How often should you post on social media in 2024?

How often should you be posting on social media?

Since social media rose to prominence in the early-to-mid 2010s one question has rested at the forefront of social media marketers, managers and influencers’ minds: how often should you be posting?

Is it a case of bombarding your followers with as many posts as possible so your message is received and your brand never slides too far down a consumer’s home page? Or is less more regarding posting proficiency on social media?

In reality, there isn’t one blanket approach dictating the ideal number of posts for your social media page. Why’s this? Because different platforms have different algorithms, work in different ways and reward different strategies. 

According to SproutSocial, across all major social media platforms, including Instagram, TikTok, Facebook and X (formerly Twitter), the industry standard is 11 posts per day.

However, as we noted, each platform requires its own strategy. Here’s how often you should post on each platform. 

TikTok

1-4 posts per day

TikTok has provided its recommendations for the number of times you should be posting on its platform each day. According to the app, this should range between one and four posts per day.

Because TikTok’s For You page is a constant stream of content, posting often is the best way for creators, marketers and social media managers to ensure their content remains fresh of mind and at the top of consumer’s feeds.

Additionally, posting so often on TikTok allows for experimentation around which sounds and hashtags work best for your content and profile.

Instagram

1-2 posts per day

For Instagram, the recommended number of daily posts is about half that of TikTok. However, this is an average recommendation. Different industries will require a different volume of content, depending on the type of content posted.

Given the Instagram algorithm rewards content that consumers linger on for a few seconds or minutes, the type of post is crucial to nailing your Instagram strategy. Making the most of reels and producing content that consumers want to spend time with is the best way to maximise your output on Instagram.

Facebook

4-5 posts per day

Facebook is one of the most popular social media platforms across the world. Based on monthly active users, no social media site is more used than Facebook. To capitalise on this popularity, four to five daily posts is the recommended volume.

LinkedIn

1 post per day

Unlike other social media platforms, LinkedIn is professionally geared. Billed as the world’s largest networking site, the platform favours a single post per day, with weekdays often the best time to post. 

A tweak to the platform’s algorithm has made LinkedIn more sensitive to posts considered spam while favouring posts that generate strong engagement.

X (formerly Twitter)

3-4 posts per day

For over a decade, X (formerly Twitter) has been social media’s newsroom. Millions have flocked to the platform for their daily update on news and current events, with many citing Twitter as one of their main sources of information.

With such popularity comes a high volume of tweets. X’s homepage is constantly refreshed and flooded with updated tweets and new streams of information.

In order to mitigate this rising tide of freshness and ensure your business, account and posts remain relevant to your consumer’s feed, it’s recommended that social media managers, marketers, influencers and anyone else utilising X posts at least three to four times per day. 

Recently, X tweet threads have become a popular source of information, allowing a poster to break down and analyse their initial tweet without losing their consumer’s engagement.

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