How often to post on social media – Sprout Social

September 13, 2022

Written by Carly Hill
Published on August 25, 2022
Reading time 9 minutes
Right now, at your desk: raise your hand if you’ve ever wondered how often to post on social media?
It’s a question that has plagued marketers since the dawn of social media, and it’s an important one to ask. Having the “most posts” doesn’t always win. In fact, posting frequency can mean the difference between inspiring and annoying your audience. According to the Sprout Social Index™, 74% of consumers think just 1-2 posts a day is ideal for brands.
Figuring out the right number of posts to publish every day is a key part of your social media strategy, and it impacts your channel and workload alike. Our data science team analyzed posting frequencies across more than 30,000 Sprout Social customers to find the industry average for some of the biggest platforms you—and your audience—care about most.
Industry average: 11 posts per day
Don’t worry, social media managers—that average is across all platforms, not per channel.
Still, 11 posts per day is nothing to shake a stick at. It’s no wonder social media teams say bandwidth is one of their number one challenges this year.
Understanding how often to post on each platform can alleviate your workload by helping you prioritize which channels need more content. Find the average posting frequency for each channel, backed by data:
Keep in mind—these are industry averages. Your posting sweet spot may depend on your audience and industry. Start with these averages—plus the best times to post on social media—and experiment to see what works best.
TikTok recommends: 1-4 times per day
While we don’t yet have our own data for how many times to post on TikTok (stay tuned), we would never leave you high and dry. Luckily, TikTok has provided their own recommendation of 1-4 posts daily.
The #ForYou feed is a non-stop fresh content machine. Posting several times a day can help you stay top of mind and “top of feed” for your audience. It’s also a great way to consistently test which sounds, themes, topics and hashtags work best.
Publishing several posts a day can get messy if they’re not spaced out. Create a TikTok schedule and schedule your posts ahead of time to stay organized. Using Sprout Social, you can even use optimal send times to schedule posts at peak engagement times.
Beyond posting frequency, here are a few other TikTok marketing tips to keep in mind:
Industry average: 1-2 posts a day
Instagram is the second-most downloaded app worldwide, only behind TikTok. With more than two billion monthly active users, Instagram remains incredibly popular. In fact, nearly 50% of consumers say that Instagram is one of the platforms they expect to use the most this year. And Pew Research found that 59% of people check the ‘gram daily, with 38% of those users checking the app multiple times a day.
As far as how many times to post on Instagram, 1-2 times a day is the average. But this can vary by industry. Entertainment media company Nerdist regularly posts three to five times a day.

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Here are some tips to help you make the most of your daily posts and create content that resonates:
Industry average: 4-5 posts per day
With just under 3 billion monthly active users, Facebook dominates the digital space. Around 71% of consumers and 65% of marketers expect it to be one of the platforms they use the most this year.
Facebook remains a key place to invest energy. Its advertising capabilities can help you find and reach more of your audience. And it’s the go-to platform for 60% of consumers when they need customer service. The industry average of 4-5 daily posts is a lot. Stay organized by keeping a social media calendar and schedule Facebook posts.
Here are a few tips on staying ahead in the Feed:
Bonus tip: Encourage more engagement on your posts by knowing what your audience wants to see. Sprout’s Post Performance Report offers an easy way to quickly see your top posts by engagement, impressions and more.
Industry average: No more than one update a day
The world’s largest professional networking platform is a powerful place for your employer branding strategy and to share thought leadership. Although, it’s not “all business all the time”—“broetry,” anyone?
The average posting frequency on LinkedIn is once per day—and weekdays are the best days to post. A recent LinkedIn algorithm change made the platform more sensitive to posts that can be considered spam and put a spotlight on posts that garner solid engagement. So make that one post count.
A LinkedIn post prompting audiences to respond with a comment.
Here are some tips to maximize your daily post:
Industry average: 3-4 Tweets per day
The birthplace of the hashtag remains a go-to platform for trends and emerging news stories—57% of Twitter users who get their news on the platform say it’s boosted their understanding of current events.
Things move fast on Twitter. Reportedly, the average lifespan of a Tweet is just 18 minutes. Following the industry average of 3-4 Tweets a day can help you avoid a single daily Tweet getting lost in the feed. And its conversational, “stream of consciousness” nature makes it an easy place to create lighthearted posts without sacrificing your voice or brand persona.
Let's BeReal. Drop a photo of what your life looks like as a #SMM right now. 👇
— Sprout Social (@SproutSocial) August 9, 2022

Try using a tool to help you Tweet more with less work. Sprout’s ViralPost, for example, takes the guesswork out of when to post. It tells you times to publish Tweets when more of your audience is online, helping you stay ahead in the feed.
With a lot of daily opportunities to post on Twitter, here are a few tips to get the most out of your Tweets and time:

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Is it Valentine’s Day already? ’Cause we’re definitely feeling the #CanvaLove. 💙
— Canva (@canva) July 1, 2022

Industry average: Not more than once per day
Good news—Gen Z has discovered Pinterest, and this demographic is on the rise on the platform 40% year over year.
The majority of Pinners go to the platform to start a new craft. Connect with your audience with how-tos and inspirational posts—especially if your brand is in the fashion, crafts, DIY, cooking or decorating sectors, which do well on Pinterest.
But with an industry average of one pin per day, here are a few tips to make that Pin count and to stand out:
At the end of the day, knowing how often to post on social media is just one part of your strategy. Your content still needs to be high-quality and relevant to your audience. But nailing the posting frequency that works for you can help you stand out without being spammy.
You know the answer to “how often should you post on social media?” Your next step is to experiment with these averages to find out what your frequency sweet spot is. As you test, use our free Best Times to Post tool to uncover the best times to post on key social media platforms.
We understand that these reports can raise questions about just where the data is coming from. That’s why we want to be clear about the data we pulled and how we got here.
First off, we were lucky enough to work with Sprout Social’s very own data science team to gather this information from our customers. Joel Booth, a Senior Data Scientist at Sprout, explained how it all works. “Sprout integrates with the different social media platforms via their API, which allows the application to receive messages on behalf of our customers,” Booth said. “Essentially, this is how we power features such as Sprout’s Smart Inbox and Reports.”
Now’s the time to test your content calendar. Are you posting at the right frequency for your audience? Start your free trial of Sprout Social and discover your best posting frequency on social media today.
Carly Hill
Carly Hill is a Content Specialist at Sprout Social where her own experience in social and managing a viral campaign involving penguins walking through an empty aquarium in 2020 helps fuel the articles she writes to help professionals set themselves up for success. By night, she enjoys creating comics, loyally serving her two cats and exploring Chicago breweries.
Read all articles by Carly Hill
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