“How often should I post on social media?” is a question that has plagued marketers and creators since the invention of social media marketing.
So, what’s the right number? In this guide, I’ll share data-backed tips on how often you should post on the most popular social media platforms.
At a glance: How often you should post on every social media platform
- Facebook: 1–2 posts/day
- Instagram: 3–5 posts/week
- TikTok: 2–5 posts/week
- Twitter (now X): 3–4 posts/day
- LinkedIn: 2–5 posts/week
- Pinterest: 15–25 pins/day
- YouTube: 1 video/week
- YouTube Shorts: 1–3 videos/week
How often should you post on Facebook?
You should post on Facebook once a day. According to a HubSpot study of over 13,500 Facebook users, the ideal frequency for Facebook posts is one to two posts a day.
Note: The above numbers are for your Facebook Page (where you primarily post high-quality content about your products and services) and not your Facebook Group (where you build a community and interact with your followers).
How often should you post on Instagram?
You should share three to five Instagram posts weekly. When it comes to in-feed Instagram posts, like carousels, reels, and single-image posts, our data on how often you should post on Instagram shows that posting three to five times per week is likely the sweet spot.
We analyzed median reach per post, and found that accounts that post more tend to get more views on every piece of content.
Compared to posting just 1–2 times per week:
- Posting 3–5 posts/week = ~12% more reach per post
- Posting 6–9 posts/week = ~18% more reach per post
- Posting 10+ posts/week = ~24% more reach per post
This also has a powerful impact on follower growth. We found a similar pattern when increasing weekly posting frequency there:
- 1–2 posts per week: +0.12% follower growth rate
- 3–5 posts per week: +0.26% follower growth rate
- 6–9 posts per week: +0.44% follower growth rate
- 10+ posts per week: +0.66% follower growth rate
So if more posts = more reach and more follower growth, why are we not recommending that? Well, data savvy folks will likely notice that in both those analyses, the returns are diminishing.
In other words, the lift in both reach and follower growth rate is slightly lower with each jump. You’ll get the most bang for your buck when you shift from posting once weekly to 3-5 times.
And, perhaps most importantly: at that cadence, you can keep your content quality high — and you run far less risk of burning out.
To get the most out of the Instagram algorithm, experiment with various types of posts for different kinds of content and see which performs the best for you.
How often should you post on TikTok?
You should post on TikTok two to five times a week. Our data on how often to post on TikTok shows that going from posting just once to two to five times per week on TikTok can offer the most meaningful lift in views.
Buffer’s data shows that moving from one post a week to this range delivers the biggest bang for your buck, with up to 17% more views per post.
Posting even more can help, but the gains taper off: 6–10 posts can lift views by around 29%, and 11+ posts by about 34% — which is a lot to juggle if you have a day job.
The real win isn’t that every post performs better. Median views stay pretty flat. Instead, posting more simply gives you more chances for a breakout hit. So if you’re looking for the most sustainable, high-impact cadence, bumping up from one post to a few each week is where the effort really pays off.
Remember that while the recommendation of posting frequency is high for TikTok, the TikTok algorithm prioritizes engagement and user interaction. If you want to get more followers on TikTok, it’s crucial to post high-quality, relevant, and engaging content for your audience.
Pro tip: Start by posting twice a week and increase your cadence by cross-posting and repurposing existing content from other platforms.
How often should you post on X (formerly Twitter)?
You should post on X three to four times every day. A study of 30 top X accounts by EverywhereMarketer showed that the frequency of posting on X varies widely, with some posting multiple times a day and others only a few times per month.
On X, posting more often really works in your favor because the timeline is fast-moving and strongly influenced by recency. The X algorithm prioritizes newer posts it thinks people are likely to engage with, which means tweeting once a day can disappear pretty quickly.
A solid, sustainable sweet spot is around three to five posts per day, spread out over time. This gives your content more chances to show up in different timelines and grow your following on X. Think of it less as “posting more to game the algorithm” and more as staying present in the conversation — a mix of original posts, replies, and reshares keeps your account visible, relevant, and human.
How often should you post on LinkedIn?
You should post on LinkedIn two to five times per week. Buffer’s data on how often to post on LinkedIn shows that moving from 1 post to 2–5 posts per week is the real turning point, where LinkedIn starts distributing your content more widely and rewarding you with stronger performance per post.
This cadence is the most sustainable sweet spot for most people, delivering meaningful lifts in reach and engagement without overwhelming your schedule.
Posting more often can amplify results even further: 6–10 posts per week push reach and engagement higher, and 11+ posts unlock the biggest gains of all — nearly triple the engagements per post compared to once a week.
LinkedIn’s posts have a longer shelf life than other social media platforms. This means your LinkedIn posts can appear in your audience’s feed for weeks after you’ve shared them. Thus, investing time in creating an intentional LinkedIn strategy where every piece of content is well thought-out becomes essential.
