Elevate your hand when you’ve ever puzzled how usually to publish on social media?
You’re not alone. Put up an excessive amount of and also you threat overwhelming your viewers (and your workforce). Too little and also you would possibly miss well timed alternatives or slip off their radar.
So what’s the “proper” cadence? Our 2025 Content material Benchmarks Report reveals that scaling again your publishing quantity can create room for extra distinctive, high-value content material. And the Sprout Social Index™ discovered that earlier than folks hit “observe,” they care extra about originality and the way you work together with them, over what number of instances you publish.
If you happen to’re on the lookout for arduous numbers to information you, preserve studying. Our knowledge science workforce analyzed almost 3 billion messages from 1 million public social profiles to search out the trade common for the networks you—and your viewers—care about most.
How usually to publish on social media for enterprise in 2025
Business common: 9.5 posts per day
Don’t fear, social media managers—that’s throughout all platforms, not per channel.
This quantity is down from 11 posts per day in 2022, persevering with a gradual decline over the previous couple of years. It’s a transparent sign that manufacturers are embracing a ‘high quality over amount’ method to social.
It’s precisely the type of shift digital advertising skilled Ann Handley celebrated in her latest LinkedIn breakdown of our knowledge. She referred to as “posting much less” an influence transfer that offers groups room to create extra significant, resonant content material.
Understanding how usually to publish on every platform may help you focus your efforts, prioritize channels that matter most and construct a social media plan that works in your targets.
Within the following sections, you’ll discover the typical posting frequency benchmarks for every main social media platform, backed by contemporary 2025 knowledge. Bear in mind these are trade averages. Your posting candy spot is determined by your viewers, trade and sources. Use these numbers (and the very best instances to publish on social media) as a place to begin, then take a look at and refine to see what works greatest for you.
How usually do you have to publish on TikTok?
TikTok recommends: 1-4 instances per day
Whereas we don’t but have our personal posting frequency knowledge for what number of instances to publish on TikTok (keep tuned), TikTok’s official steering is one to 4 posts every day. In actuality, most manufacturers publish far much less. A 2024 RivalIQ report discovered the typical is about two movies per week.
That hole displays the strain between what the algorithm favors and what’s sustainable for advertising groups. A number of posts a day offer you extra alternatives to check codecs, sounds and themes. However with out a clear content material technique, it’s simple to burn by means of concepts with out constructing momentum.
Our suggestion? Tie your TikTok posting cadence to marketing campaign goals. Each publish ought to have a job, whether or not that’s fueling a launch, sparking dialog or testing inventive earlier than a paid push.
Past posting frequency, listed here are a couple of TikTok advertising musts for 2025:
- Optimize for search: Our Q2 2025 survey discovered that Gen Z now turns to social earlier than Google or conventional search engines like google and yahoo. Use key phrases in captions and textual content overlays to make your content material extra discoverable.
- Go deep into area of interest communities: Hashtag hubs like #FinTok or #CleanTok are highly effective entry factors for constructing relevance and authority.
- Use social listening for insights: Instruments like Sprout Social can floor trending conversations in your trade, serving to you leap in early and create content material that resonates.
How usually do you have to publish on Instagram?
Business common: 1-2 posts a day
With greater than two billion month-to-month lively customers, Instagram remains to be one of the common social networks round. And in response to our 2024 Social Media Content material Technique Report, half of these customers work together with manufacturers at the least as soon as a day.
Despite the fact that it’s a crowded area, you don’t have to publish each hour to be heard. So far as what number of instances to publish on Instagram, 1-2 instances a day is the typical. However this will fluctuate by firm measurement. For instance, enterprise manufacturers publish 54% greater than mid-size corporations, doubtless as a result of they’ve extra sources to assist this quantity.
Right here’s make your Instagram posts rely in 2025:
- Flip product tags into purchases: Instagram is the highest platform for product discovery, with 61% of social customers discovering their subsequent buy right here, in response to The 2024 Social Media Content material Technique Report. Use social commerce options like Retailers and hyperlink stickers to show inspiration into gross sales.
