The short answer: three times a week, every week, indefinitely. Not because three is a magic number, but because it’s the cadence most small businesses can actually sustain — and sustaining it is the entire game.
Why consistency beats volume
Facebook’s algorithm rewards pages that post regularly. More than that, your audience builds a habit around accounts that show up predictably. A page that posts ten times one week and then goes quiet for a month trains people to ignore it. A page that posts three solid times a week, every week, stays in front of customers without exhausting whoever’s making the posts.
The mistake we see constantly is the burst-and-fade pattern: a business gets motivated, posts daily for two weeks, burns out, and goes dark for two months. The net result is worse than a steady drumbeat, because the gaps undo the momentum.
What to actually post
You don’t need to be clever. You need to be useful and consistent. A simple rotation works well:
- Something useful — a tip, a how-to, an answer to a question customers actually ask.
- Social proof — a real result, a review, a finished job. Proof that other people trust you.
- A spotlight — a common problem you solve, framed around the customer’s pain rather than your features.
Run that rotation three times a week and you’ll never stare at a blank screen wondering what to post.
The real constraint is time, not ideas
Most owners know roughly what they should post. What they don’t have is the half-hour, three times a week, to write it, find an image, and schedule it — forever. That’s the part that quietly falls off the to-do list.
If that’s the bottleneck, it’s worth handing off. Our Facebook Posts service runs exactly this cadence — three posts a week, written, designed, and scheduled. You approve the batch; we handle the rest.
Whether you do it yourself or hand it off, the rule is the same: pick a cadence you can hold, and hold it.