Social Media Engagement Social Media Marketing How often to post on social media

Raise your hand if you've ever wondered how often to post on social media?

You're not alone. Post too much and you risk overwhelming your audience (and your team). Too little and you might miss timely opportunities or slip off their radar.

So what's the "right" cadence? Our 2025 Content Benchmarks Report shows that scaling back your publishing volume can create room for more unique, high-value content. And the Sprout Social Index™ found that before people hit "follow," they care more about originality and how you interact with them, over how many times you post.

If you're looking for hard numbers to guide you, keep reading. Our data science team analyzed nearly 3 billion messages from 1 million public social profiles to find the industry average for the networks you-and your audience-care about most.

How often to post on social media for business in 2025

Industry average: 9.5 posts per day

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Don't worry, social media managers-that's across all platforms, not per channel.

This number is down from 11 posts per day in 2022, continuing a steady decline over the last few years. It's a clear signal that brands are embracing a 'quality over quantity' approach to social.

It's exactly the kind of shift digital marketing expert Ann Handley celebrated in her recent LinkedIn breakdown of our data. She called "posting less" a power move that gives teams room to create more meaningful, resonant content.

Understanding how often to post on each platform can help you focus your efforts, prioritize channels that matter most and build a social media plan that works for your goals.

In the following sections, you'll find the average posting frequency benchmarks for each major social media platform, backed by fresh 2025 data. Keep in mind these are industry averages. Your posting sweet spot depends on your audience, industry and resources. Use these numbers (and the best times to post on social media) as a starting point, then test and refine to see what works best for you.

How often should you post on TikTok?

TikTok recommends: 1-4 times per day

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While we don't yet have our own posting frequency data for how many times to post on TikTok (stay tuned), TikTok's official guidance is one to four posts daily. In reality, most brands post far less. A 2024 RivalIQ report found the average is about two videos per week.

That gap reflects the tension between what the algorithm favors and what's sustainable for marketing teams. Multiple posts a day give you more opportunities to test formats, sounds and themes. But without a clear content strategy, it's easy to burn through ideas without building momentum.

Our recommendation? Tie your TikTok posting cadence to campaign objectives. Every post should have a job, whether that's fueling a launch, sparking conversation or testing creative before a paid push.

Beyond posting frequency, here are a few TikTok marketing musts for 2025:

• Optimize for search: Our Q2 2025 survey found that Gen Z now turns to social before Google or traditional search engines. Use keywords in captions and text overlays to make your content more discoverable.
• Go deep into niche communities: Hashtag hubs like #FinTok or #CleanTok are powerful entry points for building relevance and authority.
• Use social listening for insights: Tools like Sprout Social can surface trending conversations in your industry, helping you jump in early and create content that resonates.

How often should you post on Instagram?

Industry average: 1-2 posts a day

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With more than two billion monthly active users, Instagram is still one of the most popular social networks around. And according to our 2024 Social Media Content Strategy Report, half of those users interact with brands at least once a day.

Even though it's a crowded space, you don't need to post every hour to be heard. As far as how many times to post on Instagram, 1-2 times a day is the average. But this can vary by company size. For example, enterprise brands post 54% more than mid-size companies, likely because they have more resources to support this volume.

Here's how to make your Instagram posts count in 2025:

• Turn product tags into purchases: Instagram is the top platform for product discovery, with 61% of social users finding their next purchase here, according to The 2024 Social Media Content Strategy Report. Use social commerce features like Shops and link stickers to turn inspiration into sales.
• Lead with short-form video: Among brand content, users are most likely to engage with short videos-and the shorter the better. Reels under 15 seconds often earn the most attention.
• Diversify your content: Static images still hold their own alongside video, so mix them into your calendar for variety and balance.
• Partner with the right creators: Instagram is the top platform consumers use to engage with influencers. Gen X and Millennials are nearly twice as likely as Boomers to engage with influencers here, making it a powerful space for targeted campaigns.

How often should you post on Facebook?

Industry average: 5 posts per day

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With just under 3 billion monthly active users, Facebook still dominates the digital space.

Our Q2 2025 survey found that 87% of consumers have a profile, and nearly half (44%) interact with brand content daily. It's also the top platform for customer service, with 55% of consumers using it to contact brands.

The industry average is five posts per day, which is a high bar for most teams. To hit that volume sustainably, consider building a repurposing workflow. Turn one video into a text update, an image quote and a short clip. Also mix in curated content and user-generated posts to lighten the load.

Here are a few tips on staying ahead in the Feed:

• Lead with text-first content: Of all brand post types, consumers are most likely to engage with text posts, according to The 2024 Social Media Content Strategy Report. Yes, even more than short-form video or static images.
• Make customer care visible: Since Facebook is the go-to social channel for service inquiries, use timely, public responses to build trust and loyalty.
• Tap into current events: Facebook remains the most popular social network for news and current event updates. Add your brand's perspective to trending topics to boost visibility and engagement.

How often should you post on LinkedIn?

