FAQ: How Often Should Businesses Post on Social Media?

By Indeed Editorial Team

Updated July 25, 2022 | Published May 11, 2021

Updated July 25, 2022

Published May 11, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Businesses use social media to promote their brand and engage with audiences. Executed properly, a social media presence can not only build a more loyal base but also attract new customers. If you work in social media marketing or you're interested in pursuing a career in this area, it's important to be familiar with the profession's best practices and how they can benefit an organization.

In this article, we answer several frequently asked questions about corporate social media practices, including how often to post, what businesses can gain from frequent posting, what the optimal times to post are and whether it's possible to post too often.

How often should businesses post on social media?

Optimal post frequency depends on a variety of factors, such as the demographics of your target audience and the varieties of content with which they're likely to engage. These factors tend to relate to the social media platform you're using. Consider the following popular social media platforms and the recommended post frequency on each one:


Facebook

The ideal post frequency on Facebook is once a day or five times a week. On a given day, user engagement tends to decrease after the second post. On this site, prioritizing quality over quantity can help you take advantage of the algorithm, as users are likelier to see content that others have engaged with and liked. 

Businesses with a large number of followers can often post more frequently to take advantage of users' interest in their brand. Specifically, those with over 10,000 followers may want to consider posting twice a day to increase engagement and the number of clicks.

Related: How To Create a Business Page on Facebook in 8 Steps


YouTube

Post frequency on YouTube is generally lower compared with other social media platforms. This is due to the time-consuming nature of producing videos, as well as the higher level of commitment required for users to view a video. Strive for consistency in your posting schedule so that your brand remains relevant in the minds of users. On the high-frequency end, aim for one upload every one or two weeks. On the low end, try to upload at least once per month.

Related: The Definitive Guide to Video Marketing


TikTok

TikTok content is also video-based but is generally shorter compared to YouTube. That being the case, posting multiple times a day can help you grow your brand on the platform more effectively, though it's advisable to build up to a higher post frequency. When you start out on TikTok, post once a day. As your brand attracts more followers, increase the frequency to two or three times a day. 


Instagram

Instagram is another platform on which users expect a consistent pattern from the accounts they follow. With that in mind, strive for a post frequency of one to three uploads a day. That's sufficient for staying fresh in the minds of users without overwhelming them with content. Supplement your post activity by using the Instagram Stories feature, which allows you to create slideshows of content separate from your main feed.

Related: How To Add Links to Your Instagram Story in 4 Steps


Pinterest

Pinterest makes it easy for users to consume large amounts of content in a short amount of time. Because it's a high-volume network, it's important to post more frequently than you would on other platforms. Consider pinning between three and 30 posts a day. Achieve a higher frequency of pins by posting the same pin on multiple boards with similar themes. As your brand builds more content, you can stand to pin more frequently.

Related: 14 Effective Ways To Grow Your Social Media Presence


Why should businesses post regularly on social media?

Consistent social media posting helps businesses build brand awareness and visibility. When larger numbers of users see your brand's posts, they not only become aware of the brand but also are more likely to engage with the content they see. Additional benefits of regular posting include:

  • Greater brand loyalty

  • Improved customer satisfaction

  • Larger volumes of market research data

  • Increased credibility

  • Improved conversion rates

Related: How To Calculate and Optimize Your Conversion Rate


Is it possible to post too much on social media?

It's possible to post too much on social media, though this hinges on the platform in question. On some sites, posting more than once or twice a day may cause followers to feel as though a brand is overwhelming their feed. In response, they may unfollow the brand account. On other sites, one or two posts a day is too few. Followers may lose interest, and the brand's exposure to new users remains limited.

To determine the optimal post frequency on a particular social media platform, consider the format of the platform on which you're posting. Chronology-based social media tends to accommodate high post frequency because it keeps a brand visible amid the competition. In contrast, algorithm-based platforms, like Facebook, usually reward higher-quality, lower-volume posting. Also, remember to monitor your engagement analytics to see what works best for your brand in particular. Once you figure that out, you can develop an effective social media marketing strategy.

Related: 8 Steps To Create Successful Social Media Marketing Strategies


When's the best time to post?

The best time to post on social media depends on who your target audience is and when they're most active online. For instance, most Facebook users are active in the early morning or in the evening, so posting at those times increases your chances of exposure. In contrast, YouTube content often performs better when posted during off-hours, as there's less competition for viewers. 

Consider that the day of the week can impact active times. Some platforms might experience a decrease in activity on weekends, while others have an increase. To get an accurate idea of when your followers are most active, consult your analytics.


What is scheduled posting and how does it work?

Scheduled posting is a feature that allows you to create a post ahead of time and automate its upload at a specified time in the future. Spending time to plan out future posts allows your social media team to effortlessly maintain consistency, prevent interruptions during the workweek and focus on devising quality marketing content. 

Generally speaking, scheduled posting works much the same as regular posting. You begin by sourcing or writing your content, and then you add any captions, tags and hashtags you want. The difference is that you then select the date and time at which you'd like the post to appear on the platform. To determine the best post times, study your analytics to see when you get the most engagement. Your audience's top active hours are the ideal periods for your scheduled uploads.

Related: How To Manage Social Media for Companies in 8 Steps

What kinds of content should businesses post on social media?

There are many kinds of content that businesses can post on social media, including:

  • Videos

  • Polls

  • Competitions

  • Workplace behind-the-scenes photos

  • Trending or news posts

  • Livestreams

Switching up the variety of your content can keep followers engaged and curious to see what's next. This also helps you provide content that caters to different preferences among your followers.

Please note that the companies mentioned in this article are not affiliated with Indeed.

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