It’s the question that sparked a thousand sleepless nights, “How often should I post on social media?”
Of course, there is much, much more to a successful social media strategy than just posting the optimal number of posts: It’s not a magic formula, let’s get that straight.
Still, there is a lot of pressure to find that frequency sweetspot. 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 out on advertising opportunities.
But how much is too much? How much is too little (And then once you’ve figured it out The out when is the best time Post?)
Well, good news: you can stop your spiral of panic on social media. We have all the information you need exactly how often you should post on Facebook, Instagram, Twitter and LinkedIn to really maximize your reach – without annoying your followers.
We’ve done an in-depth research and researched our own social media team to find the ideal number of posts per day (or week) for each platform. Here is a quick recap of what we found, but read on for more detailed details:
- On Instagram, Post between 3-7 times per week.
- On Facebook, Post between 1 and 2 times a day.
- On Twitter, Post between 1 and 5 tweets per 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 important. But read on for a detailed breakdown of some general rules of thumb to use as a starting point … then you can begin the big experiment.
Bonus: Download our free, customizable social media calendar template to plan and schedule all of your content in advance.
How often to post on Instagram
It is generally recommended to post on your Instagram feed 2-3 times a week and no more than 1x a day. Stories can be posted more frequently.
During Instagram’s Creator Week in June 2021, Instagram boss Adam Mosseri suggested that posting 2 feed posts per week and 2 stories per day is ideal for building a fan base on the app.
To keep up with your competitors (or enemies!), It’s probably good to know that Companies publish 1.56 posts a day in their feed. This may seem like a lot, but a social media content calendar can help make posting regularly a breeze!
The current strategy for the Hootsuite social media team is to only post 2 to 3 times a week in the main feed and 2 to 3 times a week in Stories.
“Think about how often your audience want to hear from you, ”says Brayden Cohen, social marketing team leader. “Focus on building a regular cadence: you can double your followers by simply posting consistently every week compared to those who post less than once a week.”
Important Instagram Stats To Consider While Posting:
Check out all the latest Instagram stats here and details on Instagram demographics here!
How often to post on Facebook
It is generally recommended to post 1 time a day and no more than 2 times a day.
In fact, some studies have even found that fall in engagement if you post more than that … so you won’t be too after-happy. Strive for quality rather than quantity.
The average Facebook page shares 1.55 posts per day. So for Hootsuite’s social goals, 1 to 2 posts per day is just right.
“By posting daily, followers grow four times faster than less than once a week. It makes sense: more visibility, ”says Brayden.
In order to keep content posted on a regular basis, it’s a good idea to create a content calendar to stay organized. Try our free content calendar template or play around with the Hootsuite Planner tool.
Important Facebook stats to keep in mind when posting:
For more fascinating numbers, check out our breakdown of the latest Facebook stats and Facebook demographics.
How often to post on Twitter
It is generally recommended to post 1-2 times a day and no more than 3-5 times a day.
Of course there is much the power user out there … accounts that post 50 or 100 times a day. If you have the time, we certainly won’t stop you.
But to keep your brand’s presence on Twitter active and engaged, you really don’t have to drop it all and commit to an FT gig to tweet about.
In fact, for the general @Hootsuite channel (where the audience consists of followers, customers and prospects), the Hootsuite team posts a thread with 7 to 8 tweets and one other post every day. On our @hootsuitebusiness channel (which is supposed to support corporate initiatives) they keep 1 to 2 tweets every day.
Finding a typo in a post that has already generated a lot of engagement. The worst.
– Hootsuite (@hootsuite) June 10, 2021
That’s more than enough for the team to drive engagement and growth.
Remember that no matter how often you post, the best course of action 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
You can find more Twitter marketing wisdom here.
Important Twitter stats to keep in mind while posting:
Check out our full list of Twitter stats 2021 (and explore our guide to Twitter demographics while you’re at it!)
How often to post on LinkedIn
It is generally recommended on LinkedIn to post at least once a day and no more than 5 times a day.
LinkedIn itself has seen brands who post once a month gain followers six times faster than those who have a lower profile. This pattern continues with more postings: companies that post weekly see twice as much engagement, while bands that post daily see even more attraction.
Hootsuite tends to fall on the more frequent end of that spectrum … In fact, in 2021 the social media team increased their daily posts on LinkedIn: from two posts a day to three and sometimes up to five, depending on campaigns and events.
“The increase in the rate of posting has also meant an increase in the engagement rate,” says Iain Beable, social marketing strategist. “However, this is more a reflection of the type of content we create. In general, if you increase the cadence, there is a good chance that the engagement rate will decrease as there is more content. The increase shows that the content we create is more relevant and engaging to our audience. “
To make sure your posting strategy is aligned with your engagement goals, keep an eye on LinkedIn analytics with a social media management tool like Hootsuite.
Discover ideas for building your LinkedIn brand with our LinkedIn Marketing Guide.
Important LinkedIn stats to keep in mind while posting:
Here is the full list of LinkedIn stats for 2021 (as well as LinkedIn demographics).
As with all things social, it takes some effort to find the best frequency to post on a platform.
“Personally, I’ve always found the topic how often should i post a day a little rethought and definitely secondary to the quality of the content published, ”says Iian.
“The increase in key performance indicators such as clicks and high-quality engagements (comments and shares via likes) essentially depends on whether a piece of content offers added value for me as a reader.”
In a nutshell: The quality of the content is more important than the frequency. While posting more content can be helpful to some extent, the more relevant and useful your content is to the audience, the better your social channels will perform.
“Similar to how organic search has shifted from focusing on the keyword to the intent behind the keyword, the same is true for social media,” adds Iian. “Social algorithms are now focusing on the types of content that add value to the user, rather than just showing them everything that’s published. “
So there you have it: there aren’t any Perfect Answer this Big Juicy Question, but at least you have a start.
Now it’s time for the fun part: create great, engaging content and let it go out into the world! To hit those frequency sweet spots, prepare your posts in advance using a planning tool like Hootsuite – start with our complete guide to planning your social media posts.
Use Hootsuite to schedule and publish all of your social media posts, connect with your followers, and keep track of the success of your efforts. Sign up for a free trial today.
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