Industry average: 1 post per day

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LinkedIn has evolved from a strictly business bulletin board into a place where professional updates meet personal reflection. It's now a platform where employer branding, thought leadership and genuine community building all live side by side.

Most brands post no more than once per day, and according to Copyblogger, 91% of LinkedIn creators publish at least once every three days. Business Insider 's expert consensus? Two to five posts a week strikes the right balance. It's enough to stay visible without oversaturating your audience.

Wondering what to post on LinkedIn? According to The 2024 Social Media Content Strategy Report, the #1 way social users want brands to show up on LinkedIn is by sharing educational product information. That could mean:

• A short carousel breaking down a new feature release
• A text post with data-backed insights from your product team
• A short video showing how customers use your product in real life

More tips for maximizing your LinkedIn presence:

• Prioritize text and static images: On LinkedIn, these posts still see the most engagement, so keep them in your content mix.
• Try out LinkedIn video: Native video uploads are up 45% year-over-year, according to LinkedIn insights. Keep them short (15-30 seconds) and sound-off friendly with captions or on-screen text. Seventy-nine percent of LinkedIn videos are viewed without sound.
• Blend education and entertainment: Sixty-six percent of social users say "edutainment" is the most engaging brand content, even outperforming memes or serialized posts.
• Engage strategically: According to Business Insider, comments can earn as much visibility as posts. Spend 15-30 minutes a day adding thoughtful comments to others' content and responding quickly to comments on your own-especially within the first hour.

How often should you post on X (Twitter)?

Industry average: 2x Tweets per day

The birthplace of the hashtag remains a go-to platform for trends and emerging news stories.

X's fast-moving feed still rewards timeliness, but that doesn't mean you need to post constantly. In 2022, brands averaged three to four Tweets a day. Now the industry average is just two.

You also don't need to add too many bells and whistles to your content here. X's conversational, "stream of consciousness" nature makes it an easy place to create lighthearted posts without sacrificing your voice or brand persona.

Here are some more tips to get the most out of your posts and time:

• Lead with concise, visual posts: Users are most likely to engage with brand text posts and single images. Single-image posts make up 47% of brand content across industries.
• Experiment with short-form video: Video posts on X have grown by two percentage points since 2023. To maximize reach and engagement, keep clips under 30 seconds, add captions for sound-off viewing and use a strong hook in the first few seconds.
• Cross-post with intention: Repurpose high-performing Tweets, like relatable or meme-based posts, on Instagram or TikTok to extend their lifespan and reach.
• Join the conversation early: Tap into trending topics while they're still gaining traction, especially around news or cultural moments relevant to your audience.
• Make customer care visible: According to internal X data, 80% of social customer service inquiries start on the platform. Use social listening to spot brand mentions-tagged or not-and respond quickly to build trust.

How often should you post on Pinterest?

Industry average: 1x a week

Pinterest is where people go to dream big, plan little joys and collect ideas that make life better. Knowing this, it's no surprise that the 2024 Social Media Content Strategy Report revealed that 51% of all social users say Pinterest feels more positive than other platforms. Among Gen Z, that number rises to 60%.

In 2022, we recommended posting on Pinterest once a day. For 2025, that's shifted to once a week. Why the change? Pinterest's Business blog puts it simply: "Focus on the content itself." A single, high-quality, fresh Pin can keep driving traffic for months, so the emphasis should be on creating content worth saving and sharing-not hitting a high volume.

Here are a few tips to make your Pins count and stand out:

• Use the right keywords: 97% of top Pinterest searches are unbranded, making the platform a huge discovery engine. Weave relevant keywords into your Pin titles, descriptions and alt text so people searching for ideas can find you first.
• Inspire and educate: These are the top reasons people interact with brands on Pinterest, according to The 2024 Social Media Content Strategy Report. Show your product in realistic settings, offer how-tos or share ideas that spark creativity.
• Tap into aspiration: Pinterest is the internet's vision board. People use it to plan everything from weddings to weeknight meals. Align your content with these moments by providing practical, inspiring resources for planners and dreamers alike.
• Leverage trends: Use Pinterest trends to identify seasonal and cultural moments your brand can authentically join. Timely, trend-aligned content can quickly gain traction in search results.

Find your brand's ideal posting frequency

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. This is where marketers can leverage social media scheduling tools, like Sprout Social, to optimize posting frequency and save time.

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.

How we gathered the data

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.

The insights in this article come from a mix of trusted external statistics and original Sprout Social research, including:

• 2025 Content Marketing Benchmarks Report: We analyzed nearly 3 billion messages from 1 million public social profiles active between February 1, 2024 and January 31, 2025. This data covers posts from Facebook, Google My Business, Instagram, LinkedIn company pages, Pinterest, TikTok, TripAdvisor, and X.
• 2024 Social Media Content Strategy Report: Conducted online by Cint on behalf of Sprout Social, this research included 4,400 consumers across the US, Canada, UK, Ireland, and Australia-each with at least one social media account and following five or more brands.
• Pulse Surveys: Run online by Glimpse, a global market research firm, on behalf of Sprout Social. Participants included both social media users and marketers across the US, UK, and Australia.

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.