Subway has this sandwich with Fritos on it. I know this because their commercials play constantly on my TV and computer such that I nearly have the ads memorized.

Every time their commercial airs, Subway is flirting with the fine art of frequency. How often is too often to share with your audience?

Social media marketers face the same dilemma. We want to connect with followers without driving them away. We aim for the perfect balance of sharing and listening. I end up guessing a lot, trying and testing new variations on how often I should post.

If guessing is required for finding the optimal frequency, then at least we can be making educated guesses. I was happy to find some research on the ideal amount to post each day. Let the testing begin.

Update: Optimizing your social media schedule is one of the strategies I cover in the Actionable Social Media Strategies email course. I’d love to share some practical methods on timing your tweets with you there. (Plus, you’ll get pointers on 24 more areas of social media!)

social media frequency guide

Strike the balance between informative and annoying

Good content can be found in a multitude of places, and once you find it all, the next question you may ask yourself is how often you can share.

Our post on curating content sparked this exact question, asked in the comments by Ryan Battles. I quite like the way Ryan phrases it, and my bet is that he speaks for many of us curators:

I’ve started tweeting content from Buffer, ranging from 3x per day to 7x per day. How often do you all share content? I am looking to balance being informative and being annoying 🙂

Informative versus annoying. That right there is the heart of why any of us care about posting frequency at all. We want to provide value, but we don’t want to go overboard. Where’s the fine line? And exactly how fine is it?

How frequently Buffer shares to social media

Before hunting down the right answer to the frequency question (if such a thing even exists), I thought it might be helpful to share the one answer I can give with 100 percent certainty: how frequently we share to social networks at Buffer.

(Our social media automation plan includes engagement outside the confines of this schedule, but in general terms, this is how often we post.)

  • Twitter – 14 times per day, from midnight to 10:00 p.m. Central Time, never more than once per hour; seven times per day on weekends, from 3:00 a.m. to 9:00 p.m., roughly every three hours

Buffer Twitter post schedule

  • Facebook – 2 times per day, seven days a week, 10:08 a.m. and 3:04 p.m.
  • LinkedIn – 1 time per day, 8:14 a.m., no weekends
  • Google+ – 2 times per day, 9:03 a.m. and 7:04 p.m., no weekends

You’ll see some of the science behind our sharing frequency below, but also know that we have set our schedule—like almost everything at Buffer—as an experiment and are constantly iterating based on our analytics.

As far as an explanation for why we tweet at 3:00 a.m., we want to connect with our global audience. Three in the morning, Central Time, is 9:00 a.m. in London. If you don’t have a global audience, you might not get the same value out of tweeting in the middle of your night.

(Or maybe 3:00 a.m. is a good time to send, if you believe the Informercial Theory. Keep reading …)

The optimal frequency for posting on social media

To ‘know’ the BEST is an impossibility. You can only predict and measure.

I hesitate to start off this discussion with such a tepid answer to the question of posting frequency. But Dan Wilkerson of LunaMetrics is right.




There aren’t a whole lot of shortcuts here, but with the right data, we can at least gain a head start on the prediction process. Saying beyond a shadow of a doubt that X is the best number of times to post to Twitter and Y is the best number to post to Facebook would be misleading. There is well-researched data, for sure. But consider it as a jumping off point for customizing your own optimal schedule.

How often to post to Facebook

Social Bakers studied three months’ worth of Facebook content from major brands and found that top brands average one post per day.

Facebook brands posting frequency

As a general rule, Socialbakers found that posting once per week on Facebook was so low as to lose connection with your audience and posting more than twice per day was crossing the line into annoying.

Its 2011 study found that the sweet spot is five to 10 posts per week.

Additional research by Track Social in 2012 confirmed that there is indeed a drop in response per post beyond the one-post-per-day mark.

When a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post. The drop-off continues as more posts are made in the day.

However, Track Social went a step further to see the effect that multiple posts per day had on a page’s total responses in a given. In this instance, there was no significant change as post frequency increased. This suggests you won’t lose out on conversations if you increase how often you post.

The below graph represents a composite score of Track Social’s Facebook data. There is a consistent dropoff after the first post each day, but the drop is not as precipitous as you might think.

Facebook response frequency

One caveat: Most of this research comes from before Facebook’s recent algorithm change. These days, the feed values fresh content highly. (As a result, media companies can post four to 10 times more often than brands and still see engagement.) An Edgerank Checker study posted on the Moz blog determined that one way to counteract the algorithm change might be to publish more frequently – as often as you have fresh, compelling content to share.

How often to post to Twitter

Along with their analysis of Facebook post frequency, Social Bakers also studied Twitter, taking  a random sample of 11,000 tweets from top brands and concluding that three tweets per day is the point where brands start seeing big engagement.

