Figuring out how often to post on Instagram is the pillar of any strategy for the platform. It’s also a balancing act. You don’t want to post so little that no one sees your content, but you also don’t want to post so much that Instagram thinks you’re a spam account. On top of that, you also have to consider how much time and energy you realistically have to dedicate to the platform.

Whether you have a social media team or you’re a mighty entrepreneurial team of one, we have advice on how often you should post on Instagram as you build your social media marketing strategy. 

Let’s look at what Instagram has posted publicly, check out Shopify’s own strategy, and catch up with a merchant at the top of their game to get the best advice for how often to post on Instagram.

How often should you post on Instagram?

It’s recommended to post three stories a day evenly spaced out around popular viewing times for your target audience.

Instagram isn’t particularly forthcoming with tips on how to optimize your strategy for its algorithm, but it has occasionally given some advice.

Instagram’s @Creators account hosted a Q&A with the Head of Instagram, Adam Mosseri, where he was asked the best way to grow an account.

He mentioned the importance of utilizing videos and hashtags, but he also said it’s important to have a “healthy feed.”

“A couple of feeds a week, a couple of Stories per day,” he said. 

By that suggestion, you can take away that while your feed is important, posting more frequently to your Story is also valuable, maybe even more so. 

It’s a great pace to aim for and one that allows room for experimentation.

Adam also talked about ranking, which is how Instagram decides what it shows its users. According to a blog post he wrote, there isn’t actually a single algorithm determining how Instagram shows content but “a variety of algorithms, classifiers, and processes, each with its own purpose.” That system looks at…

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