Because the internet changes so quickly, people can argue all day about how often they should post on social media. Which networks should you use? How often should you post? And does the time you post really matter?
Read on to get answers to the top questions about how often you should post on social media for business, or jump to the topic or network that interests you:
Should I post more or less often on social media?
How frequently you post on social media depends on a number of factors, namely how the platform works and the ecosystem on each platform you choose.
With chronological algorithms, it used to be the case that a higher frequency was always better. However, as algorithms have evolved, higher frequency does not always mean high performance, and too many posts can also affect performance.
This rule of thumb corresponds to the way companies have tailored their social media publishing schedules based on audience needs.
According to HubSpot According to the 2024 State of Social Media Report, marketers post a different amount on each platform they use.
In this post, I will explore different social media platforms and share the ideal frequency to post per week as well as the best times to share content when posting.
Pro tip: If you know which frequency is suitable for your business, Social inbox can help you stay on top of your schedule. You can plan, schedule content for each channel and it will automatically go live exactly when you want it to.
When is the best time to post on Facebook?
Facebook is the most used platform among social media marketers. So it’s safe to assume that they actively post on it.
Our survey results showed that the best time to post on Facebook is between 12 p.m. and 3 p.m. The next best times to post are 9am-12pm and 6pm-9pm.
What is the best day to post on Facebook?
Social media marketers report that Saturday is the best day to post on Facebook. It is 24% more popular than Friday, the second best day.
How often should you post on Facebook?
Most social media marketers (35%) post on Facebook multiple times per day and a quarter post multiple times per week.
I have to mention that engagement is an important factor on Facebook Algorithm that can affect how visible your content is. No matter how often you post, I recommend taking the time to engage with people who are interacting with your content (e.g. replying to and liking comments).
Why publish on Facebook at all?
There are three important reasons to continue publishing on Facebook:
1. By posting on Facebook, you show leads and potential customers that you are active in business.
Many people visit Facebook simply to research companies and look for thought leaders. If your Facebook page is incomplete and inactive, they may switch to a competitor who is more prominent on the platform.
2. Facebook is the leader in social shopping.
Social shopping is on the rise – more than 50% of marketers told us they will increase their investment in selling products directly through social media apps in 2024. And for good reason:
- Facebook offers the highest ROI for in-app product sales.
- Consumers who made a purchase on a social media app in the past three months were more likely to have done so on Facebook.
- Consumers say Facebook offers the best in-app shopping experience and they trust it the most when it comes to social shopping.
3. Facebook offers some of the best ROIs in multiple areas such as paid ads, engagement, and community building.
Social media marketers also told us that Facebook gave them the highest ROI this year. They also say:
- Facebook is the most effective platform for building an active community on social media.
- Facebook offers the second highest level of engagement, which is critical in a world where consumers expect more interaction with their favorite brands.
- Facebook has the second best audience targeting tools for running paid ads.
This is especially true if you do retargeting. And once you’ve published on Facebook, it’s the easiest platform to boost posts and get more distribution (and followers).
When is the best time to post on Instagram?
I pick up my phone several times a day to scroll through Instagram. (Don’t roll your eyes; I know you do too…)
With this in mind, it makes sense for social media marketers to post multiple windows on Instagram to get the best results. Our data shows that lunchtime and after work hours are the most popular times. (12 p.m. to 3 p.m. or 6 p.m. to 9 p.m.).
I recommend avoiding posting early morning (before 9 a.m.) and late evening (after 9 p.m.), as data shows these periods are less effective.
What is the best day to post on Instagram?
Instagram usage by social media marketers peaks towards the end of the week. More specifically, 22% of survey respondents say Saturday is the best day to post on Instagram. Friday takes second place.
How often should you post on Instagram?
On Instagram, more is best – social media marketers who post to the app multiple times a day and use a mix of content formats (Stories, in-feed posts, etc.).
This makes sense to me because the Instagram feed has long been chronological, so posting more frequently increases visibility. However, balance is essential. If you go wild, you risk upsetting your followers.
In 2021, Adam Mosseri, head of Instagram, proposed Share a few in-feed posts per week and a few stories per day. You can also test a mix of different formats and frequencies and monitor your analytics to see what works best.
When is the best time to post on TikTok?
The best time to post on TikTok is between 6 p.m. and 9 p.m., which helps users have more time to scroll freely at the end of the day. 3-6pm is the second best time frame.
What is the best day to post on TikTok?
People have more time to scroll after work and more time to scroll when they are not working at all. So it’s no surprise that social media marketers see the most success on Saturday (26%) and then Friday (20%).
How often should you post on TikTok?
TikTok’s algorithm is not chronological and social media marketers share content multiple times a day.
When is the best time to post on X (Twitter)?
The best time to post on X (Twitter) is between 12pm and 3pm. Survey participants also reported good results between 3 p.m. and 9 p.m.
What is the best day to post on X (Twitter)?
There is no significant difference between the best days to post on X. 19% of social media marketers say Saturday and 18% say Friday. 
How often should you post on X (Twitter)?
Most of our survey participants post on X multiple times a day. More posts means more visibility, awareness and clicks.
I don’t want to say that X is a dubious platform, but it is really based on memes and jokes. I would say that of all the platforms you might use, having perfectly polished prose or images isn’t as important as it is with other social apps.
I recommend taking advantage of the app’s “rogue” appeal and showing a little more of your brand personality, regardless of how often you post.
When is the best time to post on LinkedIn?
LinkedIn is a business networking site, so it doesn’t surprise me that the best time to post on LinkedIn is during business hours. 24% of marketers say 3pm to 6pm is the best time frame and 22% say 9am to 12pm. 
What is the best day to post on LinkedIn?
Monday is the best day to post on LinkedIn as professionals log back in after a weekend break. Friday also brings good results as working professionals do check-ins at the end of the week before logging off for a few days. 
How often should you post on LinkedIn?
Social media marketers are more likely to post on LinkedIn multiple times a week, which makes sense. Most users probably don’t log in for daily check-in like they do on other platforms. This gives you more time to create high-quality content with maximum added value.
When is the best time to post on Pinterest?
The best time to post on Pinterest to achieve it Over 522 million monthly active users is between 12 and 3 p.m. 
What is the best day to post on Pinterest?
The best day to post on Pinterest is Saturday. Thursday is the second best.
How often should you post on Pinterest?
Social media marketers who use Pinterest pin content multiple times a day. 
What does this mean for your social media strategy?
Maintaining a daily presence is essential for most social media platforms, unless you use LinkedIn, where posting multiple times per week is ideal.
While it’s important to optimize the time and days you post, it means nothing if your content isn’t relevant and exciting to your audience.
My main takeaway for you is to create your high-quality content and then optimize it for optimal results by sharing it on the days and times that social media marketers have recommended to us as the best.
Editor’s Note: This post was originally published in June 2020 and has been updated for completeness.