Tweet frequency

In the chart above, total engagement rate measures the total number of replies, retweets, and favorites. Average engagement rate is total engagement divided by the number of tweets sent on a given day.

In both cases, three tweets was the magic number for optimal posting.

Three tweets isn’t that many, though. Could this really be the magic mark for optimal frequency? Are we all doing waaaay more work than we need to?


Specifically, it depends on what you want to measure. The engagement per tweet measure can tell you at what point your individual tweets reach their maximum performance levels. Track Social found this to be a similar number to Social Bakers. Per Track Social, response per tweet peaks at five and then drops off.

So if you want to wring the most value out of every tweet you send, tweet about five times each day.

The other way to look at this is with response per day, a clearer measure of the total amount of interaction a brand has with its audience. When Track Social observed this stat, the recommendation changed.

If you want to wring the most value out of your Twitter presence as a whole, tweet up to 30 times per day.

Tweet engagement frequency

Basically, what this chart is saying is that the more you tweet, the more opportunities you have to engage with fans, and the more total response you will receive. It is a study in scale. Greater volume should correlate to greater total response, and the chart above shows this to be true.

The takeaway here would be in observing the spikes, when responses jumped at different volumes of tweets. Spike #1 occurred around 4-5 tweets per day, Spike #2 at 11-15 tweets, and Spike #3 at 21-30.

Alexandra Skey of Spokal has a helpful note here: Small business owners are better off adhering to the 5 tweets per day rule because it gets you the maximum bang for your stretched buck. You may not have time for 20+ tweets per day (14 at Buffer is a job unto its own some days). Make the most of the time you do have.

How often to post on LinkedIn and Google+

As you might expect, research is deeper for Facebook and Twitter than it is for any other social network. Frequency data for LinkedIn and Google+ is much harder to dig up.

The best guideline for LinkedIn sharing comes from the site itself, which published a marketing report claiming 20 posts per month allows you to reach 60 percent of your audience.

Twenty posts per month equals one post per weekday. 

Advice for Google+ is a little more of a stretch. Even heavy users of the service can differ on the “right” frequency.

Perhaps it’s best to think about which social network most closely resembles the format and audience of G+. Facebook could be considered the closest model, so you can start with Facebook’s five to 10 posts per week model.

Something to consider: The incredibly short life cycle of a tweet

It takes 18 minutes for a tweet to be over the hill.

Moz’s Peter Bray ran the numbers and found the 18-minute mark to be the time it takes for half of a tweet’s retweets to occur. In other words, once a tweet has been live for 18 minutes, it has reached the peak of its engagement. Leftover engagement might follow, but its glory days are done.

Median tweet life cycle

The life cycle of a tweet is shorter than most every other post on social media (Pinterest may enjoy the longest life, for what it’s worth). Expectations on Twitter reflect this aura of immediacy, too. Convince and Convert found that 42 percent of customers expect a support request to be answered on Twitter within 60 minutes.

If you’re looking for a fountain of youth for your tweets, you might find solace in this:

Presumably, the longer a tweet sits at the top of your page, the longer its life. The more you tweet, the shorter the lifespan of each individual tweet.

Facebook’s life cycle is much longer, relatively speaking

Facebook posts reach their half-life at the 90-minute mark, nearly four times longer than Twitter. 

The 90-minute mark was found by Wisemetrics in their study of Twitter and Facebook life cycles. They found that 24 minutes was the median engagement point for Twitter and 90 minutes for Facebook. For Facebook, a post reaches 75 percent of its potential in the first 5 hours (vs. three hours for Twitter).


Of note:

Twitter starts off much faster than Facebook, but then their shelf-life crosses at 87%. The few last retweets come much later on Twitter than the last engagement for a Facebook post. This is probably due to virality which is much more prominent on Twitter than on Facebook.

Wisemetrics goes into a great level of detail on their analysis, even explaining why popular data on the topic has varied—notably Betaworks’ claim of five minutes and bitly’s claim of 2.8 hours. It’s worth a read if you’re interested.

Bottom line: The first couple hours are the most important time for your tweet.

Schedule your posts when your audience is online

Frequency and scheduling go hand-in-hand in so many ways in your social media marketing strategy that it’s hard to plan one without the other.

Followerwonk is a favorite tool of ours to see when your followers are online and to plan accordingly. There’s even integration with Buffer so that you can marry the two together. Here is a sample graph from Followerwonk, charting the most active hours for your followers:

Followerwonk example

If you would rather hack your social timing yourself, you can consider syncing your post schedule to time zones. Fifty percent of Americans live in the Eastern time zone. A full eighty percent live in Eastern and Central combined. Publishing in accordance with these time zones could be hugely helpful for a national business. West Coasters can schedule tweets really early in their morning (which would be not-so-early in Central and Eastern time) and avoid posting late at their West Coast night.