Pro tip: Posting more consistently helps every post travel further, no matter your audience size, so the best cadence is the one you can maintain while still showing up with quality content.
How often should you post on Pinterest?
You should post on Pinterest 15–20 times a day, or at least once a week, Pinterest recommends. The platform highlights that they value quality over quantity, so focus more on creating high-quality, useful content than boosting your post frequency for your Pinterest marketing strategy.
You aren’t alone if once a week seems too little for you. Initially, you might need to post more fresh Pins to grow faster. Tailwind found its most successful users pin around 15 – 25 Pins per day. They also found the upper limit: Pinning more than 50 times a day can hurt your distribution on Pinterest.
Like with any other social network, Pinterest prioritizes new content over old content. The same Tailwind article also recommends creating fresh pins rather than duplicate ones to achieve traffic and engagement and multiply your Pinterest audience.
How often should you post on YouTube?
A good rule of thumb is to post on YouTube once a week.
Dexxter Clark ran an experiment and found daily posts are the best YouTube growth strategy. If that’s impossible for you, share a video once a week. In his study, posting three times a week or five times a day didn’t significantly increase engagement compared to once weekly.
It’s important to note that the YouTube algorithm values audience satisfaction — so it’s beneficial to focus on growing an engaged audience rather than tallying up an empty subscribers list.
Even the YouTube Creators channel advises uploading as much as realistically possible. The key is sticking to a schedule and maintaining consistency for a long period of time.
A note: The rules look different for small business content calendars
“How often to post on social media” and “How often small businesses should post on social media” are two different questions. That’s because small businesses aren’t often equipped with the resources, time, and budget needed to win over the ideal posting frequency of social media algorithms.
So, the “right” number is the number you can stick to. If the platform recommends posting social media content all days of the week, but you can only post every weekday, it’s A-OK. Accommodate a sustainable number of posts in your social media strategy — a number you can meet comfortably without shaking hands with creator burnout. That’s your sweet spot.
Not to mention: There’s no universal “right number” for any social media platform, just like there’s no worldwide best time to post on social media. The optimal number of social media posts depends on your industry, audience, follower size, and the admin load you can handle.
When you read the ideal posting frequency in the following sections, remember they’re a rule of thumb, not social media commandments set in stone.
Ideal posting frequency is only a piece of the social media puzzle
In the social media world, meeting the ideal number of posts is only one piece of the pie. There are several other factors affecting your social media growth, such as:
That’s a lot to figure out. Ideally, you’d create a social media calendar (steal our content calendar template!), batch-create content, and stick to a posting schedule that works for you.
This is where scheduling tools like Buffer come in: You can connect your social channels, schedule content in advance, and it’ll publish at your selected time automatically.
The best part is that Buffer is an all-in-one social media management tool that can not only schedule posts for you across platforms but also help you determine the best time you should post, your best-performing content, and give in-depth analytics of your social media posts.
FAQ about the best posting frequency
How often should you post on social media?
The ideal posting frequency depends on the social media platform, your target audience, and what you can sustain long term. As a rule of thumb, consistent posting beats perfect volume.
Is it better to post daily or focus on quality?
Quality content always wins over just volume. Posting frequently helps with visibility, but high-quality, engaging content is what earns saves, shares, and community engagement.
What’s the best posting frequency for businesses?
For most business profiles, the best posting frequency is one you can maintain without burnout. A consistent posting schedule — even if it’s fewer posts per week — performs better than posting daily and disappearing.
How often should small businesses post on social media?
Small businesses should aim for a sustainable social media posting frequency that fits their resources. Posting 2–5 times per week on key social channels is often enough to maintain consistent visibility and social media growth.
Does posting more increase engagement?
Posting more often increases your chances of reach and engagement, but it doesn’t guarantee every post will perform better. The biggest gains usually come from moving from very low posting frequency to a consistent cadence.
How do I choose the optimal posting frequency for each platform?
Each social network rewards different behaviors — for example, Instagram Stories and X (formerly Twitter) favor frequent posts, while LinkedIn posts have a longer shelf life. Use platform-specific benchmarks, then adjust based on your content mix and audience response.
Is there an industry average for social media posting frequency?
Yes, but it varies widely by platform and industry. Treat industry averages as a starting point, not a rule — your ideal posting frequency should reflect your goals, audience, and content quality.
Can scheduling tools help with consistent posting?
Absolutely. Scheduling tools make it easier to plan ahead, batch content, and stick to a consistent posting frequency across social media platforms without posting manually every day.
Do I need a social media calendar?
A social media calendar helps you plan posting content in advance, maintain consistent posting, and balance different formats like static posts, short-form videos, and behind-the-scenes content.
What matters more than how often you post?
Posting frequency is just one part of a strong social media strategy. Engaging content, audience interaction, posting at the right time, and sharing relevant industry insights are what truly drive the most engagement over time.
