What’s the best time and the best posting frequency for posting on social media?

Answer:

People ask me all the time, as a content creator and photographer, “When is the best time of day to post on Instagram, Facebook, TikTok, and platforms like that? And how long should the videos be?” The honest answer is there’s no perfect universal answer. It depends a lot on your audience and your consistency. But if you’re just starting out and you’re not used to posting regularly, the shorter you can make your videos, the better. The reason is retention. If you post a 20-second video and someone watches 10 seconds, that’s 50% retention, which is solid. But if you post a three-minute video and someone only watches 10 seconds, that retention is terrible, and your content won’t perform well.

So I tell people to make videos as short, snappy, and entertaining as possible—lots of quick transitions, engaging pacing, and strong hooks. Social platforms care deeply about how long people watch your content. Retention is one of the biggest metrics they use to determine whether to push your content out to more people. As for posting frequency, I recommend at least every other day or three times per week. You can post more, but you need to be realistic about what you can sustain over six months. If you say you’re going to post seven days a week, chances are you won’t maintain it. Be honest about what you can consistently deliver so you don’t create huge gaps where people forget you exist. On platforms like Instagram and Facebook, content disappears quickly—often within 48 hours—so consistency and quality matter a lot.

Summary:

Watkins Photography emphasized that there is no single perfect time to post on social media, but retention is the most important factor for success. Shorter videos tend to perform better for new creators because they increase watch-time percentage, which platforms prioritize. Long videos with low retention can hurt performance significantly. The advice is to keep content concise, engaging, and entertaining, especially when building momentum. Regarding posting frequency, consistency matters more than volume. A sustainable schedule of at least three times per week or every other day is recommended, as social content typically fades from visibility within 48 hours. Long-term consistency over six months is more important than unrealistic daily posting goals.