How Often to Post on TikTok in 2024: A Definitive Guide

How Often to Post on TikTok in 2024: A Definitive Guide

How often should you post on TikTok in a week?

It’s the question that leaves many TikTok creators scratching their heads.

That said, the answer isn’t always straightforward. For one thing, the TikTok algorithm updates regularly. And you need to decode the TikTok algorithm to make it work to your advantage.

Besides, every audience segment is different. What works for other audiences may not work for yours.

In this comprehensive guide, we dig deep into the research and settle once and for all the ideal TikTok posting frequency that works for your brand.

Here’s what we’ll cover:

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TikTok management tool for teams

Schedule your TikToks, manage TikTok comments (organic and ads), and analyze your performance – from one place – with a simple tool designed for teams.

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Is posting frequency on TikTok a big deal?

The answer is a resounding yes.

You’re probably thinking, “if I’m posting consistently on TikTok and putting out content as frequently as I can, shouldn’t that be enough to get my TikToks in front of my target audience?”

Well, yes, but only up to a point.

While consistency is crucial in ‘convincing’ the TikTok algorithm to get your videos on the FYP (For You Page) of your audience, you still don’t want to overwhelm them by posting too much. If you do, it may lead to a drop in engagement. As my momma used to say, “Too much of anything can be bad.”

On the flip side, If you post too infrequently, you’re not giving your brand enough opportunities to get in front of your audience. You can keep an engaged audience’s interest at a certain point. If your posting frequency starts to drop off, they may lose interest in what you bring to the table and forget about your brand altogether.

To put it simply, when it comes to posting frequency, you need to strike the right balance.

Hey, I get it. When put like that, the process of finding the right TikTok posting frequency sounds difficult.

But it doesn’t need to be. For starters, you can go with what TikTok is suggesting.

How often to post on TikTok: What the social media platform suggests

According to TikTok, posting one to four times a day is ideal.

I think you’ll agree that three to four times a day sounds like a lot… unless you’re a big brand with a large content team and crazy amounts of money to get them paid.

Besides, TikTok’s suggestion might already be outdated (TikTok gave that suggestion in 2021, you see).

TikTok management tool for teams

TikTok management tool for teams

Schedule your TikToks, manage TikTok comments (organic and ads), and analyze your performance – from one place – with a simple tool designed for teams.

Try NapoleonCat for free

14-day trial period. No credit card required.

How often other TikTok creators post on TikTok

At some point, you have to wonder how others do it. According to a 2023 HubSpot survey, most marketers post 4-6 times a week on TikTok.

Given that this posting frequency is what works for most brands that use TikTok as a marketing channel, we can safely assume that 4-6 times a week is what many find manageable and effective in maintaining a consistent presence on the platform without risking fatigue.

But as I’ve mentioned in this blog post’s introduction, what works for many may not work for your brand. Doing what others are doing in terms of TikTok posting frequency is a great way to play it safe. If 4-6 times a week works for most brands, it might work for yours too.

However, there comes a point when you have to find the post frequency that works best for your brand. Which brings us to our next section.

How to find the optimal TikTok posting frequency for your brand

Now that you know what TikTok recommends and how frequently other TikTok marketers post on the platform, it’s time to find out the ideal posting frequency for your brand.

Let’s take this step by step.

Define your social media goal

Before you decide how often you should post on TikTok, slow down and ask yourself what you want to achieve every time you publish a post on the short video platform.

In other words, what’s your social media goal?

To hone in on a goal that’s worth chasing, you have to be smart about it. That is, you need to set SMART goals, meaning Specific, Measurable, Achievable, Relevant, and Time-bound.

Whether it’s increasing brand awareness, driving website traffic, boosting engagement, or generating leads, your social media goal should align with your overall marketing objectives.

Understand your audience

I know this sounds like cookie-cutter advice, but this is important. After all, different audiences have different preferences on what, how, when, and how frequently they want to see and engage with your TikTok content.

Dive into the demographics and behavior of your target audience on TikTok. What times are they most active? When are they likely to engage with your content? Understanding your audience’s habits and preferences will help you determine how often you should post TikTok content for them.

Here are effective ways to get to know your audience better:

  • Conduct audience surveys: Use polls or surveys to directly ask your TikTok audience about their content preferences, posting frequency preferences, and the types of content they enjoy. TikTok has native features that allow you to create polls and surveys.
  • Analyze TikTok analytics: Dive into TikTok Analytics to understand peak activity times, engagement rates, and demographics of your audience.
  • Follow TikTok trends: Stay updated on trending topics and challenges within your niche on TikTok. This way, you can determine what types of posts resonate with your audience.

Keep in mind that understanding your audience is an ongoing process. Make sure to regularly revisit your audience insights as TikTok trends and user behavior evolve.

Consider the types of TikTok content you want to create

As mentioned earlier, how often you need to post on TikTok also depends on the types of content you want to create and publish.

