There's no magic number, and anyone who quotes one confidently is guessing about your business. What we can say is that consistency matters far more than volume. A business that posts twice a week every week will usually do better than one that posts every day for a fortnight and then disappears.
A realistic starting rhythm
For most small local businesses, this is a sustainable starting point:
- Facebook: around two posts a week
- Instagram: around two posts a week, plus stories when you have something quick to share
- Google Business Profile: around one post a week
That's enough to look active and stay in front of customers, without running out of things to say.
When to post more
- You have a lot of genuinely new content, such as daily specials, new stock or events
- You're in hospitality, retail or beauty, where frequent visual updates are part of the appeal
- You're seeing good engagement and want to build on it
When to post less
- You're struggling for ideas and posts are becoming filler
- Quality is slipping
A thin post can do more harm than a gap.
What to post: a simple mix
- Recent work: before and afters, finished jobs, new dishes, new arrivals
- Useful tips: answers to questions customers often ask you
- People: your team and the faces behind the business
- What's on: offers, events, seasonal news
- Local: the area you serve and community involvement
Our 70-20-10 guide explains how to balance proven posts with new ideas.
Quality signals that matter more than frequency
- Real photos. Pictures of your actual work and team outperform stock images.
- Specific detail. "Rewired a 1930s semi in Bangor" beats "Another job done!"
- A clear next step. Tell people how to get in touch or book.
- Timing. Post when your customers are likely to be scrolling, often evenings and weekends for consumers, and working hours for business customers.
- Replies. Answer comments and messages promptly. Engagement is a conversation, not a broadcast.
Don't forget your Google Business Profile
Many businesses post on Facebook and Instagram but forget Google. Posts on your Google Business Profile appear where people are actively searching for you, which makes them especially valuable for local businesses. A weekly update about recent work, a seasonal service or an offer keeps your profile looking active. Our Google Business Profile guide explains more.
Make it easier with a monthly plan
The businesses that post consistently almost always plan ahead. Spend an hour at the start of each month, or let us plan, write and schedule the month for you, so posting doesn't depend on remembering on a busy day.