The late-night infomercial effect

There is, as you might imagine, a flip side to scheduling your posts when your audience is online. We’ll call it the late-night infomercial effect—another fun tidbit from Peter Bray. It goes a little something like this:

When there’s nothing else on, you’re more likely to watch an infomercial.

When there’s little else being tweeted, your tweets are more likely to stand out.

Certain email marketing statistics follow a similar line of thinking. You could see greater open rates and clickthroughs when your email is one of the only ones in the inbox. The data below suggests that 8:00 p.m. to midnight gets the highest opens and clicks.

Email marketing stats - send late at night

Being one of the lone voices in the inbox could prove beneficial. The same could be said for social media.

Maybe posting on off hours isn’t all that bad after all? 


The temptation to write off social media frequency as “it depends” is huge, but I think that the numbers from a few studies do show some general starting points for where to begin.

Post to Twitter at least 5 times a day. If you can swing up to 20 posts, you might be even better off.

Post to Facebook five to 10 times per week.

Post to LinkedIn once per day. (20 times per month)

And always be testing, experimenting, iterating, and improving. The line between informative and annoying may be super slim, but it’s one that you can find with a little practice.

How frequently do you post to social media? Have you found that there’s a point of diminishing returns? I’d love to hear what you think, if you don’t mind giving away some secrets. 🙂

Want more social media tips? Take our free email course!

I’ve put together a list of 25 practical social media strategies (including post scheduling!) that work for us here at Buffer—and I’d love to share them with you via email. (We’ll also keep you in the loop with more social media tips!)

Join here –>

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Written by Kevan Lee

Director of marketing at Buffer, the social media publishing tool for brands, agencies, and marketers. We’ve got a new podcast! 🍟

  • joshgroth

    I think this provides great context for post frequency, however the Social Bakers study you reference on Facebook post frequency is three years old. Three years ago you could probably reach ~25% of your audience with a post. However, due to Facebook’s continual tweaking of the algorithm, a major brand’s page will now struggle to reach ~2% of their audience with a post. The old adage of ‘post a max of twice per day on Facebook’ was really about protecting brands from themselves and annoying their fans. However, now that you can organically reach so few people with a post, how do you see this impacting post frequency on Facebook?

    • AlisaMeredith

      I have to agree with Josh here. A lot has changed in three years – especially on Facebook. Some of my clients post 3-5 times a day on some days and we haven’t noticed any rise in unlikes or negative feedback.

    • Daniel

      While nobody knows for sure how they are tweaking their algorithm, it’s still possible to reach 20% or more of your audience organically. I think the challenge big brands face is that they have a high % of likes that are either bots pretending to be humans by liking popular pages OR their Like campaigns were not focused enough and they brought in people outside of their demographic.

      I’d suggest having them create additional Facebook Pages for their businesses targeting a narrower demographic and then running a Like campaign targeting their main page followers. That can help prune their likes to a more responsive group and result in better reach.

    • Scott Ayres

      Yeah not sure I’d be quoting studies from 2011 and 2012…

    • Patrick Clarke

      Since the recent Facebook algorithm changes, I’ve found that not posting anything on a Facebook Page for say 4 or 5 days leads to a renewed “spike” in reach when you resume posting again for the next 4 or 5 days. I’m not claiming this is scientific guidance, just a trend which seems apparent on my Pages.

      • Kevan

        Really interesting strategy, Patrick! Love this!

      • Angel

        I agree with Patrick here… I think ‘followers’ get bombarded with so much that it’s good to not be so in their faces all the time. I know personally I have un-followed many a sites I LOVE due to over posting and now just check in with them on my own from time to time. Sometimes LESS IS MORE!! 🙂

      • Mark

        I really like that approach. Truth be told, Social media eats up WAY too much of our focus already – finding ways of stretching it out and *reducing* our presence is big on our 2016 radar.

  • jacobsumall

    It will be interesting to see how the Facebook numbers change in the coming weeks and months once we’ve all grown accustomed to the algorithmic changes. Any predictions?

  • John R. Meese

    Great advice, Kevan. I schedule 8 Twitter posts a day via Buffer, but aim to publicly tweet at least 10-12 times a day (usually on something more immediate, not evergreen like buffered content). It maintains that ever-present effect Twitter provides, showing followers that I’m engaged and sharing right now.

  • Matt Schmidt

    There is a wealth of information in groups on Facebook and LinkedIn related to your niche and industry. Sometimes it s better to read other individual posts and learn. Quality of posts is more important than quantity..

