Social media management platform Buffer’s analysis of 11.4 million TikTok posts reveals that posting two to five times weekly delivers the most efficient gains in viewership, challenging conventional wisdom about optimal posting frequency on the platform, per Search Engine Journal. 

Buffer examined data from more than 150,000 TikTok accounts using fixed-effects regression to isolate how posting frequency impacts performance metrics. The research shows accounts posting 2-5 times weekly generate 17% more views per post compared to those posting just once.

The steepest performance increase occurs in the transition from one weekly post to the 2-5 post range. Accounts publishing 6-10 weekly posts see a 29% increase in views per post, while those posting 11 or more times weekly achieve a 34% boost compared to single-post accounts.

“Posting more helps – but mostly because it increases your chances of getting lucky,” explains data scientist Julian Winternheimer, who conducted the analysis. “TikTok is heavy-tailed. You only need one post to pop off. Posting more just increases your odds.”

Diminishing Returns

The data demonstrates diminishing returns as posting frequency increases. The jump from one post to the 2-5 range provides the steepest efficiency gains, while doubling from 5 to 10 weekly posts adds just 12 additional percentage points to per-post performance.

Buffer’s methodology compares each account to itself over time, rather than across different accounts. This approach eliminates variables such as follower count and brand strength that might otherwise skew results.

Median Performance Versus Viral Potential

Median views per post remain relatively consistent regardless of posting frequency, hovering around 500 views. Accounts posting once weekly achieve a median of 489 views, while those posting 11+ times weekly actually see a slight drop to 459 median views per post.

The top-performing content tells a different story. The 90th percentile of posts from accounts publishing once weekly reaches 3,722 views, while accounts posting 2-5 times weekly see their top performers hit 6,983 views. This number jumps to 10,092 views for accounts in the 6-10 post range and 14,401 views for those posting 11+ times weekly.

Buffer labels this phenomenon “Viral Potential,” measured as the ratio between 90th percentile and median performance. Accounts posting 11+ times weekly see their top posts perform 31.4 times better than their median content, compared to just 7.6 times for accounts posting once weekly.

Practical Applications

For TikTok content managers, the research suggests 2-5 posts weekly represents the most efficient starting cadence. Increasing posting frequency primarily raises the ceiling for top-performing content without improving typical post performance.

“If we wanted to provide a blanket recommendation that applies to most people, I’d recommend starting with 2-5 posts per week on TikTok,” Winternheimer advises. “However, if you have more posts to share, you’ll give yourself a better chance at having a breakout post.”

Buffer notes the study draws from accounts connected to its platform, which may skew toward small and medium businesses. The company also cautions that platform dynamics can change rapidly as TikTok continues to update its algorithm.

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