How often to post to X, Facebook, Instagram, LinkedIn, TikTok, and Pinterest.

Summary/Overview

While quality content is the most important factor in growing your social media presence, posting consistently is the secret to making sure your audience actually sees it. A strong posting strategy helps you stay visible, consistent, and relevant in today’s ever-changing social landscape.

This cheat sheet will help you keep track of how frequently you should post across the biggest platforms: X, Facebook, Instagram, Pinterest, LinkedIn, and TikTok. Whether you’re looking to grow a following or increase engagement with your community when they’re most active, here’s what you need to know.

Key takeaways

To maximize reach and engagement across social media, it's essential to tailor your posting frequency to each platform’s unique audience behavior and algorithm preferences. Here's a breakdown of recommended cadences:

• Facebook: Aim to post 3–7 times per week, ideally once daily and no more than twice a day to avoid oversaturation.
• Instagram: Maintain visibility by sharing 1–2 Reels per day, complemented by 3–5 feed posts weekly to balance short-form video and static content.
• X (Twitter): Stay active with 1–2 posts per day, and prioritize real-time engagement in trending conversations to boost visibility.
• TikTok: Keep pace with the fast-moving feed by posting 1–4 times daily, ensuring consistent presence and experimentation with content styles.
• Pinterest: Focus on consistency over volume, pinning 3–10 times per day to maintain relevance in search and discovery.
• LinkedIn: Share 2–5 posts per week, preferably during business hours, to align with professional browsing habits.

How often should you post on social media?

If you’re managing multiple platforms, here’s a quick rule of thumb:

• Post consistently, not constantly.
• Aim for 1 post per platform per day (or every other day) as a sustainable baseline.
• Scale up on high-growth platforms like TikTok or Instagram Reels if you have the resources.
• Don’t post just to post — quality beats quantity every time.

How often should you post on Facebook?

• Aim to post 3–7 times on Facebook per week (about once a day, twice max).

Posting once or twice each weekday and once over the weekend has proven to be a solid Facebook strategy. Using this schedule establishes you as a regular presence in your followers’ lives, while not bombarding their feeds with low quality content. In fact, posting more often could cause you to lose potential customers or followers — while users enjoy interacting with their favorite brands, they also want to see what their friends and family are up to. Scheduling posts for between once a week and once a day tends to be the steadiest strategy for most brands.

Tip: Boost your reach by mixing in video on Facebook Reels and Stories, which Meta is prioritizing heavily.

Finetune your feed with this easy reference guide to the best and worst times to post on Facebook.

How often should you post on Instagram?

• You should post 1–2 Instagram reels per day.
• 3-5 feed posts per week.

Instagram’s heavy push for video content lately has skewed stats for post popularity between image posts and video content like reels. Posting one or two reels per day at strategic times, as well as utilizing trending reel audio and hashtags will help push your posts to the top of your followers’ feeds. Ideally you should post at least one photo per day, but how often you post depends more on your goals and your brand. What matters most for staying on top of the algorithm is consistency — establish a few set time windows and post regularly during those times.

Instagram’s algorithm has changed dramatically over the last few years. Keep up with the frequent changes by using this guide to the best and worst times to post on Instagram.

Tip: Use trending audio and hashtags on Reels to give your posts a boost.

How often should you post on X (Twitter)?

• Aim to post 1–2 times a day on X.

X is the easiest platform to jump into real-time conversations, but posting more than twice daily can lead to a drop in engagement. Replying, re-sharing, and engaging with trending topics is just as valuable as posting original content.

Tip: Independent conversations (like replying to comments) often outperform scheduled posts in building community.

Check out our full guide to the best and worst times to post on X to further refine your channel strategy.

How often should you post on TikTok?

• You should post 3 times per day on TikTok.

Producer and streamer Kat Pan (@katliente) recommends posting three times per day on TikTok. We’d go with her advice, as her TikTok follower count just hit approximately 500,000. Otherwise, TikTok for Business suggests dropping new posts one to four times per day to keep up with their constantly replenishing feed. Specific timing for your posts doesn’t seem to matter as much as on other social platforms since TikTok’s algorithm primarily rewards those who post more frequently. Keeping this nuance in mind, you’ll still want to read our advice for the best and worst times to post on TikTok.

Tip: Focus on quality over quantity to avoid burnout. Experiment with different video lengths and trending formats to see what sticks.

How often should you post on Pinterest?

• Aim to post or pin to Pinterest 3–10 times per day.

For maximum engagement, post between four and 10 times per day. If you can’t keep up with publishing 10 new pins a day, set up the most humane schedule. Like with all social media platforms, Pinterest engagement favors consistency, so find a schedule that works for you and stick to it.

Start pinning your dream content with help from this easy guide for the best and worst times to post on Pinterest.

Tip: Use scheduling tools to batch-create content and drip it out evenly throughout the day.

How often should you post on LinkedIn?

• Try posting 2-5 times per week.

LinkedIn suggests posting once per business day, or five times a week, to reach your audience and maintain a steady level of engagement with fellow working professionals. Seeking out job opportunities, sharing informative articles, posting reflections on your experiences, and connecting with others in your field are among the most engaging content on a typical LinkedIn feed.

Engagement can drop significantly after your first daily post, so make sure you’re posting what’s most important to you and keep it at that. Unsurprisingly, the posts that perform the best are published during typical business hours, so make sure you’ve scheduled your posts in line with this guide to the best and worst times to post on LinkedIn.

Tip: Post during business hours for maximum visibility in your network’s feed.

Keep up the quality

At the end of the day, what matters most is posting high quality content that best represents you or your brand. Vivid images, captivating videos, thought-provoking quotes, and useful facts can pull in more followers to your social media accounts and increase your customer base. Solidifying your posting timelines can be crucial with expanding your engagement. Users tend to respond better to higher quality posts that are equally spaced than to frequent and repetitive posts that are promotional rather than personable.

Treat each one of your posts — regardless of whichever platform you’re using — as an opportunity to re-introduce yourself to your followers, start a new conversation, and drive engagement toward further growth for your brand. Finally, try the Adobe Express Content Scheduler to plan, preview, post, and schedule social media content on your newly optimized schedule.

Take the guesswork out of posting. With Adobe Express you can plan, preview, and publish content across platforms — all from one place.

Try Adobe Express today

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