How Often Should I Post on Social Media?

  • July 9, 2024
  • Fran Stephenson
  • 2 min read

How often should I post on social media? We get this question all the time and the answer is different for each brand we work with.

Travel and hospitality brands feel compelled to post every day to keep their destination or location in the mind of consumers who are planning their travel.

Nonprofits feel the pressure to post daily because they want their services to stand out among other similar nonprofits.

Small businesses may have only social media to promote their business so they are at it every day.

It’s hard to keep up if you have a small (or no) social media team. And the algorithm is so punishing on Facebook and Instagram that you are often posting into what appears to be a great void. No comments, no shares, no hearts.

But and we should say BUT because it’s important: unless you have continuous, breaking, urgent information to share throughout a day — closures, breaking weather, crime news – we recommend a different schedule for most of our clients.  

Here’s what we’re currently sharing with clients:

Facebook – 3-5 times per week (max), on the busiest days and on the peak time for YOUR audience.

Instagram – Stories – Aim for 1 each 24 hours, but 3-4 will keep you in everyone’s “lefthand corner” and use feed posts 2-3 times per week and also push to stories. Take advantage of the power of Reels if you have the bandwidth to do so.

X – 1-3 times per day but with many of our clients, unless you already have a robust legacy account, it’s not worth starting one now. Too much degradation of the audience base to recoup any of your efforts.

Threads – Experiment with reposting what you might share elsewhere but in that format.

Linked In – Three times per week but share others’ posts as they are relevant to you and YOUR brand.


Our final piece of advice is to keep checking the backend of your channels to see what results you are getting.  And then adapt accordingly.