Every business asks some version of this question, and most social media advice answers it with a generic number, three times a week, daily, whatever's trending that month. The number matters far less than most people think. What actually matters is consistency without repetition, showing up on a schedule your audience can rely on, without posting the same three angles of the same job over and over because there's nothing new to show.
Consistency beats frequency
A business posting twice a week, every week, without fail, will generally outperform one posting daily for a fortnight and then going quiet for a month. Platforms and audiences both respond to a reliable pattern. If daily posting isn't realistically sustainable with the content on hand, don't commit to it, a slower, dependable cadence beats a fast one that collapses after a few weeks.
The real constraint is content supply, not motivation
Most businesses that go quiet on social media didn't lose interest, they ran out of things to post. This is the actual argument for batching content production rather than trying to shoot something new every single week: a single, well-planned session that produces a batch of short-form videos gives a business weeks of posting material from one visit, rather than scrambling for something new every few days.
Match the platform to the effort
Not every platform needs the same investment. A quick behind-the-scenes clip suits daily or near-daily posting on Instagram Stories or similar, low-friction formats. A polished reel or a TikTok, the kind of content that actually gets planned and shot properly, doesn't need to appear nearly as often to still do its job, two to four times a month is a realistic, sustainable cadence for that tier of content for most trade and retail businesses.