New Study Suggests That Posting More Often Is Key to Instagram Growth

A new study reveals that the frequency of posting not only improves Instagram growth but also increases engagement.

Do you want to know how often you should update your posts on Instagram to increase the reach and engagement of your posts? 

A recent, comprehensive study conducted by Buffer found that posting frequently on Instagram directly correlates to increased followership and a wider reach.

Buffer’s Insights on Posting Volume

Buffer has analyzed more than 2 million Instagram posts from 100,000 accounts to identify meaningful trends in the frequency of posting and the interaction of your audience. 

You can read the complete report here, but in this post most important insights are discussed accordingly.

The study found that posting anywhere between three and five times per week increases your following growth rate by more than double. Increasing the frequency of your posts to 6-9 times a week or even more will increase the rate of growth.

It is important to note that this study focuses primarily on Instagram feed content, which includes photographs, Reels, and carousels. Stories were not included in this research.

Why Posting Frequently Pays Off?

As you can see that the results are not too surprising. Regularly posting gives you more opportunities to show up in the feeds of your followers’ homes, Reels, and the Explore page, increasing your exposure. 

However, Buffer points out:

That’s pretty common sense – the more you post, the more opportunities you have for appearing in your followers’ home feeds, the Reels feed, or even the explore page. [Though the data also shows that] accounts that post more tend to get more views on every piece of content.”

According to Buffer, posting 3-5 times per week results in 12% more reach on every post, and posting 10 times per week increases reach by 24%.

Balancing Quantity and Quality

However, more posts do not always equal better results. Buffer warns that increased frequency can be detrimental to the quality of content. Brands and creators need to strike the right balance between ensuring important, high-quality posts while increasing their content schedule.

The algorithm does favour active accounts, but inactive posting will not assist. The most effective formula is one that blends regular updates and important, relevant content.

The pressure to increase volume without weighing audience relevance could result in disengagement, which marketing professionals should consider in their strategies for Instagram.

Leveraging AI and Creative Tools

With the advent of AI-powered content production as well as new features for creativity, Brands are now equipped with the tools they need to ensure quality while posting more often.

This technology advancement could reduce the task of creating several posts per week, which makes the suggested frequency of posting easier to achieve.

Key Takeaways

Posting can help grow your audience and their reach. Creators do not have to worry about overwhelming their audience with frequent updates. Instead, concentrate on consistency, along with relevance and quality, to be in line with Instagram’s algorithmic preferences.

You can read the complete study of Buffer’s IG performance study here.