How much is too much?

 

How Often Should I Really Be Posting on Social Media?

This is one of those questions that everyone's got an opinion on, so it's easy to get conflicting information... info that could do you more harm than good! 

The standard advice of "post 3-5 times per day on Twitter" or "once a day on LinkedIn" is outdated and doesn't account for your unique audience, resources, or goals. Posting too little means you get no traction. Posting too much without quality can lead to audience burnout and platform penalties.

The real key isn't a magic number; it's a balance between consistency and quality. It's far better to post one incredibly valuable piece of content per week that truly resonates than to post seven mediocre pieces that are ignored.

For all that, there is plenty of real data to help you plan out your own schedule. So today we break down the data-driven posting frequencies for each major platform and provide a simple framework to find your own perfect posting schedule.

Find Your Ideal Posting Frequency!

The Data-Driven Guide to Social Media Posting Frequency

Forget the guesswork. Here’s a synthesis of current data and a strategic approach to finding your rhythm.

General Industry Benchmarks (2025):

• Twitter (X): 3-5 times per day is still cited for maximum reach, but focus on engaging in conversations. Threads have a longer shelf life.

• LinkedIn: 1 time per day on weekdays is the sweet spot. Quality over quantity is paramount here.

• Facebook: 1-2 times per day for Pages. Over-posting can lead to a significant drop in reach.

• Instagram (Feed): 3-5 times per week. Focus on high-quality Reels and Carousels.

• TikTok: 1-3 times per day. The algorithm rewards consistent, native-style content.

The "Quality & Consistency" Framework:
Your perfect frequency depends on three factors:

1. Your Capacity: Be realistic. Can you create 5 high-quality tweets a day? If not, start with 1 great one. Burning out helps no one.

2. Your Audience's Appetite: Check your analytics. If your engagement (likes, comments, shares) drops off sharply after your second daily post, you're likely posting too much.

3. Your Goal: Brand awareness might require more frequent posting. Driving traffic to a specific blog post might mean focusing all your energy on promoting that one piece for a week.

Actionable Steps:

1. Start with the Benchmark: Pick the frequency for your main platform from the list above.

2. Test for One Month: Stick to this schedule rigidly for 30 days.

3. Analyze Engagement: At the end of the month, look at your analytics. Did engagement per post stay the same, increase, or decrease?

4. Adjust: If engagement per post held steady or grew, you're in a good spot. If it decreased, try scaling back by one post per day or two posts per week and test again.

The Golden Rule that should always trumps this...

Never post junk just for the sake of posting to a schedule. 

All too often you see people dumping absolute rubbish into a feed that is usually high-quality, valuable content... 

And you know it's because they are trying to stick to some arbitrary schedule. 

Personally I think they'd do better to with a more practical approach... when you've got nothing to say, keep your mouth shut ;-) 

Miriam


Be safe and happy



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