How usually to publish on social media for enterprise? A HubSpot experiment

If it seems like social media algorithms change sooner than you possibly can sustain — you’re not imagining it.

And regardless of how huge your model is (or how stable your final content material technique was), staying forward of these shifts takes greater than hustle. I’ve labored with founders, entrepreneurs, and $100M+ corporations alike — and all of them ask the identical query:

“How usually ought to we be posting?”

Sadly, there’s no one-size-fits-all reply. However there may be good information to assist information your selections.

In keeping with HubSpot’s 2025 report, simply 19.7% of entrepreneurs publish a number of occasions per day. Most publish a couple of occasions every week, and 64% publish lower than every day. That’s a giant shift from a couple of years in the past, and it strains up with what I’m seeing “on the bottom. High quality and consistency nearly all the time win over quantity.

With that in thoughts, I need to share what the numbers are saying (and provide you with some context behind it) so you may make smarter selections about your content material, platform by platform.

Desk of Contents

Ought to I publish roughly usually on social media?

Generally extra isn’t higher. Generally, it’s simply extra. With regards to social media, although, that’s not the case — a minimum of not proper now.

My suspicion is that this has loads to do with AI content material. It’s simpler than ever to create extra, however extra necessary to concentrate on high quality. Mediocre stuff simply doesn’t lower it anymore. And for many companies, you don’t should publish a number of occasions a day.

For that matter, you don’t even should publish day-after-day. You do should discover a cadence that works with your online business.

HubSpot’s 2025 information confirms what I’m seeing:

Simply 19.7% of entrepreneurs publish a number of occasions a day
The most typical cadence is a number of occasions every week (30.9%)
And 64% of entrepreneurs publish lower than every day

Right here’s the complete breakdown:

What that tells me: you don’t have to “present up” day-after-day to remain seen — you want to present up when it issues, with one thing helpful, related, or actual. And you want to have interaction to construct these relationships.

Does it matter should you’re B2B or B2C?

Our 2024 examine regarded on the variations — and excluding Pinterest, they’re fairly related. (B2C ought to publish to Pinterest extra continuously than B2B.)

With that in thoughts, let’s dive in to determine how usually your online business ought to publish on social media..

Professional tip: When you recognize what frequency works for your online business, Social Inbox might help you keep on high of your schedule. You’ll be able to plan out content material for every channel, schedule it, and it’ll mechanically go stay precisely if you need it to.

When is the perfect time to publish on Fb?

Fb stays some of the well-liked platforms on the market — with customers and entrepreneurs. Which makes a ton of sense. It virtually invented social media advertising. It’s nonetheless my go to for a fast verify to see what’s occurring.

However when do folks use it? And extra importantly, when is the perfect time to publish? My group and I exploit exterior instruments to inform us the perfect time for every enterprise we work with. However throughout the board, a couple of timeslots stood out.

Our survey outcomes confirmed that the perfect time to publish on Fb is between 9 a.m. and midday. 12 p.m. to three p.m. is available in shut on its heels..

Which is the perfect day to publish on Fb?

In 2024, social media entrepreneurs reported that Saturday was the perfect day to publish on Fb. That’s shifted drastically over the past 12 months. The place Saturday used to beat out Friday by 24%, this 12 months Friday is sort of twice as well-liked as Saturday.

Furthermore, it’s not even first. Monday is now the perfect day for optimum outcomes. In my expertise, what’s “greatest” isn’t international. It’s actually as much as your online business and your viewers.

How usually must you publish on Fb?

2024 informed us that extra social media entrepreneurs (35%) are likely to publish a number of occasions a day on Fb a number of occasions per day.

Because the total variety of folks posting greater than 1x a day has shifted downward up to now 12 months, I’d be stunned to see many manufacturers persevering with to do that within the coming years.

So what’s the takeaway right here? When you’re nonetheless making an attempt to publish every day on Fb, you don’t should — excellent news for anybody who desires to do much less.

In my expertise, Fb tends to reward consistency and engagement over sheer frequency. Whether or not you publish 3 times every week or every day, take the time to reply to feedback, reply questions, and create conversations. That interplay issues as a lot (if no more) than the publish itself.

Bonus factors when you’ve got a very participating reel that’s FUN to observe! Primarily based on what I’m seeing with shoppers, these are more likely to carry out higher than most different content material.

Why publish on Fb in any respect?

