In this digital age, promoting your brand or business on social media is a given if you want to increase the reach and engagement of your users. However, there are some guidelines that you should follow in finding the perfect balance of when and how often you should be posting on your various accounts.

Facebook | Instagram | Twitter | Linkedin

Each channel has its peculiarity, so you have to be mindful of this when considering when and how often to post. Unfortunately, there's no golden rule as the audience and habits change depending on the channel and the industry. It is a good idea to choose a specific time to upload posts when users engage more. Don't forget that consistency is key. If you have decided to upload 3 posts a week, make sure you stick to it!

So let's have a look at the most popular times to upload your posts. The frequency and times of posts are indicative and come from research that was undertaken in 2018 of company social media accounts of big brands from a variety of countries.

Facebook: 1-2 posts a day

The king of social media with 1.4 billion active users worldwide. Your page should have quite a lot of content on a frequent basis. The best time to upload posts is 9am, 1pm and 3pm but you must consult your page insights. You should avoid posting in the evening and at weekends as there is not so much engagement.

Instagram: 1-2 posts a day

The Instagram audience is very active so you can upload more posts without a drop in engagement. The best times are 2am, 8-9 am and 5pm.  Avoid Sundays!

Your followers expect visual content such as high resolution photos and amazing videos. And, of course, don't forget the hashtags!

Twitter: 3-5 posts a day

Lots of Twitter uses prefer to remain just observers but company profiles can't afford this luxury. In order to promote your company, you need to tweet and, of course, respond to any followers' queries or comments relevant to you. Studies have shown that engagement wanes after the third tweet. The best times are 12pm, 3pm, 5pm and 6pm and the best day is Friday!

LinkedIn: 1 post a day

Publish your company's news and maintain contact with potential partners and customers. Avoid weekends as this is a professional network and choose weekdays and times 7-8am, 12pm and 5-6pm. LinkedIn users mainly read posts in the morning as they might a newspaper!

There are no golden rules other than hard work, persistence and the right analysis of your statistics. In general, choose weekdays and hours when users are working. Avoid evening hours and weekends. Be consistent and upload a steady amount of posts every day/week.