It’s the question every Australian small business owner asks: how often do we *really* need to post on social media to see a return on our investment? There’s no magic number, unfortunately, but we can give you a practical guide based on what consistently delivers results for our clients. Forget chasing vanity metrics like ‘engagement rate’ – we’re focused on tangible business outcomes.

The truth is, posting frequency is less about hitting a specific quota and more about consistently delivering valuable content to the *right* people. A rushed, irrelevant post every day is far less effective than three well-considered posts a week. We often see businesses get stuck in a cycle of posting just to post, which wastes time and resources.

Here’s what we’ve found works best, broken down by platform:

• Facebook: Aim for 3-5 posts per week. Facebook’s algorithm favours consistent posting, but quality is paramount. Focus on content that sparks conversation and encourages shares – think behind-the-scenes glimpses, customer stories, or industry insights.
• Instagram: 4-7 posts per week, including Reels. Instagram is visually driven, so high-quality images and videos are essential. Reels are currently prioritised by the algorithm, so incorporate them regularly.
• LinkedIn: 2-3 posts per week. LinkedIn is for professional content. Share industry articles, company updates, and thought leadership pieces.
• X (formerly Twitter): 3-5 posts *per day*. X moves fast. More frequent posting is needed to stay visible, but keep it concise and relevant.

However, these are guidelines, not rules. The optimal frequency depends on your industry, target audience, and content quality. We strongly recommend a period of testing and analysis. Start with a consistent schedule (e.g., 4 posts per week on Instagram) and track key metrics like website traffic, lead generation, and ultimately, sales. Use platform analytics to understand what content resonates most with your audience and adjust your strategy accordingly.

Don’t fall into the trap of comparing yourself to larger businesses with dedicated social media teams. Focus on delivering consistent value to your niche audience. If you’re struggling to maintain a consistent schedule, consider outsourcing some of your social media management. The key takeaway is to prioritise quality over quantity and continually analyse your results to optimise your approach. A well-planned, consistently executed social media strategy will deliver a measurable return on investment, even into 2026 and beyond.

Next step: Audit your current social media activity. Identify your best-performing content and use that as a foundation for a more strategic posting schedule.