How Often Should You Post to Instagram?

The Instagram algorithm continues to be a hot topic this year and a lot of users are wondering how it’s affecting their posting schedule. You’ve probably noticed 3-day-old posts appearing on your feed and new likes popping up on photos you posted days ago.

Before the Instagram algorithm, the half-life of an Instagram post was 72 minutes, meaning it would get half of its total engagement within that time frame.

Although users have noticed a significant decline in their engagement and reach since the Instagram algorithm was introduced, posts DO seem to have a longer lifespan. So while your initial visibility might be decreasing, your post may still end up on your followers’ feeds later on.

So what does this mean for your Instagram publishing strategy? Should you post to Instagram more since reach has drastically decreased? Or should you post to Instagram less since your posts now have a longer lifespan? Will an increase in posting increase your engagement, or take away engagement from your previous posts?

There’s a few different answers to these questions — let’s break it down.

The global fashion brand posts up to 30 times per day, scheduling a new Instagram post every half hour! Their audience doesn’t seem to mind the high-frequency of posts either, as the account has a whopping 10.8M followers. While some posts perform better than others, the brand averages 13.7K likes and 90 comments per post:

Fashion Nova’s social team believe this allows the brand to reach a wider audience since their followers may be online at different times of the day. They also see it as a way to beat the Instagram algorithm — by posting more frequently, they’re able to ensure their followers are seeing at least a few of their posts each day.

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However, this doesn’t necessarily mean you should start posting 10 or more times a day! Fashion Nova has cultivated an audience that’s used to how often they post on Instagram and are excited to see new content more often.

They also have a quick turnover in new styles which gives the fashion brand tons of fresh and exciting content to share on their feed.

A recent study by Union Metrics looked at the Instagram posting activity of 55 brands over a period of several months and confirmed that there’s no recorded drop in engagement when posting more often.

“Our initial assumption about those high-frequency posters was that the more often a brand posts, the lower their engagement rates would be on the subsequent posts,” the study says. “But that does not seem to be true.”

The study also confirm that there isn’t a relationship between how much content a business posts and the engagement rate those posts receive.

“We’ve monitored accounts that post once an hour, all day long, and they see above-average engagement rates on almost all their content, no matter when it occurs in the one-post-an-hour sequence. Later posts do not decline in engagement.”

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