The question of how often businesses should post on Instagram is one I get A LOT and I am afraid the answer is terribly annoying: 

“It Depends.”

Cue eye rolling.

Back when Instagram prioritized posts chronologically, the best way to get your content noticed by your ideal client was to post multiple times per day, everyday (Yikes). Fortunately for all involved, Instagram has switched over to a “smart” algorithm, so posting everyday isn’t necessary (unless that’s your jam, you do you). These days, it prioritizes posts based on a number of factors, including who you interact with most frequently and whether or not your content is deemed “valuable.”

 Your posting frequency and times will depend largely on,

 If/when you are able to engage with your followers, I recommend engaging ten minutes before and ten minutes after you make your post. If you can only truly engage on Tuesdays and Thursdays at Noon, then you should only post on Tuesdays and Thursdays at Noon.

If you have content that fills at least one of the following criteria:

  • It's Entertaining,
  • It's Educational or Informative,
  • It forges a connection with your ideal follower

These are the three main reasons your ideal customer is USING Instagram. Don’t post just for posting’s sake!

All of that said,

I DO recommend showing up in your feed at least two times per week and showing up in your stories at least five times per week. The most important thing to consider is consistency. Don't show up five days in a row in your feed and then disappear for two weeks. That's lame.

Here are a few accounts I think are killing the 'gram game, for some inspiration:

@bellslosalamos: They post consistently, engage with their followers, and show up in their stories just about every day. Plus, their food is incredible.

@beavervineyards: Again, she shows up consistently in her feed and in her stories, engages with her followers, and posts valuable content.

@carharttvineyard: Same as above. I’ll also add that they don’t take themselves too seriously. They are really fun to engage with and have super entertaining content.

Heather Daenitz is the founder and photographer of Craft & Cluster, a wine & beer photography and social media marketing company based in Santa Barbara County, California.

When she isn't photographing and assisting wineries and breweries with their social media, Heather can be found hanging out with her husband, two dogs, and three chickens in their backyard garden.