“How often should I post on Instagram?” It’s a question many content creators ask when trying to grow their page. 

In fact, this post shares current posting trends, how often others are posting, and simple tips to help you stay consistent and build a strong Instagram strategy

Does Posting Frequency on Instagram Matter?

Yes, how often you post on Instagram does matter, but it’s not just about posting more. It’s about finding the right balance to keep your audience engaged without overwhelming them.

Research indicates that there’s an optimal posting frequency. According to Buffer data, users who posted consistently over 20 weeks experienced more than 5 times the engagement per post compared to those who posted sporadically.¹

Hootsuite, a popular social media tool, looked at how often businesses are posting on different platforms. Here’s what they found for the first quarter (Q1) of the year:

• X (formerly Twitter): About 18 times per week
  
• Facebook: About 14 times per week
  
• Instagram: About 9 times per week
  
• LinkedIn: About 5 times per week
  
• TikTok: About 4 times per week

These numbers show that most businesses are very active on social media, but they don’t post the same amount on every platform. 

Like Instagram, the platform is more visual and aesthetic, and focused more on quality. 

You don’t have to match these exact numbers, especially if you’re a small team or working solo. But this gives you a starting point to think about:

• How often can you realistically post?
  
• Where is your audience spending time?
  
• Can you post more often on platforms that are more active, like Instagram?
  
• Can you reuse content across different platforms?

Monitoring your engagement metrics can help you determine the optimal posting frequency for your specific audience, specifically on Instagram. 

Not sure which tool can help you figure out how often to post or build your social media calendar? Check out these social media tools for content managers to make planning easier.

How Often Should You Post Instagram Feed Posts in 2025?

If you’re trying to grow your Instagram in 2025, posting at least 3 times a week is a good goal. That’s what experts at Hootsuite recommend. Try to mix up your posts: use Reels, carousels, and regular photos to keep things interesting.

If you can post more than 3 times, that’s even better, but only if your posts still look good and feel helpful or fun to your followers.

Why Posting Often Helps

Posting more often can help you:

• Show up on the Explore page
  
• Be seen by new followers
  
• Get featured or appear in search results

Also, the more you post, the easier it is to learn what your audience likes.

Instagram’s boss, Adam Mosseri, says you won’t lose followers just by posting a lot. In fact, posting more gives people more chances to find you.

Focus on Quality, Not Just Quantity

Don’t worry if you can’t post every day. Trish Riswick, a social media manager at Hootsuite, says that three strong posts are better than five weak ones. If your team is small or you’re doing this alone, aim for every other day.

Timing Still Matters

Even though Instagram has a smart timeline, when you post still makes a difference. Hootsuite found that both how often and when you post can change how many people like, share, or comment. Hootsuite makes recommendations for Instagram Business profiles to schedule your posts if you’re using its platform. 

If you can, try to post 6 or 7 really good feed posts each week. That’s the “sweet spot” for growth and engagement, according to Hootsuite’s research.

How Often Should You Post Instagram Stories in 2025?

Stories are one of the best tools you can use on Instagram. They’re quick, easy to make, and they show up right at the top of people’s feeds. If you want to stay on your followers’ minds, posting Stories every day is a smart move.

Mosseri says you should try to post 2 Stories a day. That’s a good goal if you want to stay visible without overdoing it.

Unlike regular posts, Stories only last 24 hours, so people expect them to be more casual and more frequent. You can use them to:

• Share what you’re doing right now
  
• Post behind-the-scenes content
  
• Ask questions or take polls
  
• Share updates, reminders, or quick tips
  
• Show your personality and daily routine

Because Stories disappear fast, you don’t have to stress about making them perfect. That’s why it’s okay, and even encouraged, to post more often.

What Happens If You Post More?

Posting more than two Stories a day can be a good thing, as long as your followers are still watching and enjoying them.

If people keep tapping through your Stories (instead of skipping), Instagram sees that as a sign you’re making good content, and it may show your Stories to more people.

Try this:

• Start with 2 Stories a day
  
• Watch how your followers react
  
• If they stay engaged, slowly increase to 3–5 times a day if you have more to share

But if your views drop or people tap away quickly, it might mean you’re posting too much or your content needs a little more variety.

Spread Them Out

It also helps to spread your Stories throughout the day. For example:

• Post 1 in the morning
  
• Post 1 in the evening

That way, you stay visible to different people at different times.

Don’t Burn Out

If you can’t post every day, don’t worry. Just try to stay consistent. Posting even a few Stories a week is better than going silent for long periods.

It’s okay to:

• Batch-create content ahead of time
  
• Use templates
  
• Repost old content (like throwbacks or reminders)

The key is to stay active in a way that fits your time and energy.

The Basics of a Strong Instagram Posting Strategy

If you want to grow on Instagram, you need more than just nice photos. You need a plan. That’s what a posting strategy is: knowing what to post, when to post, and why you’re posting.

Here are the basics to help you build a strong one:

1. Define Your Goal

First, ask: Why are you using Instagram?

Are you trying to:

• Grow your brand?
  
• Sell something?
  
• Share your story?
  
• Get more people to visit your website?

Knowing your goal helps you decide what kind of content to post and how often to post it.

2. Know Your Audience

Consider the people you want to reach.

• What do they care about?
  
• When are they online?
  
• What kind of posts do they like?

The more you understand your audience, the easier it is to create content they’ll enjoy and respond to.

3. Select a Schedule You Can Stick To

You don’t have to post every day. But you do need to be consistent.
Start small if needed. Maybe post:

• 3 times a week on your feed
  
• 2 Stories a day

Once you find your rhythm, you can post more if you have time and ideas.

4. Change Up Your Content

Don’t post the same kind of thing over and over. Try to include:

• Photos
• Reels (short videos)
• Carousels (multiple images)
• Stories

Different post types keep your page interesting and help you reach more people.

5. Analyze What Works

Check your Instagram insights to see:

• What gets the most likes, shares, or comments
  
• What times of day work best
  
• What kind of posts do your followers enjoy

When you see what’s working, do more of it.

6. Keep It Real and Fun

People follow you because they like you. So show your personality. Be real. Share behind-the-scenes moments, wins, and even the little struggles.

That helps people feel connected to you.

So, start with a schedule that works for you, and build up over time. These numbers are just a guide; what works best is what fits your time, your content, and your goals.

If you need help managing and optimizing your social media campaigns, click below: 

M10 Pros

Sources:

1. Lang, K. (2025). Consistent Posting Means 5x More Likes, Comments, and Shares: Study. Buffer: All-You-Need Social Media Toolkit for Small Businesses. https://buffer.com/resources/consistent-posting-study/