One of the most common Google searches businesses make is ‘how often should you post on social media?’

Striking a balance between being interesting and irritating is crucial for those trying to build a social media following.

Most businesses know that if you can get into the habit of pushing out one or two pieces of content every day on a social media platform, their followers have a good chance of seeing something from the company every day.

But social media algorithms have changed in recent years, so it is less likely that your followers will see your posts in their newsfeeds.

You need to make your page worth coming to independently as part of their regular social media scrolling.

Therefore, the short answer to ‘how many times per week should a business post on social media’  is ‘as often as you have something valuable to say’.

Obviously you need to post regularly enough to keep your followers interested but post consistency is far more important than post frequency for business.

Thus, the question perhaps isn’t “how often should you post on social media?” but simply “how should you post on social media?”

Consider the types of content you are posting. It is easier to make a  number of social media posts per day if you have lots of types of content to choose from.

Social media content ideas

Answer questions

According to research by Facebook IQ, 76% of people who message a business do so for customer service or support.

Social media is also the preferred customer support channel for people under 25, with 32.3% of them telling Consumer Reports that it is their first choice when getting help.

Answering common customer questions on your social media profile is an almost endless source of content that is valuable to your customers and easy for you to create.

Post videos

Video is a consistently popular and fast-growing form of digital marketing.

According to Cisco, by 2022, online videos will drive more than 82% of all consumer internet traffic — 15 times more than in 2017.

Humans are a visual species and tend to take in and retain information that they watch in video form better than things they read. Video content is versatile and can come in the form of:

  • video blogs,
  • tutorials,
  • explainers,
  • customer reviews/testimonials,
  • product/service launch videos,
  • webinars,
  • interviews, and
  • live streams.

Share a product or service that is in-demand

Your customers know better than anyone what your audience wants– so give them just that.

If a specific product is selling well or getting a lot of enquiries, create a social media post about it to introduce it to the rest of your audience.

Even better, create a post that offers a limited time offer to encourage a surge in follows, shares and sales.

Community posts

One of the best things about social media for businesses is the opportunity to build ‘micro-communities’.

Mark Zuckerberg said, at the F8 conference in 2019, that “groups are now at the heart of the experience”. Your fans and followers on social media are generally interested in becoming part of a community and through a group you can express your business personality, provide exclusive content and open a two-way dialogue with your target market.

The features of social media platforms are geared towards building communities (Facebook and LinkedIn groups, Messenger group conversations etc).

There is no limit to how often should you post on social media with regards to comments and replies within a group – you can connect with your followers as often as you want.

Use groups to share exciting news about your organisation, product launches, new team members or industry news and then join the conversation, replying to comments and sharing the opinions and updates of your customers.

Market data

If you have original data from research you have conducted, or an insight into your business or industry, social media offers an opportunity to share it with the people who care the most.

Share a full report on Facebook or LinkedIn or turn key findings into an infographic for Instagram. You could even create a free eBook or white paper for B2B customers.

The dangers of posting too much on social media

Overposting is a quick way to alienate your audience and lose followers. Not only do your customers not want their newsfeeds clogged up with posts from one company alone, posting too much also creates the following issues:

Posting less valuable content

If you are trying to put out dozens of social media posts every day, chances are you won’t have something important to say every time.

High quality posts help your audience to stay engaged and establishes your company as a thought leader.

Wasting your own time

Focusing your efforts on posting countless social media posts that aren’t getting any traction is a waste of the time that you could spend working on a marketing strategy that works.

The most effective marketing strategies are those that have been carefully planned and optimised to get results.

With the time that you spend finding and posting updates on social media, you could be writing a fascinating and valuable blog or creating a video advertisement.

Dedicate as much time as necessary on things that you need to post and then use the rest of your time on other areas of your marketing strategy.

Lowering your organic reach

Social media algorithms determine which posts are the most important to display on a user’s newsfeed through analysing engagement.

If you post 20 times a day and get 5 likes or comments per post, social media platforms will consider that your posts are not adding value and reduce your organic reach.

This means that your audience is far less likely to see and interact with your post than if you posted just twice and got 50 interactions for each.

Losing customers

When people decide to stop following companies online, they usually also stop buying from them.

With research finding that 41.5% of social media users unfollow a company that posts too often, this alone should be reason enough to limit your posts.

How often should you post on social media for your business – a platform-by-platform guide

How often should you post on Facebook?

The consensus from most studies conducted is that once per day is ideal and two posts per day is the maximum.

Hubspot looked at pages with less than 10,000 fans, finding that engagement dropped by 50% per post when the page posted more than once per day.

There are no strict rules on the days and times that are optimal for posting on Facebook because this will largely come down to your specific audience.

Facebook Insights offers detailed analytics about the behaviours of your audience that can help you to determine your own posting schedule

How often should you post on Instagram?

A common question asked by More Than Words’ clients is “How often should I post on Instagram to gain followers?”

Here we suggest sticking to the average which, according to the Union Metrics study, is 1.5 times per day.

This is a realistic and achievable goal for most businesses, allowing you to keep your followers up to date with your company without flooding their feed.

To get the most out of your Instagram posts we suggest researching and choosing an effective group of Instagram hashtags as this will increase your reach and help you to bring in new followers.

How often should you post on LinkedIn?

LinkedIn’s audience is predominantly working professionals so your marketing strategy here will be slightly different from more informal platforms.

Understanding who your audience is and how they behave is the key to a successful post schedule.

Hubspot research indicates that five times per week is the maximum audiences want to hear from one company and two to five times a week is optimal.

LinkedIn content also needs to be more valuable and more thoughtful to achieve maximum engagement. Here a good mix of content will perform best, so try to keep a good mix of blogs, videos and thought leadership pieces throughout the week.

How often should you post on Twitter?

Twitter seems to be an outlier in the world of social media.

Here audiences expect to hear from the profiles they follow multiple times per day, and Tweets tend to have a far shorter shelf life than posts on other platforms.

Because the Twitter timeline is chronological the more you post the more views and clicks you will get. However, your content still needs to be interesting, engaging and valuable if you want to hold onto your followers.

Anything from 3 to 30 times per day is best for Twitter, evenly spread throughout the day so that there is a steady flow of posts to catch the attention of your followers.

How often should you conduct a social media audit?

To keep your social media accounts performing consistently you should perform regular social media audits that assess how your profiles are performing and any changes that might need to be made.

More Than Words can help you to do this as part of a larger social media strategy.

More Than Words’ social media management service gives you access to experienced copywriters, planners, and content marketers.

Our in-house marketing professionals work with you to create engaging, information-led, response-driven content for Facebook, LinkedIn, Twitter, Instagram, and other platforms.

Most of our clients ask us to work to the following schedule:

  • 1 x LinkedIn and Facebook post per day,
  • 3 Twitter posts per day,
  • 1 Instagram post per day,
  • creation of downloadable and shareable content, and
  • management of paid-for advertising campaigns.

However, our social media management service is completely bespoke and can be tailored to your specific requirements.

To find out more, just call 0330 010 3495 or you can email us by clicking here.

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Planning social media marketing for your company

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