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How Often Should You Post on Social Media?

Jan 22, 2020

Bombarding your audience with too much content is a surefire strategy to lose followers on your social media pages. Mass-producing content like a soulless industrial factory runs you the risk of spreading yourself too thin and compromising the quality of your content.

Instead, pour your efforts into creating high-quality content. With consistency. Even if it means posting less. The more valuable your audience perceives your content, the better they will perform.

Now the tricky part. Exactly how many times a week (or day) should you be posting on your social media pages? How about for each platform? As usual, the answer is it always depends.

Marketers have done tons of research in their quest to determine an optimal posting frequency for each social media platform. To save you the trouble of combing through all this juicy data, we’ll be sharing our own recommendations—rule-of-thumb practices we came up with based on our own research and from our personal experiences of working with various clients.

A caveat: these practices are simply starting points if you’re clueless where to start. Every brand will have their own unique needs, audience, and strategy, and the only way to find the most optimal strategy for your brand is to constantly experiment, test, and tweak your strategy as time goes by.

Facebook is probably the most used social media platform in the country. Filipinos most commonly use Facebook for socializing, staying up to date with news, and engaging with brands they love.

For most brands, posting 3-4 times a week is a good range to start with, especially if your follower base has yet to grow. Posting too many times with too few followers may be a futile endeavor—you put all that effort into creating content, only to reach a limited audience.

Once you’ve grown a dedicated following and an everyday presence on social media becomes even more of a priority for your brand, you can even start posting once a day like what the big brands do.

When people want something beautiful to look at, they turn to Instagram. It’s also the best platform for targeting a Gen Z audience. If a big part of your brand’s identity is visually appealing content, stunning photos, or creative graphics, then having a presence on Instagram is a must.

Because people consume content on Instagram so quickly, you can afford to post more on the platform so long as each post stays as visually appealing as the last.

We generally recommend the same posting frequency as Facebook: 3-4 times a week and a maximum of once 1-2 posts per day (unless you have an event) once your brand grows. Any more than that and you might want to consider using Instagram stories instead.

Twitter is vastly different from other social media networks. It was designed for instant, bite-sized updates, and people often turn to Twitter to see what their social circles are up to, real-time information on current events, and a plethora of viral content replenishing every single day. On top of that, content turnover is crazy fast.

Posts that brands feature on their Facebook or Instagram accounts just don’t seem to do as well on Twitter. So unless you release constant updates or if your brand has an uncanny knack for hijacking social media trends and creating viral posts, we recommend focusing your efforts elsewhere.

1-2 tweets a day (or about 10 a week) should be a good sweet spot. Some accounts, like media outlets, may even tweet as many as 50 times a day. It’s a platform that’s more forgiving when it comes to posting more frequently; just make sure each tweet gives value to your audience so they don’t come off as spammy.

Although not as widely used in the Philippines as a social media platform compared to other countries, LinkedIn has features that work similarly to popular social media platforms (engagement, content creation, etc.).

Although not as widely used in the Philippines as a social media platform compared to other countries, LinkedIn has features that work similarly to popular social media platforms (engagement, content creation, etc.).

Many businesses, especially B2B, use LinkedIn to promote their brand. But instead of posting entertaining and lifestyle-slanted content, these businesses create valuable content for their audiences—industry secrets, expert advice, and personal stories about their business. 

If you’re a thought leader really dedicated to offering your readers valuable content on the daily, posting once a day is completely acceptable. For most brands, 1-3 times a week should suffice.

Not Sure Where to Start?
If you’re still seeing zero results even after you’ve spent hours creating and polishing your page’s content, don’t be discouraged! Posting killer content and growing your brand on social media is a challenging, gradual, and eventually rewarding process. If you still don’t know where to start, Dot Digital PH can help you create a social media strategy tailored precisely to your brand’s needs. Contact us here and schedule a call with us to find out how we can grow your social media presence!

Dot Digital PH is a digital marketing agency based in the Philippines. We offer social media marketing, web design and development, content creation, pay-per-click ads management, and digital marketing strategy and consultancy.