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How Often Should a Business Post on Social Media in 2024?

The answer to “how often to post to social media” varies by platform. But it will also require some testing on your own accounts.

Hannah Macready May 9, 2024
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It’s the question that launched a thousand sleepless nights: “How often should a business post on social media?”

Of course, like anything worth knowing, there’s no simple answer to this question. Social media platforms are constantly updating their algorithms, adding new features, and changing the rules of engagement. What worked last year may not work this year, and what works today might become obsolete tomorrow.

We dug into the research and grilled our social media team, and some outside experts, for insights to discover the ideal number of times a day (or week) to post for each platform.

Bonus: Download our free, customizable social media calendar template to easily plan and schedule all your content in advance.

How often to post on social media in 2024

Wondering how often to post to social media for business in 2024? While every channel has its own specifications, having an always-on presence is generally your ticket to online success.

How often to post on social media in 2024 by platform Hootsuite infographic

Here’s a quick summary of what we found:

  • Instagram: Post between 3 and 5 times per week.
  • Instagram Stories: Post 2 times per day.
  • Facebook: Post between 1 to 2 times per day.
  • X (Twitter): Post between 2 and 3 times per day.
  • LinkedIn: Post between 1 to 2 times per day.
  • Threads: Post between 2 to 3 times per day.
  • TikTok: Post between 3 and 5 times per week.
  • Pinterest: Post at least 1 time per week.
  • Google My Business: Post at least 1 time per week.

Keep reading for detailed channel-by-channel recommendations.

How often to post on Instagram

Post 3-5 times per week on Instagram.

Our experts recommend creating at minimum, three posts per week on Instagram. Ideally, these are mixed media posts (carousels, reels, static posts, etc.) Using different social media content types is especially important if you post more than three times per week.

Instagram Stories can be used more frequently, though Instagram’s own Adam Mosseri recommends 2 Stories per day.

Posting frequently on Instagram increases your chances of showing up in the Explore feed, being featured on another account, or appearing in the top search results for keywords you commonly use. Posting regularly is also a great way to test out what resonates with your audience.

Posting too often will not lose you followers, adds Mosseri. In fact, the more you post, the more chances you have to be discovered. While you don’t need to stress yourself unnecessarily, don’t be afraid to post more often — if you have the capacity.

Hootsuite Social Media Manager Trish Riswick says that smaller social media teams shouldn’t be put off by this relatively high posting demand. Quality should always come before quantity, she says, adding, “If your social team does not have the ability to post once a day on each network, aim for every other day. Three quality posts are worth more than five low-quality posts.”

If you think that an algorithmically controlled timeline means post-timing doesn’t matter, think again. Our experiments have proven that post timing does have an impact on Instagram engagement.

Key Instagram statistics to keep in mind when posting:

View all the latest Instagram statistics here, and details on Instagram demographics here.

How often to post on TikTok

Post 3-5 times per week. Or, as much as you can.

While TikTok actually recommends posting 1-4 times per day, they also say there is no limit to the amount of organic content small businesses can create.

Obviously, that level of constant posting may not be realistic for everyone. If you’re just getting started, 3-5 times per week is a great place to start. According to social media manager Brayden Cohen, “TikTok is the place to test content and see what sticks or flops.”


@duolingo get this premium content in all of our Hootsuite plans 😉

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The TikTok algorithm is tricky, but the more you post on a regular basis, the more likely you are to get in front of a larger audience and see what works well. Aim to post 3-5 times per week so that you’re consistently staying in front of your followers. With each post, track the video views, engagement, and amount of time a viewer spends watching your video to get a better idea of how effective it is.

Using hashtags on each post can also help your content get discovered by potential customers. Be sure to analyze the performance of each post and refine your posting strategy based on what resonates best with your audience.

As well, timing matters on TikTok. Tap into the best times to post on TikTok to ensure your content reaches the most users.

hootsuite heat map showing follower acitivity on tiktok

Key TikTok statistics to keep in mind when posting:

Find the latest TikTok statistics here and learn more about TikTok for business here.

