While social media is a powerful tool for many businesses, people use it differently. And as such, there is no simple answer when you consider how often a business should post on social media. Essentially, this will depend on factors such as the platform you are using, the type of business, your target audience, and your brand identity.

Why is the frequency of posting on social media important?

Social media content has to be posted to match the expectations of your target audience. For example, a brand that appeals to a young demographic will need to target social media platforms that this group uses, and the expectations will be very frequent posts of a nature that reflects their interests. A business that is targeting a more academic demographic, however, may choose a more content-rich platform and won’t want to overload users with content. They would also choose a platform where content has a longer lifespan and will stay on a person’s feed if it is engaged with.

On many social media platforms, such as Instagram and Facebook, a business that posts frequently is more likely to show up in the ‘explore’ feed or in search results for keywords. Platforms that are more dynamic and fast-moving, such as X (formerly Twitter) and TikTok, are a good place to test or experiment with different types of posts. Here you can track posts to see what works by checking how many views a video gets or how many users click on a link to a product or an article.

A principal reason why some businesses post on social media more than others is the online visibility they crave. An online retailer can directly reach potential buyers by posting on social media and including links to product pages for immediate sales, so it absolutely makes sense for them to post frequently. Alternatively, a business relying on physical engagement, such as a tourist attraction, will primarily use social media to advertise its attraction, and will rely on fewer, better-quality posts rather than a frequent quantity.

How frequently your business should post on social media

Now we understand a bit more about why frequency is important, how do we translate this to the major social media platforms?

• Fast-Moving Platforms: Platforms such as X (formerly Twitter), Threads and TikTok rely on brief content, and their feeds are very fast-moving and topical. Posts have a very short lifespan and can disappear to the bottom of a user’s feed within minutes. Here you can happily consider four or five posts a day to remain visible and engaging.
• Content Rich Platforms: This describes a platform such as LinkedIn, where people expect more quality in their content (blog articles, infographics etc), and are looking for insightful posts with technical expertise. Here you should look to post no more than once per day to ensure that each post gets the space, reach and attention it merits. Platforms such as Facebook and Instagram aren’t quite as fast-moving as those listed above, and rely on more visual content, so a business would post less on these platforms, perhaps in line with the content rich platforms.
• Online Sellers: A business that is unashamedly selling online and has to directly reach potential customers can post several times a day to continuously promote their products and promotions.

Factors affecting how frequently a business should post on social media

• Manager: Does the business have a dedicated social media manager? If not, posting regularly could be a nuisance and something that becomes low priority. But if it is becoming important to the business, maybe they need to create a role or restructure to give this area more attention?
• Platform Performance: A business should analyse how a specific social media platform is performing, and therefore how much attention they should give it. Trends change all the time, and it is true that X (formerly Twitter) and Facebook are not as popular as they used to be. Analyse this against the habits of your target audience and post according to how you are most likely to reach them. Sticking to a tried and trusted formula that worked five years ago might now be a waste of valuable time.
• Audience Expectations: How often would your target audience expect you to post? Some brands might get away with constant posts with a variety of formats, or repeated posts of exactly the same nature. Meanwhile, other businesses might very quickly encounter audience fatigue and people disengaging from posts because there is too much repetition.
• Audience Habits: A business should post at a time of day when their target audience is likely to be most engaged. This might be during the day for some brands or in the evening for others. Scheduling posts at key times can ensure you maximise your reach.

Contact Bee Social Marketing for expert social media management

To fully maximise your social media engagement, you need to ensure a consistent frequency of quality posts, which meet the expectations of your audience and the nature of the individual platform. Within this, there are various ways you can tailor your approach to meet the needs of your business and maximise its reach. If you require more dedicated support with your social media management, contact our expert team at Bee Social Marketing and we can help you succeed with your online promotion.