Posting on social media can feel like walking a tightrope. You don’t want to post too infrequently and lose audience engagement, but you also don’t want to post too often and become the chatterbox that won’t stop talking.
Striking that perfect balance is one of the most critical aspects of maintaining a successful social media presence.
To help you do just that, we’ll be covering the importance of posting frequency, strategies to find the best posting rate for you, and the common mistakes you should avoid.
Why Does Posting Frequency on Social Media Matter?
Social media marketing has become an integral part of any business’s marketing plan, and here’s why:
- As of January 2023, there are over 4.76 billion active social media users worldwide.1
- 7 out of 10 Americans are active on social media, using it for news, entertainment, shopping, and—of course—social connection.2
But merely having a presence on social media isn’t enough to attract potential customers. Your posting frequency on different platforms plays a significant role in developing a savvy social media strategy.
What is Posting Frequency?
Posting frequency refers to the number of times a business or individual posts content on social media in a given period—daily, weekly, or monthly. Posting frequency is critical because it affects how often a brand appears in users’ feeds and how engaged its audience is with its social media content.
Importance of Posting Frequency
Posting frequency has a tremendous impact on a business’s social media reach, engagement, and overall success, largely because of the way social media algorithms work. Algorithms are the rules and calculations used by a social platform to determine what content appears in a user’s feed.
These algorithms prioritize content that receives high engagement, such as likes, comments, and shares. Posting frequency affects this in two ways:
- Posting too frequently – Frequent posts can dilute engagement. Because each post competes for attention, each post is less likely to receive engagement.
- Posting too infrequently – This signals to the algorithm that your account is not active. Every social media platform wants users to stay engaged, so they prioritize accounts that post regularly and consistently.
Factors Affecting Posting Frequency
Your business’s optimal posting frequency on social media depends on factors like your audience, industry, and content type, as well as the platform you’re using. Let’s explore these factors more below.
Optimal Posting Frequency for Different Social Media Platforms
Each social media platform has its own best practices for posting frequency. Here are some guidelines for four of the most popular platforms:3
- Facebook posting frequency – Facebook’s algorithm prioritizes quality over quantity, so try to only post one to two times per day. Experiment with posting more or less frequently to see what works best for your audience.
- Instagram posting frequency – Instagram’s algorithm favors accounts that post frequently and consistently. Aim to post at least once per day and up to three times per day. (Instagram Stories are an exception—you can add to your story multiple times per day).
- Twitter posting frequency – Twitter moves at a rapid pace. Aim to post multiple times per day, with a minimum of three tweets per day. You can also experiment with posting more frequently, depending on your audience and content.
- LinkedIn posting frequency – LinkedIn is a professional networking platform, so it’s best to post less frequently than on other platforms. Posting 3 to 5 times per week is sufficient.
- TikTok posting frequency – TikTok is a highly engaging, popular video platform. In order to stand out and grow your audience, we recommend posting at least 2-4 times a day.
How to Find the Right Posting Frequency for Your Business
In addition to the social media creation process and platform you use, the type of business you have will also impact your ideal posting frequency. To determine the right frequency for your business—and likewise, your target audience—follow these three tips:
- Check your analytics – Analytics tools can help you gain insight into your audience’s level of engagement so that you can adjust your posting frequency accordingly. You can start with the built-in tools that come with business accounts on most platforms, but as you scale, it’s more effective to use a paid social media management tool that compiles analytics data from multiple social media platforms.
- Mix it up – Your audience and content are unique, so try different posting frequencies to find your sweet spot. Monitor engagement to see what works best as you vary your frequency and schedule.
- Keep an eye on the competition – Monitoring competitors’ posting frequency can provide valuable insights into what works and what doesn’t. This can help you identify patterns in engagement and adjust your strategy accordingly.
Best Practices for Consistent Posting
Regardless of exact frequency, consistency is key when it comes to posting on social media. Follow these tips to maintain a consistent posting schedule:
- Create a content calendar – A content calendar helps you ensure a consistent posting schedule. It also allows you to curate content that aligns with your overall social media strategy.
- Repurpose and recycle content – Don’t reinvent the wheel for every post. For example, a long-form blog post on LinkedIn can generate multiple snippets to share on Instagram and Facebook, along with infographics, videos, and more.
- Automate and schedule posts – Social media management tools like Hootsuite, Buffer, and Sprout Social can automate and schedule your posts. Just be sure you follow the content moderation guidelines of the platforms you are posting on to avoid any delays.
Mistakes to Avoid with Posting Frequency
Posting frequency can have a significant impact on your social media success, but there are also a few common mistakes that are important to avoid.
- Over-posting and under-posting – Over-posting can overwhelm an audience, leading to unfollows, while under-posting can result in a loss of visibility, brand awareness, and social media engagement.
- Ignoring audience engagement and feedback – Posting frequency should be adjusted based on audience engagement and feedback. Ignoring your audience’s preferences can lead to declines in engagement and ultimately hurt your social media strategy.
- Not adjusting posting frequency over time – Audience preferences and behavior can change over time, so you should regularly evaluate and re-adjust your posting frequency as needed. Failure to do so can lead to missed opportunities to engage with your audience.
Maximize Your Social Media Reach with Curastory
Posting frequency is an essential element of your social media strategy. By following the best posting practices we’ve outlined here, you can ensure you make the most of your social media presence.
And with help from Curastory, you can power up your online engagement even further.
Curastory is a content creation platform that connects creators like you with the brand partners you need to grow your audience and expand your reach quickly and effectively. Add Curastory to your social media toolkit today, and let us help you show your content to the world.
- Data Reportal. Global social media statistics. https://datareportal.com/social-media-users
- Pew Research. Social media fact sheet. https://www.pewresearch.org/internet/fact-sheet/social-media/
- The Online Advertising Guide. Social media marketing: When to post (and how often). https://theonlineadvertisingguide.com/social-media-marketing/when-to-post-and-how-often/