For most Australian small-to-medium businesses, the short answer is that quality and consistency matter more than raw frequency. Generally, you should aim to post 3 to 5 times per week on Instagram and Facebook, and 1 to 2 times per day on LinkedIn or X (formerly Twitter). However, the "perfect" schedule is the one you can sustain indefinitely without sacrificing the value of your content.
At Local Marketing Group, we often see Brisbane business owners falling into one of two traps: posting five times a day until they burn out, or ghosting their audience for three weeks because they “don’t have anything good to say.” Neither approach works for the modern algorithm or the modern consumer, and often leads to a broken social ROI that fails to drive actual business growth.
Quality Over Quantity: The Death of the 'Post for the Sake of Posting' Era
Five years ago, social media was a volume game. Today, the algorithms governing platforms like Instagram and Facebook are significantly more sophisticated. They prioritise meaningful engagement—likes, shares, saves, and comments—over how often you show up.
If you post low-quality content daily, your engagement rate will drop. When your engagement rate drops, the platform assumes your content isn't interesting and stops showing it to your followers. In essence, posting too much mediocre content actually hurts your visibility.
For a local business, such as a boutique café in West End or a law firm in the Brisbane CBD, it is far better to post three high-quality, engaging updates a week than seven rushed, uninspired posts that get scrolled past.
Platform-Specific Recommendations for 2024
Every platform serves a different purpose in the Australian market. Here is a breakdown of the recommended frequencies based on current performance data:
1. Facebook: 3–4 Times Per Week
Facebook remains a powerhouse for local Brisbane businesses, particularly for those targeting the 35+ demographic. Because Facebook’s feed is non-linear, a post you make on Tuesday might not show up in a follower's feed until Thursday. Posting every day can actually cause your own posts to compete with one another.2. Instagram: 3–5 Times Per Week (Plus Daily Stories)
Instagram is a visual discovery engine. While your main feed should be curated and high-quality (3–5 times weekly), your Stories are where the real connection happens. We recommend posting to your Stories 1–3 times every single day. Stories are casual, authentic, and keep your brand at the top of the user's app interface.3. LinkedIn: 2–4 Times Per Week
If you are in the B2B space—perhaps a recruitment agency in Fortitude Valley or a consultancy firm—LinkedIn is your digital boardroom. The shelf-life of a LinkedIn post is much longer than other platforms. A high-performing post can continue to circulate for up to a week. Posting once a day is the ceiling; any more and you risk devaluing your professional brand, especially when trying to master new B2B trends focused on trust.4. TikTok and Reels: 3–7 Times Per Week
Short-form video is the current king of reach. If you have the capacity to create Reels or TikToks, frequency is rewarded here more than anywhere else. Because these platforms show content to non-followers, more volume equals more opportunities to go viral. For local service providers, focusing on high-conversion reels is often more effective than following every dance trend.Real-World Example: The Brisbane Tradie vs. The E-commerce Brand
To put this into perspective, let’s look at two different scenarios:
Scenario A: A Northside Landscaping Business. This business doesn't need to post every day. Their audience wants to see "Before & After" transformations and client testimonials. By posting two high-quality Reels a week showing a project progression and one educational post on "How to maintain your lawn in the Queensland heat," they maintain a professional presence that builds trust without requiring hours of content creation.
Scenario B: A Sunshine Coast-based Activewear Brand. Because this is a lifestyle brand in a competitive market, they need higher frequency. They might post daily to the feed to showcase different styles and use influencer content, while using Stories 5 times a day to drive flash sales and behind-the-scenes looks.
Common Myths Debunked
Myth 1: "If I don't post every day, the algorithm will punish me."
Fact: The algorithm punishes irrelevance. If you skip a day but return with a post that gets 50 comments, the algorithm will love you. If you post every day and get zero engagement, your reach will slowly dwindle.Myth 2: "There is a 'magic' time to post."
Fact: While there are peak times (usually 7:00 AM – 9:00 AM and 6:00 PM – 8:00 PM AEST for Brisbane audiences), the "best" time is whenever your specific audience is active. Check your Instagram or Facebook Insights; it will tell you exactly when your followers are online.How to Build a Sustainable Posting Schedule
If you're feeling overwhelmed, follow these three steps to regain control of your social media strategy:
1. Audit Your Capacity: Be honest. How many hours a week can you realistically spend on social media? If it’s only two hours, don't commit to a daily posting schedule. Start with two posts a week and do them perfectly. 2. Batch Your Content: Spend one afternoon a month taking photos and videos. Use scheduling tools like Meta Business Suite, Canva, or Later to set your posts for the month ahead. This removes the daily stress of "What do I post today?" 3. Focus on Engagement, Not Just Broadcasting: Social media is a two-way street. If you post three times a week, spend 15 minutes after each post replying to comments and engaging with other local Brisbane businesses. This "social" aspect is often more valuable than the post itself.
Conclusion
There is no one-size-fits-all answer to how often you should post, but for the majority of Brisbane SMEs, consistency beats intensity. Aim for three high-value posts per week where you educate, entertain, or inspire your audience. By focusing on quality, you build a brand that people actually want to follow, rather than one they feel the need to mute.
Ready to take the guesswork out of your social media?
At Local Marketing Group, we help Brisbane businesses grow their digital footprint through data-driven strategies and high-converting content. Whether you need a full social media management plan or a strategy to get you started, our team is here to help.
Contact Local Marketing Group today for a free social media audit.