How often should I post on social media for marketing purposes?

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When it comes to social media marketing, there is no one-size-fits-all answer to how often you should publish your material. The frequency and cadence of your posts should be dictated by your specific marketing goals. But there are a few general guidelines you should consider to ensure your social media publishing is effective.

Consider your audience

Consider how active your audience is on social media and how much content they tend to engage with. If you're targeting millennials, for example, you'll need to publish more frequently than if you're targeting baby boomers.?

Keep in mind that your posting frequency can mean the difference between inspiring and annoying your audience. According to the Sprout Social Index, 74% of consumers think just 1-2 posts a day is ideal for most brands.

“Be tactical. You can't post 20 times one day and then go a week and not post at all. You have to be consistently out there … not so much that you overwhelm people, but they need to know that you're there. Be a constant source of great content.”

—Guy Kawasaki is the chief evangelist of Canva, a graphics design online service and an executive fellow at the Haas School of Business at UC Berkeley.

Follow industry demands

If you're in a fast-paced industry, such as news or fashion, you'll need to post more frequently to stay relevant. A good rule of thumb is to post at least once a day, if not multiple times throughout the day.

On the other hand, if you're in a slower-paced industry, you can get away with posting less often. A couple times a week should be sufficient.

However, even if you're in a slower-paced industry, you may still need to post more frequently if you're targeting a younger demographic.?

Think about the timing

Each social network has its own posting dynamics. A publishing schedule that’s ideal for Twitter may not be best for Facebook. Consult resources on the best times to post for each network. And if you're targeting a global audience, you'll need to take into account different time zones.?

“Start building out your own editorial calendar. Make sure it is actionable and facilitates an efficient process, rather than creating more questions. Some tools with calendar functionality like CoSchedule or Hootsuite allow you to schedule your social media posts directly from the calendar itself for a more streamlined publishing…Become faster, more organized and more effective in reaching your objectives.”

Brian Honigman is a marketing consultant and adjunct professor at Kellogg School of Management. He has over 10 years of combined experience in content, digital strategy and career coaching.?

Consider your goals

Consider how your social media posting cadence fits into your overall marketing strategy. If your goal is to generate leads and attract prospects, you'll need to post more frequently than if your goal is to build brand awareness.

Explore more

• Social Media Marketing Foundations by Brian Honigman for LinkedIn Learning
• Social Media Marketing Tips Every Business Should Be Using by Jason Hall for Forbes
• The Social Media Frequency Guide: How Often to Post to Facebook, Twitter, LinkedIn And More by Kevan Lee for Buffer
• How Often to Post on Social Media by Carly Hill for Sprout Social

How this article was made: This article is a beta test. It was created by having an AI generate an initial answer to a question. The response was then fact checked, corrected, and amended by editor Anamaria Silic. Any errors or additions? Please let us know in the comments.