How Often Should Your Business Post on Social Media?

Short answer: However often you can do it consistently for 90 days.

Stopping and starting kills your reach faster than posting the “wrong” number of times. So before you worry about the algorithm... build something you can actually stick to.

Quick-Reference: 2025 Posting Benchmarks

Platform	Bare Minimum "Always-On"	Baseline Consistency	Sweet Spot (Before Diminishing Returns)	Great Jersey Example
Facebook	1 x wk	2 – 3 x wk	5 – 7 × wk (≈ 1/day)	Bean Around the World
Instagram Post	1 × wk	2 – 3 × wk	3 – 5 × wk	Voisins
Instagram Reels	1 reel / wk	2 – 3 reels / wk	3 – 5 reels / wk	Cargo Coffee
LinkedIn Page	1 × fortnight	1 × wk	1 × day (max)	Digital Jersey
TikTok	1 video / wk	3 – 5 videos / wk	1 – 3 videos / day	Jersey Seafaris

Source: Hootsuite, LinkedIn, and Reddit's 2025 data (Sweet spot = where most small businesses see strong reach vs. effort.)

My take? Start at the low end. Scale only if quality holds.

Why Consistency Beats Quantity

Here’s what most people forget:

• Algorithms test each post on a small sample first. Erratic schedules = smaller test groups.

• Your followers expect rhythm. No-show = quiet unfollows.

• Two great posts > 20 weak ones. (Yes, even if one has a trending audio.)

Bottom line: Post as often as you can share something genuinely helpful, valuable, or entertaining. Then stop.

Build Your Minimum-Viable Schedule (in 15 min)

Step	What to do	Time
1. Inventory reality	How many hours? Who’s responsible? (Bonus points if they enjoy it).	3 min
2. Pick channels	Core = where customers lurk. Support = lazy reposts.	4 min
3. Set your starting point	E.g. core → 3 posts/wk. Support → 1 post/wk (or press “share” and walk away).	5 min
4. Calendar it	Block slots in the calendar. Choose a time when the creator feels most creative.	3 min

Once you've done this once, you'll have a system in place that removes all friction from posting. Instead of asking a million questions every time you feel the need to post, you'll have just one - 'are we following the process?'

The 3-Hour-a-Month Content Calendar (Demo)

Time Block	What Happens
Hour 1 – Plan	Review last month's top performer Map 3–4 new post ideas to goals (promo, proof, personality) Draft quick headlines in a spreadsheet
Hour 2 - Create	Batch visuals (photos, Reels, B-roll) Write captions + CTAs Drop assets into your scheduler
Hour 3 - Polish	Proofread Add alt-text + hashtags Schedule at peak hours (Mon–Thu, 10am–1pm local)

Can’t find three hours in a row? Break it into 30-minute chunks.

Common Pitfalls to Dodge

• All sales, no value Aim for a 4:1 ratio of helpful or interesting content to promotional posts.

• No tracking = no learning: If it doesn’t sell, it’s just expensive art. If you’re not measuring impact, you’re guessing - and wasting budget.

• Ghost scheduling Set-and-forget ≠ engagement. Budget 10 minutes per day to reply.

• Chasing likes Focus on reach-per-post and clicks-to-leads, not vanity metrics.

• Ignoring insights After 30 days, drop your worst time slot and test something new.

Metrics That Actually Matter

Metric	Why It’s Useful
Reach per post ÷ follower count	Tracks how well the algorithm likes you over time
Saves (IG) / Reposts (LI)	Indicates genuine value (not just passive likes)
Click-to-lead rate	Ties content directly to pipeline
90-day follower retention	Detects overposting fatigue or content drift

10 second summary

• Consistency beats chaos

• Pick one channel to focus on

• Stick to a rhythm for 4 weeks

• Track what works - and do more of it

Got 30 minutes right now? Open your calendar, schedule your next 3 posts - and if you want help, book a free Clarity Content Audit. Let’s map out a rhythm that works for you.

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James Logue is a Jersey-based marketer with 10+ years’ international experience leading marketing for SMEs. He runs Clarity Digital, helping businesses become the brand AI mentions first. Updated: 22 September 2025.