How Often Should You Post on Social?
Have you ever second guessed if you should be posting as much as you are, or if you’re not posting enough? Well, you’re not alone. The social media algorithms are difficult to keep up with, and each platform has different best practices. In this post I am going to go over some what research says about best practices on how often you should post. Whether you are just starting your social media journey, or want to refresh your strategy, this post is for anyone working in social.
Quality > Quantity
Remember, everyone says “quality over quantity,” and its true! You always should be prioritizing high quality, engaging content that provides value, engagement, and storytelling. You should be posting less if you have strong, beautiful content rather than posting daily with content with no purpose known as “filler content.”
Consistency also matters. Staying consistent to your brand, your tone, and your posting schedule will keep your page relevant and engaging. Keeping your page visible without becoming repetitive or overwhelming to your audience will result in a more engaged audience, and a happy content calendar.
Let’s Talk Platforms
Adobe wrote an article in 2022 with best practices for social media posting, and a Sprinklr blog wrote a post this year based on this research. Here are the recommended strategies to how often you should post on the most popular social media platforms, with a few notes from myself about things I have found from working in social for the last few years.
Instagram: Post 1-2 times times per day. Adam Mosseri, head of Instagram also highly recommends prioritizing Stories, by sharing stories regularly.
*Authors note on Instagram: In my experience working with clients across various industries, posting strategies absolutely will vary based on the industry the client is in, and their audience behavior. A good starting number for Instagram would be 3-4 posts per week.
Facebook: Post 1-2 times per day as this strategy aligns well with the platform’s algorithm and has been proven effective.
*Authors notes on Facebook: Keep in mind that Facebook’s most active users primarily are among the Baby Boomer, Gen X, and some of Millennial generations. Their online habits are different from younger Millennials, Gen Z, and the rising Gen Alpha.
LinkedIn: Post 3-5 times per week. Post in the mornings during the week, as LinkedIn is business and networking oriented.
X: Post 2-5 posts per day. X is not meant to be about putting media heavy content on their platform, but is known for short and snappy Tweets between 1-280 characters.
TikTok: Post 1-4 posts per day.
*Authors note on TikTok: TikTok’s algorithm is known to be difficult to succeed with, or “beat,” especially for business accounts. The platform also recognizes when business pages are actively posting marketing content, which can lead to lower engagement and viewership due to the content not being favorable to the algorithm.
Pinterest: 4-10 times per day. Re-purposing your Pinterest content is also highly recommended.
Know Your Audience!
Every audience is different, and can depend on factors such as the industry your in, the categories you post about, and your audience’s habits. The key to gaining optimal engagement is to experiment and refine your posting schedule and content strategy based on your insights and analytics, where you can view engagement patterns, and what performed well. Trial and error is the best practice for creating your content calendar, do what feels right for your brand, and your audience, because authenticity is one of the most important aspects to social media today.
How often are you posting on social? Let me know in the comments!
References:
Adobe Express. (2022, July 22). How often to post to X, Facebook, Instagram, LinkedIn, TikTok, and Pinterest. Adobe . https://www.adobe.com/express/learn/blog/how-often-to-post-to-twitter-facebook-instagram-and-pinterest
Suresh, A. (2025, January 31). How Often to Post on Social Media to Increase Your Brand Reach. Sprinklr. https://www.sprinklr.com/blog/how-often-to-post-on-social-media/
