Buffer’s evaluation of 11.4 million TikTok posts from over 150,000 accounts reveals that posting 2-5 instances per week delivers the steepest per-post view improve.
The examine challenges the standard advice to put up a number of instances 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 yr, measured views per put up at numerous weekly posting charges.
What The Knowledge Exhibits
Posting 2-5 instances per week yields 17% extra views per put up in comparison with posting as soon as weekly. Shifting to 6-10 posts brings 29% positive factors, whereas 11+ posts per week exhibits 34% will increase.
The steepest climb occurs between one put up and 2-5 posts per week. Doubling from 5 to 10 weekly posts provides simply 12 proportion factors, exhibiting diminishing returns on per-post efficiency.
Buffer’s fixed-effects mannequin compares every account to itself over time relatively than throughout accounts. This removes variables like follower rely and model power that might in any other case skew outcomes.
Median Efficiency Stays Flat
Median views per put up hover round 500 no matter posting frequency. At one put up per week, median views attain 489. At 11+ posts weekly, median views drop barely to 459.
The highest 10% of posts inform a special story. At one put up weekly, the ninetieth percentile hits 3,722 views.
That quantity jumps to six,983 views for accounts posting 2-5 instances, 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+ instances weekly see their high posts carry out 31.4 instances higher than their median put up, in comparison with simply 7.6 instances for once-weekly posters.
Why This Issues
In case you handle TikTok content material, this information suggests 2-5 posts per week presents probably the most environment friendly beginning cadence.
Posting extra continuously will increase your possibilities of a viral outlier relatively than enhancing typical put up 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 put up to pop off. Posting extra simply will increase your odds.”
Extra posts increase the ceiling on 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.
Trying Forward
Winternheimer presents the next recommendation:
“If we wished to offer a blanket advice that applies to most individuals, I’d advocate beginning with 2-5 posts per week on TikTok. Nevertheless, you probably have extra posts to share, you’ll give your self a greater probability at having a breakout put up.”
Keep in mind that platform dynamics can change quickly. What was true over the previous yr may shift as TikTok updates its algorithm.
