The importance of consistent posting for social media creators

Importance of consistent posting header image An illustrated person sits and browses on their phone. Various social media icons float in the space about them.

As a social media creator (or social media influencer), one of your primary goals for social media is to grow your following in order to further monetize your content and expand your opportunities. While putting time and effort into your social media content is definitely an important factor in growing your page, consistency in posting is another key factor that is often overlooked.

Keep reading to find out why maintaining a regular posting frequency is essential in order to grow and monetize your social media.

But first...

Content Scheduler within Adobe Express allows you to create and schedule your social media content to publish to your social channels at your chosen time and date, allowing you to more easily maintain a consistent posting schedule.

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Why is it important for creators to post at least once a week?

Social media algorithms favor those who post consistently

Although every social media algorithm is a little different, all platforms agree that consistent (and frequent) posting is an important factor for ranking in the feed.

The goal of all social media algorithms is to make sure that their users are receiving the most interesting, valuable, entertaining, and relevant content in their feed. As a result, content that gets more engagement and follows will then get more reach and impressions, which will lead to even more engagement and follows — basically a social media snowball effect.

As a creator, it is also important to understand that those who have engaged with your content in the past, or are already following you, are likely to be shown any future content you post in the feed to see if they continue to engage with your page. As a result, maintaining a consistent posting schedule will allow you to keep collecting more followers and engagement, which will lead to a broader reach for your next round of posts.

Is there such a thing as posting too much? There is an optimum number of times to post per week and this varies by social media channel. Luckily for you, we’ve explained the ideal posting frequency for each channel below.

Optimum posting amount per social media platform:

Optimum posting amount per social media platform Grid showing the optimum posting amounts per social media platforms for Facebook, Twitter, LinkedIn, Instagram, TikTok, and Pinterest.


A study by Social Bakers conducted over a three-month period discovered that most global brands posted to Facebook once a day. This study also showed that posting only once a week could lead your audience to disengage and unfollow.

X (Formerly Twitter)

The ideal posting frequency for X is three times per day — but only if it’s high-quality original content. Keep in mind that if you have a high number of followers in a variety of time zones, you’ll need to spread out your publishing times to cater to everyone in your audience.


For LinkedIn, it’s ideal to post between two and five times per week and no more than once per day. LinkedIn’s algorithm is a little different from other social media platforms in that the lifespan of a feed post can be much longer. LinkedIn is also focused on providing users with content from a variety of pages and people. Therefore, if you post too frequently, not all of your posts will make it into the feed.


As Instagram continues to push Reels and lean into the popularity of video content, posting Reels one to two times per day will certainly help your content to be favored by the algorithm while still maintaining a flow of image or carousel posts once a day.


The TikTok algorithm works best for consistent and frequent posters. The ideal number of TikToks you should be posting is one to three times per day to remain a constant in people’s feeds.


Pinterest altered their algorithm in 2019 to prioritize “Fresh Pins” over re-pinned content. The optimum amount of posting on Pinterest is between four and ten times per day to get the maximum amount of engagement.

Further reading: How often to post to X, Facebook, Instagram, Pinterest

To maintain interest from your followers

Following an account on social media, especially if it belongs to an influencer or creator, is like subscribing to a newsletter. Following an account, as opposed to only engaging with some content, means that a user doesn’t want to miss future content from this account, and wants this account to reappear in their feed on a regular basis.

The second you lose consistency and don’t post for long periods of time, your followers will begin to question your value and may consider unfollowing you. Always remember that followers aren’t permanent. You must keep working hard if you want to not only grow your channel but maintain the following that you already have.

Creators and influencers looking to monetize their social content need to put a lot of their focus into maintaining and growing their audience to appear valuable to brands for partnerships and sponsored posts; after all, nobody wants to partner with an influencer who doesn’t have an audience to influence. Creators and influencers also benefit from a large following in selling their own merchandise or products, as well as encouraging purchases from any brands with which they are affiliated.

To keep relationship building with your audience

Every time you post on social media, it’s an opportunity to strengthen the relationship you have with your audience. Every time you share some interesting news or inspiration, you have the potential to spark conversation. Every time you use social media to promote your products or services, you increase your brand awareness, and your chances of selling something. Every time you share something about you, you help your audience to feel more connected to you on a personal level.

With 61% of consumers indicating that they trust the product recommendations they get from influencers, there’s a huge potential for all creators and influencers to monetize their social media presence. However, this trust cannot be built through inconsistency.

Posting content on social media less than once a week is not enough to build a strong relationship with your audience. Social media moves fast, and your audience is already following hundreds or thousands of other social media accounts across a variety of channels. If you’re not posting at the very least weekly, the harsh truth is that you’ll probably be forgotten in a number of days.

Quote from text Quote on pink background "Trust cannot be built through inconsistency."

To avoid looking inauthentic

Posting consistently on social media shows your following that you are committed to creating content and providing them with a source of interest and entertainment. Those who post sporadically, especially if they are only posting promotional or sponsored content, will lose trust from their audience overtime. This is because it can appear as if they’re posting for ulterior motives — such as wanting attention or to only make money — and not because they have a genuine interest in connecting with their audience or sharing their life on social media.

The second you lose your audience’s trust is the moment you lose your power to influence. The moment you lose your power to influence, you lose your followers, and any chance of monetizing your content with that influence.

Simplifying your approach to social media with Adobe Express

It’s true — social media can be intimidating if you’re just getting started. But rest assured, the hardest part is getting started at all. Maintaining a consistent posting schedule is one thing that should come easily with the help of Content Scheduler within Adobe Express. Content Scheduler allows you to plan out your social media posts for the foreseeable future and schedule them to publish automatically to your social media channels at your chosen times and dates. As a result, you can prepare a week, a fortnight, a month, or even more content in one sitting, and then sit back and relax as Content Scheduler publishes for you and keeps you looking active on your social media channels.

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Further reading: Three new ways to grow your social channels