How Often to Post on Social Media
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Loading... - Penelope Reynolds
- 12 Sep 2022
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As with so many things, there’s no one-size-fits-all answer, but with a little experimentation and a lot of measurement, you’ll be able to find the right posting frequency for your brand or organization.
Before we jump in, there are a few key things to keep in mind besides the critical fact that what works well for your neighbor might not work well for you.
First of all, what’s in a post? Of course, sharing branded or external content with your followers that you think they’ll find valuable is important. But don’t forget about every marketer’s secret weapon: replies! This posting powerhouse lets your followers know you’re listening and definitely counts towards your weekly post count.
It’s also important to remember that posting frequency best practices vary widely from channel to channel, so don’t expect to find that what works for your brand on Twitter is the golden rule on Instagram too. Let’s break down how often to post on social media channel by channel.
How Often to Post on Instagram
Nailing your posting frequency on Instagram is a great place to spend your time and energy, since it’s by far the most engaging social media channel according to our latest Social Media Industry Benchmark Report.
The median brand posts about 4.5 times per week on Instagram, which is about every week day. Sports Teams and Media brands were the most active industries we surveyed, with 11 and 12 median posts per week respectively.
What does posting frequency look like for brands garnering high total engagement on Instagram? The top 25% of brands by engagement rate are posting about 3.5 times per week on Instagram, which is actually a little less frequently than the median brand. Does that mean you should post less often to boost engagement? Not necessarily, but it is a good indicator that focusing efforts on content that’s really going to resonate with your followers pays off.
How often to post on Instagram: Try to post at least twice per week on Instagram, though four times per week wouldn’t be too often. But remember, quality matters much more than quantity on any social channel, so it’s fine to post a little less frequently if it means keeping your quality high.
How Often to Post on TikTok
TikTok engagement rates are on the rise as more and more brands jump on the video bandwagon, but posting frequency is still low on this channel. The median brand posts just under 2 videos a week on TikTok. Media brands and Health & Beauty brands are ahead of the TikTok posting frequency curve with 4.3 and 2.6 videos per week respectively. Read More…