How often to post on Facebook

Post 1-2 times per day on Facebook.

Organic reach is down everywhere, but Facebook seems to be the hardest hit. Currently, the average Facebook page post engagement rate sits at less than 1%. These numbers aren’t expected to perk up anytime soon.

Our experts recommend posting 1-2 times per day on Facebook. This should help you stay present in the minds of your audience, but not go so far as to overwhelm their feeds.

facebook post from hootsuite showing spongebob squarepants in funny pink glasses with a caption that reads: "social media managers in the middle of filming when someone asks them a question"

“Daily posting will grow followers 4x faster than posting less than once a week. Makes sense: more visibility,” says Brayden Cohen. To keep that regular content coming, it’s a good idea to create a content calendar to stay organized. Try out our free content calendar template, or play around with scheduling tools like Hootsuite.

Key Facebook statistics to keep in mind when posting:

Get some more fascinating numbers in our breakdown of the latest Facebook statistics and Facebook demographics.

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How often to post on X (Twitter)

Post 2-3 times per day on X (Twitter).

Things move fast on Twitter. This news-centric platform means Tweets have a short lifespan. So, you’ll need to post a little more often than you do on other channels.

Brayden says, “This is probably the only channel I would say that quantity over quality matters.” The more you post, the more likely you are to show up in the constantly growing feed.

There are plenty of power users out there. Some accounts are posting 50 or 100 times a day. If you’ve got the time, we’re certainly not going to stop you. But, to keep your brand’s presence active and engaged on Twitter, you really don’t need to drop everything and commit to a full-time gig Tweeting.

In fact, for the general @Hootsuite channel (where the audience is followers, customers, and prospects), the Hootsuite team posts 2-3 times per day.

Life as a SMM:

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Remember that, however frequently you’re posting, the best practice is to follow the rule of thirds:

  • ⅓ of Tweets promote your business
  • ⅓ share personal stories
  • ⅓ are informative insights from experts or influencers

Keep in mind, engaging with your audience or other community partners is a big play with posting frequency too!

Key X (Twitter) statistics to keep in mind when posting:

Check out our complete list of updated Twitter statistics (and explore our guide to Twitter demographics while you’re at it!) Plus, find more X (Twitter) marketing wisdom over here.

How often to post on LinkedIn

Post 1-2 times per day on LinkedIn.

LinkedIn itself says companies that post weekly see a 2x life in content engagement. They also recommend posting at least once a day, even on weekends. Oh, and they say scheduling your posts with [amazing] partners like Hootsuite is the way to go. Hey, that’s not a promo, it’s literally in their documentation. You can’t argue the facts!

Keep in mind, LinkedIn content can live in user feeds for a long, long time. This is because when someone engages with your post, it will begin to show up in their connections’ news feeds. Additionally, users can filter the feed by “top” and “recent” content, which could increase the longevity of your posts if they go viral.

Quality over quantity matters here, so it’s important to craft interesting, engaging content that is timely and relevant. Right now, LinkedIn feed filters are changing and you’ll soon be able to filter your feed for topics like “video-specific content.”

Trish Rishwick also recommends varying your content types when posting on LinkedIn. “I would avoid posting two PDFs [in one day]. Instead I might do 1 PDF and 1 poll.” This will help you see better results from multiple daily posts.

Hootsuite’s LinkedIn account tends to fall on the more-frequent end of the posting spectrum. We generally post 2-3 times per day, and sometimes up to 5 times per day, depending on campaigns and events.

Don’t forget: Hootsuite Analytics can help ensure your posting strategy is aligned with your engagement goals.

hootsuite analytics dashboard showing post impressions and reach for various social media channels

Key LinkedIn statistics to keep in mind when posting:

Here’s the full list of updated LinkedIn statistics (and LinkedIn demographics, too). Plus, explore ideas for building your LinkedIn brand with our LinkedIn marketing guide.

