PostEaseThe short answer
As a starting point: three to five feed posts a week on Instagram, two to five a week on TikTok and LinkedIn, once or twice a day on a Facebook Page, once a day or more on Threads, two to five times a day on X if each post stays worth reading, about one long video a week on YouTube, and at least one Pin a week on Pinterest.
Above any single number, keep a rate you can hold. Buffer’s 2026 frequency guide cites its analysis of more than 100,000 users, which found that regular posting went with five times more engagement. A pace you drop after a month does less than a slower one you keep.
Every platform in one table
Each row is word for word from the platform’s own post, which sets out the studies in full: Buffer’s analyses of millions of posts, Hootsuite’s and Sprout Social’s recommendations, and AIR’s study of 18,000 YouTube channels.
| Platform | How often | The main evidence |
|---|---|---|
| Three to five feed posts a week | more than doubled the follower growth rate of one or two | |
| TikTok | Two to five times a week | up to 17% more views per post |
| Two to five times a week | about 1,182 more impressions per post | |
| Once or twice a day for a Page | the median at 35 posts a month | |
| Threads | Once a day or more if you can | About 42% more engagement when you reply |
| X | Two to five times a day if you can keep them good | Sprout Social finds brands average two |
| YouTube | Once a week is a sound default | 2 to 5 long videos a month in most |
| At least once a week, every week | brands now average one Pin a week |
Why the numbers differ so much
The platforms move at different speeds. X and Threads are fast feeds, and the accounts that do well there post several times a day. YouTube and Pinterest are searched: Pinterest shows Pins by engagement and topic rather than date, and a searchable video keeps being found, so one good upload a week can outlast a day of quick posts. Instagram, TikTok and LinkedIn sit between the two.
The studies also measure different things. Buffer’s Instagram figure is follower growth; its TikTok figure is views per post; its LinkedIn figure is impressions per post. Each platform’s post explains what was measured, so you can weigh it against the goal you have.
How to choose your own rate
Use the table as a ceiling to grow toward, not a floor to start at:
- Start at the low end of the range on the one or two platforms that matter most to you.
- Hold it for a month before adding more, so the habit holds before the load grows.
- Batch the making: plan topics once, make a week or two of posts in one sitting, and schedule them.
- Watch your own median, not someone else’s average: compare each post with your usual result.
- Add frequency only where the extra posts are as good as the ones before; a weaker post can lower the average.
- Count a post shared to several platforms once on each: every copy needs its caption, length and shape fitted to where it goes.
Keeping the rate without posting by hand
A rate is easier to keep when the posts are made ahead and go out on their own. In PostEase, one post can go to every channel you connect, each checked against that platform’s limits, and the calendar puts every channel’s posts side by side, so a quiet week shows. The free plan includes every channel.
Questions
How often should you post on social media?
It depends on the platform: three to five feed posts a week on Instagram, two to five on TikTok and LinkedIn, once or twice a day on a Facebook Page, once a day or more on Threads, several a day on X, about one long video a week on YouTube and at least one Pin a week on Pinterest.
Is posting every day too much?
On Facebook, Threads and X, daily posting is normal or below the recommendation. On Instagram, TikTok and LinkedIn, the studies find gains from more posts, but by less each time, so daily posting only helps if each post stays as good.
Does posting more get you more followers?
On Instagram, Buffer found three to five feed posts a week more than doubled the follower growth rate of one or two, and more posts kept helping by less each time. Consistency matters as much as volume: regular posting went with five times more engagement in Buffer’s data.
What if I cannot keep up with these numbers?
Post less, steadily. A rate you keep for months does more than a high one you drop, so start at the low end on one or two platforms and add more once it is a habit.
Sources
- Buffer, How often to post on social media in 2026: a data-backed guide, January 2026.
- Buffer, How often should you post on Instagram? What data from 2 million posts tells us, August 2025.
- Buffer, How often should you post on TikTok? Data from 11 million+ posts, October 2025.
- Buffer, How often should you post on LinkedIn? Data from 2 million+ posts, August 2025.
- Hootsuite, How often to post on social media, April 2025.
- Sprout Social, How often to post on social media, August 2025.
- AIR, How many videos per week on YouTube: data study by niche and channel size, June 2026.