One of the most debated things with my clients is the question of how often to post content on Instagram. To post less or to post more – this is one of the most common questions when it comes to Instagram growth and Content Marketing. There are numerous articles available online that advise you to post more – i.e. at least 1 time a day – or to post less – i.e. once a week. 

But which one is better and why?

Today, I will list all benefits of staying more active as well as touch on reasons why some brands prefer to post less content than others. So, let’s get started!

To post less or to post more – which one is better on Instagram?

This is a question every business and self-branding profile asks at one point or another. But the answer to this question is not that simple. There are advantages and disadvantages to sharing content less often and the same goes for posting pictures one after the other. At the end of the day, the frequency of how often you post online must align with your business goals and your Social Media strategy. 

Post more

If your number one objective is focused on achieving goals such as Brand Awareness and generating interest in your Instagram profile, as well as increasing sales, posting more often can be a huge boost for your account. Creating attractive and compelling content on a regular basis will attract many new eyeballs to your profile. Sharing more content will also help you to form a community of devoted followers, who look up to you and your content. You will also gain followers faster.

However, posting too much can be exhausting. Preparing too much content requires investing a lot of time, which can lead to burnout. And it is worth it because the more people see your post, the more followers will engage with your content and find it.

But posting every day can decrease your Instagram accounts’ engagement rate. If you pay attention to Instagram Insights, you will notice how your top-performing posts get a lot of engagement but there are also posts that get drastically fewer comments and likes. It is like that because it is hard to stay consistent in terms of likes and comments when posting every day on Instagram.  

Post less

Although sharing less content can have less impact on your account’s growth, there is more to Instagram than the number of your followers. If you choose to share content less often, the content you create and upload will have time to circulate around Instagram long enough before moving on to the next post. This gives the opportunity to your followers to see your content, one-two-three days after the post was initially posted. So, even if your post is not seen by the majority of your followers at first, if the Instagram algorithm thinks this is what your followers want to see, your post might end up o your followers’ feed later on.

Nonetheless, posting less often will give your account a better engagement rate. This will give you the opportunity to get more exposure from your best-performing posts. Engagement rate is especially important in order to rank on the Top Posts of your hashtags selection as well as get to the Explore page on Instagram. 

Related: Read next – The most important Instagram metrics and become an IG pro!

So, which one is better?

Each choice has its benefits. It is up to you to make the best decision for your Instagram account.

If your goal is to attract more followers, consider posting more content on your Instagram channel. If your goal is slow but steady growth, posting less will be the better option for you. However, if you decide to share less content, make sure to compensate. You can keep your account active with Instagram stories to make sure your current and potential followers know you are consistent. Engaging with others is another great way to give more to your community without the need of sharing fresh new content. Whatever you do, make sure you don’t disappear and mislead your followers.

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