- Lead with short-form video: Amongst model content material, customers are almost definitely to interact with brief movies—and the shorter the higher. Reels below 15 seconds usually earn probably the most consideration.
- Diversify your content material: Static photographs nonetheless maintain their very own alongside video, so combine them into your calendar for selection and steadiness.
- Associate with the precise creators: Instagram is the highest platform customers use to interact with influencers. Gen X and Millennials are almost twice as doubtless as Boomers to interact with influencers right here, making it a robust area for focused campaigns.
How usually do you have to publish on Fb?
Business common: 5 posts per day
With just below 3 billion month-to-month lively customers, Fb nonetheless dominates the digital area.
Our Q2 2025 survey discovered that 87% of customers have a profile, and almost half (44%) work together with model content material every day. It’s additionally the highest platform for customer support, with 55% of customers utilizing it to contact manufacturers.
The trade common is 5 posts per day, which is a excessive bar for many groups. To hit that quantity sustainably, take into account constructing a repurposing workflow. Flip one video right into a textual content replace, a picture quote and a brief clip. Additionally combine in curated content material and user-generated posts to lighten the load.
Listed here are a couple of tips about staying forward within the Feed:
- Lead with text-first content material: Of all model publish varieties, customers are almost definitely to interact with textual content posts, in response to The 2024 Social Media Content material Technique Report. Sure, much more than short-form video or static photographs.
- Make buyer care seen: Since Fb is the go-to social channel for service inquiries, use well timed, public responses to construct belief and loyalty.
- Faucet into present occasions: Fb stays the most well-liked social community for information and present occasion updates. Add your model’s perspective to trending matters to spice up visibility and engagement.
How usually do you have to publish on LinkedIn?
Business common: 1 publish per day
LinkedIn has advanced from a strictly enterprise bulletin board into a spot the place skilled updates meet private reflection. It’s now a platform the place employer branding, thought management and real neighborhood constructing all stay aspect by aspect.
Most manufacturers publish not more than as soon as per day, and in response to Copyblogger, 91% of LinkedIn creators publish at the least as soon as each three days. Enterprise Insider’s skilled consensus? Two to 5 posts every week strikes the precise steadiness. It’s sufficient to remain seen with out oversaturating your viewers.
Questioning what to publish on LinkedIn? In response to The 2024 Social Media Content material Technique Report, the #1 approach social customers need manufacturers to point out up on LinkedIn is by sharing academic product data. That would imply:
- A brief carousel breaking down a brand new characteristic launch
- A textual content publish with data-backed insights out of your product workforce
- A brief video displaying how prospects use your product in actual life
Extra suggestions for maximizing your LinkedIn presence:
- Prioritize textual content and static photographs: On LinkedIn, these posts nonetheless see probably the most engagement, so preserve them in your content material combine.
- Check out LinkedIn video: Native video uploads are up 45% year-over-year, in response to LinkedIn insights. Maintain them brief (15–30 seconds) and sound-off pleasant with captions or on-screen textual content. Seventy-nine p.c of LinkedIn movies are considered with out sound.
- Mix training and leisure: Sixty-six p.c of social customers say “edutainment” is probably the most partaking model content material, even outperforming memes or serialized posts.
- Interact strategically: In response to Enterprise Insider, feedback can earn as a lot visibility as posts. Spend 15–half-hour a day including considerate feedback to others’ content material and responding rapidly to feedback by yourself—particularly inside the first hour.
How usually do you have to publish on X (Twitter)?
Business common: 2x Tweets per day
The birthplace of the hashtag stays a go-to platform for developments and rising information tales.
X’s fast-moving feed nonetheless rewards timeliness, however that doesn’t imply it’s essential publish continuously. In 2022, manufacturers averaged three to 4 Tweets a day. Now the trade common is simply two.
You additionally don’t want so as to add too many bells and whistles to your content material right here. X’s conversational, “stream of consciousness” nature makes it a straightforward place to create lighthearted posts with out sacrificing your voice or model persona.
Listed here are some extra tricks to get probably the most out of your posts and time:
- Lead with concise, visible posts: Customers are almost definitely to interact with model textual content posts and single photographs. Single-image posts make up 47% of brand name content material throughout industries.