  • Natasha Riley

    Great post and certainly inline with what I have found. For our clients I tend to advise 10-12post per day on Twitter ( catching people in the USA is really hard & I still haven’t nailed that). However on Facebook I like to aim 3-5 post per day. Most of my clients have different audiences online durring working hours & out of hours so I aim to catch both. I’ve proven this to them using the stats I’ve taken from buffer 🙂

  • Jaana Nyström

    Thanks for the insights, Kevan.

    I must agree with joshgroth about Facebook: Without paying for “boosting” posts or having a score of friends and family to engage with your posts, it’s quite impossible for a small business to grow their followerbase / get the message out there. Two times per day: My morning and evening, posts 12 hours apart is the method I’ve been using.

    Twitter post amount varies quite a lot, from 10 to 20 tweets per day, the best engagement times are also different depending on the account, its topic and audience.

    Google+ is my speciality!
    The best engagement for posts definitely comes from there. On my business page the most clicks from one post is over 2300 and growing.

    The life of a Google+ post is very long, even up to years, because of the G+ own great search feature and also because the posts appear on Google search. I receive comments, shares and plusones daily on posts from 2011 upwards.
    Remember to use hashtags related to the post topic, also create your own unique one to add to the mix of 3-5 hashes per post. Mine is #Jaanatip which I put on posts worthy of more attention.

    200 Tweets per week generate less CTR than 20 posts on Google+ in a week… with about the same follower amount per account.

  • Luca Forest

    Thanks for insights Kevan.

  • Laurent Knauss

    great article kevan, but the issue is: how can you share more than 10 times a day for example on tweeter and not get your audience annoyed? personally i get mad when someone do this even if they are a very valuable source for me, I tends to read people that post every day which is way enough imho…

  • Khuram Dhanani

    Thanks for the research Kevan. I felt that Facebook is excellent in terms of content sharing. A well produced content goes viral so fast on this platform. I also agree on the point that very short lives of the Twitter posts will need us to work harder and increase post frequency:- Khuram Dhanani

    • Kevan

      Awesome to hear that Facebook is working for you, Khuram! You must be doing a lot of things right to get the viral push there!

      • Jordan Lakhan


        The viral push is by far the most important aspect, I think many people are now focusing in that as a measure of ROI. Khuram Dhanani said well produced content is half the battle, I would say it is the battle.

        • Kevan

          Agreed, Jordan! Love the way you put this. 🙂

  • Stan Arnold

    I find this fascinating. I’m a writer. I write for blue-chip international companies, and I’ve written four novels. I couldn’t think up a twitter a week. Whatever tweets I read make no sense. The only purpose tweets seem to have in the UK is to get you arrested for offending someone. Still, I remain fascinated by social media. I will watch and read this site with continuing amazement.

    • b2bspecialist

      Stan, I use Twitter to share content from a blog post I’ve written by creating a series of 120 character “sound bites” that I tweet out. With posts being 500 words or more…breaking them sound into small bits of content is one way to promote the post via Twitter.

  • Holly McIlwain

    Kevan, I always learn so much from your blog posts. Thank you for the specific detail regarding Twitter. We’ll start using 5 Tweets as our minimum on busy days. We’re using Twitter and Pinterest to engage peeps in our sports blog, Do you have any data on Pinterest? Thanks Y’all.

    • Kevan

      Hi Holly! So glad this frequency guide is helpful for you all. We haven’t posted much on Pinterest data, but I can see how this would be super helpful for you! I’ll add the idea to our writing list. 🙂

      Go Alabama / Auburn!

  • Akash Agarwal

    As a social media user this article very useful to me. It’s a great guide for me. Thanks a lot for sharing.

  • Mark Willaman

    This is a very well written and researched article. Nice work. And thanks. But I find it interesting there was no mention of quality content, the strategic use of @mentions and hashtags. When you promote outstanding content and carefully select hashtags and bring attention to specific people/influencers in the update/share/post our experience shows the engagement skyrockets – and the frequency # becomes less important although what’s best for one company in one industry isn’t necessarily best for another company in another industry. But it all starts with outstanding content. Great content that is carefully selected and strategically shared less often will accompolish greater brand awareness than lousy generic content posted often. That I know for sure. And automation tools like Buffer only exasperate the problem by encouraging people to share a bunch of content that they may not even have read or even seen! BTW, as for as planning around when your followers are online because of these automation tools nobody knows when anyone is online (especially with Twitter, like when you’re tweeting at 3am – I hope your not online :-).

    • Kevan

      Wow, I really love your thoughts on this, Mark! You bring up some amazing points about quality of content, and I think your perspective is super valuable to add to the conversation here.

