It’s now used by brands and individual creators to leverage and increase their visibility and promote themselves, as well as sell their products or services. 

With over 1 billion users from all over the world, Instagram allows you to present your brand to a broad audience and expand your reach. Besides that, this social media channel makes it possible to communicate your brand values and beliefs in a more personal and meaningful way. 

No wonder that Instagram’s average engagement rate is 1.6%, which is 17 times higher than that of Facebook.  

Relevant, high-quality content is crucial for the success of your Instagram marketing, but there are other make-it-or-break-it factors, such as establishing the best posting times and frequency. 

So, how often should you post on Instagram? 

Unfortunately, there’s no straightforward answer to this question. 

Some brands post 30 times a day, while others stick to 1-2 times – it all depends on your niche and the preferences of your followers. In other words, you have to research, experiment, and monitor your results. 

One of the reasons why brands might choose to churn out a number of images and videos every day lies in the fact that they have a huge audience from different time zones. By posting more frequently, these brands make sure they’re always on their followers’ timelines and radar. This means that their audience will catch at least a couple of their posts. 

However, such a strategy works only if you have enough resources to create fresh and compelling content that will not overwhelm your followers and make you come off as a spammer. 

Fashion and sports brands have the luxury of posting more often, as they have a number of products to showcase. Stats say that 72% of Instagram users say they purchased a product after seeing it on the app.  

But it’s worth mentioning that even companies that offer services and those from the B2B industry can take advantage of Instagram and see some results in terms of traffic and engagement. The trick is to find the right format that will be interesting to your audience.  

For example, even though Instagram would not usually be part of the marketing plan for accountants, creating informative and attractive infographics, social proof, and behind-the-scenes content paired with relevant hashtags can be an effective method for attracting the right crowd. 

Don’t spread yourself too thin 

Although we’ve said you should test different approaches when it comes to your posting frequency, it’s not a good idea to start posting 10 times per day. Take a more moderate approach and gradually build your audience and feel their pulse regarding what they expect from you. 

Starting small is the way to go, not only because it will allow you to get to know your followers and their preferences but also because it can be pretty challenging to come up with a weekly plan for 70 posts without having some previous numbers to rely on. 

It’s important to figure out what works best and start focusing on that particular type of content, and you can’t do that if you spend your time creating an endless stream of images, videos, and other visuals. 

The key to a successful Instagram strategy is planning your entire content for a couple of weeks in advance. This way, you won’t have to worry whether you’ll have a post ready when it should be published. 

Be consistent 

While your posting frequency depends on what you want to achieve and the amount of time and resources you can dedicate to creating high-quality content, consistency is non-negotiable. 

The thing is that if you start posting several times a day and then switch to only a couple of times a week, your engagement will suffer, and you’ll lose followers. 

If we put this into perspective, we can conclude that the most effective posting frequency on Instagram is the one that you can consistently maintain.  

This doesn’t mean that you can’t amplify your efforts and post more when you have a certain promotion or during the holiday season. Such oscillations won’t hinder your engagement, and you can go back to your regular posting routine later without confusing your followers. 

Your followers will certainly love to see more content revolving around the launch of your new product or service, as well as the information about the upcoming discount. 

Don’t post just for the sake of it

Having a lot of content is crucial for growing your Instagram account, but that doesn’t mean that you should sacrifice quality in favor of quantity. If you want to increase the number of your posts, you should think carefully about that and make sure that your content is consistently superb. 

The posts you publish on your feed have to be impeccable in terms of their aesthetics and visual appeal, so it’s crucial to dedicate enough time to create every single post. On the other hand, Instagram Stories are excellent for more spontaneous posts – you don’t have to polish every detail before you upload them. 

So, if you’d like to share something with your audience and you don’t have time and resources to create awesome visuals, you can leverage Instagram Stories and go for a more casual and spur-of-the-moment approach. 

Ask your audience for their feedback 

One of the simplest and best ways to find out how often you should post on Instagram is by asking your followers. 

Create a poll and add it to your Stories and ask your audience whether they’d like more or fewer posts. Their feedback will point you in the right direction. 

That’s not the only benefit of this tactic, as you’ll also show your followers that their opinion matters to you, while the Instagram algorithm will reward you for your engaging content. Polls, the emoji slider, and question stickers are great tools for boosting engagement. 

As you can see, there’s no one-size-fits-all answer to this question, meaning that you should tailor your Instagram strategy to meet your audience’s expectations. That’s why it’s important to track your metrics, talk to your followers, and tweak your posting approach based on its results. 

**About the Author: Jennifer Wilson is a writer at She knows business processes and operations management inside out. As she understands all the challenges of running a small business firsthand, it’s her mission to tackle the topics that are most relevant to entrepreneurs and offer viable solutions.