How often should a local business post on social media?

It's the question we hear most from pharmacies, cafés and service businesses: how often do we actually need to post? The honest answer is less often than you think, but more regularly than most businesses manage.

Consistency beats volume

An account that posts three times a week, every week, will usually outperform one that posts daily for a month and then goes quiet. Platforms show more of your posts to people who engage with them, and people engage with accounts they recognise. A gap of several weeks resets that.

So start with a schedule you can keep for a full quarter, even on your busiest weeks. You can always add more later.

A schedule that works for most local businesses

• Instagram: three feed posts a week, plus stories whenever something is happening in the shop.
• Facebook: the same three posts. Your local audience is often older here, and they share more.
• Google Business Profile: one update a week. It's the most overlooked channel, and it sits right next to your listing when someone searches for you.
• TikTok or Reels: only if you can film short clips without it becoming a chore. One good clip a week is plenty.

What to post when you run out of ideas

• Answers to questions customers ask at the counter or on the phone.
• Behind the scenes: deliveries arriving, a new product being set up, the team getting ready in the morning.
• Offers with a clear end date, so people have a reason to act this week.
• Customer stories and reviews, shared with permission.
• Seasonal reminders that matter to your customers, like flu shots, holiday hours or a new menu.

Plan these a month ahead. A simple calendar with one line per post saves more time than any scheduling tool.

Measure what brings people in

Likes feel good but rarely pay the rent. Instead, watch profile visits, website clicks, calls and direction requests from your Google Business Profile. If those rise over a few months, the schedule is working. If they don't, change what you post before you change how often you post.

When it's time to get help

If posting keeps sliding to the bottom of the list, that's normal. It's also the point where handing it to someone else usually pays for itself. Our social media plans cover planning, posting, replying and a monthly report on what worked. If you'd like a second opinion on your current accounts first, get in touch.