How Often is Too Much, How Little is Not Enough?

How often should you post on Social Media?

There has been a lot of research into this, and the results vary from platform to platform.

Generally, the consensus is:

  • Twitter – lots!

  • Instagram – slightly less

  • Facebook – maybe about the same as Instagram

  • Google Business – a bit less than the others

  • LinkedIn – Um, not sure?

Confused? You’re not alone!

Here are the rules …


Every business is unique, with its own specific offering and audience.

There are certainly some guidelines to follow, but the best judge of what works for your business is YOU!

Publish a few posts & check the analytics:

  • What type of posts work best at particular times of day?

  • What works best – videos, infographics, photos, blogs, special offers?

  • Who is actually engaging with your posts?

Here are some statistics that may help (Global usage*)

  • Instagram has 3.76 billion visits every day

  • 500 million people use Stories every day

  • The average user spends 30 minutes a day on Instagram

  • 81% of people use Instagram to research products and services

  • Facebook is the world’s third most-visited website

  • The average user spends 34 minutes per day on Facebook

  • 80% of people access the platform using mobile only

  • Watch time on Twitter has increased 72% since last year

  • The average time a user spends on Twitter is about 15 minutes per visit

  • 40 million people use LinkedIn to search for jobs each week

  • Companies that post weekly on LinkedIn see a 2x higher engagement rate

*Source Hootsuite

The key is to post consistently enough to keep your audience engaged and wanting more, but not so frequently that they get bored and tune out.

  • Make sure your posts are informative, interesting and above all relevant to your business and prospective clientele

  • Mix them up – you don’t have to cover every single angle in every single post

  • Short & sweet wins every time – if you have more to say, link it to another landing page

Finally, keep an eye on your analytics/insights/statistics – these really will help!