It’s the question that has generated a thousand sleepless nights: “How often should I post on social media?” Obviously, like everything worth knowing, there’s no simple answer to this question. Social media platforms constantly update their algorithms, add new features, and change the rules of engagement. What worked last year might not work this year, and what works today could become obsolete tomorrow.
We deepened our research thanks to data-science and analyzed post performance across all our clients to gain insights into the ideal posting frequency daily (or weekly) for each platform. Here’s a brief summary of what we discovered, but keep reading for more in-depth details:
Instagram: Post 3 to 5 times a week.
Instagram Stories: Post 2 times a day.
Twitter: Post 2 to 3 times a day.
Facebook: Post 1 to 2 times a day.
LinkedIn: Post 1 to 2 times a day.
TikTok: Post 3 to 5 times a week.
Pinterest: Post at least 1 time a week.
Google My Business: Post at least 1 time a week.
How often to post on Instagram
Post 3 to 5 times a week on Instagram.
Our experts recommend creating at least three posts a week on Instagram. Ideally, these should be posts with different types of content (carousel, reels, static posts, etc.). Using different types of content on social media is particularly important if you post more than three times a week.
Instagram Stories can be used more frequently, although Adam Mosseri, Instagram’s director, recommends 2 Stories a day. Posting frequently on Instagram increases your chances of appearing in the Explore section, being present on other accounts, or appearing in top search results for keywords you use frequently. Posting regularly is also a great way to test what resonates with your audience.
If you think an algorithm-controlled timeline means posting time isn’t important, think again. Our experiments have shown that posting time has an impact on Instagram engagement.
Here are some key Instagram data to keep in mind when posting:
Instagram has 1.39 billion active users worldwide.
The most active brands post 17 Stories per month.
The average American user spends 30.1 minutes a day on Instagram.
Instagram is the number 1 platform for people connecting with brands.
Instagram users spend approximately 11.7 hours per month on the platform.
How often to post on TikTok
Post 3 to 5 times a week. Or even more frequently if you can.
While TikTok recommends posting 1 to 4 times a day, this might not be realistic for everyone. If you’re just starting out, posting 3 to 5 times a week is a great starting point. TikTok’s algorithm is complicated, but the more you post regularly, the greater your chances of reaching a wider audience and understanding what works best. Aim to post 3 to 5 times a week so you stay consistently in touch with your followers. With each post, track your video views, engagement, and the time viewers spend watching your video to get a better idea of effectiveness.
Using hashtags in every post can also help your content be discovered by potential customers. Make sure to analyze the performance of each post and refine your posting strategy based on what resonates best with your audience.
Also, posting time is important on TikTok. Leverage the best times to post on TikTok to ensure your content reaches the most users.
Key data on TikTok to keep in mind when posting:
TikTok was the most downloaded app of 2022, with 672 million downloads.
TikTok has over 1 billion monthly active users.
TikTok is more popular than Instagram among Gen Z users.
TikTok is the leading app for consumer spending.
How often to post on Facebook
Post 1 to 2 times a day on Facebook.
Organic reach is declining everywhere, but Facebook seems to have been hit harder. Currently, the average engagement rate for page posts on Facebook stands at around 0.07%. These numbers are not expected to improve in the near term. To ensure a steady flow of content, it’s a good idea to create an editorial calendar to stay organized. Try a free editorial calendar template or experiment with scheduling tools.
Key data on Facebook to keep in mind when posting:
Facebook is the third most visited website in the world.
67% of Facebook’s monthly users are active daily.
The average user spends 30.1 minutes a day on Facebook.
The average Facebook page posts 1.68 times a day.
How often to post on Twitter
Post 2 to 3 times a day on Twitter.
Things move fast on Twitter. This news-focused platform means tweets have a short lifespan. So, you’ll need to post a bit more often than on other channels. One of our clients told us: “This is probably the only channel where I’d say quantity matters more than quality.” The more you post, the more likely you are to appear in the constantly growing feed.
There are many influential users out there. Some accounts post 50 or 100 times a day. If you have the time, we certainly won’t stop you. But, to keep your brand presence active and engaged on Twitter, you don’t need to drop everything and commit to tweeting full-time.
