The honest answer isn't a number — it's a system. Here's how we think about posting frequency with clients.
Every business asks this question sooner or later, and every generic answer ("post daily!") ignores the fact that a badly-run daily posting schedule does more harm than a well-run weekly one. Frequency isn't the goal — consistency and relevance are.
A content calendar that collapses after three weeks because it was never realistic is worse than a modest one that runs for a year. We'd rather build a client up to daily posting than start there and watch it quietly stop in month two.
Instagram and LinkedIn reward different rhythms — a fast-moving feed like Instagram tolerates and often rewards more frequent, lighter posts, while LinkedIn generally rewards fewer, more substantial ones. Applying one posting cadence across every platform usually underperforms on at least one of them.
A single well-made post that actually says something tends to outperform five rushed ones. If frequency and quality are in tension because of limited time or budget, we lean toward quality first — it protects the brand while the frequency catches up.
The number that actually matters isn't how often you posted last month — it's whether engagement and reach are trending up or flat against your own baseline. That's the number we review with clients monthly, not the raw post count.
The right frequency is whatever your team can sustain at a quality bar you're proud of. Everything else is guesswork dressed up as a rule.