Anyone hoping to become a success on social media or to grow their pages has wondered about the frequency of posts. If you don't post enough, how will people see you? If you post too much, they might get a little sick of you. That is why we went on the hunt for the magic number of weekly social posts.
We have all stressed about it.
You either find yourself hesitating to post — because you already posted today — or you feel guilty because you haven't posted anything today yet.
It can feel a little exhausting! But you are not alone. Social media managers behind the accounts of brands and businesses are in the same boat as influencer hopefuls and content creators.
Everyone wants to know how often to post so that they can grow their accounts and plan their content.
No need for frown lines. I am here to help.
So, calendars at the ready because Alrika Möller from media update knows just how much you need to post on every platform.
LinkedIn
LinkedIn is more for the business side of things and anyone hoping to become a thought leader in a specific industry. It's not exactly for your influencer dreamers.
That being said, there is still an art to getting the most out of your LinkedIn accounts.
LinkedIn is more of a quality-over-quantity type of platform. While posting constantly might help you get impressions, it won't necessarily lead to clicks and engagement.
For this particular app, the content you post needs to add value to the brand, rather than adding impressions. The occasional fluffy post might be fun once in a while, but it is not why people come to LinkedIn — and it is definitely not what will lead to page views.
Post two to five times per week, and don't post anything that doesn't directly relate to your industry or what you do.
Facebook
On this app, people are often doing what is called “speed-scrolling”. They literally just scroll and scroll through the content. Because the demographic of Facebook is on the older side, the users tend to interact more with accounts that seem familiar.
That means higher-frequency posting is key here. Post one to two times a day to give yourself maximum visibility. One post a day is more doable and will have the same results as twice a day.
Just remember to leave enough time between posts so that people don't get bored of them and you.
While it is important to post more on Facebook, don't overdo it by posting three to five times a day, especially if you are a smaller account hoping to grow your reach.
Facebook is also a little less formal than LinkedIn but not always as fun as Instagram, so have a balance between businessy and fun posts to show some personality.
X
On X (formerly Twitter), content does not have a very long lifespan. The app has such a high volume of content that posting too little will result in you getting lost between all the angry threads and arguments.
If you really want to have bigger numbers when it comes to impressions — and more importantly, engagement — you will need to post more than you do for most social media platforms.
I am talking multiple times a day. They don't all have to be super insightful and long pieces of content, but try your best to get around three posts out a day.
X is also a little less picky when it comes to what does well and what is popular, so it can be a great platform for testing content before you post it somewhere else.
Instagram
Instagram is a big one for most people. Brands use it as a great marketing tool, and some creators use it as their source of income. It really is a platform with a lot of power — if you do it right.
With Instagram, you want to get enough content out so that people know who you are. That way, you will have a bigger chance of ending up at the top of the Explore Page on the app.
But people also get content fatigue; if they see too much of you, they might get annoyed and not want to interact at all.
The sweet spot here is to post three to five times a week. It is important to diversify your posts. Try to get in something of everything. That means that you will have to post Reels as well as carousels, and the occasional static post with a well-thought-out caption can also do wonders for interactions.
Stories are also important for Insta-success, but they do not count as part of the three to five posts.
Try to post between two and three stories a day to get your existing followers to interact with your page.
Threads
Threads is a bit of a mash-up between Instagram and X, and the content plays out the same. So the general rule for Threads is to post the content that you will post on Instagram and on X.
This comes to around four to 10 times a day. This might seem like a lot, but Threads distributes its content differently based on the keywords of the post. That means that the same people probably won’t see every single post on their feed.
A user might see about 50% of those posts. The idea here is to use Threads as a way to get people to check out your Instagram page anyway.
TikTok
TikTok is a pretty big one for content creators. A lot of businesses and brands are now trying their hands at Employee-Generated Content, so the posting numbers are of high importance.
While TikTok itself recommends posting one to four times a day, it is not always possible, especially for people who do not create TikTok content full-time.
If posting four times a day is too much for you, try to post between three and five times a week, minimum. You can also increase your content through crossposting from other apps like Instagram Reels and Stories, or reusing older content.
The important thing about TikTok is that the algorithm prioritises engagement over the number of posts. If you post once a week but a million people go to town on the likes and comments, you should be okay.
The number of posts can either boost or tank your social media. Choose wisely when it comes to how often you post. But just remember that what you post will always be more important.
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There is more than one way to boost your socials. Check out our tips on How to grow your Instagram in 2024.
*Image courtesy of Canva