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The challenge with social media advice on how often to post is that it changes rapidly and varies depending on the platform, your objectives and the content format.

Investing too much time in creating content that a reasonable audience will not see can also be inefficient if you have a limited audience.

You should invest time and resources in content production in line with the realistic achievement of your social media goals.

As you progress, invest more time in platforms and content getting in front of your target audience and less on those struggling to build traction.

Here is rough guidance on how often to post on social media based on our experience. These optimal are no minimums or maximums; you should set your targets based on your resources and objectives.


There are three places to post content on Instagram, and they all have different optimal frequencies.


The Instagram feed is a continuous scroll of posts, with the most recent posts appearing at the top. It is the main feature when people view your Instagram profile.

Optimal posting frequency: 1 – 3 times per week


Reels are short-form, looping video content on Instagram that users can create and share on their profile or in the Reels section of the Explore page.

Optimal posting frequency: 1 – 2 times per week


Instagram Stories are short-form videos or photos that users can share on their profile for 24 hours before disappearing.

Stories can include photos, videos, text, stickers, and other interactive elements. They are an excellent way for users to share more candid, behind-the-scenes content and keep followers updated in real-time.

Stories can be a valuable tool for businesses to share updates, promote products or events, and engage with their audience more casually and personally.


The functionality and features are similar as META is the parent company of both Facebook and Instagram.

With declining organic reach, the antidote can be to post more often to increase the visibility of your posts. The problem is that unless you already have an audience posting 4 – 5 times per day can be a real challenge.

We recommend posting once a week on your company page as a brand positioning exercise and then using paid advertising to reach your audience efficiently.

If you have an audience, use stories to keep your audience in the loop, and either way, use Reels (optimum 1 – 2 per week) and video content to be “discoverable” to new audiences.


LinkedIn has two main ways to post to the home feed of your target audience. Personal profiles and company pages.

Individual posts should be more team and story-driven, with more license for the company page to be more corporate and formal.

Personal LinkedIn profiles get more engagement than company pages, and posting keeps you visible to your existing connections and potentially their contacts.

Optimum posting frequency – 1 -3 times per week on company pages and personal profiles.


As each user experiences vast amounts of content per day, post regularly to the platform if this is where your audience is active.

Helping you get found by your audience when used with the right hashtags and content that is relevant and easy to search.

Optimum posting frequency – 1 – 3 times per day


The takeover by Elon Musk has complicated things with Twitter Blue membership likely to give members an advantage over free profiles.

However, the feed cycles quickly so that frequency can be almost as important as the quality.

Our advice is different for new accounts and those with established audiences.

If you are new to the platform, we recommend waiting for the Musk era at Twitter to settle before investing time and effort in the forum.

If you have an audience already, 2 – 3 times per day is an excellent balance to keep in front of your audience.