With over 1 billion monthly active users, TikTok has become one of the most popular social media platforms for sharing short-form videos. For content creators and businesses looking to grow their audience on TikTok, determining the optimal posting frequency is crucial for success.
According to TikTok themselves, “Consistent posting is key for a thriving TikTok account. Aim to post 1-4 times per day to stay top of mind with current followers while consistently showing up for new audiences.” (TikTok Newsroom) This highlights the importance of regular posting to maximize views and engagement. But how often is too often? Let’s dive into the data and best practices around TikTok posting frequency.
Optimal Posting Frequency
When it comes to determining the ideal posting frequency on TikTok, research shows that more is not necessarily better. According to a study by SocialInsider, accounts that posted 1 video per day saw 28% more views than those posting 8 videos per day. The study found that posting 1-2 times daily appears to be the sweet spot for maximizing reach and engagement (Source).
Experts at NapoleonCat analyzed over 800k TikTok profiles and found the highest engagement rate for accounts that post 1.5 videos per day on average. Accounts posting 6-7 times daily saw declining engagement rates. Their data indicates that the ideal frequency is 1-3 posts per day for most niches (Source).
The research suggests that posting 1-3 high quality videos per day provides the right balance to gain visibility and engagement on TikTok without saturating your audience.
Consistency is Key
Posting consistently is one of the most important factors for growing a loyal audience and gaining more views on TikTok. According to Insight MG, “Regular, consistent posting can help boost your TikTok SEO. By consistently uploading content, the TikTok algorithm will begin surfacing your videos more frequently across the platform” [1]. Maintaining a consistent posting schedule shows your followers that you are committed to producing quality content and allows them to know when to expect new videos.
Posting consistently also increases the chances that your content will be seen by new viewers. The more frequently you post, the more opportunities there are for potential followers to discover your profile. As iCUC Social notes, planning content outlines in batches can help maintain consistent posting over time [2]. Overall, consistency is key for growing an engaged TikTok audience.
Time of Day
The best times to post on TikTok depend heavily on your target audience’s demographics and time zones. According to recent research, the peak times for engagement in the United States are generally in the late morning and early evening. For example, 8-10 AM and 7-9 PM Eastern Time tend to see high traffic. However, audiences in other regions follow different patterns.
One study found that the optimal times for European users are 12-1 PM and 5-6 PM Central European Time. Asian and Australian audiences are most active earlier in the day. So consider when your followers are most likely to be on TikTok and target those high-traffic periods.
You can check your TikTok analytics to see when your existing audience is online. Pay attention to days of the week and hours that drive the most profile visits, likes, comments, and shares. Then use those insights to fine-tune your posting schedule. Testing different times yourself is also useful to determine what resonates best with your niche.
While the same principles apply, it’s worth noting that weekends, especially Sundays, see an overall dip in engagement. But weekends can still be an ideal time to test new content. Just bear in mind your audience size may be smaller.
Posting Too Frequently
While it can be tempting to post as much content as possible on TikTok in hopes of going viral, posting too frequently can have some potential downsides. According to a Quora post, flooding your followers’ feeds with content can lead to lower engagement rates. If you post more videos than your audience has time to watch, your videos may start getting overlooked. Additionally, according to GoTechUG, posting too often can make your content seem spammy and lower its quality if you’re stretched too thin creating content.
The key is finding a sustainable pace that works for your niche and audience size. Focus on quality over quantity. It’s better to post less frequently with stellar content than churn out mediocre videos daily. Give your followers time to watch, engage with, and share each video before posting your next one. Monitor your analytics to find the optimal frequency for your account.
Quality over Quantity
When it comes to TikTok, it’s important to focus on creating high-quality, creative content rather than trying to post as frequently as possible. According to a 2023 study published in the Journal of Medical Internet Research, while some health information on TikTok can be useful, overall the quality and accuracy of medical content on TikTok can vary greatly. Trying to post too frequently can lead to rushing content creation and lower quality videos.
Instead, aim to post 1-2 highly engaging, creative videos per day maximum. Take your time with each video to ensure high quality production value, useful information, and entertaining or interesting content. Pay attention to lighting, audio, editing, captions, hashtags, and other elements that contribute to an appealing, shareworthy video. Remember – one fantastic TikTok video can gain more traction than several mediocre ones posted in quick succession.
Analyze Your Analytics
One of the best ways to determine your optimal posting frequency on TikTok is to analyze your analytics and engagement data. TikTok provides creators with detailed analytics on views, likes, comments, shares, audience demographics, and more. You can break this data down by time of day and day of the week to identify when your target audience is most active on the app.
Pay close attention to when your views and engagement spike – these are likely the best times for you to be posting content. As explained on the Time to Tok blog, “Analyze ‘Top Territories’ in Analytics to identify your core geographies and optimize TikTok posting times for each audience.”1 Testing different posting frequencies will also shed light on when your audience most eagerly anticipates your content.
Continuously monitoring your TikTok analytics will enable you to optimize your posting cadence over time as your account and following grows. Let the data guide you towards the ideal frequency for your niche, content style, and audience.
Test Different Frequencies
One of the best ways to determine your ideal posting frequency on TikTok is to run A/B tests where you post more or less frequently. As TikTok’s Ads Manager explains, split testing allows you to test multiple versions of your content to see which performs best.
To test frequency, you can set up two ad groups – one that posts once per day, and one that posts 3 times per day. Make sure both ad groups have the same target audience and budget. After running the test for 1-2 weeks, you’ll be able to analyze the results and see which frequency led to better engagement and conversions. This data-driven approach takes the guesswork out of deciding how often to post.
As noted in TikTok’s guide to split testing best practices, it’s important to allocate enough budget and run the test long enough to collect statistically significant results. Frequency testing can optimize your TikTok strategy over time.
Consider Your Niche
Posting frequency differs by niche. Some content categories naturally lend themselves to more frequent posting, while others call for a slower pace. As an example, a comedy or meme account may thrive with multiple posts per day to stay top of mind, while an educational channel may only need a couple of videos per week.
Do research on top creators in your niche to get a sense of the norm. Look at their posting frequency over the past few months. This can provide a good benchmark. However, don’t just copy what the competition is doing. Consider your own goals, resources, and audience.
If you are just starting out, err on the side of less frequent posting as you build content and an audience. You can always increase frequency down the line. Ramping up too fast risks saturating your existing viewers. However, niches known for fast, ephemeral content tend to necessitate more posts per day to gain traction.
Conclusion
When determining how frequently to post on TikTok, there are a few key factors to consider. Consistency is important, as you want your audience to know when to expect new content from you. However, quality should not be sacrificed for quantity. Posting too much unengaging content can actually hurt your account. The ideal frequency depends on your niche and audience. Analyze your analytics to see when your existing followers are most active, and test posting at different intervals to compare engagement. There is no one-size-fits-all answer, but somewhere between 1 to 5 times per day tends to work well. The key is finding a balance between staying top of mind with your audience while still delivering valuable content. Ultimately, focus on providing entertainment and value that keeps your viewers engaged and returning for more.
