How often should businesses post on Facebook now? More than they think

How often should a business post on Facebook and Instagram? Thanks to Meta's AI-powered discovery engine, social marketers argue it is now practically impossible to over-post. Content no longer goes mainly to followers: the algorithms actively seek out new, interested audiences for each post, so ramping up frequency does not necessarily cannibalize reach.

One page owner's test illustrates the shift: posting every two hours produced 6 million in reach over a month, while cutting back to every four hours the following month saw reach fall to 2.9 million. Another marketer shared a single post that drew 44 million views, 100 percent from non-followers, from an account followed by 1.7 million people.

The caveat is that posting every two hours is impractical for most businesses, and quality still governs results. The takeaway: compelling, relevant, engaging content posted more often can dramatically expand visibility among non-followers, the potential customers who were previously unaware of the brand. The shift reflects the arrival of 'interest media': only about half of people on social networks follow accounts at all, with the rest simply consuming whatever the feed shows them.