How often to post on social media for business? A HubSpot experiment

If it feels like social media algorithms change faster than you can keep up — you’re not imagining it.

If it feels like social media algorithms change faster than you can keep up — you’re not imagining it.

And no matter how big your brand is (or how solid your last content strategy was), staying ahead of those shifts takes more than hustle. I’ve worked with founders, marketers, and $100M+ companies alike — and all of them ask the same question:

“How often should we be posting?”

Unfortunately, there’s no one-size-fits-all answer. But there is good data to help guide your decisions.

According to HubSpot’s 2025 report, just 19.7% of marketers post multiple times per day. Most post a few times a week, and 64% post less than daily. That’s a big shift from a few years ago, and it lines up with what I’m seeing “on the ground. Quality and consistency almost always win over volume.

With that in mind, I want to share what the numbers are saying (and give you some context behind it) so you can make smarter decisions about your content, platform by platform.

Table of Contents

• Should I publish more or less often on social media?
• When is the best time to post on Facebook?
• When’s the best time to post on Instagram?
• When’s the best time to post on TikTok?
• When’s the best time to post on X (Twitter)?
• When’s the best time to post on LinkedIn?
• When’s the best time to post on Pinterest?
• What does this mean for your social media strategy?

Should I publish more or less often on social media?

Sometimes more isn’t better. Sometimes, it’s just more. When it comes to social media, though, that’s not the case — at least not right now.

My suspicion is that this has a lot to do with AI content. It’s easier than ever to create more, but more important to focus on quality. Mediocre stuff just doesn’t cut it anymore. And for most businesses, you don’t have to post multiple times a day.

For that matter, you don’t even have to publish every day. You do have to find a cadence that works with your business.

HubSpot’s 2025 data confirms what I’m seeing:

• Just 19.7% of marketers post multiple times a day
• The most common cadence is multiple times a week (30.9%)
• And 64% of marketers post less than daily

Here’s the full breakdown:

What that tells me: you don’t need to “show up” every day to stay visible — you need to show up when it matters, with something useful, relevant, or real. And you need to engage to build those relationships.

Does it matter if you’re B2B or B2C?

Our 2024 study looked at the differences — and with the exception of Pinterest, they’re pretty similar. (B2C should post to Pinterest more frequently than B2B.)

With that in mind, let’s dive in to figure out how often your business should post on social media..

Pro tip: When you know what frequency works for your business, Social Inbox can help you stay on top of your schedule. You can plan out content for each channel, schedule it, and it’ll automatically go live exactly when you want it to.

When is the best time to post on Facebook?

Facebook remains one of the most popular platforms out there — with users and marketers. Which makes a ton of sense. It practically invented social media marketing. It’s still my go to for a quick check to see what’s going on.

But when do people use it? And more importantly, when is the best time to post? My team and I use external tools to tell us the best time for each business we work with. But across the board, a few timeslots stood out.

Our survey results showed that the best time to post on Facebook is between 9 a.m. and noon. 12 p.m. to 3 p.m. comes in close on its heels..

Which is the best day to post on Facebook?

In 2024, social media marketers reported that Saturday was the best day to post on Facebook. That’s shifted drastically over the last year. Where Saturday used to beat out Friday by 24%, this year Friday is nearly twice as popular as Saturday.

Moreover, it’s not even first. Monday is now the best day for optimal results. In my experience, what’s “best” isn’t global. It’s really up to your business and your audience.

How often should you post on Facebook?

2024 told us that more social media marketers (35%) tend to post multiple times a day on Facebook multiple times per day.

Since the overall number of people posting more than 1x a day has shifted downward in the past year, I’d be surprised to see many brands continuing to do this in the coming years.

So what’s the takeaway here? If you’re still trying to post daily on Facebook, you don’t have to — good news for anyone who wants to do less.

In my experience, Facebook tends to reward consistency and engagement over sheer frequency. Whether you post three times a week or daily, take the time to respond to comments, answer questions, and create conversations. That interaction matters as much (if not more) than the post itself.