      And you’re right, we’re not online at 3:00 a.m. tweeting our updates. We use Buffer for that. 🙂

      • Mark R

        Nice points here, I am an older 50+ user and stopped frequenting my facebook account since with over 200 friends and people posting multiple times a day I could never see a quarter of my “friend’s” posts. Is there an app or a way to see only one post per friend per day or something, (didn’t want to unfriend someone if they post too many times for me per day).
        Mark R

  • Tyler Halonen

    This is a great article, probably one of the better I have found. Great Job Kevan!

    Josh, to answer your question, I do not think it will have such an impact for larger brands.

    With the algorithm, it now forces accounts to promote their posts, giving those who were already doing more reason to continue. While I do not necessarily agree with the direction, because smaller accounts will have a tough time getting that organic engagement, I do think it will be effective in eliminating some of the “spammy” things that come across the news feed.

    The posting frequency will likely stay the same with the decision to “promote” a post decreasing, if you will. I say this because brands will likely fine tune a post to the T where as they may throw feeder content out to fill up space that is not paid. For example a brand may still continue to post 3X per day, but only promote a select post.

  • AlisaMeredith

    I’m surprised about the lack of posting on the weekends. I have noticed that our LinkedIn business page updates often get much better exposure and engagement on the weekends than during the week days.

    • Steve

      Of course Alisa… Most people are doing their work and don’t have any other time to cruise the web. (unless you’re a government employee…)

  • Nate Fancher

    Thanks! Great post! But I do agree with the comments below on increasing FB frequency too.

  • micadam

    Question is whether these stats and numbers apply to people that post with personal accounts instead of company accounts? Any proof or research here?

  • timothynichols

    We have been trying to decide how often to post. Thanks for the guideline!

  • Rebecca Herson

    Lots of useful data here, thanks! How many people do you have generating all those posts and tweets? And what about the engagement side of things? If you have tweets scheduled for 3 am and someone (a potential customer, let’s say) interacts, don’t you run the risk of missing it?

  • Wendy Tomlinson

    Really interesting.

  • LJ Melville

    Great post Kevan, next up – the visual marketing tools please – Pinterest/Instagram/possibly Snapchat!

  • Steve

    Hey Kevan, Lots of data here. You did a nice job of gathering data.
    My opinion is that the best you can do with ALL your research is maybe get into the “ball park.” Like many have pointed out, the variables that keep changing don’t allow you to call it “science.” Only MATH will always have the same predictable and continuous answers with the equation.
    People and social are more unpredictable. That’s what makes it fun.

  • Davina K. Brewer

    Like anything in SM Kevan, YMMV. Some brands and companies may tweet more often, with more ‘real time’ news for followers; others may have more or less engaged followings, and prefer less frequent posts.

    I think it’s much more important WHAT you share, that it’s of note to the fans and followers, than WHEN you share it. That said, a word of caution on the ‘when audience is online’ – take care to be online yourself then too; nothing kills a campaign more than when you do hit something, get people talking.. but no one is on the clock to engage and build that momentum, so the whole thing goes nowhere. FWIW.

  • Karen McCamy

    This Guide is excellent! I’m wondering however if the metrics for “brands” and huge entities would be altered for “the little guy/gal” such as freelancers. I’m a freelancer (WordPress & Freelance Coach). I coach other freelancers and micro-businesses, so I have a narrower niche, although it crosses over “industries.” I’m also “flying solo” — hence Buffer is a huge asset for me in scheduling SocMed posts… Just curious if any metrics exist for separating out “business size” or if those of us “micro-businesses” should adopt the standard metrics…???Thanks!

  • Suzanna Kiraly

    Thanks; this was quite informative! I think how often you post to each network might also depend on where your audience is mostly. If your target market is business executives, for example, then you might post more to LinkedIn.

  • Irene Reardon

    I think its most valuable for me. Know body knows the timing of posting in Facebook, twitter and Google. I will share this link all of my friend so they try to get social media followers properly.

  • Irene Reardon

    I already applied your methods and get social media followers from Facebook, twitter, LinkedIn, and Google Plus. Thanks for sharing

  • Stephanie Graham

    When you guys mention Facebook, are you talking about Facebook Fan Pages or personal pages?

    • Courtney Seiter

      Hey Stephanie! Great question! For the purposes of this piece, we’re focusing on fan pages, not personal profiles. Hope that helps!

  • Dale_anglo

    My only question in regards to the right timing is when your account is for an international audience.

    Say my readers are mostly in the UK and the US. How do I provide enough engaging content at the perfect time for both without spamming the other with too much noise?