How often to post on Threads

Post 2-3 times per day on Threads.

Like it’s closely related (but never imitated, right?) platform X, Threads thrives on fast-moving, short-form content. Immediacy is the name of the game here, so don’t be afraid to post frequently, at least 2-3 times a day.

Paige Schmidt of the Hootsuite social team says, “A good rule of thumb [on Threads] is to post 2 to 3 times per day. While you definitely can post more than that, I wouldn’t recommend less!”

When thinking about what to post, Paige says to keep in mind the conversational and inclusive nature of the Threads platform. “Act like your followers are your best friends and care what they’re talking about or what they reply to your posts with,” she says. Community engagement can be just as important as posting new content, as it signals to your customers that you’re available and listening.

Pro Tip: New to community engagement? See where you stand with this free engagement calculator.

New posts should be uplifting and fun, and showcase the unique personality of your brand. “Don’t be scared to humanize your brand,” says Paige. “We often talk about the struggles in our industry but in a fun and creative way.” Here’s an example of what she means.

Still, Paige says it’s important to focus on post quality, rather than simply quantity. “Brain dumps are one thing,” says Paige, “but make sure it’s still relevant and will resonate with your audience. There’s no sense in posting randomly just because you have a post quota you need to make.”

Key Threads statistics to keep in mind when posting:

How often to post on Pinterest

Post at least 1 time per week on Pinterest.

According to Pinterest, “Quality and relevance matter more than frequency on Pinterest. So while you can determine the best schedule for you, posting on a weekly basis is a good rule of thumb.”

Unlike platforms like Instagram and TikTok, virality isn’t the goal on Pinterest.

Content on Pinterest has a long shelf life. One post can be viewed and shared for weeks or even months after it’s been posted. That’s why creating content with high engagement and relevance is more important than going viral.

To optimize your posts, make sure to follow the creative best practices such as:

Depending on your goals, you may want to post multiple times each week. How frequently you post will depend on the type of content you’re sharing and the size of your audience. Your Pin stats is a great place to review Pin performance and see how your audience is interacting with certain content types.

Hootsuite Advanced Analytics can also help draw lines between how Pinterest content is affecting web traffic, or how an uptick in followers translates to views on other platforms.

Key Pinterest statistics to keep in mind when posting:

Check out the latest Pinterest statistics for business and Pinterest demographics to inform your Pinning strategy.

How often to post on Google My Business

Post at least 1 time per week on Google My Business.

Google My Business posts might not be the first thing that comes to mind when you think about social media for business. But, this platform can be surprisingly effective at helping your local SEO and boosting customer engagement.

Google My Business posts used to expire after 7 days. But, in 2021, Google changed this feature and you’ll now see the last 10 published posts. Google does note that posts are archived after 6 months unless otherwise specified.

Posts on Google My Business need to be incredibly timely. Generally, your audience is looking for something they can do, see, or eat, right now. So, posts should focus on current offers or events.

various google my business posts by mila restaurant promoting their daily deals

The ideal posting frequency for Google My Business depends on the type of post, but generally, it’s recommended to post at least once per week. You can also break up your posts into 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 do well on this platform.

Key Google My Business statistics to keep in mind when posting:

Learn how to get more customers with Google My Business and how to write great Google My Business posts today.

How to know the best posting frequency for social media

Knowing how often should a business post on social media requires some trial and error. What’s good for some brands may not work for others.

Enterprise teams will be able to post more frequently than individual entrepreneurs. As well, individual traits like audience size, community loyalty, geographic location, and content type can dramatically impact the performance of your posts.

Brayden Cohen says, “To see what is best for you, try testing different posts at different times and different quantities to see what drives the best performance for your content and channel. Continue to test, learn, and pivot.”

Always remember: the quality of content matters more than frequency. While posting more content may help to some extent, the more relevant and useful your content is to the audience, the better your social channels will perform.

