The right posting frequency can help you keep your audience engaged — but each platform (and account) has its own best practices.
It’s the question that launched a thousand sleepless nights: “How often should I post to social media?”
Of course, there’s much, much more to a successful social media strategy than just posting the optimal number of times: it’s not a magic formula, let’s get that straight.
Still, there’s a lot of pressure on to find that sweet spot of frequency. You don’t want to overwhelm your followers or feel like you’re spamming the news feed. You also don’t want to be forgotten or miss opportunities for exposure.
But how much is too much? How much is too little? (And then once you’ve figured that out, when’s the best time to post?)
Well, good news: you can stop your social posting panic spiral. We’ve got all the info you need about exactly how often you should be posting to Facebook, Instagram, Twitter, and LinkedIn to really optimize your reach — without annoying your followers.
We dug into the research and grilled our own social media team for insights to discover the ideal number of times a day (or week) to post for each platform. Here’s a quick summary of what we found, but read on for more in-depth details:
On Instagram, post between 3-7 timesper week.
On Facebook, post between 1 and 2 times a day.
On Twitter, post between 1 and 5 Tweets a day.
On LinkedIn, post between 1 and 5 times a day.
Every social media account is unique, so testing and analyzing your results is absolutely key. But read on for a detailed breakdown of some general rules of thumb to use as a starting point… then, you can let the great experiment begin.
The Hootsuite social media team’s current strategy is to just post to the main feed 2 to 3 times each week, and to Stories 2 to 3 times a week.
“Think about how often your audience wants to hear from you,” says Brayden Cohen, social marketing team lead. “Focus on building a regular cadence: you can grow your followers by 2x by simply posting every week consistently, compared to those who post less frequently than once a week.”
Key Instagram statistics to keep in mind when posting:
Of course, there are plenty of power users out there… accounts 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 FT gig Tweeting.
In fact, for the general @Hootsuite channel (where the audience is followers, customers and prospects), the Hootsuite team posts one thread of 7 to 8 Tweets daily, plus one other post. On our @hootsuitebusiness channel (aimed at supporting Enterprise initiatives), they stick to 1 to 2 Tweets daily.
Finding a typo in a post that's already generated a ton of engagement too. The worst.
On LinkedIn, it is generally recommended to post at least once a day, and no more than 5x per day.
LinkedIn itself has seen brands that post once a month gain followers six times faster than those who keep a lower profile. That pattern continues with more frequent posting: companies that post weekly see twice the engagement, while bands that post daily gain even more traction.
Hootsuite tends to fall on the more-frequent end of that spectrum… in fact, the social team increased their daily posting on LinkedIn in 2021: from two posts per day to three, and sometimes up to five depending on campaigns and events.
“The increase in posting cadence has also meant an increase in engagement rate,” says Iain Beable, social marketing strategist. “This however is more reflective of the type of content we are creating. Generally, if you increase cadence, there is a good chance you may see a drop in engagement rate as there is more content. As we have seen an increase, it shows the content we are creating is more relevant to our audience and more engaging. “
To make sure your posting strategy is aligned with your engagement goals, keep track of LinkedIn analytics with a social media management tool like Hootsuite.
How to know the best posting frequency for social media
As with all things social, finding the best frequency to post on any platform is going to require some trial and error.
“I personally have always found the topic of how many times per day should I post a little over-thought and definitely secondary to the quality of the content one is publishing,” says Iian.
“Increase in key performance metrics such as clicks and high quality engagements (comments and shares over likes) is fundamentally due to whether a piece of content adds value to me as the reader.”
In a nutshell: 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.
“In a similar way to how organic search has pivoted from being focused on the keyword to the intent behind the keyword, the same can be said for social,” adds Iian. “Social algorithms are now placing emphasis on the types of content which will provide the user with value, rather than just showing the user everything that is published. “
How to schedule social media posts
So there you have it: there’s no perfect answer to this Big Juicy Question, but at least you’ve got a place to start.