For many, social media can feel like a guessing game at times. One minute you're told to post daily, the next it's all about quality over quantity. So when it comes to promoting a product or service, how often should you be posting?
In this blog, we’ll break down why consistency matters more than frequency, how to tailor your posting strategy to different platforms, and what types of content help keep your audience interested (and engaged).
Consistency Beats Quantity – Every Time
Firstly, posting three times a week, every week, is far more effective than posting ten times one week, then nothing for the next two. Consistency helps your audience know what to expect and builds trust in your brand. Plus, most social media platforms (especially Instagram and LinkedIn) favour accounts that show up regularly — not just when there's something to sell.
Think of it like going to the gym. Turning up a few times a week, steadily and consistently, will get you better results than one big session every now and then. The same goes for your content.
Different Platforms, Different Rules
Where you're posting matters just as much as how often. Some platforms expect more frequent updates, while others are better suited to a slower pace. Here's a rough guide:
The key is to focus on where your audience is most active and make that your priority.
Quality Over Quantity – Always
If you’re ever stuck between posting just for the sake of it or waiting until you’ve got something worthwhile — wait. One thoughtful, helpful post will do far more for your brand than a handful of rushed or filler content.
Ask yourself: Would I stop scrolling to read this? If the answer’s no, don’t post it. It’s better to post three strong pieces of content a week than ten weak ones that barely get noticed.
Mix It Up: Keep Your Feed Fresh
Even if you’ve only got a few slots in the week to post, it doesn’t mean you have to push your product every time. Alternate between different types of content to keep things interesting and valuable for your audience. A good rule of thumb:
Promotional: Highlight a product, service, offer, or feature.
Educational: Share tips, how-tos, FAQs, or behind-the-scenes content.
Testimonials: Let your happy customers do the talking.
This not only keeps your feed varied but helps build credibility without sounding too salesy.
Let the Data Be Your Guide
Finally, if you’re not checking your analytics — start now. Every platform offers some insight into what your audience is engaging with. Look at which posts are getting the most views, clicks, comments, or shares, and use that information to shape your future content.
If your testimonials are getting loads of traction, post more of them. If your audience is online most evenings, schedule your posts for then.
Need Help with Content Creation?
At Thebestofnorthwest, we work with businesses across the region to help them stay consistent, visible, and on-brand. Whether you need help planning your content calendar, creating posts, or shouting about a new product or service — we’ve got you covered.
Want to chat? Drop us a message — we’d love to hear what you’ve got going on.
