We were recently asked this question by one of our clients and thought we’d share our findings and thinking behind this with you too - because sharing is caring!
But first, we want to take a quick moment to make sure you understand how posting frequency affects follower growth and engagement rate. In 2017, Tailwind conducted a study of over 100,000 Instagram posts and found that the more often you post, the more likes and followers you get.
Here’s the impact of posting more:
You can almost double your follower growth rate by moving from less than one post per week to 1-6 posts a week. You can more than double your follower growth rate again by moving from posting 1-6 times per week to once or more per day.
Social media is a terrific way to promote your brand and what makes it even more terrific is that it’s $FREE.99! Increasing your followers should always be a part of your overall goal when managing your social media accounts. -Having a larger audience leads to increased brand recognition, improved customer loyalty, more opportunities to convert your following into paying customers. Cha-ching!
Few other marketing mediums can make such claims but as any social media expert will tell you, there’s no point wasting time and energy sending out content if you don’t have an audience. That said, let’s get back to the question that is top of mind here.
So, you want to know often should you post on Instagram?
You probably already heard about the infamous Instagram algorithm and how it has changed all user’s organic reach a ton in recent years. Because of this change, freshness and genuine engagement with your followers more important than ever. If you are wanting to grow your following, it’s important to put yourself out there frequently and consistently. You won’t gain new followers if you only show up here and there. Posting frequently and consistently with valuable content will keep your loyal audience yearning for more and keep your brand on the forefront.
Studies have shown that major brands post on average of 1.5 times per day. Therefore, it’s recommended that you should aim to post on Instagram between one to three times per day. -But, we will warn you - while this is a general rule of thumb, before you start posting like crazy, posting multiple times a day may not be the best plan for you.
If you start by posting multiple times a day, and then slowly trail off to just a couple of posts per week, you will likely see your rate of user engagement decline. So, while it is best to post often, it is also important to be able to keep up with a consistent amount of posts. If you cannot commit to being able to multiple postings in a day, then it is better to do less and stay consistent. In other words, the best amount of posts for your account is the number that you can actually keep up with consistently.
Another rule of thumb that we think is super important to follow is that of “quality over quantity.” It is always, always, always better to post less often and have high quality content and photos than to post low quality content and photos frequently.
We recommend you upgrade your Instagram account to a business profile. Instagram will provide you with insights such as which posts were most popular, how many people you reached, impressions, where your followers are located and what times they view Instagram. All this information can be factored into your decision as to how often to post.
For us, our current strategy is to post 1.5 times a day 6 days a week. 1 post followed by a few Instagram Stories to help give our post of the day a boost in reach. (We’ll discuss this strategy further in a future post).
We determined this strategy by looking at our business insights and noticed that our lowest day of engagement based on our current number of followers Sunday. We also have done a little digging and found that Sunday is general is a low day of engagement on Instagram, so have opted to give ourselves a break for the day and save all our juicy content for the days that matter.
Managing your social media channels can be time-consuming and it certainly can be hard to compete with larger brands who have teams of people supporting them with large budgets to invest and play with. Find the frequency rhythm that works best for you and commit to it for even just one week and we guarantee you will see the benefits.
As always, if you have questions, please reach out to us - we’re here to help you think like a smart marketer, so your business can succeed!