Remember that, regardless of how often you post, the best practice is to follow the rule of thirds:
⅓ of your tweets promote your business
⅓ share personal stories
⅓ are informative information from experts or influencers
Keep in mind that engaging with your audience or other community partners is also an important move for posting frequency!
Key data on Twitter to keep in mind when posting:
The average user spends 5.1 hours a month on Twitter.
One-fifth of Twitter users under 30 visit the site too frequently to keep track.
16% of Internet users between 16 and 64 years old use Twitter to search for brands.
People will spend at least 6 minutes a day on Twitter in 2023.
How often to post on LinkedIn
Post 1 to 2 times a day on LinkedIn.
LinkedIn itself states that companies that post weekly see a 2x increase in content engagement. They also recommend posting at least once a day, even on weekends. Keep in mind that content on LinkedIn can remain in users’ feeds for a very, very long time. This happens because when someone interacts with your post, it will start to appear in the news feeds of their contacts. Additionally, users can filter the feed to display “top” and “recent” content, which could increase the longevity of your posts if they go viral.
Quality matters more than quantity here, so it’s important to create interesting and engaging content that is timely and relevant. Currently, LinkedIn’s feed filters are changing and soon you’ll be able to filter your feed by topics like “video-specific content.”
Key data on LinkedIn to keep in mind when posting:
LinkedIn has 875 million members.
Over 77% of LinkedIn users are from outside the United States.
52 million people use LinkedIn to search for jobs every week.
16.2% of American users access LinkedIn every day.
How often to post on Pinterest
Post at least once a week on Pinterest.
According to Pinterest, “Quality and relevance are more important than frequency on Pinterest. So, while you can determine the best schedule for you, posting on a weekly basis is a good general rule.” Unlike platforms like Instagram and TikTok, the goal on Pinterest is not virality. Content on Pinterest has a long lifespan. A post can be viewed and shared for weeks or even months after it’s been published. This is why creating engaging and relevant content is more important than going viral.
To optimize your posts, make sure to follow best practices like:
Using images that stand out
Including keywords in captions
Using hashtags when appropriate
Creating content tailored to your audience’s needs
Depending on your goals, you may want to post multiple times each week. How often you post will depend on the type of content you share and the size of your audience. Your Pin statistics are a great benchmark for evaluating Pin performance and seeing how your audience interacts with certain types of content.
Key data on Pinterest to keep in mind when posting:
Pinterest has 445 million monthly active users.
Pinterest’s global number of monthly users increased 5% in 2022.
Gen Z and men are the fastest-growing audience on Pinterest.
75% of Pinterest’s weekly users say they always shop.
How often to post on Google My Business
Post at least once a week on Google My Business.
Google My Business posts might not be the first thing that comes to mind when thinking about social media for businesses. However, this platform can be surprisingly effective in improving local SEO and increasing customer engagement. In the past, Google My Business posts expired after 7 days. But in 2021, Google changed this feature and now you’ll see the latest 10 posts published. Google clarifies that posts are archived after 6 months, unless otherwise specified.
Google My Business posts must be extremely timely. In general, your audience is looking for something they can do, see, or eat right at that moment. Therefore, posts should focus on current offers or events. The ideal posting frequency depends on the type of post, but in general it’s recommended to post at least once a week. You can also spread your posts across different times of day and days of the week based on when your target audience is online.
Current offers, images of your business location or space, and new product announcements tend to work well on this platform.
Key data on Google My Business to keep in mind when posting:
Google is the most visited website in the world, with over 80 billion total visits.
Businesses with complete profiles on Google My Business are considered 2.7 times more trustworthy.
Customers are 70% more likely to visit and 50% more likely to consider a purchase if your business has a complete profile on Google My Business.
49% of businesses on GMB receive over 1,000 views on Search per month.
How to know the best social media posting frequency
Knowing the best social media posting frequency requires some trial and error. What works for some brands might not work for others. Business teams will be able to post more frequently than individual entrepreneurs. Also, individual characteristics like audience size, community loyalty, geographic location, and content type can drastically affect your posts’ performance.
An industry expert, Brayden Cohen, states: “To understand what’s best for you, try testing different posts at different times and with different quantities to see which generates the best performance for your content and channel. Keep testing, learning, and adapting.”
Always remember: content quality matters more than frequency. While posting more content can help up to a point, the more relevant and useful your content is to your audience, the better your social media channels will perform.
