There is no magic number. The right posting frequency is the one you can keep up for months, with posts that are worth seeing. That said, some rhythms work better than others, and every network behaves a little differently.
Start with consistency, not volume
Posting every day for two weeks and then disappearing does more harm than posting twice a week for a year. Networks reward accounts that show up regularly, and so do people. Pick a baseline you are confident you can keep, and only increase it when that feels easy.
A sensible starting point per network
- Instagram: three to five posts a week, plus stories on the days in between if you can.
- TikTok: three or more short videos a week. TikTok favours frequent posting more than most networks.
- LinkedIn: two to three posts a week. Quality and relevance matter more than volume here.
- Facebook: two to four posts a week, especially if your customers are local.
- Pinterest: several pins a week, since pins keep bringing visitors for months.
- X: daily if you are active there, but only if you can take part in conversations.
These are starting points, not rules. A café with daily specials can post more often than an accountant, and that is exactly how it should be.
Quality still wins
Every post should give people a reason to stop: something useful, something new, something beautiful or something about the people behind the business. If you are running out of things to say, post less often rather than filling the gaps.
Spread posts across the week
Posting three times on Monday and nothing until the following Monday leaves long silences. Spread your posts out so your business stays in view all week. A simple schedule makes this automatic.
Plan for the busy days
Holidays, seasonal moments and the big days in your industry are when people are most likely to engage. Plan posts for them in advance, so they go out on the day instead of the day after.
Make the rhythm easy to keep
Whatever frequency you choose, the hard part is keeping it. Hulby plans your posts across the month at the rhythm you choose, from once a week to several times a day, and gives each post a day in your schedule.