  • Ghee please help me post and share

  • priya

    Hi. All of us agreed for the posts to be done daily. But what to post daily.

  • Journeysof TheZoo

    I’m a big Tweeter. I love it. Genuine engagement is what drives me.

    Not sure how many times I tweet a day but it might be over the 30 mark. I’m fine with that as are my followers (either that or I’m not in any of their “to watch” lists, smile).

    Food for thought, thanks for sharing.

    Besos, Sarah
    Blogger at Journeys of The Zoo

    • Kevan

      Hi Sarah! Thanks for the comment! Really glad to hear that you’ve found a smooth frequency for your sharing! Seems like these things can vary a lot based on personal audiences. 🙂

  • Chester Field

    it would be VERY interesting to see how the actual content affects all of these. Comparing a blog post of controversial subjects, vs. an image heaving blog post, vs. a youtube video, vs. a comic for example.

  • Wilm

    Great insight as usual and definitely need to look at my posting frequency on Twitter but I do feel the info about the posting frequency on Facebook is not line with what I’m reading elsewhere, where most state that you do need to post much more than twice a day on Facebook.

  • Ma. Clarice Itumay

    Thank you so much for sharing this! Very helpful for a newbie like me.

  • Ydeveloper

    It’s interesting. I have also found many other places for the statistics. Difficult to say what is the best one.
    Check this blog for more info about social networks –

  • Technology Marketing Specialis

    Thank you. What a great article! Although I agree there can never be a precise figure for what is the optimal posting frequency but your ball park figure is a very good guideline, especially for newbies like me.
    Zunaira Omar
    MarkiTech Web Manager

  • Jack Marco


    the social media in times is turning
    out to be crucial with the reach and the impacts of “facebook” & “twitter” with their attention.
    It is much influenced by the individuals to the global business professionals for
    their specific needs.


  • Permabuy

    Very useful insights, thank you.

  • Ashton

    This is actually a great discussion and I have stated similar theories on my website I am going to share the charts from your website on my social media! I have suggested three posts a day on social media can handle it. However I may have some different theories on mobile media.

  • Sweet Peat


    It’s actually quite rare to find such a well informed and researched post.

    The sheer depth of information, and statistical analysis and advice is brilliant, especially for me who is just starting out trying to promote my etsy shop.1

    As i commented on another forum a few minutes ago, I was worried one or two tweets a day might be overkill for my shop..

    Well, go figure.


  • Lauryn Page

    Thank you for this article. I have shared the link in a recent blog.
    The daily routine of a self-published author.

  • Michelle Cannon

    Facebook: Every 2-3 hours around the clock. No more than 4 hours. Once you’ve gotten in good with the algorithm, 2-3 times per day will work for a few days, then it has to be ramped up again.

    • Kevan

      Great tips, Michelle! Thanks for sharing this. Does 8-12 times per day sound right then? I’d love to try this out for Buffer. 🙂

      • Michelle Cannon

        Kevan, That’s been my experience. I’m a Facebook Community Manager. Using this formula, I was recently able to increase a client’s reach 3400% in 5 days (results not typical). I basically alternate types of posts and have certain times I post them. I probably should write a blog post about this.

        • Kevan

          Sounds amazing. I’d love to read the blog post should you choose to write it!

  • Kevin Walker

    Hi I’m just getting back into using
    Pinterest for marketing and I have a few of questions as I cannot find the definitive
    answer to them anywhere in your post above or on
    the Internet:

    How often should I pin/re-pin per day (1, 2, 3x/day)?

    If say for example it’s 3x/day is this 3x/day/board and
    therefore if I have 10 boards I can make 30 pins/re-pins/day?

    Or is it just 3 pins/re-pins/day on Pinterest overall and not
    more than 3/day?

    What is the best time of day to pin?

    Many thanks for your help.

    Regards, Kevin Walker.

  • Alex Toffy

    Good to see,, how clear all aspect while you share your post. Strike the balance between informative and annoying,well explain that you get quality social sharing with frequency quide.

  • Sven

    On the topic of time zones: we have a global audience and sit in the UTC+1 zone. But I want to schedule Linkedin posts so that they get sent out and are available at around 0830 am. The problem is that if I want to stick to 1 Linkedin post per day and have to do that ? I have four time zones that are important.

  • Sarah William

    Posting anything with images have better exposures normally, be it with Facebook,Twitter or any other social media’s platforms … traffics and conversions are in the different algorithms.. now question is which converts best? In my opinion, twitter is the best in this regard…

  • Richard Brown

    Hi, When you say you’re tweeting 14 times per day… is that the same tweet repeated, or 14 unique tweets, or some mixture? What recommendations do you have on number of repeated tweets?

