My clients always ask me the same question when they’re planning a launch: how often should I post on social media? Should it be twice a day? Three times? What happens if I skip a day?
Advice about posting on social media is everywhere, and most of it contradicts itself. Post more. Post less. Be consistent. Don’t overwhelm your audience. It’s enough to make you want to forget the whole thing. But here’s what actually matters: staying visible without burning yourself out. And there’s a simple framework to help you do it.
Why posting on social media feels overwhelming
During a launch, the pressure to be everywhere all at once can feel crushing. You’re watching other people post several times a day on multiple different platforms, and you start wondering if you’re doing enough.
And here’s what makes it even more confusing: every 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 multiple times daily on Instagram and even more on TikTok. But those 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.
The real goal of posting during launch
Before you stress about posting frequency, you need to understand what you’re actually trying to accomplish during a launch. The goal isn’t to post as much as possible. The goal is to stay visible and top of mind with your audience so that when they’re ready to make a decision, they think of you.
That means you need consistent touchpoints. Not necessarily multiple posts per day, but regular, intentional moments where your audience sees you, hears from you, or engages with you in some way.
The daily visibility rule
Here’s the framework that makes posting manageable: The daily visibility rule. It means that you should aim for at least one touchpoint per day during your launch period. A touchpoint doesn’t have to be a perfectly polished original post. It can be any way you show up and connect with your audience.
A touchpoint could be:
- An original post on social media
- A Story or Reel
- Going live or hosting a Q&A
- Reposting someone else’s content with your commentary
- Engaging meaningfully in the comments on your own posts or someone else’s
The point is to show up in some capacity every day so your audience knows you’re present, available, and actively promoting your offer. This keeps you visible without requiring you to create brand-new content from scratch every day.
What about platform-specific recommendations?
You’ve probably seen the data that says you should post multiple times per day on certain platforms. And yes, there’s truth to that when it comes to algorithms and reach. But here’s what those recommendations don’t account for: your capacity.
If you’re managing your launch solo, trying to post multiple times a day on Instagram, TikTok, and LinkedIn while also writing emails, responding to DMs, and actually delivering on your offer is a recipe for burnout. And burnout during a launch doesn’t just affect your posting schedule. It affects your ability to sell, connect with potential clients, and show up with the energy your offer deserves.
So yes, if you can sustainably post more than once a day and it feels good, do it. But if that’s not realistic for you, one meaningful touchpoint per day will get the job done.
Build a launch plan that doesn’t burn you out
You don’t need to post three times a day to have a successful launch. You need to show up consistently and make it easy for your audience to remember that you have something valuable to offer. One touchpoint per day keeps you present without overwhelming you or your audience.
If you’re ready to build a launch strategy that doesn’t require you to be online 24/7, let’s talk about creating a launch plan that actually fits your life.
