How often to post on Instagram, Facebook and TikTok

Why it matters

Each channel rewards a different pace. TikTok tends to favor frequent, quick posts. Instagram does well with a steady rhythm. Facebook often does fine with fewer posts, especially if your customers are local and already follow you.

No pace helps if you can't keep it up. A business that posts three times a week for a year beats one that posts daily for a fortnight and then goes quiet. People trust a page that shows up on a regular schedule, so choose a number you can sustain.

How to do it

1. Look at your week honestly. Count the hours you can give to social posts, and be realistic about busy days.

2. Pick a weekly number for each channel. A modest starting point is two or three posts for Instagram, one or two for Facebook and two or three for TikTok. Lower them if that feels like too much.

3. Write the numbers down. A line such as "Instagram 3, Facebook 2, TikTok 2" on a sticky note is enough.

4. Reuse one idea across channels where it fits. A short video can go to TikTok and Instagram, and a photo from the same shoot can go to Facebook.

5. Schedule each post ahead of time. In Amplify you'll compose a post with its caption and media, and schedule when it goes out.

6. Send each post to the right place without logging in three times. In Amplify you'll publish to your connected Instagram, Facebook and TikTok accounts.

7. Check that your week is balanced. In Amplify you'll lay out your posts on a calendar of their own.

What to track

Count how many posts you planned for each channel and how many went out. Check once a week. If you hit your numbers for four weeks in a row, you may be ready to add one post to a channel. If you keep missing them, lower the number.

Also note which channel gets the most replies, saves or visits to your shop or site. In Amplify you'll track how each post and each channel performs. Look once a week, and spend your effort where people respond.

Coming soon

Amplify will be one workspace to design a post, schedule it, publish it to your channels and answer the replies. It is coming soon. Until then, the practice works with a note of your weekly numbers, a calendar and the scheduling tools each channel already offers.