How often should a small business actually post?

The number people usually land on is three to five posts a week, and that is a reasonable target. But the number is not really the point, and treating it as the point is how most businesses end up quitting.

Why consistency beats volume

Every platform is trying to work out whether you are worth showing to people. An account that posts eleven times in a week and then nothing for three weeks reads as abandoned. An account that posts four times a week, every week, reads as active. The second one wins even though it posted less.

This is also true of the human on the other end. Someone who sees you once has seen an advert. Someone who sees you across a month has heard of you. That gap is the entire reason posting works, and it only opens with repetition.

The trap of the good week

Almost every business we talk to has had one good fortnight. They filmed a lot, posted daily, saw the numbers move, and then got busy. The account went quiet, the numbers fell back, and the conclusion drawn was that social media does not work for their industry.

What actually happened is that they proved it works and then stopped. The problem was never the strategy. It was that making content daily is a job, and they already had one.

What we would actually do

Film in a batch, post on a schedule. One properly planned shoot day produces enough material for a month, which means the posting rhythm survives a busy fortnight because the content already exists. That is the whole reason a monthly shoot beats trying to film as you go.

Pick a number you can hit in your worst month, not your best one. Four a week you never miss is worth more than ten a week you keep for a fortnight.