your face?

Yes. User-generated content is the most common path for creators who prefer to stay off-camera — brands hire you to produce product demos, unboxings, or voiceover videos that they post on their own accounts. Affiliate marketing, running an Instagram Shop for physical or digital products, and selling courses or templates also work without a personal brand tied to your face. Faceless accounts in niches like finance tips, book reviews, recipe reels, and aesthetic aggregator pages routinely monetize through these paths.

What do I need to qualify for Instagram’s money-making tools?

Depending on the feature, there are a couple of requirements you need to meet, like being at least 18, using a professional account, following Instagram’s Content Monetization and Partner Monetization policies, meeting any follower or engagement thresholds, living in a country where the feature is available, and setting up payouts so Instagram can send you earnings.

How do I start earning money on Instagram if I’m new?

Start by choosing a clear niche, posting consistently, and engaging with the people who comment or reply to your stories. Then pick one income path to focus on first (like UGC, affiliate links, or promoting a small offer), and build from there. Tools like Buffer can help you stay consistent by scheduling posts ahead of time.

More Instagram resources

• How to Get Verified on Instagram: 2 Ways to Get Your Blue Check
• 13 Trending Sounds on Instagram (+ How to Use Them)
• Replying to Your Instagram Comments Can Boost Engagement by 21%
• Best Time to Post on Instagram: New Data from 9.6 Million Posts
• How to Use Instagram for Business: The Complete Guide
• Instagram Stories: The Complete Guide to Using Stories to Boost
• How to Share Instagram Feed Posts to Stories: 3 Simple Steps