It’s the question that launched a thousand sleepless nights: “How often should a I post on social media?” The answer is not simple. Social media platforms are constantly updating their algorithms, adding new features, and changing the rules of engagement. What worked last year may not work this year, and what works today might become obsolete tomorrow.

How Often to Post on Social Media in 2024

Wondering how often to post to social media for business in 2024? While every channel has its own specifications, having an always-on presence is generally your ticket to online success. Here's a quick summary of what we found:

Instagram: Post between 3 and 5 times per week.
Instagram Stories: Post 2 times per day.
Facebook: Post between 1 to 2 times per day.
Twitter (X): Post between 2 and 3 times per day.
LinkedIn: Post between 1 to 2 times per day.
Threads: Post between 2 to 3 times per day.
TikTok: Post between 3 and 5 times per week.
Pinterest: Post at least 1 time per week.
Google My Business: Post at least 1 time per week.

We'll break down channel by channel social media strategies below.

How Often to Post on Instagram

Post 3-5 times per week on Instagram. Creating at least three posts per week on Instagram, ideally using mixed media posts (carousels, reels, static posts, etc.), is recommended. Using different social media content types is especially important if you post more than three times per week (Hootsuite).

Instagram Stories can be used more frequently, with Instagram’s own Adam Mosseri recommending 2 Stories per day. Posting frequently on Instagram increases your chances of showing up in the Explore feed, being featured on another account, or appearing in the top search results for keywords you commonly use. Posting regularly is also a great way to test out what resonates with your audience (Hootsuite).

What To Post:

High-quality images, engaging videos, carousels, reels, and Stories that provide a mix of promotional content, behind-the-scenes looks, user-generated content, and interactive elements like polls and Q&A sessions. Utilizing Instagram’s shopping features can also drive engagement and sales.

How Often to Post on TikTok

Post 3-5 times per week. While TikTok recommends posting 1-4 times per day, they also say there is no limit to the amount of organic content photographers can create. Starting with 3-5 times per week is a good place to begin. The more you post, the more likely you are to get in front of a larger audience and see what works well. Use hashtags to help your content get discovered and analyze post performance to refine your strategy (Hootsuite).

What To Post:

Short, engaging videos that capitalize on trending sounds, challenges, and hashtags. Authentic, behind-the-scenes content, tutorials, and user-generated content tend to perform well. Consistency and creativity are key, as well as timely responses to trends.

How Often to Post on Facebook

Post 1-2 times per day on Facebook. Organic reach is down everywhere, but Facebook seems to be the hardest hit. Currently, the average Facebook page post engagement rate sits at less than 1%. Posting 1-2 times per day on Facebook helps you stay present in the minds of your audience without overwhelming their feeds (RevLocal).

What To Post

Engaging videos, live streams, high-quality images, and posts that encourage interaction such as polls, questions, and contests. Sharing user-generated content and leveraging Facebook Stories can also enhance engagement. Content that tells a story or highlights customer testimonials can create a deeper connection.

How Often to Post on Twitter (X)

Post 2-3 times per day on Twitter (X). Tweets have a short lifespan, so you’ll need to post more often. For the general @Hootsuite channel, 2-3 times per day is recommended. The rule of thirds can help balance your content: one-third promoting your business, one-third sharing personal stories, and one-third informative insights from experts or influencers (Hootsuite).

What To Post:

Short, timely updates, links to articles, images, videos, and infographics. Engaging in real-time conversations and responding to mentions and trending topics can boost visibility. Tweets with polls, GIFs, and interactive content also tend to perform well.

How Often to Post on LinkedIn

Post 1-2 times per day on LinkedIn. LinkedIn recommends posting at least once a day, even on weekends. Quality over quantity matters here, so craft interesting, engaging content that is timely and relevant. Varying your content types, such as alternating between PDFs and polls, can also yield better results (HubSpot).

What To Post:

Professional updates, industry news, thought leadership articles, company milestones, and employee highlights. Long-form content like articles, case studies, and whitepapers can drive engagement, along with video content such as webinars and interviews.

How Often to Post on Threads

Post 2-3 times per day on Threads. This platform thrives on fast-moving, short-form content. Immediacy is key, so posting frequently is beneficial. Community engagement is also important, signaling to your customers that you’re available and listening. Posts should be conversational and fun, showcasing your brand’s personality (Hootsuite).

What To Post:

Short, engaging posts that encourage conversation and interaction. Quick updates, memes, and behind-the-scenes content can resonate well. Engaging with followers through replies and interactive posts can enhance community building.

How Often to Post on Pinterest

Post at least 1 time per week on Pinterest. Quality and relevance matter more than frequency on Pinterest. Content on Pinterest has a long shelf life, so creating engaging and relevant posts is more important than going viral. Depending on your goals, you may want to post multiple times each week (Hootsuite).

What To Post:

High-quality images, infographics, step-by-step guides, and visually appealing content that offers value. Pins that link back to detailed blog posts, product pages, or tutorials can drive traffic. Seasonal and trend-based pins often perform well.

How Often to Post on Google My Business

Post at least 1 time per week on Google My Business. Posts on Google My Business need to be timely and focus on current offers or events. The ideal posting frequency depends on the type of post, but generally, it’s recommended to post at least once per week. This platform can be surprisingly effective at helping your local SEO and boosting customer engagement (RevLocal).

What To Post:

Timely updates, promotions, event announcements, and high-quality images of your business or products. Posts that highlight special offers, customer reviews, and new services can attract local customers. Ensure content is optimized for local SEO to enhance visibility.

How to Know the Best Posting Schedule as a Photographer

Determining the optimal posting frequency for your photography business involves understanding your audience and the type of content you create. Factors like audience engagement, portfolio updates, location-specific trends, and the kind of photography work you do can significantly impact your success. Experiment with different posting schedules, whether showcasing recent shoots, behind-the-scenes content, or client testimonials, and monitor the results to find the ideal balance for your photography business.