How Often To Post On Instagram?

How often should you upload photos to Instagram? Worried that you’re not publishing enough, or that you’re posting too much?

This article will show you how to determine the optimal frequency of Instagram posts for achieving your desired level of exposure and interaction.

Why Marketers Should Find the Sweet Spot for Instagram Posting?

As a social media manager, you need to maximise efficiency in order to effectively promote your company and accomplish your marketing objectives. Find out when your target demographic is online so you can upload content at the optimal time.

Reach, engagement, and other team-valued outcomes can all be improved by posting at the optimal frequency. If you post too much or not enough, you risk losing money and having your material underperform.

If you don’t update your Instagram profile frequently enough, what will happen?

You can reduce your account’s visibility and participation if you don’t update it frequently enough. If you just post once a week or once a month, you’ll obviously lose some of your potential reach. However, there is a bit more nuance to the calculations than meets the eye.

If you don’t make enough material, you won’t be able to engage your audience or have meaningful conversations with them. Engagement is sometimes disregarded as a vanity statistic, but it actually plays a significant role as a ranking indicator on Instagram. There are actually two benefits to getting people involved.

Instagram’s popularity rating signal is triggered, first, by material that receives a high volume of likes and comments. Creating interesting content on a regular basis increases your Instagram account’s popularity, which is a ranking signal.

Is There a Downside to Overusing Instagram?

You may be tempted to overpublish if you’re worried about not posting frequently enough. Creating too much content has a few drawbacks you’ll want to avoid, despite the fact that it’s crucial to keep your brand front of mind with followers.

Posting more frequently isn’t going to help if you’re just publishing to publish and your material never gets any traction. Instagram’s popularity ranking signal is triggered only by content that receives likes and comments.

Over time, Instagram may interpret your lack of involvement as a hint that your followers aren’t interested in seeing your future posts. Therefore, you risk losing important ranking signals, which could further reduce your reach and engagement.

The Optimal Number of Instagram Posts to Make

You now know that posting too frequently or too infrequently can harm your Instagram marketing. How frequently should Instagram posts be made?

What Instagram Recommends Regarding Post Frequency?

Adam Mosseri, Instagram’s head of operations, offers the social media platform’s official recommendations. Mosseri suggests users share two feed posts each week and two stories per day in a Q&A published to Instagram’s official @creators account.

What does this recommendation mean for your company’s finances, and how should you implement it? Putting out content such as posts, carousels, and reels on a consistent basis is crucial to maintaining a healthy feed. Adding new information to the feed every day is usually unnecessary, but you should strive for at least once or twice each week.

Putting Your Instagram Data to Use When Deciding How Often to Post?

By maintaining a regular publishing schedule, you’ll have enough data to make an informed decision about how often your business should share content on Instagram. Here are two in-house Meta tools for measuring results and determining the optimal rate of Instagram posts.

Instagram Data on How Often to Post

Get going by signing into Instagram and then going to the “Pro” tab. To see how your content is doing week to week, open the Account Insights tab and set the timeframe to either the Last 7 Days or the Last 14 Days.

Then, head over to the Overview section to see if your reach and interaction have grown or shrunk from last week.

How to Make the Most of Your Content Schedule?

After analysing your content’s success and contrasting your Instagram posting schedule with Mosseri’s recommendations, you’ve undoubtedly come up with a few hypotheses to test. Make use of these guidelines as a starting point for your own testing and to help you determine the best times to publish your material.

If you want your Instagram posts to get the most views and likes possible, you need to figure out the optimal posting schedule. Timely publication of content, such as blog entries, videos, and stories, is equally essential. Meta provides a number of useful resources for determining peak viewing hours.

Examine the Results of Your Content

While Instagram account summaries might be useful for recognising trends, they don’t provide much information about specific photos, videos, or stories. Understanding when and what to post for maximum impact is made easier with data from a comprehensive content performance analysis.

Analysing the Success of Instagram Posts

If you want to learn more about the effectiveness of your Instagram posts, you can do so by accessing the app’s analytics dashboard and expanding the time range to cover the previous 30 days or more. Then, you may sort published content by kind and performance in the Accounts Reached and Accounts Engaged panels.

Always be willing to try something new and experiment

Consistency is key to building a brand that customers recognise, enjoy, and interact with. Maintaining a consistent voice and visual style over time requires identifying the optimal publishing frequency.

However, keep in mind that consistency does not necessitate mechanical or routine behaviour. Don’t be afraid to try new things if you notice a deterioration in content performance over time.


The regularity with which you post on Instagram is a crucial component of any content strategy worth its salt. By finding the sweet spot between how often to post and what to post, you can maximise the return on investment for your company’s time spent on Instagram.