Start with quality and capacity
Every post draws from time, ideas, visuals, writing, review, and community response. Choose a cadence that leaves enough room to make each piece clear and recognizable.
If two weekly posts allow you to teach, show proof, and maintain a consistent visual presence, that is a credible starting point.
Match cadence to the business
Event-driven brands, media companies, and active retail businesses may have enough timely material for frequent publishing. A professional service firm may benefit from fewer, more considered posts.
Stories and short updates can provide immediacy between feed posts without placing the same production burden on the team.
Increase frequency for a reason
Post more during a launch, event, seasonal campaign, or period with unusually strong source material. Increase frequency when performance and capacity support it—not because a generic benchmark says you should.
A content calendar should create reliability while leaving room for what is happening now.