By Caroline Towers
The age-old debate of how often to post on Instagram has been happening since the app launched. I have tried lots of different frequencies both for our account at The Content Edit as well as different brands I run and for clients.

In 2021, I feel like Instagram has changed and less is most certainly more. Today users of Instagram want quality over quantity and with so much “noise” on the app, this is the best way to stand out.

I recently filmed an Instagram Live discussing my experiences, click here to watch.

How often to post on Instagram

In 2021, I would say if you can then daily feels like the maximum amount when it comes to your feed. If you feel like this isn’t doable and you are losing consistency then drop it down.

Remember consistency to Instagram doesn’t mean constantly!

What is important is to pick a schedule and stick to it. This way you are giving the app the information it needs and it can’t do any harm to post on the same days. Your audience will also come to expect you to post and you can of course use your analytics to decide on a posting schedule.

Here are the schedules you can use for your Instagram account – I use them all for various accounts and they are all seeing good engagement and growth because the content is of good quality.

Daily – Post once every day 7 days per week
M-F – Post 5 times a week Monday to Friday
Alternate – Post every other day
3 days – Post 3 days a week Monday, Wednesday and Friday

Interestingly for my accounts, the one where I post 3 days a week is seeing the most increase in followers. This account is also very niche about the place I live!

Instagram Posting

Once you have decided on your schedule begin with posting to your feed. To start with stick with images and once you get more confident and are keeping with your schedule add in regular reels or IGTV videos.

With your feed consistent and planned out this will give you time to post to Instagram stories and engage with other accounts. You can then focus on other elements of your brand and social media marketing.

There are no hard and fast rules about posting frequency but I have personally found the schedules listed above to work well and be achievable.

Keep your content high quality, stay consistent for several months and use your Instagram stories and you should not only see an increase in your analytics but find using the app more enjoyable and less stressful!


Caroline Towers is a blogger, blogging educator & multi-passionate business owner.  She is the founder of The Content Edit.  In her spare time she loves to travel, go to the movies, watch sport & drink prosecco!