  • Paola

    Very useful article Kevan, thanks! It would be nice to know the frequency of Instagram and Youtube as well.


    As a small business owner, it is great to read your article and I certainly appreciate your advice and have read the comments below too. I feel that Facebook changes its rules all the time, and it is sometimes, near impossible when you are a small business, to keep up with all the changes and rules. Facebook reach is diabolical at times, and can be really disheartening. Twitter can be more entertaining and sometimes more encouraging when you have built up some real life relationships with other twitter companies. Google+ is an informative page, but again, it is so big, that unless you have a huge voice, it is what it is. I think that at the end of the day, scheduling is a great idea with Buffer, it organises my day, I know that I have face-booked, tweeted, linkedin, googggggled and I am done to get on with the real life day that I have to go to physical work. I try my very, very best to keep on the current rails with all the changes with all the social media that is out-there. WE are only human, and it also depends on the type of business you are. Sometimes, it is the human voice that is the most important, talking to our customers gains more interaction ever, and remembering that customer service and a lovely smile can gain you more presence in the market place! – just saying!
    Big smile from us to you! 🙂

  • Sarah Valentine

    Thanks Kevan, This is something I was struggling with. Great information. Thank you for sharing.

  • Laurie

    Any research you’ve found on the optimal number of photos in a Facebook photo album for a business (military for instance) before you lost the interest of your audience?

  • fako namo

    The fact that you say you know the Subway/Frito commercial word for word proves that the ad is working.

    • fako namo

      You also say not to post more than once per day to Facebook, but later recommend posting 10x per week. Do you live on Mars?

  • Tim

    I don’t really understand what is the disadvantage of posting more often. Is there even a too often? On Facebook for example only a small part of our total amount of followers will see all Posts. Even if people see more than one post the chance that they start disliking my page is very small right? So what is the disadvantage if i send out 3 posts a day I will still reach more people after all right? Isn’t the general rule: If you can produce good content than post it – the more the better. What do you think?

  • James Lenfers

    I liked what you said at the beginning. As much as you can without being annoying. But what if what you do best is to be annoying? Hmmm. Maybe I should install the middle finger button on my website. Build it and they will come concept here. 1 like and 2000 middle fingers. Woohoo, success at last!

  • Blog Hitter

    I think the real impact of this has gone to almost nothing at this point. It is still valuable but I see more and more websites, blogs, Facebook, and Twitter accounts that have massive followings and there is so much in the way of massive following anymore it is just turning into primarily a white noise effect.

    This particular post I believe had a organic search indexing on Google of number 2 for my query when I was researching post frequency to write a post about it. Is it just that good and that relevant? In a way it certainly is, since I used it as a resource blog post to write a blog post on a blog website and naturally linked it into a comment about the post.

    But how did I find it? On a Google search. Why did Google say it is number 2 out of saying there was over 5 million plus returns and I will probably be 5 million and 1, LOL. Is mine that bad? Well, there are so many factors involved in that equation, that would probably be 10 long post if a person knew all of those factors precisely.

    But in a way, I think this is rather easily nailed down as to what it amounts to as to what Google, or Bing, or Facebook or any of the other big names amount to on what they see as trustworthy and relevant and what they will put first. The more you resemble them and how they view themselves as getting there and what they are now, the higher thy listings will be.

    I wonder how Google would be feeling about that if almost all of their competition had not committed corporate suicide and quit meta crawling between 1999 to 2001 when Google really took off and they had to scratch for every bit they got in a highly competitive market. Hmm, probably a concept they don’t think about much when they evaluate others now.

  • John Morgan, MogzArt

    A great post Kevan, thanks for the help. John M, Wales Uk

  • CMGRMelissa

    Some great stats on here, Kevan!! Thanks for the specifics, such as post life cycles, tool suggestions, and the infomercial theory. I appreciate that bloggers believe in testing, but these starting points are extremely helpful.

    Also – I appreciate your suggestion to not forget your international audience. I’m an American living in Dubai, and the potential for online audience growth here is exponential. I find myself interacting with the same accounts over and over – those who are using tools (such as Buffer) to Tweet overnight!

  • Mark

    Very good article. I own a small community newspaper in Canada and find I spend WAY too much time on social media when I should be editing stories or covering events. It has become a time pig. How many small bricks and mortar businesses really have time to post 10 times a day anyway? I’ve spoken to owners and they have literally said they are exhausted just trying to keep up with all of this.

  • Brandon Prettyman

    Thanks for putting this together Kevan (interesting spelling). I am adjusting my strategy for social and the frequency for G+ and LI was a question I had.

  • Praveen Prabhakaran

    You said Buffer tweets 14 times a day. How many time to do share a single article each day. Do we need to edit the article every time we tweet or can the content remain same on all tweets of that. Can the same article be shared on other platforms with content remaining exact. Please guide Kevan.

