24/07/2025
We are often asked: ‘how often should we be posting on social media each week?’ during our digital training for churches. The quick answer is: there’s no real formula to follow. What works for you will depend on your goals, the platform you’re using, the size of your audience and the type of content you’re posting.
Before we get on to how often to post, here are a few things for you to consider.
Quality is more important than quantity. The more helpful or interesting your content is to your audience, the better, as they will come back to your posts again and again. If you post for the sake of it, or only post about your events, you risk losing your audience’s attention.
What can you realistically manage? There are only so many hours in a day, and you are probably juggling a lot of other things as well as looking after your church’s social media platforms. Decide what’s possible for you or your team to manage.
Be consistent. Once you’ve decided what you can manage, stick to it. Studies show that the more consistent you are with social media, the more likely it is that your audience will see your post, and the more likely it is that your audience will grow.
How often should you be posting on social media?
Our recommendations below show the ideal frequency of posting per week for accounts that would like to grow their audience. If this is possible for you, that’s great, but if not, aim to post the minimum if you can, and be consistent.
Top tip #1: Not sure what you can realistically manage and keep at a consistent level? It’s OK to experiment! Have a go at posting a couple of times a week and see how that goes, and then you can up the frequency if you feel able to.
Top tip #2: Using scheduling tools is a great way to help you manage your social media channels and maintain consistency, without taking up too much of your time. Here’s a guide to beginner-friendly scheduling tools for churches. The more you plan your content, the less burdensome posting should feel because you won’t have to think about it constantly.
Top tip #3: Repurpose content! You can share the same post on your Facebook and Instagram feeds, and the same images/videos on your Facebook, Instagram and TikTok feeds. A grid post on Instagram can also be shared as a story, but perhaps with an added twist like a call-to-action or a poll.
Top tip #4: Engage, don’t just broadcast: Allow time not just for posting your content but for engaging with your audience: respond to comments, ask questions, and encourage interaction. You can use social listening tools to better understand your audience and stay ahead of the curve.
Top tip #5: Learn from your audience, and post what and where you want to. There is no one-size-fits all rule for how much to post. If it’s a significant week for your church (e.g. Christmas, Easter, or another special event), you might post to your stories more than usual to try and capture and build excitement. And if a particular platform is losing engagement and no longer feels like a priority, you can post less or not at all.
Our recommendations based on the type of post and platform
Facebook Newsfeed
Ideal: Five to seven posts per week
Lowest: Two or three times per week
Tip: More than once a day can be too much unless you’ve got a very big following when you might get away with more!
Facebook Stories
Ideal: As often as you can! These are a great way to engage with your Facebook audience more casually.
Lowest: Try to post three stories per week
Tip: Lower quality videos and images work well in stories, as we expect them to be light, candid, and not heavily produced, so have fun!
Instagram Posts
Ideal: Four posts per week.
Lowest: Two times per week.
Tip: Consistency is important to growing your following on Instagram, don’t post 10 times one week, and then only twice the next. Keep to a consistent rhythm.
Instagram Stories
Ideal: As often as you can, remembering not to spam your followers. Once or twice a day is a good aim.
Lowest: Try to post three stories per week, if you can!
Tip: If you’ve not used them before, try posting stories out on your own Instagram profile, before creating them for your church account. Unlike Instagram grid posts, your stories can include links – so make the most of this by including call-to-action links e.g. to event/website/YouTube pages.
Instagram Reels
Ideal: Two or three per week.
Lowest: Once a week.
Tip: If you record your services, a cut-down clip from a sermon can be great material for your Reels. If you use Meta Business Suite you can easily share your posts and stories to Instagram and Facebook simultaneously, and you can use Instagram’s Edits app for easy video editing.
TikTok videos
Ideal: Three or four posts per week.
Lowest: Aim for at least once a week if you’re just starting out.
Tip: Aim for short and impactful content that hooks viewers in in a few seconds. Explainer content that invites questions can be great for generating engagement and curiosity.
X (formerly Twitter)
Ideal: Five to seven posts a week. (Or as often as several times a day if you want to be particularly active)
Lowest: Two or three posts a week.
Tip: Make use of hashtags and trending topics to tie into popular conversations. Follow and engage with other accounts to build engagement.
Have a go and see what works for you. It’s better to post good quality content twice a week than less engaging content every day!
- Digital Labs Team