Bonus points if you have a really engaging reel that’s FUN to watch! Based on what I’m seeing with clients, those are likely to perform better than most other content.

Why publish on Facebook at all?

As a card-carrying millennial, I hate to call Facebook old. But kids who shared an infancy with Facebook are now adults…so let the chips fall where they may. That said, Facebook still delivers in a few important areas.

1. Posting on Facebook shows you still have a business

Just like Googling a business to see if they have a site and are legit, Facebook often shows proof of life. If you’ve abandoned ship completely, people may assume you’ve closed your doors.

I always encourage clients to post at least once a month or every few weeks to appear current, even if Facebook isn’t a big part of their business strategy.

2. Facebook is leading in social shopping

More than half of marketers increased in-app shopping investments in 2024, and Facebook continues to dominate that space. It offers the highest ROI for in-app sales and remains the most trusted platform for social commerce.

3. Facebook performs across the board

Whether you’re focused on paid ads, organic engagement, or community-building, Facebook is great when it comes to

• High engagement (second only to Instagram)
• Powerful audience targeting and retargeting
• Easy post boosting for extended reach

If you’re prioritizing ROI, visibility, or reach — Facebook still earns its spot in the rotation.

When’s the best time to post on Instagram?

While Facebook is my go-to, I spend a lot of time sending Instagram Reels to my husband and best friends. At a ton of different times through the day.

And that’s kind of the point: Instagram has multiple windows throughout the day where people are engaged and ready to scroll.

Really, any time between 9 a.m. and 9 p.m. is golden. On the flip side, those nighttime hours don’t seem to perform well.

Which is the best day to post on Instagram?

I find it fascinating that people post the most on Wednesday and Friday — those two days combined account for 40% of all Instagram content. It’s a shift from past years when Saturday led the charge.

How often should you post on Instagram?

I’m not convinced that more is better on Instagram. The 2024 data shows it is — and it could still be true when it comes to stories especially. But, again, broader trends are showing a decrease in frequency, so it will be interesting to see how this plays out in the coming years.

Here’s what Instagram leadership has to say (and how the story is shifting over time):

• In 2021, Adam Mosseri, head of Instagram, suggested sharing a couple of in-feed posts per week and a couple of stories per day.
• More recently, in late 2024, he shared that while posting more frequently helps with reach, it’s important not to burn out.

This recent advice follows the broader data trend I’m seeing — consistency tempered by sustainability. The moral of the story is not to let Instagram become a “job” you resent.

Incidentally, if you’re looking at the latest trends and releases, Mosseri shares a lot of great information about how to get more from Instagram.

When’s the best time to post on TikTok?

Oh, TikTok — how do I love thee? Let me count the ways …

Okay, maybe not all of them. But I will say this — I often fall asleep scrolling through videos only to wake up to a weird dream where the same video on repeat (for an hour) had made its way into my subconscious.

Is there a bad time to post on TikTok? I think that depends entirely on your audience and the type of content you post.

That said, according to our survey, 3-6 p.m. marginally wins out over noon to 3 p.m. and 6 p.m. to 9 p.m. I suspect there’s a bit of confirmation bias here — how many marketers are posting business content to TikTok between 9 p.m. and 9 a.m.?

Maybe that’s a question for next year’s study. 🙂

Which is the best day to post on TikTok?

The second half of the week seems most popular. It makes sense to me — Monday and Tuesday are about getting down to business (and maybe creating content), and the rest of the week is about publishing.

While Friday is the most popular day, Wednesday, Thursday, and Saturday are close on its heels.

How often should you post on TikTok?

TikTok’s algorithm isn’t chronological, and social media marketers often share content multiple times daily. More content means more chances to show up. And if someone likes one of your videos, they might just go through the rest of your feed.

Do you have to post multiple times a day? Nope. Can you? Sure! Just make sure you don’t burn out.

When’s the best time to post on X (Twitter)?

Anecdotally, I’m seeing X get deprioritized with a lot of clients. But there are a lot of people who still love — and post on — Twitter. 2025 data shows that 3 p.m. to 6 p.m. is the best time to post, but anytime between 12 p.m. and 9 p.m. is still a sweet spot.

