How Often Should I Post On Social Media? Social Media for the Contractor

How often should I post?Between answering phone calls, working in the field, and training new techs, you don’t have enough time in the day to spend hours behind a desk. We know that contractors wear countless hats—and we know how easy it is to get caught up in the day-to-day operations of running a business. But if you want a steady stream of leads and appointments, you need to keep up with your social media strategy. But maybe you’re still asking yourself “How often should I post on social media?”

Let’s face it: Social media is everywhere—and it’s here to stay. With over 56 percent of the world’s population actively using social media, mastering your social media strategy is more important than ever. It’s the tool you need to reach your target audience, build brand visibility, and tell your story. And in today’s always-on digital age, failing to harness the power of social media can put you miles behind the competition.

Your competitors probably aren’t doing social media right, but you’re going to do things differently. Instead of wasting time on average content and ineffective channels, you’re going to dominate the competition with a powerful social strategy. Here’s everything you need to know to level up your social strategy—from why you need to post regularly to how often you should be posting.



Why Do I Need to Post Regularly on Social Media?

Growing your social media presence isn’t going to happen overnight, but once your strategy catches some momentum, it can snowball into a valuable tool for your contractor business. Some of the main benefits of regularly posting on social media include:

  • Increase brand awareness. Want to get your business in front of more leads? Social media is one of the best tools for the job. When you post consistently on social media, your target audience gets to know your brand. Increased brand exposure translates to increased content distribution, a longer lifespan for each post, and better local SEO. The best part? You don’t have to drain your marketing dollars to get your brand in front of potential customers. 
  • Improve your SERP ratings. The more you post on social media, the better your chances of trending. And trending on social media means a lot more than shares and likes—it can have a major impact on your search engine results page rankings.
  • Build brand loyalty. From plumbers to electricians, local homeowners have countless options to choose from—but brand loyalty can put you at the top of their list. Compelling brand storytelling on social media makes your brand more memorable and recognizable. When your target audience feels like they can resonate with your brand, you’ll be the first one they call when they’re ready to convert.
  • Boost your credibility. Your social media accounts give leads a better picture of your business and how you function. It’s also an opportunity to learn about your brand’s vision and values. By aligning your messaging with your brand’s values, you’ll show customers that you’re authentic, trustworthy, and worth hiring.
  • Better conversion rates. Increased brand awareness and visibility also increase your chances of converting leads. Everything you share on social media—from videos and images to promotions—can direct users to your website, boosting your chances of closing a sale.

From instructional videos to employee stories, social media offers a valuable opportunity to connect with your prospects—and the Geauga County Engineer’s Office (GCEO) is a prime example. The GCEO partnered with Company 119 to craft a social recruitment strategy that would help them find people searching for a career—not just a job. 

We focused on the most effective ways to reach prospective workers, creating engaging video content and interactive quizzes to put a face to the brand and engage potential candidates. Through creative digital marketing and a fresh perspective, the GCEO reached candidates they might have missed through traditional recruitment channels.

The bottom line? When prospects feel like they can understand and connect with your brand, they’re one step closer to becoming paying customers—or employees—and social media is the tool you need to build that connection.



How Often to Post on Social Media

Before we jump into the ideal posting frequency for different social media platforms, it’s important to understand that quality trumps quantity across the board. But what does that mean for your social strategy? 

Even if your posting frequency matches our recommendations, it won’t help you achieve your marketing goals if you’re posting average content. Your content needs to be useful, engaging, and informative to cut through the digital noise and engage your target audience. According to HubSpot, 83 percent of marketers believe the quality of social media posts is more important than quantity.

With that in mind, here’s how often you should post on social media to maximize your engagement, boost your social media presence, and build brand awareness.


1. How Often to Post on Facebook

Most marketers will tell you that the sweet spot is two Facebook posts per day—but the data tells us a different story. In general, your Facebook posts only show up on the feeds of users that regularly interact with your brand. In other words, most of the people who see your post on Tuesday will be the same people who saw your post on Monday, so posting too often can come off as spammy.

