How often should a business post on social media? [2025 data]

It’s the question that launched a thousand sleepless nights: “How often should a business post on social media?”

Of course, like anything worth knowing, there’s no simple answer to this question. Social media platforms are constantly updating their algorithms, adding new features, and changing the rules of engagement. What worked last year may not work this year, and what works today might become obsolete tomorrow.

We dug into the research and grilled our social media team, and some outside experts, for insights to discover the ideal number of times a day (or week) to post for each platform.

How often to post on social media in 2025

Wondering how often to post to social media for business in 2025? While every channel has its own specifications, having an always-on presence is generally your ticket to online success.

Here’s a quick summary of what we found:

• Instagram: Post between 3 and 5 times per week.
• Instagram Stories: Post 2 times per day.
• Facebook: Post between 1 to 2 times per day.
• X (Twitter): Post between 2 and 3 times per day.
• LinkedIn: Post between 1 to 2 times per day.
• Threads: Post between 2 to 3 times per day.
• TikTok: Post between 3 and 5 times per week.
• Pinterest: Post at least 1 time per week.
• Google My Business: Post at least 1 time per week.

These findings come from a theoretical approach: We researched best practices, listened to what social platform executives had to say, and chatted with our network of social media managers.

But we also measured how often real businesses actually post on social media.

In Q1 of 2025, here’s how often businesses are posting on social media:

• X (formerly Twitter): 61 times per week
• Facebook: 7.9 times per week
• Instagram: 4.5 times per week
• LinkedIn: 5.0 times per week
• TikTok: 11.5 times per week

How often to post on Instagram

Post 3-5 times per week on Instagram.

Our experts recommend creating at minimum, three posts per week on Instagram. Ideally, these are mixed media posts (carousels, reels, static posts, etc.) Using different social media content types is especially important if you post more than three times per week.

Instagram Stories can be used more frequently, though Instagram’s own Adam Mosseri recommends 2 Stories per day.

Posting frequently on Instagram increases your chances of showing up in the Explore feed, being featured on another account, or appearing in the top search results for keywords you commonly use. Posting regularly is also a great way to test out what resonates with your audience.

Posting too often will not lose you followers, adds Mosseri. In fact, the more you post, the more chances you have to be discovered. While you don’t need to stress yourself unnecessarily, don’t be afraid to post more often — if you have the capacity.

Hootsuite Social Media Manager Trish Riswick says that smaller social media teams shouldn’t be put off by this relatively high posting demand. Quality should always come before quantity, she says, adding, “If your social team does not have the ability to post once a day on each network, aim for every other day. Three quality posts are worth more than five low-quality posts.”

If you think that an algorithmically controlled timeline means post-timing doesn’t matter, think again. Our experiments have proven that post timing does have an impact on Instagram engagement…

… and so does posting frequency:

Our data confirms Trish’s words: two good posts a week will get you more overall engagement than 20 pieces of mediocre content — and 6 to 7 great posts per week is the sweet spot.

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How often to post on TikTok

Post 3-5 times per week. Or, as much as you can.

While TikTok actually recommends posting 1-4 times per day, they also say there is no limit to the amount of organic content small businesses can create.

Obviously, that level of constant posting may not be realistic for everyone. If you’re just getting started, 3-5 times per week is a great place to start. According to social media manager Brayden Cohen, “TikTok is the place to test content and see what sticks or flops.”

The TikTok algorithm is tricky, but the more you post on a regular basis, the more likely you are to get in front of a larger audience and see what works well. Aim to post 3-5 times per week so that you’re consistently staying in front of your followers. With each post, track the video views, engagement, and amount of time a viewer spends watching your video to get a better idea of how effective it is.

How often to post on Facebook

Post 1-2 times per day on Facebook.

Organic reach is down everywhere, but Facebook seems to be the hardest hit. Currently, the average Facebook page post engagement rate sits at less than 1%. These numbers aren’t expected to perk up anytime soon.

Our experts recommend posting 1-2 times per day on Facebook. This should help you stay present in the minds of your audience, but not go so far as to overwhelm their feeds.

But again, remember that quality matters more than quantity. Research shows that two great posts a week can generate solid engagement on your account.

How often to post on X (Twitter)

Post 2-3 times per day on X (Twitter).

Things move fast on Twitter. This news-centric platform means Tweets have a short lifespan. So, you’ll need to post a little more often than you do on other channels.

There are plenty of power users out there. Some accounts are posting 50 or 100 times a day. If you’ve got the time, we’re certainly not going to stop you. But, to keep your brand’s presence active and engaged on Twitter, you really don’t need to drop everything and commit to a full-time gig Tweeting.

In fact, for the general @Hootsuite channel (where the audience is followers, customers, and prospects), the Hootsuite team posts 2-3 times per day.

Life as a SMM: pic.twitter.com/WnMRGnRuWN

— Hootsuite Read More