How often should you really post on social media

Written By Alicia Vial

Everyone seems to have an opinion when it comes to social media. Some experts say you have to post every single day to stay relevant, while others swear by just a few posts a week. For business owners, especially small teams, that conflicting advice can feel overwhelming and unrealistic. So today, we’re cutting through the noise to talk about what actually matters on social media: quality, consistency and a strategy you can sustain.

Everyone hears different advice, some say post every day, others say three times a week. The honest answer is: as often as you can post well and consistently. There’s no magic number that works for everyone. A few, strong, thoughtful posts each week will outperform daily posts that feel rushed or repetitive. Consistency builds trust – not volume.

Posting more does not guarantee better results. In fact, posting too often with low-quality content can actually hurt engagement because people tune it out. One meaningful post that starts a conversation is more valuable than five that feel like ads.

However, the “right” number changes depending on the platform.

  • Instagram & Facebook: About 3-5 posts a week is a sweet spot for most businesses.

  • Stories: You can post more frequently because they’re casual and short-lived.

  • LinkedIn: 2-3 posts a week is often ideal – quality matters a lot there.

  • TikTok: you can post more often, but only if the content is authentic and sustainable.

You don’t need to be everywhere every day. It’s better to show up well on fewer platforms.

Social media should support your business, not exhaust you. For small teams, even two strong posts a week can be effective if they’re intentional. A realistic schedule you can maintain is far better than an ambitious one you abandon after a month.

A strong post does at least one of three things: Educates, entertains or connects on a human level. It doesn’t always have to sell. People engage with stories, faces and moments, not constant promotions.

Stop chasing frequency and start focusing on consistency and clarify. A simple, sustainable plan will always outperform posting constantly with no strategy.

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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