“How often should we post on social media?” is one of the most common questions businesses ask – and also one of the most misunderstood. The honest answer is that consistency and relevance matter far more than volume.
Posting too little can make your brand invisible. Posting too much without purpose can damage engagement and credibility. The right frequency depends on your audience, platform and objectives.
There is no universal number
You’ll often see generic advice like “post daily” or “three times a week”. These figures are not wrong, but they are incomplete. Social media platforms reward content that generates engagement, not content that simply exists.
For most businesses, especially in B2B, it can be better to post less often with something worth saying than to post frequently just to fill the feed.
Platform matters
Each platform behaves differently:
- LinkedIn rewards thoughtful, relevant posts and consistency
- Instagram favours visual storytelling and regular activity
- Facebook works best when posts encourage conversation or sharing
- X is more fast paced, but still punishes low quality noise
Trying to apply the same frequency across all platforms usually leads to diluted results.
What consistency really means
Consistency does not mean daily posting. It means your audience knows what to expect from you. That might be:
- One strong LinkedIn post per week
- Two supporting posts per month
- Occasional campaign focused bursts when there’s something to say
A realistic schedule that your team can maintain will always outperform an ambitious one that collapses after a month.
Quality drives reach
Algorithms increasingly prioritise meaningful engagement. A single well written post that sparks discussion can outperform ten forgettable updates. Social media is not a broadcast channel but more of a conversation.
This is particularly important for businesses selling expertise or services. Posts that share insight, experience or perspective build authority over time. Sales focused content works best when it’s supported by credibility.
Measure, refine, repeat
The best posting frequency is the one that works for your audience. That means reviewing engagement, reach and enquiries, then adjusting accordingly. Social media should support wider marketing goals, not exist in isolation.
A clear plan, aligned with your brand voice and business priorities, makes posting easier, not harder.
If social media feels inconsistent, ineffective or like a chore, BBI can help. We’ll create a posting strategy that fits your business, your audience and your capacity – and turns social media into a channel that actually delivers value. Contact us now to find out more.