On this week’s Dear Katie, I was asked: “I keep hearing different advice on how often to post on social media. Some say you need to post every day. Others say just once or twice a week is enough. How much content is needed?”

Social media posting schedules are evolving.

It always seems like you need to create more content, but there has been a shift in recent years that a lot of firms are overlooking.

Social Feeds Underwent a Cosmic Shift

Remember when feeds reflected content from people you were connected with in chronological order?

For better or worse, those times are gone.

X, Facebook, Instagram and LinkedIn all default to an algorithm that shuffles your feed to show you what the platform thinks will offer you the best experience. You can change these settings on a few platforms, but most people do not.

You needed to post often and to have someone following you for your content to be found, but today, things are a little different. 

Posting time and frequency doesn’t matter as much.

Social Platforms are No Longer Time-Based

Social media is no longer:

• Time-based
• Follower-based

So, what is driving feeds and social media growth? 

Interest-based posts. 

Social media posting schedules now allow:

• A great post from today to show up in someone’s feed next week.
• Your post’s lifespan is longer, so your growth won’t disappear because you don’t post tomorrow.
• People who are not following you to see your content.
• For relevant posts to matter more than recency.

You can post the content you want, with less rigidity, and still grow your following. 

While there are recommended posting schedules that I’ll show you shortly, what’s most important is that you begin posting now.

Right Now is the Best Time to Get Started on Social Media

Now is the perfect time to get started on social media and build influence.

Here’s why:

• You don’t need a big following to see big results.
• Any post can go viral, even if you’re just getting started. Sure, this could have happened previously, but today, you have a much higher chance of going viral.
• It’s easier for people outside of your network to find your content if it aligns with their interests.

In short, the shift in the social media landscape gives creators (new or experienced) more opportunities to succeed with less content.

“Okay. But Kaite, how many posts should I start with?”

There are no hard and fast rules when it comes to posting frequency, but here’s a good guide to follow.

Social Media Posting Schedule Recommendations

Platform	Recommended Starting Posts per Week	Why This Works
LinkedIn	3	Quality beats quantity. Algorithms favor engagement over frequency. Less is more if your posts spark conversations.
Instagram (Feed)	3	Focus on carousels and Reels. Quality and consistency matter. Great content can keep performing, thanks to the Explore Page.
Instagram (Stories)	Daily (3 frames/day)	Stories have a 24-hour life. Posting multiple times a day will keep you at top of mind. Stories don’t require a high production value.
TikTok	3	Virality is driven by the content you post, not the size of your following. Higher volume = more reach. Quality still matters, so make sure your posts have great hooks.
Facebook (Page)	3	Create posts that will engage your audience, or run ads to reach more people.
X (Twitter)	5-10+	Short, timely posts are the key to success. Higher volumes of posts are recommended and easier to achieve compared to other platforms.
YouTube (Long-form)	1 video	One strong long-form video can drive engagement and exposure for months. Focus on searchability and value.
YouTube Shorts	3 Shorts	Shorts behave like TikTok videos.

One final pointer: Don’t try to post on all of the platforms at once.

It’s easy to get overwhelmed and discouraged if you try to do everything all at once. 

Start with a single platform. Master that platform, and then expand over time.

And, that’s a wrap on this Dear Katie question.

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Now I want to hear from you. Do you have a question? 

Submit it here

Until next time, cheers to your success!

Katie