Audiences can only enjoy (or tolerate) specific types of TikTok content up to a point. Want to include in-depth tutorials in your TikTok content repertoire? Sure, but while your audience will no doubt eat them up, it’s unlikely they’ll want to consume this type of content two to three times a day.

If you’re sharing, say, fast-motion DIY videos that last only a few seconds, a more frequent TikTok posting frequency might work. But if you’re sharing something that’s packed to the brim with information (e.g., in-depth business advice) you may want to slow down a bit.

Besides, some types of TikTok content take more time to create and produce. If you have a knack for creating intricate dance routines, elaborate skits, or anything with high-production value, there’s a slim chance you’ll be able to publish two to three TikTok posts in a day.

Of course, the types of TikTok content you will want to publish depend on your niche, audience, and goals. Whether you want to produce duets and stitches, dance videos, DIY tutorials, or ask your audience videos, the key is to align your TikTok posting frequency with the nature of your content and the preferences of your target audience.

If you’re feeling stumped as to the types of TikTok posts to create and which ones your audience will love best, you can gain insights by assessing your TikTok analytics. More on that in a bit.

Perform A/B tests

Now that you’ve established a baseline and considered TikTok’s recommendations, industry benchmarks, and your audience’s preferences, it’s time to fine-tune your posting frequency through A/B testing. A/B testing (or split testing) involves comparing two different approaches to see which one performs better.

Here’s how you can approach it:

Test different posting frequencies

Start by experimenting with different variations in your posting frequency. Divide your content schedule into two groups and post at different frequencies for each group. For example, if you’ve been posting five times a week, try reducing it to three times for one group while maintaining the original frequency for the other.

You also want to try different posting frequencies for each content type. For example, if you produce both dance videos and educational tutorials, experiment with posting frequencies independently for each category.

You can even experiment with different posting times to find out the optimal posting times on TikTok for your brand.

Monitor audience engagement metrics

Pay close attention to engagement metrics such as likes, comments, shares, and follower growth for each group. Analyzing these metrics will provide insights into how your audience responds to different posting frequencies. 

Keep in mind that it may take some time to gather sufficient data, so be patient and consistent with your testing. And make sure that your KPIs are aligned with the social media goals you defined earlier.

Assess TikTok analytics

Use TikTok’s built-in analytics tools to track the performance of your posts. Look for patterns in terms of when your audience is most active and engaged. TikTok Analytics provides valuable data on views, audience demographics, and more.

How Often to Post on TikTok - analytics pic

Iterate based on results

Based on the insights gathered from your A/B tests, iterate on your posting strategy. If you notice a significant increase in engagement with a specific frequency, consider making it a permanent part of your schedule. Be flexible and open to adjusting your approach as your audience and TikTok’s algorithm evolve.

By systematically testing and analyzing different posting frequencies, you’ll be able to tailor your TikTok strategy to align perfectly with your brand and audience.

You also want to make split testing a regular thing in your strategy. Remember, best practices can only take you so far. If you want to maximize the impact of your TikTok posts, the best strategy is to test them out on your audience.

Schedule your TikTok content

Trying to stay on top of your TikTok posting schedule is hard. Doing split tests and iterating accordingly on top of that makes your job even harder.

So here’s a solution for you: schedule your TikTok content in advance! 

You have to admit, creating, producing, and publishing TikTok videos on the fly can be time-consuming.

By scheduling your TikTok content a few weeks in advance, you can adopt a more proactive approach to publishing content, allowing you to dedicate focused time to craft high-quality TikTok videos that align with your brand strategy and resonate with your audience.

With NapoleonCat’s social media publishing tool, you can plan, create, publish, and schedule content not only to TikTok, but also to Facebook, Instagram, Google My Business, and LinkedIn — using one convenient dashboard.

You can also use the AI Assistant to create engaging post captions from scratch or enhance your own captions with just a few clicks 😉

AI assistant in NapoleonCat

What’s more, you can manage your TikTok content in a more effective way. With NapoleonCat’s TikTok management tools for business, you can schedule TikTok content, moderate comments, and engage with your audience all in one place.

All your TikTok comments (organic and ads) in one view

You can test the tool for free here – no credit card is needed during signup! 😉

TikTok management tool for teams

TikTok management tool for teams

Schedule your TikToks, manage TikTok comments (organic and ads), and analyze your performance – from one place – with a simple tool designed for teams.

Try NapoleonCat for free

14-day trial period. No credit card required.

Final thoughts

To find out how often to post on TikTok, don’t rely on industry benchmarks and best practices alone. Yes, they can serve as a great starting point, but you can only determine the ideal TikTok posting frequency for your brand by iterating based on real results.

Your brand and audience are unique. By continuously testing, analyzing, and refining your TikTok posting frequency, you can discover the cadence that resonates most effectively with your target audience.

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