And, don’t forget to track how your content performs week over week. Trish Rishwick says that brands posting twice in one day should check how their first and second posts perform differently. If one is better than the other, this might be a sign to only post once a day on that network, Or, to focus on a specific content type over another.

How to schedule social media posts

Ready to streamline your social media game across all platforms? Hootsuite’s scheduling feature is here to make your life easier, whether you’re posting on Instagram, Facebook, Twitter, LinkedIn, TikTok, YouTube, or Pinterest.

Here’s how to schedule social media posts with Hootsuite.

1. Connect your social media accounts to Hootsuite

Before diving into scheduling, ensure your social media accounts are connected to Hootsuite.

Head to your Hootsuite dashboard and navigate to your profile icon in the bottom left corner. From there, select Manage accounts and teams and connect your desired platforms, including Instagram, Facebook, Twitter, and more.

hootsuite dashboard screen prompting user to reconnect or add social media accounts

2. Create your posts

Once your accounts are connected, it’s time to draft your post.

To begin, click on the pen icon on the left side of your Hootsuite dashboard, where it says Composer. Then, choose Post from the dropdown menu (or Pin if you’re publishing to Pinterest).

arrow pointing to composer icon on left side of hootsuite dashboard

Now, choose the social media account you’d like to publish to. You can also select multiple accounts and optimize your posts for each platform later on.

hootsuite composer drop down showing connected social media accounts that you can create posts for

Here, you can add your copy, images, links, files, and more. If you’re stumped on what to write, use Owly Writer AI to generate brand-ready content in just a few clicks.

hootsuite composer showing fields for copy, images, and media

Once your post is drafted, include any relevant stakeholders who might need to approve or edit the post before it goes live. You can add them in just below the Content section.

ask for approval section of hootsuite composer with drop down menu for adding team members

You can also include boosts and promotions on your post, using Hootsuite Boost, in the event you want to put a little money behind it to increase reach.

promotion box in hootsuite composer with check box if you want to promote the post

If you’re scheduling for multiple accounts, be sure to optimize your post by toggling between the accounts in Composer.

arrow pointing to where to toggle between social accounts in hootsuite composer

3. Choose the best time to post

From here, you’ll want to choose a time to publish your post. This should be a time when your audience is most likely to be online, and when you’ve seen the most engagement in the past.

Hootsuite’s Best Time to Post feature can be found in the Composer. Just click Schedule for later, and you’ll see recommended times suggested to you on-screen.

hootsuite best time to publish feature shown in composer

Or, choose Analytics from the sidebar navigation and then Best time to publish underneath Organic reporting. Here, you’ll see heat maps that show when your unique audience is most online. These are available for all of your connected channels.

hootsuite heatmap showing best times to post for instagram audience

You can also check out this blog on the best times to post on every channel for more insights.

4. Schedule your post

Once your post is drafted and you know when you want it to go live, you can schedule your post directly in Hootsuite.

Choose Schedule to send your post live immediately. Or, choose Schedule for later to post it sometime in the future.

Now your post is in the queue!

5. View your content calendar

If you want to review your scheduled posts, make adjustments, or see your content at a glance, head over to the Hootsuite Planner.

Here, you’ll see all of your scheduled posts in a social media calendar view. To edit your posts, simply click on them and make any adjustments in Composer.

various social media posts shown in calendar format in hootsuite planner

Use Hootsuite to schedule and publish all of your social media posts at the best times, engage with your followers, and track the success of your efforts. Sign up for a free trial today.

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By Hannah Macready

Hannah Macready is a freelance writer with 12 years of experience in social media and digital marketing. Her work has appeared in publications such as Fast Company and The Globe & Mail, and has been used in global social media campaigns for brands like Grosvenor Americas and Intuit Mailchimp. In her spare time, Hannah likes exploring the outdoors with her two dogs, Soup and Salad.

Read more by Hannah Macready

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