How Often Should You Post on Social Media for a Successful Launch?
Launching a new service? Social media can be one of your most powerful tools for building excitement and reaching your audience. But one question always comes up: how often should you post to make your launch a success?
Posting too little could mean missing out on key engagement opportunities, while posting too much might overwhelm your audience. Below, we’ll break down the ideal posting frequency and share a framework to help you maximize your impact.
Why posting on social media feels overwhelming
During a launch, the pressure to "be everywhere" is real. You're balancing content creation with client work, tech setups, and final tweaks to your service. It’s easy to feel like you’re falling behind, especially when you see competitors flooding the feed.
And here's what makes posting frequency even more complicated: each platform has different recommendations. In 2025, the ideal posting frequency for business accounts on major social platforms is higher than ever, with brands being told to post twice daily on Facebook or Instagram and even more on TikTok.
However, these benchmarks are based on what big brands with entire marketing departments are doing, not what’s realistic or effective for a solopreneur launching a coaching program or online course.
What you should really consider when it comes to social media
Instead of stressing about following those benchmarks, focus on what’s realistic for your business and audience. Consistency matters more than high volume. If you can only manage one high-quality post per day or even a few times a week, that’s better than burning out trying to match the output of large brands.
Start by considering these factors:
Your audience: When are your followers most active? Use insights from your social platforms to determine peak engagement times and start posting during those windows.
Your goals: Are you aiming to drive traffic to your website, build your email list, or grow brand awareness? Your posting strategy should align with your goals.
Platform prioritization: You don’t need to be active on every platform. Focus on the ones where your target audience spends the most time.
The Daily Touchpoint Rule
To help you navigate a posting schedule, I created the Daily Touchpoint Rule. This framework moves away from the "more is more" mentality and focuses on strategic presence. Instead of counting total posts, aim for one meaningful touchpoint per day across each of your primary channels during launch.
A touchpoint doesn’t always have to be a polished grid post or a long-form video. It can be:
Engaging in comments: Spend 15 minutes responding to questions or sparking conversations on your previous posts.
Sharing with a comment: Re-share a testimonial or an industry news piece with your unique take on why it matters to your audience.
Direct outreach: Send a personalized message to a warm lead or to someone who recently engaged with your content.
By focusing on these daily touchpoints, you stay top-of-mind without the constant pressure of "feeding the algorithm" with brand-new content.
Posting with your capacity in mind
You’ve probably seen the data that says you should post several times per day on every platform. And yes, more content can lead to more visibility. But here’s what those recommendations don’t account for: your personal capacity.
If you’re managing your launch on your own, trying to post multiple times a day on social media while also working with clients and responding to emails and messages, you're going to burn out before you even open your doors. It’s best to choose a posting rhythm you can actually maintain, even during your busiest weeks.
Build a launch plan that won't burn you out
You don't need to burn yourself out to have a successful launch. What matters is showing up consistently in a way that fits your capacity and resonates with your audience. Focus on quality over quantity, prioritize the platforms where your ideal clients are most active, and use the Daily Touchpoint Rule to stay visible without overwhelming yourself. Your launch should build momentum, not drain your energy before you even go live.
Need help creating a realistic social media plan for your next launch? Book a free strategy call and let's build a content strategy that actually works for your business and schedule.