The Goldilocks Zone of Social Media Posting

A frequent question I am asked by people new to social media – particularly those using it for commercial purposes – is how often and when should they be posting content.

First, there is no one-fits-all answer. A general rule is don’t not post. In other words, don’t create a Twitter, facebook, Instagram et al account and then not use it. Frequency of posts definitely affects how often people will interact with your content.

But what is that sweet spot between not enough and too much? I’ll call it the “Goldilocks Zone” of posting. I borrow the term from astronomers who look for exoplanets in their “Goldilocks Zone” which is the habitable zone where a planet is in the range of distance with the right temperatures for water to remain liquid and life can occur.

Just like when email marketing becomes overwhelming and followers opt to unsubscribe and the other end of the zone where followers forget you exist, there is some point in between that is right for you.

Hootsuite makes these suggestions:
On Instagram, post between 3-7 times per week.
On Facebook, post between 1 and 2 times a day.
On Twitter, post between 1 and 5 Tweets a day.
On LinkedIn, post between 1 and 5 times a day.

For my personal social media use, I try to post once a day but rarely post anywhere 5 times a day. But if I was promoting a product, that might change. Do you have new content on your main site every day? That would be a reason for daily posts. Do you rarely have new content on the main site? That might be a reason to be more active on your social media accounts.

Tools like Hootsuite make it easy to share posts on multiple sites simultabeously. That makes it easy to do but it is isn’t necessarily a good thing. If someone follows all your social media, you don’t want them seeing the same thing posted 4 times at 12:00PM. At the least, if you’re litearrly using the same content on 4 platforms, spreadthose posts out during the day.

Which brings us to when is the best time to post? Again, according to Hootsuite:

The best times to post on social media overall is 10:00 AM on Tuesdays, Wednesdays, and Thursdays.
The best time to post on Facebook is 8:00 AM to 12:00 PM on Tuesdays and Thursdays.
The best time to post on Instagram is 11:00 AM on Wednesdays.
The best time to post on Twitter is 8:00 AM on Mondays and Thursdays.
The best time to post on LinkedIn is 9:00 AM on Tuesdays and Wednesdays.

But you need to test and analyze the results of your posting times. You see that those times all fall withing the 9-5 business day on weekdays. there arereach people after work when they are home and relaxing and on weekends when they have time to read and place orders.

Do you have an overall social media strategy? These timings and a calendar is certainly a part of it.

Look for articles on these topics and especilly for the specific platforms you are using. For example, look at how to use Facebook statistics and Facebook demographics. With all the criticisms of Facebook, it is still the world’s third most-visited website with more than half of American users checking it several times per day and the average user spending 34 minutes per day on Facebook. Also keep in mind that 80% of those people accessing the platform are using mobile only. Is your site optimized for mobile? Luckliy, all the major social media sites are optimized for mobile.

Farewell Facebook Analytics

Facebook Analytics, which was a standalone tool available at, will not be available after today, June 30, 2021.

This month I looked at the reports and exported the charts and tables for several of my accounts. Honestly, I did not find it very useful.

Why did they decide to retire this tool? They say it is part of “an initiative to consolidate business tools.” There are other “measurement products” that can give you some insights and data analysis capabilities. (The Insights sections of Facebook Pages and Instagram Profiles remain.)

Other built-in tools to use:

Facebook Business Suite enables you to manage your Facebook and Instagram business accounts, if you have those type, and can show you detailed insights about your audience, content and trends, though this tool may not be available to you yet.
If you use ads, the Ads Manager lets you view, make changes and see results for all your Facebook campaigns, ad sets and ads.
Events Manager can help you set up and manage Facebook Business Tools like the Facebook pixel and the Conversions API, and reports actions taken on your website, in your app and in your physical store.