  • Matt Fraser

    Great article. I’ve been wondering how much to post for Social Media channels as I’m doing social media management for a local car dealership. I’ve curated over 150 different articles and videos from around the web about the different vehicles and models so posting twice a day would give me about 5 months of content on Twitter. That being said, I’m posting once or twice an hour and recycling the content every 12 to 14 days or so by using Hootsuite and to schedule my content. (I know Hootsuite is a competitor product but its what I first learned to use and appreciate the Buffer App product) Anyway, If find once or twice an hour on Twitter is enough (and looks even better with an image, which in the automotive industry isn’t hard to find) and I can mix in a few promo tweets. It’ll be interesting to see (if) our followers grow.

  • Michelle Tavares

    Hi there, just received the attached error when trying to sign up for your free course…:)

  • Michelle Tavares

    I’m not sure the attachment is showing on my comment below. The error said ‘I’m so sorry! Something’s broken on our end. You’re welcome to leave me a comment and I’ll get on this!’ My email is


    Does a response tweet count as a tweet? I’ve always wondered about that. So, for example, let’s say five tweets a day is optimal. Sometimes tweets me a direct comment and I want to respond by tweet. Does that count as one of my five?

  • KirstyJBand

    Great article. I think the only area I disagree with however is on Facebook. With the algortihm requiring ad spend to gain any form of real reach on Facebook, I tend to advise my clients to post 1-2 times a week with really high quality content and promote it to drive reach. If they can afford to support more content than that with media spend every week AND/OR if they have enough quality content/things to say to post more frequently than this then fine. But otherwise posting twice a day on Facebook without that media support and quality messages is wasteful.

  • Julienne

    I’m trying to sign up for the free email course, but it’s telling me something is wrong on your end and to leave a comment. Would love to sign up…

  • Cheyenne Myles

    Something is wrong on your end :-). Would you please send the article to Thanks!

  • Jordyn Ferraro

    Hi! I was looking going more into the free social media strategies course but it’s not letting me input my email and comes back with a message to let you know about the issue! So I just wanted to check in and see if it is still available and what’s the best way of having it emailed?

    Thanks a mil!

  • Nate Saucier

    Your link to take your free social media management course is broken.

  • Leslie Yanez

    Invaluable comments , Apropos , if anyone has been looking for a IRS 1040 – Schedule C , my husband came across a fillable document here

  • Ahmad Aldesoky Rashad

    I tried many times to subscribe above but it gives me : I’m so sorry! Something’s broken on our end. You’re welcome to leave me a comment and I’ll get on this!

  • Hannah @Nipenda

    Just thought I’d let you know the sign up link is saying: “I’m so sorry! Something’s broken on our end. You’re welcome to leave me a comment and I’ll get on this!” 🙂

  • amalia

    Hi Kevan! I am trying to sign up for the course but it says that “something’s broken on our end”. Could you please check and let me know what i should do? Thanks a lot! Amalia

  • Kevan

    Sorry for all the troubles with the broken link here! If you’re keen to sign up to the free course, here’s a direct link:

  • Richard Kettle

    Thanks for the article which I found very useful.

    It is good information, but I’m not sure it accommodates start ups, market entrants and how it considers propagating new customers, which probably occurs after the half life of the content.

    When content is not read from the primary posts I think care needs to be taken with post frequency of your retweeters and sharers, I personally do not hide the company posts I’m interested in but I block the posts of a lot of friends.

    Once you have a direct connection with a high percentage of your customer base I can see a reason to increase frequency

    I would be interested hear thoughts on post frequency with the objective of educating buyer readiness and acquiring new followers prior to bringing your product to market


  • Online Rockers Hub

    3 posts a day works for me. And I make sure all these three posts are new content. I don’t retweet or repost. I have tried retweeting and reposting. This has made by readers irritated. They started unfollowing me. Maybe retweeting your content once in six months may work but not in a short period of time.

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  • Lorenz

    Hi, is there any update to this? I also find that Facebook gives me really low reach for posts scheduled using Buffer. Maybe not really a thing, but I get that impression.

  • Robert C Stern

    Saw this was just put up on Medium but couldn’t comment on it there. Love the post, but I am chariots how the data is now with Live Streamong in play. Periscope and FB Live and know Linked in is coming into the game slowly. I personally think this changes the posting method and gives the ability for the brand to post more and not hurt an image as being annoying. What is your opinion on it, if that changes the opinions and data.

  • Sravya

    The post is really informative. your helped me a lot. i was searching for frequency of post can we share in facebook, fortunately i saw your blog.