If you're tired of scrambling to post on Instagram at the "perfect time," or juggling reminders to post while you're in the middle of dinner, this is for you. Scheduling posts isn't just about saving time—done right, it can actually help you get more eyes (and likes) on your content. This guide cuts through all the hype and shows you how to use Buffer to schedule Instagram posts smartly, without getting lost in pointless tactics.
Why schedule Instagram posts at all?
Let’s be honest: Instagram rewards consistency, but life isn’t always consistent. Scheduling helps you:
- Post when your audience is actually online, not just when you're free.
- Keep your feed active even when you're busy, sick, or on vacation.
- Take the stress out of “what do I post today?”
But here’s the thing: scheduling won’t magically make your content better. If you schedule boring posts, you’ll get boring results. This guide is about pairing good scheduling with good content habits.
Step 1: Get Buffer set up with your Instagram account
Before you can schedule anything, Buffer needs access to your Instagram. Here’s what you’ll need:
- An Instagram Business or Creator account (not a Personal account).
- The Instagram account connected to a Facebook Page (this is Instagram’s rule, not Buffer’s).
To connect:
- Sign up or log in at Buffer.
- Go to your Buffer dashboard.
- Click “Add Channel” and select Instagram.
- Follow the prompts to log in with Facebook and grant the permissions it asks for.
Pro tip: If you get stuck, it’s usually because your Instagram isn’t set up as a Business/Creator account or isn’t linked to a Facebook Page. Double-check both before pulling your hair out.
Step 2: Plan your content—don’t just fill the queue
You could load up Buffer with random photos, but you won’t get much engagement that way. Spend a little time up front thinking about:
- What’s working? Scroll back through your Instagram and see which posts got comments, shares, and saves. Likes are fine, but comments and shares are a better sign of real engagement.
- Mix it up: Don’t just post product shots or selfies. Mix in behind-the-scenes, customer stories, questions, and short videos.
- Have a goal: Are you trying to drive traffic, get more followers, or just stay top-of-mind? Your goal shapes what you post.
What NOT to do: Don’t get paralyzed by “content pillars” or endless strategy sessions. A rough outline for the next week or two is plenty.
Step 3: Find your best times to post
Forget generic “best time to post” infographics. Your audience is unique, and Instagram’s algorithm changes constantly. Here’s how to find your own best times:
- Check Instagram Insights: On your Instagram app, go to Insights > Audience > Most Active Times. Note when your followers are online (by day and hour).
- Test and track: For the next couple of weeks, schedule posts at different times and see what gets the best response. Morning, lunchtime, and evening are good starting points.
- Look for patterns: After two weeks, check which posts performed best and when you posted them.
Buffer Tip: Buffer’s paid plans can suggest optimal times for you, but it’s not magic. Use their suggestions as a starting point, then tweak based on your actual data.
Step 4: Schedule your posts in Buffer
Now for the fun part—getting your posts loaded up and ready to go.
- In Buffer, click on your Instagram profile.
- Hit “Create Post” (or “Schedule Post”).
- Upload your photo or video, write your caption, and add hashtags.
- Pick the date and time you want it to post.
- Hit “Schedule.”
A few honest notes:
- First Comment: Buffer lets you schedule the first comment, which is great for hiding hashtags, but don’t overdo it. If your caption makes sense without hashtags, use the comment for them.
- Stories: Buffer can only “remind” you to post Stories (you’ll get a push notification). There’s no way around this—Instagram limits what third-party apps can do.
- Carousels (multiple images): Buffer can auto-publish single images and videos, but for carousels, you might need to push a notification and finish the post manually. It’s a pain, but that’s Instagram’s rule, not Buffer’s.
Step 5: Optimize your captions and hashtags
Scheduling is only half the battle. Here’s what actually helps engagement:
- Write like a human: Don’t write captions like a robot. Start with a hook, keep it short, and ask questions.
- Use hashtags smartly: 5-10 relevant hashtags in the first comment or caption is enough. Avoid the temptation to copy-paste the same block every time—Instagram can spot spammy patterns.
- Tag locations and people: If it’s relevant, tag your location and anyone featured. It increases your reach.
What to skip? Don’t waste time on “hashtag generators” that spit out random buzzwords. They usually don’t help.
Step 6: Engage after posting
Instagram still cares about real interaction. If you set and forget, your posts are less likely to get traction.
- Respond to comments: Try to reply in the first few hours after your post goes live. Even a quick “thanks!” helps.
- Like and comment on others’ posts: Especially if they’re in your niche. Instagram rewards accounts that act like humans, not bots.
- Don’t obsess over every post: Some will flop, and that’s normal. Focus on long-term trends.
Buffer Reminder: You can use Buffer’s analytics to see which posts are getting real engagement. Pay more attention to saves, shares, and comments than just likes.
Step 7: Review and adjust—don’t set it and forget it
Every few weeks, take a step back.
- Look at your Buffer analytics: What times, formats, and topics are working?
- Tweak your schedule: If you notice posts at 9am on Tuesdays always underperform, try a new time.
- Update your content plan: If you’re running out of ideas, ask your followers what they want to see.
What to ignore: Don’t get distracted by “viral hacks” or people promising secret algorithms. The basics—good content, posted when your audience is online—still work best.
Quick checklist for scheduling Instagram in Buffer
- [ ] Instagram Business or Creator account linked to a Facebook Page
- [ ] Buffer account connected to Instagram
- [ ] Content plan for the week (even if it’s rough)
- [ ] Best times to post based on your data
- [ ] Captions written like a human, not a bot
- [ ] Hashtags researched and rotated
- [ ] Schedule posts, but stay ready to engage after they go live
Keep it simple and iterate
You don’t need a fancy system or endless spreadsheets. Scheduling Instagram posts with Buffer is about making your life easier, not harder. Start simple, see what works, and adjust as you go. Engagement isn’t about gaming the system—it’s about showing up with something worth seeing, at the right time. The rest is just details.