Posting on Facebook more than once per day won’t just diminish your ROI and annoy your followers. If you post too often, Facebook could even punish your business page with the algorithm, giving your content a backseat to your followers’ friend updates. 

To counteract Facebook’s new algorithm changes, you need to be selective about their content. Of course, putting money behind your posts (by boosting them) doesn’t hurt, either.

Ideal frequency: According to a HubSpot analysis, the ideal posting frequency for Facebook is five times per week. Facebook prioritizes “fresh” content and doesn’t want to overwhelm users with just one company in their news feed. In other words, when you post more than once per day, you lose out on engagement.


2. How Often to Post on Instagram

Based on an analysis of 81 million Instagram posts, the more you post on Instagram each week, the greater your reach will be. In general, posting more translates to more likes and comments. However, the rate of reach and engagement per post varies as more posts are shared—and this can vary even more depending on how many followers your company’s account has.

Posting frequently can boost engagement, but only if you’re posting quality content. Since Instagram is so dependent on visual content, posting useful content regularly might seem overwhelming. A comprehensive social media calendar can help you keep up with content ideas, but again, you should always prioritize quality over quality.

Ideal frequency: In general, the ideal posting frequency for Instagram is twice per day. With that said, your ideal frequency will depend on your objectives, number of followers, and how often you can post quality content. Of course, if you can post often without sacrificing quality, you’ll get the best results.


3. How Often to Post on Twitter

Over the last few years, Twitter has emerged as one of the best platforms for brand visibility. Twitter marketing is a key component of any social strategy thanks to the platform’s unrivaled reach potential. In other words, no matter how many times you post on Twitter, your tweets still show up on the news feeds of all your followers. Twitter’s timeline updates frequently, so you’re at an advantage when you post more often.

Of course, there are countless companies out there posting 50+ times per day. But to keep your company’s presence active and keep your Twitter followers engaged, you don’t need to turn Twitter into a full-time gig.

Ideal frequency: If you’re aiming for higher engagement on each individual tweet, aim for at least five tweets each day. According to a study by Social Bakers, engagement starts to drop off after the third tweet, while the response per tweet dips after around five tweets. Instead of just promoting your brand, use Twitter to engage your target audience and drive conversations.


4. How Often to Post on LinkedIn

With LinkedIn, it’s possible to reach the full potential of your audience without paying for promotions. But aside from that, LinkedIn’s algorithms work similarly to Facebook. Keep in mind that LinkedIn is a professional social networking site, and appearing spammy on LinkedIn is much easier than you might think.

Ideal frequency: Like Facebook, LinkedIn doesn’t want to overwhelm users with too many posts from a single brand, so posting more than once per day can diminish your ROI. To maximize your ROI and engagement, aim for two to five posts per week. Again, if engagement is your objective, focus on the quality and relevance of your content instead of the posting frequency.



Key Components to Social Media Success

Now that you know how often to post on social media, it’s time to take your strategy to the next level. Social media isn’t a “set it and forget it” type of strategy. If you’re just scheduling a few posts on each platform and hoping for the best, you’re never going to get the results you want.

So, what’s the secret to social media success? You need to pour time and resources into building a long-term, holistic strategy. Here’s how to build an effective social media strategy that drives results.


1. Create a Social Media Calendar

Your social media calendar is the foundation of your social media strategy. It’s an overview of your upcoming social media posts, packed with information on the posting date, the platform each post will be published on, the post’s copy and creative assets, and any other relevant details. It might sound time-consuming and overwhelming, but our clients tell us that it’s well worth the time and effort.

Your social calendar might be as simple as an Excel spreadsheet with links—or as complex as an interactive dashboard that can plan out every social media feed and schedule your posts. As long as your calendar lets you plan ahead and batch your work, it doesn’t matter what it looks like.

