How often should you post on social media?

 

Post too much and you risk overwhelming your audience (and your team). Too little and you might miss timely opportunities or slip off their radar.

So what’s the “right” cadence? Research shows that scaling back your publishing volume can create room for more unique, high-value content. And before people hit “follow,” they care more about originality and how you interact with them, over how many times you post.

Posting less a power move that gives you room to create more meaningful, resonant content. It help you focus your efforts, prioritize channels that matter most and build a social media plan that works for your goals.

As far as how many times to post on Instagram, 1-2 times a day is the average. But this can vary by company size. For example, enterprise brands post 54% more than mid-size companies, likely because they have more resources to support this volume.

For Facebook, the industry average is five posts per day, which is a high bar for most. To hit that volume sustainably, consider building a repurposing workflow. Turn one video into a text update, an image quote and a short clip. Also mix in curated content and user-generated posts to lighten the load.

LinkedIn? It has evolved from a strictly business bulletin board into a place where professional updates meet personal reflection. It’s now a platform where employer branding, thought leadership and genuine community building all live side by side.

Most brands post no more than once per day, and 91% of LinkedIn creators publish at least once every three days. Two to five posts a week strikes the right balance. It’s enough to stay visible without oversaturating your audience.

What to post? The #1 way social users want brands to show up on LinkedIn is by sharing educational product information. That could mean:

• A short carousel breaking down a new feature release
• A text post with data-backed insights from your product team
• A short video showing how customers use your product in real life

X (Twitter) Their fast-moving feed still rewards timeliness, but that doesn’t mean you need to post constantly. In 2022, brands averaged three to four Tweets a day. Now the industry average is just two. You also don’t need to add too many bells and whistles to your content here. X’s conversational, “stream of consciousness” nature makes it an easy place to create lighthearted posts without sacrificing your voice or brand persona.

Pinterest is where people go to dream big, plan little joys and collect ideas that make life better. Knowing this, it’s no surprise that the 2024 Social Media Content Strategy Report revealed that 51% of all social users say Pinterest feels more positive than other platforms. Among Gen Z, that number rises to 60%. Focus on the content itself. A single, high-quality, fresh Pin can keep driving traffic for months, so the emphasis should be on creating content worth saving and sharing—not hitting a high volume.