Buffer’s evaluation of 11.4 million TikTok posts from over 150,000 accounts reveals that posting 2-5 occasions per week delivers the steepest per-post view improve.
The examine challenges the standard advice to submit a number of occasions every day by demonstrating that the advantages lower after the preliminary improve in posting frequency.
Knowledge scientist Julian Winternheimer employed fixed-effects regression to look at how posting frequency impacts metrics. His evaluation, spanning the previous 12 months, measured views per submit at numerous weekly posting charges.
What The Knowledge Exhibits
Posting 2-5 occasions per week yields 17% extra views per submit in comparison with posting as soon as weekly. Transferring to 6-10 posts brings 29% beneficial properties, whereas 11+ posts per week exhibits 34% will increase.
The steepest climb occurs between one submit and 2-5 posts per week. Doubling from 5 to 10 weekly posts provides simply 12 share factors, displaying diminishing returns on per-post efficiency.
Buffer’s fixed-effects mannequin compares every account to itself over time slightly than throughout accounts. This removes variables like follower rely and model energy that will in any other case skew outcomes.
Median Efficiency Stays Flat
Median views per submit hover round 500 no matter posting frequency. At one submit per week, median views attain 489. At 11+ posts weekly, median views drop barely to 459.
The highest 10% of posts inform a unique story. At one submit weekly, the ninetieth percentile hits 3,722 views.
That quantity jumps to six,983 views for accounts posting 2-5 occasions, 10,092 views at 6-10 posts, and 14,401 views at 11+ posts per week.
Buffer labels this “Viral Potential” (p90/median ratio). Accounts posting 11+ occasions weekly see their high posts carry out 31.4 occasions higher than their median submit, in comparison with simply 7.6 occasions for once-weekly posters.
Why This Issues
If you happen to handle TikTok content material, this information suggests 2-5 posts per week provides essentially the most environment friendly beginning cadence.
Posting extra ceaselessly will increase your possibilities of a viral outlier slightly than bettering typical submit efficiency.
Winternheimer explains:
“Posting extra helps — however principally as a result of it will increase your possibilities of getting fortunate. TikTok is heavy-tailed. You solely want one submit to pop off. Posting extra simply will increase your odds.”
Extra posts increase the ceiling in your best-performing content material with out elevating the ground for common posts.
Buffer notes the examine attracts from accounts related to its platform, which can skew towards small and medium companies.
Wanting Forward
Winternheimer provides the next recommendation:
“If we wished to supply a blanket advice that applies to most individuals, I’d suggest beginning with 2-5 posts per week on TikTok. Nonetheless, you probably have extra posts to share, you’ll give your self a greater probability at having a breakout submit.”
Do not forget that platform dynamics can change quickly. What was true over the previous 12 months would possibly shift as TikTok updates its algorithm.