Once you’ve set up a social calendar, you can start running multiple campaigns at once—long-, medium, and short-term, paid, and organic. This way, you can work toward multiple objectives across different platforms without missing a beat. Whether you’re managing an in-house marketing team or jotting down ideas for Facebook posts while scheduling plumbing appointments, leveling up your social game means getting organized.


2. Post Consistently, Not Frequently

Whether you’re trying to get more Facebook shares, increase your Instagram following, or meet your social media key performance indicators (KPIs), you need to post consistently. There’s no way around it.

An “ideal posting frequency” can be a helpful starting point for your social strategy, but ideal frequencies don’t consider the specifics of your target audience, geographic area, or industry verticals. Sure, the ideal frequency of one Facebook post per day might work for an eCommerce store, but it might not be ideal for a local landscaping business.

Posting frequency is just a way to stay in front of your target audience, but your audience isn’t going to interact with your posts if they’re not interesting or engaging. Instead of aiming for an ideal posting frequency, make consistency your number one goal. After a fixed period of time, your followers should be able to find something new on their favorite contractor’s Facebook page.


3. Keep It Fresh With Different Types of Content

Whether you’re a social media newbie or an experienced marketer, one of the biggest roadblocks to creating your calendar is figuring out what to post. It might feel overwhelming to generate enough ideas to fill a calendar, especially if you don’t want to spend hours behind a desk. That’s why you need a long-term marketing plan to guide your content flow.

There are a few strategies to keep your content fresh, but to keep your followers engaged, you’ll want to experiment with different types of content. To figure out what your audience wants to see, start with a social media audit. Take a look at the content you’ve posted that received high engagement. Does your target audience respond best to how-to videos? Do they share infographics more often than other posts?

To answer these questions, put together your social media analytics from Twitter or Facebook Insights. If you’re using a social media management platform, you can find metrics across multiple social networks on a centralized dashboard.

If you’re just getting started or don’t have old posts to review, it’s time to spy on your competitor’s social strategy. And if you’re still struggling to come up with ideas, we’ve got you covered. Check out our ultimate guide to content marketing for ideas to fuel your social media marketing efforts.


4. Align Your Posting Frequency With Your Objectives

Without clear objectives, how can you measure the success of your social media marketing efforts? (Hint: You can’t). To build a successful social strategy, you need to lay out your objectives. After you’ve defined your objectives, it’s time to design a strategy and create a social media calendar to fulfill those objectives.

Want to build brand recognition? Create intriguing, curiosity-provoking content that drives clicks. Trying to generate more leads? Build a lead magnet, whether that’s a seasonal discount or an email newsletter, and promote it. Once you’ve pinned down your objectives and implemented a few strategies, you’ll want to measure your success with social media KPIs.

Simply put, social media KPIs are measurable metrics that track your social media performance and ROI. By tracking specific metrics, you can ensure your social strategy is connecting with your target audience and that you’re actively working toward your objectives.


5. Don’t Just Do It Because Everyone Else Is

Most social media platforms have tweaked their algorithms so posts published by businesses don’t show up in front of every follower. If you’re not ready to invest in social ads to overcome this barrier, the only alternative is to publish informative, useful, and engaging content. 

This way, if your audience finds your content truly engaging, they’ll keep coming back for more. On the other hand, if you’re only publishing average-quality content to keep up with the competition, your efforts will probably go unnoticed. If you can’t sacrifice time away from the field to build an effective social media strategy, it might be time to hire a professional marketing partner.



Level Up Your Social Media Strategy

Meeting the ideal posting frequency for each platform can transform your digital presence, but only if you’re posting quality content. When you consistently publish engaging, useful, informative content, it’ll drive engagement—regardless of how frequently you post on each platform.

Remember the last time you audited your social strategy? If the answer is “no,” it’s time to take a proactive approach to social media marketing. At Company 119, we care about seeing your business grow—and social media is one of the best tools for contractors. Reach out to our team to capture more leads, book more appointments, and close more sales with a powerful social media strategy.

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