Instagram isn’t just an app, it’s a way of life. Nowadays, it’s so much more than just whacking a filter on a selfie and watching the likes roll in (all nine of them). There’s a grid theme to think about, the single shot to group shot ratio, a clear aesthetic to convey. And don’t even get us started on the new algorithms.

Now that the big bosses have decided to screw us all over and get rid of the chronological timeline, there’s been lots of discussion about the best time to post for optimum engagement on your pics. And finally, we have some answers.

According to the Internet Advertising Bureau UK, new research suggests the best times to post for maximum engagement are 2 a.m. and 5 p.m. Who knew?! “Brands that publish content on Instagram in the early hours of the morning or at teatime (remember, this is a British study) are most likely to see high levels of engagement with their posts,” IAB states on their website.

Deal of the Day Blue Bathing suit 4-7-24

Deal of the Day

This ‘Slimming’ Suit is Just $16 Today! View Deal

It was also revealed that the best times differ depending on the day of the week. “5 p.m. [is] the best time for publishing Instagram content on a Sunday, while 7 p.m. and 10 p.m. are the best on a Monday.” 3 a.m. and 10 p.m. had the best results for Tuesday, while 5 p.m. proved to be the optimum time again on Wednesday. The best times to post on Thursday are 7 a.m. and 11 p.m., and for Friday it’s 1 a.m. and 8 p.m. Posting at midnight or 2 a.m. had the highest engagement on a Saturday.

While this research focuses mostly on brands’ Instagram engagement, we reckon it can be applied to individual Instagrammers hoping to boost their average likes. After all, it’s 2017 — we’re all building our own brands, right? Let’s just hope we start reaping the benefits of our 2 a.m. Insta sessions. Happy posting!

This post was written by Ruby Norris. It originally appeared on our sister site, heatworld.