Posting On TikTok: How Many Times Per Day Makes Sense?

Businesses, influencers, and active content creators are always in search of greater TikTok visibility and larger follower bases.

One strategy to bring in more views, engagement, and TikTok fans might be to upload new posts as often as possible. After all, the more opportunities people have to see your TikTok videos, the better the chances are that you’ll expose your videos and brand to new audiences. Right?

Truthfully, there are serious drawbacks to that approach. Let’s explore.

Why Posting Too Often on TikTok Can Cause Problems

One issue might seem obvious: the more often you post, the more TikTok content you’ll need. That might not be a problem for large corporations that can devote big bucks to content creation, but the majority of TikTok users can’t regularly produce lots of high-quality videos without seriously depleting their resources (not to mention their time and energy).

Another potential issue involves the TikTok algorithms, and it doesn’t become obvious until it’s too late.

The algorithms decide which TikTok posts receive widespread visibility across the social media platform, and they’re always on the lookout for spam. TikTok accounts that upload videos frequently throughout the day may be flagged as spammers who deserve to be penalized — meaning smaller audiences will see their posts, and fewer people will engage with them.

There’s another possible problem, and it’s known as viewer fatigue. Even devoted TikTok followers may tire of constantly seeing new videos from the same account, particularly if maintaining a frequent posting schedule means that some posts seem less interesting than others. Those users may eventually get so bored that they decide to unfollow the account.

So, how can you determine the “right” number of times per day to post on TikTok? There’s no right answer, but there are a few guidelines that might help.

How Frequently You Should Post on TikTok

We’ll start with the app’s recommendation. TikTok suggests posting between one and four times each day, as long as the content is interesting, compelling, and high-quality. They don’t really explain, however, how they think a user should decide whether to upload one, two, three, or four videos on any given day.

Here’s another suggestion. Quite a few social media marketing services report that their clients do best when posting only one or two times daily. They base that on the results they’ve seen when monitoring their clients’ TikTok analytics and calculating the effect of more frequent posting on reach and engagement.

When it’s time for you to set a TikTok posting schedule, here are a few of the variables you should consider.

• How many high-quality videos can you realistically post per day? If you only have the time and resources to create three outstanding posts per week, that’s likely to be a better option than uploading three great ones and 11 mediocre ones.
• What type of content do you post? Your audience may love seeing two terrific 15-second comedic videos per day and clamor for more. If you generally create longer, involved tutorials, however, even two per day could be far more than your audience is interested in seeing.
• How competitive is your content or business niche? If you’re fighting for attention with many other companies, content creators, or influencers, you may need to post more regularly to keep up. If not, you can focus more on a smaller number of high-end video productions.
• What do your TikTok analytics show? Try posting a different number of daily videos each week and then compare your audience and engagement metrics, as well as your follower growth and profile views. That will help you identify the posting frequency that’s most effective for your account.

Finally, don’t feel compelled to meet the 1-4 or 1-2 posts per day recommendations we’ve cited. Two studies have examined the number of times successful brands post on TikTok; one found that the average frequency was once every two days, while the second reported that the average brand posts less than twice per week.

To repeat what we said in the last section, there’s no “right answer.” Decide how much high-quality content you can create each week, try different ways of spreading out those videos, and measure the results you see. You’ll quickly land on the posting frequency that’s right for you.