How Often Should You Post on Social Media?

How Often Should You Post? A NZ Engagement Study

Wondering if you're posting too much (or too little) on social media? You're not alone. At Glu Group, we analysed 3,200+ Kiwi business accounts across industries to crack the code for optimal posting frequency.

Key NZ-Specific Findings

The Goldilocks Principle Applies

  • Posting too little = forgotten
  • Posting too much = unfollowed
  • Just right = maximum engagement

Platform Differences Matter

What works on Instagram doesn't always work on all social media apps like LinkedIn.

Industry Variations Exist

Cafés need different strategies than accountants

Ideal Posting Frequency for NZ Businesses

🇳🇿 Facebook

  • Recommended: 3-5 posts/week
  • Peak Times: Stereotypically 7-9am & 6-8pm weekdays. However check out your analytics in the Meta Business Suite and it will tell you what are your demographics peak hours!

🇳🇿 Instagram

  • Feed: 4-5 posts/week
  • Stories: 5-7/week (minimum)
  • Reels: 2-3/week

🇳🇿 LinkedIn

  • B2B (Business to Business) Sweet Spot: 2-3 posts/week
  • Best Days: Tuesday-Thursday
  • Pro Tip: Documentaries-style posts ("How we solved X problem") perform 3x better than promotional content

🇳🇿 TikTok

  • Growth Hack: 3-5 videos/week
  • NZ Trend: #BuyNZMade hashtag challenges gain most traction Sundays

Industry-Specific Recommendations







3 Signs You're Posting Too Much

  1. Declining engagement rates (followers overwhelmed)
  2. Increased unfollows after posting
  3. Lower-quality content (rushing to meet quotas)

3 Signs You're Not Posting Enough

  1. Algorithm shows old posts to followers
  2. Stagnant follower growth
  3. Competitors outranking you consistently

Proven NZ Content Calendar Template

Monday: Industry tip (LinkedIn focus).

Wednesday: Behind-the-scenes (Instagram Stories).

Friday: Customer spotlight (All platforms).

Sunday: Relaxed/entertaining content (Facebook/TikTok).

Need Help Finding Your Perfect Posting Rhythm?

We help Kiwi businesses:

✅ Analyse their unique audience patterns

✅ Create sustainable content calendars

✅ Automate posting without losing authenticity

📅 Book a free content audit and we'll could tell you exactly how often YOU should post.

Final Tip: Quality beats quantity every time. It's better to post three amazing pieces than seven mediocre ones.



*Data sources: Analysis of 3,200 NZ business accounts (Jan-Mar 2024), Meta Business Suite data, LinkedIn NZ engagement reports*


Location: New Zealand

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