As a card-carrying millennial, I hate to name Fb outdated. However youngsters who shared an infancy with Fb are actually adults…so let the chips fall the place they might. That mentioned, Fb nonetheless delivers in a couple of necessary areas.

1. Posting on Fb exhibits you continue to have a enterprise

Identical to Googling a enterprise to see if they’ve a web site and are legit, Fb usually exhibits proof of life. When you’ve deserted ship fully, folks could assume you’ve closed your doorways.

I all the time encourage shoppers to publish a minimum of as soon as a month or each few weeks to look present, even when Fb isn’t a giant a part of their enterprise technique.

2. Fb is main in social procuring

Greater than half of entrepreneurs elevated in-app procuring investments in 2024, and Fb continues to dominate that house. It gives the very best ROI for in-app gross sales and stays essentially the most trusted platform for social commerce.

3. Fb performs throughout the board

Whether or not you’re targeted on paid advertisements, natural engagement, or community-building, Fb is nice in terms of

Excessive engagement (second solely to Instagram)
Highly effective viewers concentrating on and retargeting
Simple publish boosting for prolonged attain

When you’re prioritizing ROI, visibility, or attain — Fb nonetheless earns its spot within the rotation.

When’s the perfect time to publish on Instagram?

Whereas Fb is my go-to, I spend lots of time sending Instagram Reels to my husband and greatest buddies. At a ton of various occasions by means of the day.

And that’s type of the purpose: Instagram has a number of home windows all through the day the place individuals are engaged and able to scroll.

Actually, any time between 9 a.m. and 9 p.m. is golden. On the flip aspect, these nighttime hours don’t appear to carry out effectively.

Which is the perfect day to publish on Instagram?

I discover it fascinating that individuals publish essentially the most on Wednesday and Friday — these two days mixed account for 40% of all Instagram content material. It’s a shift from previous years when Saturday led the cost.

How usually must you publish on Instagram?

I’m not satisfied that extra is healthier on Instagram. The 2024 information exhibits it’s — and it might nonetheless be true in terms of tales particularly. However, once more, broader traits are displaying a lower in frequency, so it will likely be fascinating to see how this performs out within the coming years.

Right here’s what Instagram management has to say (and the way the story is shifting over time):

This latest recommendation follows the broader information development I’m seeing — consistency tempered by sustainability. The ethical of the story is to not let Instagram change into a “job” you resent.

By the way, should you’re trying on the newest traits and releases, Mosseri shares lots of nice details about how you can get extra from Instagram.

When’s the perfect time to publish on TikTok?

Oh, TikTok — how do I really like thee? Let me depend the methods …

Okay, possibly not all of them. However I’ll say this — I usually go to sleep scrolling by means of movies solely to get up to a bizarre dream the place the identical video on repeat (for an hour) had made its manner into my unconscious.

Is there a nasty time to publish on TikTok? I believe that relies upon fully in your viewers and the kind of content material you publish.

That mentioned, in accordance with our survey, 3-6 p.m. marginally wins out over midday to three p.m. and 6 p.m. to 9 p.m. I believe there’s a little bit of affirmation bias right here — what number of entrepreneurs are posting enterprise content material to TikTok between 9 p.m. and 9 a.m.?

Perhaps that’s a query for subsequent 12 months’s examine. 🙂

Which is the perfect day to publish on TikTok?

The second half of the week appears hottest. It is smart to me — Monday and Tuesday are about getting right down to enterprise (and possibly creating content material), and the remainder of the week is about publishing.

Whereas Friday is the most well-liked day, Wednesday, Thursday, and Saturday are shut on its heels.

How usually must you publish on TikTok?

TikTok’s algorithm isn’t chronological, and social media entrepreneurs usually share content material a number of occasions every day. Extra content material means extra probabilities to point out up. And if somebody likes one in all your movies, they could simply undergo the remainder of your feed.

Do you need to publish a number of occasions a day? Nope. Are you able to? Certain! Simply be sure you don’t burn out.

When’s the perfect time to publish on X (Twitter)?

Anecdotally, I’m seeing X get deprioritized with lots of shoppers. However there are lots of people who nonetheless love — and publish on — Twitter. 2025 information exhibits that 3 p.m. to six p.m. is the perfect time to publish, however anytime between 12 p.m. and 9 p.m. continues to be a candy spot.

Which is the perfect day to publish on X (Twitter)?

Like most different platforms, Friday appears to be the massive winner, accounting for practically 22% of all posts on X.

