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Posting frequency
Contents
Posting frequency, follower growth and ranking
Instagram for Creators says creators with the fastest follower growth after accounting for unfollows publish, on average, at least ten Reels per month1. Its May 2023 profile of Jackson Olson reported that he published 260 Reels over twelve months—about five per week—while his Instagram following grew sixfold4. Instagram for Creators cautioned that individual results would differ, so Olson’s experience is an example rather than a guaranteed outcome or a universal posting target4. Posting frequency can also affect the information Instagram has about an account: Mosseri explained in February 2026 that a long absence leaves it with less information about which viewers are interested, making its decisions about showing posts less effective3. He described this as an unintended consequence that Instagram would like to fix, not a deliberate penalty for taking time away3.
How it has changed
- 2024
April
Mosseri reassured creators that they should not worry about frequent posting hurting their follower count and did not need to publish daily or several times a day5.
October
Mosseri advised following a successful video with another post within a day or two to benefit from viewers’ increased interest, without forcing an immediate follow-up6.
- 2025
January
Mosseri qualified his encouragement to publish more by saying that quality should come before quantity and warning creators against burnout7.
August
Mosseri recommended experimenting with a posting pace suited to the audience and the creator’s work, lifestyle and energy, rather than seeking one ideal amount for everyone8.
September
Mosseri announced that Instagram had addressed an unintended issue that reduced some creators’ Stories reach after they published many Stories in one day9.
- 2026
June
Mosseri clarified that posting timing has limited influence on how many people see a post and that creators need not wait for a previous post to peak, suggesting a delay only if it had been a few hours—not half a day or a day—while still avoiding overwhelming followers10.
Planning a consistent publishing routine
For planning posting frequency, Mosseri said in May 2025 that recurring patterns or series matter more than the number of times an account publishes11. In March 2026, he recommended setting aside dedicated time to edit multiple pieces of content together, making it easier to get into the flow of editing2. He also recommended scheduling posts ahead of time so creators do not have to keep worrying about whether they have published enough that day or week2.
See also
References
- 1Frequently asked questions
- 2Sharing some tips if you want to post consistently but want to avoid burning out.
- 3Social Media Tips from the Head of Instagram himself, @mosseri
- 4115M Reels Plays: How posting daily reels helped Jackson Olson grow 6x on Instagram
- 5One big misconception I see about Instagram is that you lose followers if you post too often.
- 6AMA: if I have a video that does really well, should I post again right away?
- 7I’ve been getting questions on how often you should post on Instagram.
- 8AMA: is it a problem if I post too much or too little?
- 9We heard that some creators were seeing less reach with stories after posting lots of stories in the same day.
- 10You don’t need to wait for your last post to peak to post something else.
- 11If you comment ‘Instagram’ I’ll send you a link to an episode all about how to grow on Instagram, from the man at the top.