You Don't Have to Post Every Day (And Honestly, Please Don't)
Summer is coming, and I will be honest with you: I am NOT going to be posting every single day.
Between my tiny co-worker needing more attention, client work, and actually trying to enjoy my favourite time of the year, daily posting is not something I can keep up with. So if this sounds like you, you’re not alone!
The good news is that you don’t HAVE to post every single day. And you shouldn’t be, anyway.
Your audience isn't seeing everything you post anyway
When I started out over 12 years ago, the advice was to post constantly. Be everywhere, do all the things!
The goal was to post every day, sometimes multiple times a day, because volume was the whole strategy. That has changed so much since then.
There is so much content out there now that even when you do post, your audience may not see it the day you put it up. They might come across it two or three days later, or not at all.
Posting every single day does not guarantee you show up in front of more people. What it usually guarantees is that you run out of things to say and start posting just to keep up appearances, which your audience can definitely see.
What I have seen work, with my own accounts and with my clients, is that one post that actually says something will outperform five rushed ones every time.
Quality > Quantity is better than posting all the time.
The schedule that actually works
Three posts a week, staggered across your platforms, is enough to stay visible and consistent without running yourself into the ground. I promise.
Here is my strategy for showing up everywhere all the time without posting every single day:
On Facebook, post Monday, Wednesday, Friday.
On Instagram, post Tuesday, Thursday, Saturday.
If someone follows you on both, they are seeing something from you almost every day without you having to produce something every day.
If they are only on one platform, you are still showing up three times a week, which is more than enough to stay on their radar.
The other thing I love about this approach is that it gives you a natural content rhythm. You can plan what each post is actually for instead of scrambling to fill a slot.
Examples in Tourism
When you work in a seasonal business, like in tourism, there is a lot of pressure to show up. I have talked before about getting ready for the season ahead, so here is where all that work gets used. (Read: Getting Ready For The Summer Ahead)
A boutique hotel might post Tuesday, Thursday, Saturday and make sure one of those posts every week highlights something happening in the city around them, so their followers have a reason to visit beyond the hotel itself.
A tour company could post Tuesday, Thursday, Sunday and use that Sunday post as a highlights recap from the weekend's tours, which also happens to be great content for people who are still deciding whether to book.
A garden centre might post Monday, Wednesday, Friday to get content in front of people through the week, building excitement before the weekend rush, and conveniently not requiring anyone to be online during their busiest days.
The schedule works because it gives every post a purpose, not just a publish date.
A note on Stories
If three posts a week feels too light and you want to show up a little more, Stories are the answer. They take five minutes, they do not need to be polished, and people genuinely love them for behind-the-scenes moments and quick updates.
Here are some posts that will help you out:
Harnessing Instagram Stories for Your Business: A Comprehensive Guide
How to Use Stories on Social Media (Even If You Hate Being on Camera)
I’ll say it again for those in the back: You don’t need to be online every day!
Le tired? Same.
The pressure to be online constantly is exhausting, and I think a lot of business owners are burning themselves out chasing a standard that stopped making sense years ago.
Post less, but post things worth reading. Show up on a schedule you can actually maintain.
That is what builds an audience over time, and honestly, it is a lot more fun than posting into the void every morning before your morning bevvy kicks in after you get the kiddos on the bus.