Which is the best day to post on X (Twitter)?

Like most other platforms, Friday seems to be the big winner, accounting for nearly 22% of all posts on X.

How often should you post on X (Twitter)?

Volume still does well on X. It moves fast so that makes a lot of sense.

Because of the speed of the X cycle, perfection isn’t required. Short, hot takes are the key to getting eyeballs and engagement.

When’s the best time to post on LinkedIn?

LinkedIn is where I live. Facebook, Instagram, and TikTok? Those are for fun. I might play in the business sandbox there from time to time, but for me — and most of my B2B clients — LinkedIn is the lion’s share of the strategy.

When’s the best time to post? During business hours. First thing in the workday, people seem to be posting, checking, and engaging on LinkedIn. 9 a.m. to noon is the most popular, though things don’t really start to drop off until after the work day.

I do find it surprising that the lows for LinkedIn aren’t quite as low as the quiet hours for other platforms. I wonder if this has anything to do with people logging on to play the (super fun) LinkedIn games and dropping a few posts while online. Pure conjecture, but there might be something to it since I’m noticing I log in at different hours to keep those streaks alive.

Which is the best day to post on LinkedIn?

Monday takes the lead, with Friday not far behind. I imagine this is probably because Monday is when professionals are getting back into the swing of things — and Friday is when they’re wrapping up, procrastinating, or planning ahead.

How often should you post on LinkedIn?

Here’s the good news: You don’t need to show up daily.

Most marketers post a few times per week — which is a healthy cadence. And it makes sense. Unlike other platforms where people scroll mindlessly all day, LinkedIn users pop in and out more intentionally.

It does mean that you need to spend more time on your posts to stand out — quality is important here, more so than other platforms.

When’s the best time to post on Pinterest?

Where TikTok has all the flash, Pinterest is over here quietly pulling in massive amounts of traffic. With 570 million+ monthly active users, there’s plenty of opportunity if you can find your rhythm.

Our 2025 data shows that Pinterest’s peak posting window is shifting later than in years past. In 2024, 12–3 p.m. was the top slot. This year, the 6 to 9 p.m. timeslot is winning out. Noon to 6 p.m. also had great results!

Which is the best day to post on Pinterest?

Wednesday is the dark horse this year — coming in just behind Friday, the current front-runner (19.6% vs. 19.2%). Maybe it’s that midweek need for a creative break, or maybe people are planning ahead for the weekend.

Saturday’s not far behind either, which tracks with Pinterest’s history of weekend-heavy engagement.

How often should you post on Pinterest?

Posting cadence really depends on your audience.

• B2C marketers tend to pin multiple times a day
• B2B marketers post much less frequently at just a few times a month.

That makes sense because consumers are likely to be shopping where businesses are not looking for inspiration quite as often.

Pinning regularly (even at a lower frequency) can still drive results — especially if you focus on visual clarity, seasonal context, and strong keyword targeting. But I’ve found Pinterest does require a great deal more consistency than other platforms.

What does this mean for your social media strategy?

The data is a starting point only. I love some good data, but I love it more when it’s data based on my content.

This data gives you enough to make a hypothesis, albeit one that’s based on thousands of marketers across dozens of industries. But it’s not your data.

Any of the “best” times here can guide your strategy, but they may or may not tell you how often your business should post on social media.

The elephant in the room that I need to address is that there’s no longer room on social media for mediocre content.

While I love AI and feel that it’s a great democratizer AI alone isn’t capable of great content (at least not normally). It relies on you to make the content great.

And what’s great anyway? That’s for your audience to decide.

So what should you focus on?

• Don’t stress about posting every day or multiple times a day
• Don’t try to be everywhere all the time
• Do focus on showing up consistently with content that matters to your audience

The rest will come — with data from your experience, not the average of everyone else.

Now go forth and post something that stops the scroll!

Editor’s note: This post was originally published in June 2020 and has been updated for comprehensiveness.