How Often Should You Post on TikTok and Social Media? (And Other Questions You’re Too Afraid to Ask)
Let’s cut to the chase: social media changes fast, and keeping up can feel like trying to do yoga in a wind tunnel. If you’re a small business or service provider trying to stay visible, you’ve probably asked yourself:
Am I posting too little?
Am I posting too much?
Do hashtags even do anything anymore?
We’ve rounded up some of the most common social media questions we hear—and we’re giving you real answers (no fluff, no jargon, no pressure to post seven days a week unless you’re into that sort of thing).
Let’s get into it.
How Often Should You Post on Social Media?
Short answer: more than never. But also, don’t overdo it.
If you’re a small business, we recommend aiming for 2–3 posts per week minimum to stay relevant and visible. This helps you stay top-of-mind without burning out or spamming your audience.
But wait—it depends on your industry.
A marketing agency posting five times a week? Totally normal.
A law firm posting daily with memes? Maybe not.
Match your posting frequency to what feels appropriate for your audience and what you can consistently maintain.
What’s the Best Time to Post?
The best time to post isn’t some magical hour that fits all brands—it’s when your audience is most active.
Think of it like this:
Targeting professionals? Try weekday mornings or around lunch.
Speaking to parents? Late night or early morning might win.
Focused on creatives or Gen Z? Evenings and weekends are where it's at.
Test different time slots and track your engagement.
Better yet, use your platform analytics to find peak times for your followers. Instagram, LinkedIn, and TikTok all offer timing insights when you use a business account.
Are Hashtags Still a Thing?
Yes—when used strategically.
Hashtags are basically keywords for social media. They help categorize your post and improve visibility with new audiences.
Here’s how to make them work:
✅ Use 3–5 relevant hashtags
✅ Mix trending, industry, and location-based tags
✅ Research before you use—it might not mean what you think it means
For example, if you're a leadership coach in Columbus, hashtags like #LeadershipTips, #WomenInBusiness, or #ColumbusConsulting make sense. Just don’t slap on #blessed or #life and call it a day.
Do I Really Need to Post Every Day?
Nope. Unless you have a large team, a content bank, or a burning desire to post seven days a week—you don’t need to post every single day.
But you should be active every day.
Try this instead:
Post 2–3x per week
Repost content to different platforms with slight tweaks
Spend 10 minutes engaging (liking, commenting, replying) with others in your space
Social isn’t just about publishing—it’s about showing up and building connections. A thoughtful comment or share can go just as far as a new post.
What About Reposts or Shared Content?
Yes, reposting is fine—especially when it’s from your business page to your personal account or vice versa. Just make sure you’re not reposting content for the sake of filling the feed.
Always add value:
Add a short comment or opinion
Use it to reinforce your brand point of view
Tag the original creator if relevant
If you’re resharing an industry article or stat, include why it matters to your audience. Don’t just drop a link and bounce.
What Metrics Actually Matter?
Spoiler: it’s not about how many likes you get on one post.
Here’s what you should look at:
Top-performing content: What’s getting the most engagement?
Time of day performance: What times generate the most traction?
Clicks or conversions: Are people moving from social to your website or contact page?
Look at your data monthly or quarterly—not obsessively every day. Patterns will emerge, and then you can tweak your content strategy based on what’s working.
Should I Be Using Video?
Absolutely. Video outperforms almost every other type of content across Instagram, TikTok, LinkedIn, and even Facebook.
But let’s keep it real:
You don’t need a ring light and a film crew. Your phone and a half-decent idea are more than enough.
Start with:
30–45 seconds of value
Auto-captions (since most people scroll on mute)
Clear takeaways or personality-driven content
Think tips, quick tutorials, FAQs, and real behind-the-scenes moments.
What Types of Videos Perform Best?
That depends on your tone and industry—but here are a few that consistently work:
Face-to-camera tips: Quick marketing or service-related advice
Behind the scenes: Office tours, packaging orders, etc.
Personality clips: Funny, relatable moments (done professionally-ish)
Client testimonials: Let someone else do the bragging
Even professional brands can participate in trends—as long as it aligns with their voice. Want to join a trending sound? Cool. Just avoid anything that feels completely off-brand or wildly inappropriate.
Unless your brand is a little spicy. Then... go wild.
Does Industry Matter for Social Strategy?
One hundred percent.
If you’re running a plant shop, you can get away with aesthetic reels and quirky captions. But if you’re a CPA, you might want to lean into useful tips, financial myths, and educational carousels.
Think of social media as a reflection of your business personality.
If your in-person tone is fun, warm, and slightly sarcastic—your content should sound like that. If your service is more formal, stick to educational and clear messaging.
How Do I Know It’s “Working”?
Don’t fall into the trap of measuring success only by likes or views.
Instead, ask:
Are people clicking my links or contacting me?
Are my DMs or inquiries increasing?
Am I staying top-of-mind when people need my service?
And yes, sometimes engagement is the goal—especially if you're building brand awareness or trying to grow an audience in a new region or industry.
If you need help identifying what success should look like for you, start by defining your ROI goals: more sales, more visibility, or more authority in your space.
What If I’m a One-Person Show?
First, deep breaths. You don’t need to do it all.
Here’s how to stay consistent without the overwhelm:
Batch your content: Take an afternoon to schedule your posts for the week or month.
Repurpose like a pro: Turn one blog into five social posts. Slice a video into clips.
Use a scheduler: Meta, LinkedIn, and tools like Buffer or Later will save your life.
Save your ideas: Jot down post ideas when they come to you (or while rage-scrolling LinkedIn).
Most importantly—give yourself grace. Done is better than perfect.
So... Should I Be on TikTok?
Only if your audience is.
TikTok can be powerful for reach and visibility, especially for consumer-facing brands and personality-driven service providers. But it’s not a magic pill.
Before jumping in, ask:
Is your target audience active on TikTok?
Can you commit to video content regularly?
Do you have a clear point of view or content niche?
If the answer is yes, it’s worth testing out. If the answer is “I hate everything about video and don’t want to be on camera ever,” maybe focus on LinkedIn instead.
Final Thoughts: Your Social Strategy Cheat Sheet
✅ Post 2–3 times a week
✅ Focus on consistency over perfection
✅ Use hashtags that matter (and make sense)
✅ Show up in your brand’s voice
✅ Use video—even short, scrappy ones
✅ Engage like a real human
✅ Don’t panic if one post flops (they all do sometimes)
Want to Know What’s Working and What’s Not?
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No fluff. Just useful, action-ready strategy.