- Experiment with short-form video: Video posts on X have grown by two proportion factors since 2023. To maximise attain and engagement, preserve clips below 30 seconds, add captions for sound-off viewing and use a powerful hook within the first few seconds.
- Cross-post with intention: Repurpose high-performing Tweets, like relatable or meme-based posts, on Instagram or TikTok to increase their lifespan and attain.
- Be a part of the dialog early: Faucet into trending matters whereas they’re nonetheless gaining traction, particularly round information or cultural moments related to your viewers.
- Make buyer care seen: In response to inside X knowledge, 80% of social customer support inquiries begin on the platform. Use social listening to identify model mentions—tagged or not—and reply rapidly to construct belief.
How usually do you have to publish on Pinterest?
Business common: 1x every week
Pinterest is the place folks go to dream large, plan little joys and gather concepts that make life higher. Figuring out this, it’s no shock that the 2024 Social Media Content material Technique Report revealed that 51% of all social customers say Pinterest feels extra constructive than different platforms. Amongst Gen Z, that quantity rises to 60%.
In 2022, we advisable posting on Pinterest as soon as a day. For 2025, that’s shifted to as soon as every week. Why the change? Pinterest’s Enterprise weblog places it merely: “Concentrate on the content material itself.” A single, high-quality, contemporary Pin can preserve driving visitors for months, so the emphasis ought to be on creating content material value saving and sharing—not hitting a excessive quantity.
Listed here are a couple of tricks to make your Pins rely and stand out:
- Use the precise key phrases: 97% of prime Pinterest searches are unbranded, making the platform an enormous discovery engine. Weave related key phrases into your Pin titles, descriptions and alt textual content so folks looking for concepts can discover you first.
- Encourage and educate: These are the highest causes folks work together with manufacturers on Pinterest, in response to The 2024 Social Media Content material Technique Report. Present your product in sensible settings, supply how-tos or share concepts that spark creativity.
- Faucet into aspiration: Pinterest is the web’s imaginative and prescient board. Individuals use it to plan all the pieces from weddings to weeknight meals. Align your content material with these moments by offering sensible, inspiring sources for planners and dreamers alike.
- Leverage developments: Use Pinterest developments to determine seasonal and cultural moments your model can authentically be part of. Well timed, trend-aligned content material can rapidly achieve traction in search outcomes.
Discover your model’s very best posting frequency
Figuring out how usually to publish on social media is only one a part of your technique. Your content material nonetheless must be high-quality and related to your viewers. However nailing the posting frequency that works for you’ll be able to enable you to stand out with out being spammy. That is the place entrepreneurs can leverage social media scheduling instruments, like Sprout Social, to optimize posting frequency and save time.
You understand the reply to “how usually do you have to publish on social media?” The next step is to experiment with these averages to search out out what your frequency candy spot is.
How we gathered the information
We perceive that these stories can increase questions on simply the place the information is coming from. That’s why we wish to be clear concerning the knowledge we pulled and the way we obtained right here.
The insights on this article come from a mixture of trusted exterior statistics and authentic Sprout Social analysis, together with:
- 2025 Content material Advertising Benchmarks Report: We analyzed almost 3 billion messages from 1 million public social profiles lively between February 1, 2024 and January 31, 2025. This knowledge covers posts from Fb, Google My Enterprise, Instagram, LinkedIn firm pages, Pinterest, TikTok, TripAdvisor, and X.
- 2024 Social Media Content material Technique Report: Performed on-line by Cint on behalf of Sprout Social, this analysis included 4,400 customers throughout the US, Canada, UK, Eire, and Australia—every with at the least one social media account and following 5 or extra manufacturers.
- Pulse Surveys: Run on-line by Glimpse, a worldwide market analysis agency, on behalf of Sprout Social. Individuals included each social media customers and entrepreneurs throughout the US, UK, and Australia.
Now’s the time to check your content material calendar. Are you posting on the proper frequency in your viewers? Begin your free trial of Sprout Social and uncover your greatest posting frequency on social media at present.
