How often should I post?
This is one of the most frequent questions we receive from our clients and Find Your Voice Cohort members, “How often should I post?”. to LinkedIn, to Instagram, to where ever your audience spends their time…or how often should I send an email to my list?
The answer – as often as you can, but always with purpose. Never post just to post.
Here’s a framework that will motivate you to plan your content accordingly.
How Often Should Your Network Hear From You to Make a Lasting Impression?
Whether you’re building a personal brand, launching a consultancy, seeking board seats, or courting new clients, frequency matters, but it’s not just about frequency.
The real goal isn’t to post constantly…
It’s to create consistent, meaningful touch points that build familiarity, trust, and momentum.
So what does the data actually say?
1. The “Rule of 7”… Updated for 2025
For decades, marketers referenced the classic Rule of 7, which originated in 1930s Hollywood studio advertising.
The idea?
A person needs to hear a message seven times before taking action. But modern research shows that in today’s hyper-saturated content environment, seven impressions aren’t enough.
A 2020 Microsoft Attention Study found that digital consumers need far more repeated exposure — often 20+ interactions — before remembering a brand or message in a noisy feed! That’s insane. 20+ interactions?
But, it’s the cold hard truth.
This is why posting or publishing content once or twice a month rarely moves the needle.
So, am I saying you have to be on your audience’s preferred network every day? Yep. Every dang day, people. Before you click out and shake your head in disapproval with thoughts like,
“Well, that’s just not realistic, how can anyone who is worth anything spend that much time online? And how do I know if it will even work.”
Keep reading…
Here’s the cold hard truth: if the idea of being online every day to win customers or to influence and grow your network scares you, this tells me two things about you:
1. You just don’t know how to do it, and that scares you.
2. You are most likely over thinking all of it, because creating excellent content doesn’t take that much time - IF - you bring value to your audience and have your brand and message on point, it’s easy peasy.
Last but not least, if you do quit on your own content creation. and can’t commit, roll up your goals and toss them in the trash. That’s right, just quit while you’re ahead because you won’t make it very far.
I know, I’m such a pushy content jerk. But, it’s the truth. I’ve been a content creator and marketer for 20 years now… there is absolutely no way around it. You need 20+ impressions to make a strong connection.
So how do you pull off posting weekly without being obnoxious, boring or worse – misunderstood.
Know your audience
Create a compelling message (your message is a gift, not a forced pitch)
and then…
Update weekly for visibility and familiarity
Update monthly for to share your evolution
Update quarterly with big announcements
Here’s a posting with intention break down:
2. Weekly: Build Familiarity
When posting weekly, think of posting to stay familiar to your network. These don’t have to be earth shattering posts, keep it more casual.
Studies across brand psychology and cognitive science show that consistent weekly exposure increases:
Recognition
Perceived expertise
Trust
Top-of-mind awareness
That’s what your focus should be for weekly post. A 2018 Edelman Trust Barometer study found that individuals who communicate consistently are 2.5x more likely to be viewed as trusted experts in their category.
Weekly doesn’t mean weekly selling.
It means weekly value: insights, stories, opinions, wins, lessons learned. Be yourself, too. Talk about your struggles, your hopes and dreams, your little wins. Things your observe out there in the world. Current events are always compelling when relevant to your audience.
This frequency is enough to create a “you’re everywhere” effect without overwhelming your audience.
My weekly posting rule of thumb: don’t spend more than 15 minutes on weekly posts.
The more time you spend on writing, the higher the odds your will be boring, mundane or overthought. Most of all, I don’t recommend investing more time than this in a post because odds of it flopping are high. It’s so difficult to predict how the algorithms will rank your content, and there’s so much beyond your control – it simply doesn’t make sense to spend a ton of time on posts meant to keep you top of mind.
In fact, all of my viral posts to date the ones I’ve spent the least time writing. This is why I stick to my rule of thumb. Write, post and move on.
3. Monthly: Show us your evolution
Your network should hear from you monthly with something more substantial:
What you're building
What you’re learning
What you’ve launched
Who you’re serving
What you’re becoming
A Harvard Business Review study on professional reputation found that people update their mental model of a colleague or leader about once per month, but only if they receive new information.
If they don’t hear from you? They assume nothing has changed. Yikes.
Your monthly narrative is how you shape your “evolution story.” And, this is something people are naturally curious about. We love to see others growing, changing, expanding or learning.
4. Quarterly: Announce Momentum
People remember “big moments”: launches, announcements, milestones, promotions, partnerships.
A 2021 LinkedIn B2B Institute report found that quarterly brand “bursts” such as meaningful, notable moments, increase long-term recall by up to 75%, especially when paired with consistent weekly visibility.
This is where you reinforce:
Your direction
Your authority
Your category
Your long-term vision
5. Repetition Builds Reputation
The science of memory is clear:
People don’t remember your exact words — they remember the themes you reinforce repeatedly.
Professor Byron Sharp, in How Brands Grow, notes that mental availability is created by repeated, distinctive, consistent cues over time — not constant novelty.
This applies to people as much as products.
You need to repeat:
Your message
Your perspective
Your identity
Your archetype
Your value
In different formats, through different stories.
Repetition is not redundancy.
Repetition is strategy.
So… how often should your network hear from you?
Here is the evidence-based answer:
✔️ Weekly — for visibility
Build familiarity and trust.
✔️ Monthly — for depth
Update your audience on what you're doing, building, learning, and evolving into.
✔️ Quarterly — for momentum
Share your big moves: launches, partnerships, milestones, opportunities.
✔️ 20+ meaningful exposures
…to create a lasting impression that leads to opportunities, referrals, and results.
Content Hot Take:
Your network doesn’t need more content from you.
It needs consistent, meaningful content from you.
Show up weekly with value.
Show up monthly with narrative.
Show up quarterly with momentum.
That’s how you build a reputation people remember and act on.
If you want to learn more, and commit to posting your own consistent content, consider attending a Howl at the Moon Workshop or a Find Your Voice Cohort. More details on these educational opportunities offered by Good Now are here.
[Chat GPT assisted me with this post]
Sources:
Microsoft Attention Spans Report, 2020
Journal of Advertising Research, “Ad Frequency and Consumer Memory,” 2021
Edelman Trust Barometer, 2018, “Thought Leadership Impact Study.”
Harvard Business Review, “Reputation and Social Signaling in Professional Networks,” 2016.
Sharp, Byron. How Brands Grow, Oxford University Press, 2010.
LinkedIn B2B Institute, “Brand Building in B2B,” 2021