How usually must you publish on X (Twitter)?

Quantity nonetheless does effectively on X. It strikes quick in order that makes lots of sense.

Due to the pace of the X cycle, perfection isn’t required. Brief, scorching takes are the important thing to getting eyeballs and engagement.

When’s the perfect time to publish on LinkedIn?

LinkedIn is the place I stay. Fb, Instagram, and TikTok? These are for enjoyable. I would play within the enterprise sandbox there now and again, however for me — and most of my B2B shoppers — LinkedIn is the lion’s share of the technique.

When’s the perfect time to publish? Throughout enterprise hours. Very first thing within the workday, folks appear to be posting, checking, and fascinating on LinkedIn. 9 a.m. to midday is the most well-liked, although issues don’t actually begin to drop off till after the work day.

I do discover it stunning that the lows for LinkedIn aren’t fairly as little as the quiet hours for different platforms. I ponder if this has something to do with folks logging on to play the (tremendous enjoyable) LinkedIn video games and dropping a couple of posts whereas on-line. Pure conjecture, however there is likely to be one thing to it since I’m noticing I log in at completely different hours to maintain these streaks alive.

Which is the perfect day to publish on LinkedIn?

Monday takes the lead, with Friday not far behind. I think about that is in all probability as a result of Monday is when professionals are getting again into the swing of issues — and Friday is once they’re wrapping up, procrastinating, or planning forward.

How usually must you publish on LinkedIn?

Right here’s the excellent news: You don’t want to point out up every day.

Most entrepreneurs publish a couple of occasions per week — which is a wholesome cadence. And it is smart. Not like different platforms the place folks scroll mindlessly all day, LinkedIn customers pop out and in extra deliberately.

It does imply that you want to spend extra time in your posts to face out — high quality is necessary right here, extra so than different platforms.

When’s the perfect time to publish on Pinterest?

The place TikTok has all of the flash, Pinterest is over right here quietly pulling in large quantities of visitors. With 570 million+ month-to-month energetic customers, there’s loads of alternative if you could find your rhythm.

Our 2025 information exhibits that Pinterest’s peak posting window is shifting later than in years previous. In 2024, 12–3 p.m. was the highest slot. This 12 months, the 6 to 9 p.m. timeslot is successful out. Midday to six p.m. additionally had nice outcomes!

Which is the perfect day to publish on Pinterest?

Wednesday is the darkish horse this 12 months — coming in simply behind Friday, the present front-runner (19.6% vs. 19.2%). Perhaps it’s that midweek want for a inventive break, or possibly individuals are planning forward for the weekend.

Saturday’s not far behind both, which tracks with Pinterest’s historical past of weekend-heavy engagement.

How usually must you publish on Pinterest?

Posting cadence actually will depend on your viewers.

B2C entrepreneurs are likely to pin a number of occasions a day
B2B entrepreneurs publish a lot much less continuously at only a few occasions a month.

That is smart as a result of customers are more likely to be procuring the place companies aren’t in search of inspiration fairly as usually.

Pinning usually (even at a decrease frequency) can nonetheless drive outcomes — particularly should you concentrate on visible readability, seasonal context, and robust key phrase concentrating on. However I’ve discovered Pinterest does require an excellent deal extra consistency than different platforms.

What does this imply on your social media technique?

The information is a place to begin solely. I really like some good information, however I find it irresistible extra when it’s information primarily based on my content material.

This information provides you sufficient to make a speculation, albeit one which’s primarily based on hundreds of entrepreneurs throughout dozens of industries. Nevertheless it’s not your information.

Any of the “greatest” occasions right here can information your technique, however they might or could not inform you how usually your online business ought to publish on social media.

The elephant within the room that I would like to handle is that there’s now not room on social media for mediocre content material.

Whereas I really like AI and really feel that it’s an excellent democratizer AI alone isn’t able to nice content material (a minimum of not usually). It depends on you to make the content material nice.

And what’s nice anyway? That’s on your viewers to resolve.

So what must you concentrate on?

Don’t stress about posting day-after-day or a number of occasions a day
Don’t attempt to be in every single place on a regular basis
Do concentrate on displaying up constantly with content material that issues to your viewers

The remainder will come — with information out of your expertise, not the common of everybody else.

Now go forth and publish one thing that stops the scroll!

Editor’s be aware: This publish was initially revealed in June 2020 and has been up to date for comprehensiveness.