Are you struggling to find the right balance between being too active or not active enough on your social media accounts? You're not alone! With so many platforms and algorithms constantly changing, it can be difficult to determine how often you should post on behalf of your small business.

Most experts recommend posting to social media consistently to ensure that a wide audience sees your content and that you're staying top of mind. Of course, this isn't always possible or practical, so it's important to find a posting schedule that works for you, meaning one in which you can comfortably maintain consistency. But fear not - for this blog post, I’ve done extensive research and shared the recommendations. Let's get started.

NOTE: Some things bear repeating. Ask yourself what you can sustain consistently, and do that. My mentor always likes to add to anything I say I can do, so if I say 1, she says, ‘Let’s go for 2’. So, do what you can consistently sustain and consider adding a little more as a growth challenge. Ready? Let’s get started.

You can post 1-2 times per day without exhausting your audience. Hubspot recommends 2-5 times per week. LinkedIn themselves recommends posting at least once per day. So, let’s go with once per day. For LinkedIn, posting during business hours is ideal. Quality over quantity matters here, as this is a B2B audience that does well with engaging business content.

INSTAGRAM

Regarding posting to your grid, 3-5 times per week, with three times per week being the minimum. With your grid feed, ensure that you mix up the types of content (Carousels, static/single images, Reels). In terms of Stories, the head of Instagram, Adam Mosseri, recommends at least two times per day. Timing does have an impact on Instagram, so be sure to check your Insights for best times, or run experiments on your own.

Posting at least once weekly on Pinterest is key, with 5-15 pins per post. This being said, industries such as food, beauty, and interior design do better when posting more frequently. Consistency matters on the platform, as content has a long shelf life. Quality posts with beautiful visuals will ensure your account stays relevant, informative, and engaging. Note that it’s also helpful to repin other’s content.

TIKTOK

TikTok recommends between 1 - 4 posts per day - and that is likely not realistic for anyone outside of TikTok creators. Posting between 3 - 5 times per week is a great way to start, and consistency is key.

FACEBOOK BUSINESS PAGE

It seems that reach percentages have hit small businesses the hardest on Facebook. In fact, small business owners frequently experience more engagement posting on their personal pages than on their business pages. Interestingly, checking a Facebook business page for activity is still an indicator of whether or not a company is still in business. If you would like to nurture your business page, it is recommended to post between 2 - 5 times per week on Facebook.

YOUTUBE

Releasing one video per week seems to be an unwritten rule for YouTube. Most small businesses that are on YouTube do so with a focus. This is because posting here takes more resources and time than on other platforms. If you are starting out, posting a new video once per week is a good start - and use that as a barometer to see how much time creating new video content will take. If growing your YouTube channel, posting at least three times per week is key, according to Social Media Examiner.

THREADS

The new kid on the block, Threads, currently has over 150 million monthly active users. It is a social app from Meta and reminiscent of the early days of Twitter. The recommended posting frequency is 4-10 posts per day, but remember - these are text-based updates. I recommend having fun getting to know Threads, engaging with your community, and experimenting with more text-based content. Adam Mosseri, head of Instagram, shares that new features will be coming in the next few weeks and months, so expect more robust social strategies to be developed soon.

Knowing how often to post on social media can be tricky, but it’s an essential part of getting the most out of your accounts. Ultimately, you should find a balance between regularity and relevancy so that you don’t under or overwhelm your followers - and of course, it has to work with you and for you as well. If you’d like further details, these guides from Hootsuite and Hubspot are fantastic and among the best I came across. With these tips in mind about how often to post on social media, you will be well-equipped to maximize engagement and reach new audiences.