Social Posting: What’s Too Much and What’s Too Little?

Posting on social media takes Goldilocks-like sensibilities. No, we’re not suggesting that your social media strategy is child’s play. In fact, having a well-developed social media presence is a critical part of running a successful business in the digital age.

Instead, what social media experts prescribe is a not-too-much, not-too-little approach to running your social channels.


So how do you achieve that “just right” sweet spot when posting on social media? That’s what we’re about to unpack.

General Rules for Posting on Social Media

Every business is different. In fact, let’s make that rule #1. Keep it in mind as you continue reading.

What do we mean by that?

Start with these tips and times as a baseline, but make sure you’re checking your insights and analytics regularly to see how your particular audience compares. Make adjustments so you’re posting the right kinds of content when they’re most active

The next two rules may seem obvious. But they’re worth repeating.

1. Post consistently. The more consistently you post, the less the frequency matters. That may sound like a bold statement to make in a post that’s all about how often you should post on social media, but we stand by it. Why? Because the absolute worst thing you can do is give your social media followers the silent treatment. It’s the equivalent of ghosting. Better to post at a pace you can actually manage without burnout.

2. Make sure your content is high quality. Again, posting too much won’t be an issue if the content you’re sharing is truly high quality. The more engaging your social media posts are the more likely your followers are to take notice.

How Often to Post Per Platform

Before we launch into the specifics of how often to post on different social media channels, we’d like to take an opportunity to give some sage advice.

Don’t try to be a star on each one.

Your audience is likely to be more active and engaged on one of two platforms. Put your effort there.

That’s not to say you can’t or shouldn’t have a profile on each of the five major players. (You absolutely should.) However with your limited marketing resources we recommend focusing on one or two or hiring a digital marketing agency to post for you.

Here’s how often to post on each of the most popular social media sites:

  • Facebook: HubSpot recommends posting on the king of all social media platforms 1-2 times per day. Of course, some of that depends on the size of your follower count. Typically, oversaturating them with content will cause your Facebook audience to tune you out, hide your posts, or worse, give you the old unfollow.
  • Twitter: Life moves fast on this microblogging platform. Most experts say posting between 5-10 times a day is the best way to get in front of the majority of your audience. Check your analytics to see when you have the most eyes on your posts and try to spread them out accordingly.
  • Pinterest: The social media buffs at Buffer recommend posting on Pinterest up to 30 times a day. If that sounds like a lot to you, start small. Once you get in the habit of posting 5-10 pins a day you can work your way up for more exposure.
  • LinkedIn: By their own admission daily posting on LinkedIn tends to yield the best results. Remember to keep the content business professional – think case studies, industry news, company milestones, etc.
  • Instagram: Posting to your feed 1-2 times per day is best for the ‘gram. If you have additional content to share, consider making updates to your stories to keep from overwhelming your followers. 

When it comes to social media, you don’t want to seem like you’re yelling or whispering. Talking in a consistent, conversational tone will help you keep a pace that encourages all variety of Goldilocks type followers to hang on your every word.

Want us to do the posting for you? Let’s chat!