The study found that three to five posts per week strike a balance between sustainable output and noticeable results. Accounts in this range often record more than double the follower growth of those posting once or twice a week. On average, reach per post is about 12 percent higher than the lower bracket.
Posting more frequently can produce additional gains. Six to nine weekly posts lift follower growth rates to roughly 0.44 percent, which is about 3.7 times higher than the slowest posting group. Ten or more posts per week push growth to around 0.66 percent, or about 5.5 times higher, and deliver an average reach per post that is roughly 24 percent above the baseline.
The pattern held steady across multiple analytical approaches. When accounts were compared to their own average performance, rather than to other profiles, weeks with higher posting rates consistently delivered stronger results. At the other end, inactivity came with a clear cost. Accounts that did not post in a given week tended to see follower growth drop about 0.08 standard deviations below their usual level, with some experiencing a gradual loss.
Reach followed a similar trend. More posts in a week meant more opportunities to appear in feeds, the Reels tab, or the Explore page. Even on a per-post basis, higher frequency was linked to larger average reach, suggesting that the platform’s distribution system favors steady content output. The most significant improvement came when moving from one to two posts up to three to five. Beyond that, each additional bracket delivered smaller percentage gains, about six points higher for six to nine posts, and around five for ten or more.
The data also points to a practical posting floor. One or two posts per week can maintain account activity and prevent a decline. Three to five posts per week deliver solid, repeatable growth without the workload of the higher categories. For those with the resources, six or more weekly posts can accelerate performance, though the additional benefit shrinks at the upper limits.
Researchers stressed that posting more often only works when content quality remains high. Large volumes created at the expense of relevance or production value may erode audience interest. For most accounts, a consistent schedule that balances frequency with creative capacity is more likely to support lasting growth.
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