How often should I post on social media?
Well, isn't that just the million-pound question?
As business owners, we all know that we need to be present on social media—those marvellous platforms that let us shout about our businesses, chat with our customers, and showcase our products or services. Often for free!
I know, it's brilliant.
But with so much conflicting advice out there about when to post, where to post, and how often to post, it's downright confusing.
And let's be honest. What works for one brand isn't necessarily going to work for you and yours.
I could give you a 'magic formula' for instant social media success, but I'd be lying to you. And that's not what I'm about. At all.
So, here's my advice: ignore the magic bullets and winning formulas—this isn't a one-size-fits-all kind of gig.
Instead, let's focus on some proven strategies:
Be consistent and authentic on social media
Prioritise quality over quantity in your posts
Set clear objectives for your social media efforts
Be consistent and authentic on social media
How can someone tell you the perfect number of times to post on your business page? The answer is, they can't—you need to find out for yourself what works and what doesn't.
Find out when your audience is online
Here's a tip. On platforms like Facebook and Instagram, you can check your analytics to see when your followers are most active.
On Facebook: Go to your Page, click on Insights at the top, then Posts on the left-hand side. You'll see a graph showing when your fans are online.
On Instagram: Navigate to your profile, tap the three lines in the top right, select Insights, then Your Audience, and scroll down to Most Active Times.
There you have it. An answer that's specific to your audience rather than a generic guideline.
But do you know what? I don't always follow that advice.
Sometimes I post first thing in the morning because I'm sharing something in real-time - a meeting I'm about to attend or a project I'm working on right then.
And guess what?
If the post is engaging enough, it gets seen, liked, and interacted with.
Consistency is key
The main thing about posting on social media is consistency; make a plan and stick to it.
Choose a realistic schedule: If you decide you're going to post three times per week on LinkedIn, make sure you post three times per week on LinkedIn.
Set expectations: Your audience will come to expect and look forward to your content.
Avoid burnout: Don't commit to posting daily if you know you'll struggle to keep up. It's better to start small and increase frequency if you can.
Whatever schedule you decide upon, ensure you have the time, energy, and content to fulfil it, so you don't leave your audience wanting.
Prioritise quality over quantity
You've heard the old saying, ‘Something is better than nothing’ haven't you?
Well, in the case of social media content, that's not necessarily true.
Quality matters
You know how it is when you're scrolling through your feed and you come across a post that feels out of place or off-brand - it sticks out like a sore thumb.
Irrelevant content: Posting for the sake of it can lead to irrelevant or low-quality content that doesn't resonate with your audience.
Risk of unfollows: If you keep presenting your audience with content that doesn't add value, they're more likely to scroll past or, worse, unfollow you.
Create valuable content
On the flip side, sharing high-quality, entertaining, relevant, and informative content will naturally attract likes, comments, and shares.
Engage your audience: Provide content that educates, inspires, or entertains.
Be authentic: Let your personality shine through - it's what makes you unique.
Encourage interaction: Ask questions, invite opinions, and encourage discussions.
This not only gives you that warm, fuzzy feeling but also pleases those pesky algorithms that determine who sees what and when.
Having said all that, I live by the motto ‘Done is better than perfect’. So don’t let perfectionism hold you back. As long as you’re giving value, the photo, video, graphic doesn’t have to be absolutely faultless. Deliver the value and let go of the perfectionism!
Set clear objectives for your social media
We've all been on that marketing course where they bang on about setting SMART objectives, haven't we? And while it might induce a few eye rolls, having a clear goal is essential for your social media efforts.
Why objectives matter
Without clear objectives, you're essentially throwing spaghetti at the wall and hoping something sticks.
Measure success: Objectives allow you to track what's working and what's not.
Stay focused: They keep your content aligned with your business goals.
Allocate resources effectively: Helps you decide where to invest your time and energy.
Keep it simple
So yes, you need to have an objective. But let's keep it straightforward. Choose one clear objective and run with it.
Examples of objectives:
Increase brand awareness: Expand your reach and get your name out there.
Grow your following: Attract more followers who are interested in what you offer.
Drive website traffic: Encourage clicks through to your website or blog.
Generate leads or sales: Promote products or services to boost your bottom line.
If your content isn't contributing to your objective in some way, it's time to rethink that content.
And no, your feed doesn't have to be all about sell, sell, sell... In fact, I'd advise against it.
Mix it up
Show your human side: Share a bit of personal insight now and then.
Behind the scenes: Give your followers a glimpse into your day-to-day operations.
Celebrate milestones: Share successes, big or small, with your audience.
After all, people buy from people.
So, how often should you post?
Now, back to the million-pound question: how often should you post on social media?
The honest answer is - it depends.
I know, not the definitive answer you were hoping for, but bear with me.
Different platforms have different 'ideal' frequencies:
Twitter (now X): Due to its fast-paced nature, tweeting multiple times a day is acceptable.
Instagram: Posting once a day or even a few times a week can be effective.
Facebook: A few times per week might suffice, depending on your audience engagement.
LinkedIn: Posting 2-3 times per week can keep you on your professional network's radar.
Threads, TikTok, YouTube: Frequency varies based on content type and audience expectations.
But these are just guidelines. The best frequency for you depends on your audience, your content, and your capacity.
My recommendations:
Start with a manageable frequency: If you're new or restarting, begin with one post per platform per week. See how it feels.
Monitor your engagement: Keep an eye on which days and times your posts get the most interaction.
Adjust accordingly: If you find your audience is engaging more when you post twice a week, consider increasing your frequency.
Stay consistent: Whatever you decide, consistency is more important than frequency. It's better to post once a week consistently than to post daily for a week and then disappear for a month.
Listen to your audience
Feedback is gold: Pay attention to comments, messages, and engagement metrics.
Ask them directly: Don't be afraid to run a poll or ask your followers how often they'd like to hear from you.
There's no universal answer to how often you should post on social media. It's about finding the sweet spot that works for you and your audience.
Remember, social media is a marathon, not a sprint. It's about building relationships, sharing valuable content, and being present.
So, experiment a bit. See what resonates with your audience. And most importantly, don't stress about it.
And why not share in the comments what posting frequency has worked best for you?
Yours, with a cuppa in hand,
Helen
Remember, it's not about being perfect - just get out there and do your thing!
Oh, and don’t forget, sign up to my weekly newsletter where I’m making showing up on social media as simple and enjoyable as possible.
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