Instagram’s Adam Mosseri on the only posting schedule that really works

For years, social media growth experts and marketing gurus have preached the gospel of optimal posting times. They’ve analyzed millions of posts to pinpoint exactly when you should hit publish. Recent data from Buffer even suggests Thursday at 9 a.m. and Wednesday at 12 p.m. are peak engagement windows on Instagram. Creators obsess over these numbers, tweaking their calendars to match the “perfect” schedule.

But Instagram head Adam Mosseri just threw a wrench in all that planning. In a message shared on his broadcast channel, he told creators to forget the pressure of daily posting if it’s wearing them down.

“The ‘optimal’ posting schedule is the one you can actually sustain without burning out,” Mosseri wrote. “If posting every day stresses you out, don’t do it. I’d rather you post twice a week for two years than every day for two months and then quit.”

His advice cuts against the typical growth playbook. Studies show that posting 3-5 times weekly delivers better reach than posting once or twice. Some research even suggests creators who post 6-9 times per week can see nearly 3.7x the follower growth compared to lower frequencies.

But here’s the catch that Mosseri’s highlighting. Those numbers only work if you can keep up that pace without tanking your content quality or your mental health. Buffer’s own analysis warns that burnout is real, and pushing too hard often means creators quit altogether after a few weeks. 

Mosseri has been consistent about this perspective. Back in 2024, he recommended just two feed posts weekly for most creators. The goal isn’t to game the algorithm. It’s to find what he calls “your intersection of what you love and what works, and stay there.”

This thinking runs counter to how most platforms train their users. Instagram’s algorithm does favor frequent posting. Mosseri himself has said that posting more often leads to more reach, which naturally grows your follower count over time. But that advice came with a warning about sacrificing creativity and wellbeing.

The reality is that different creators have different limits. Some can pump out daily content and thrive. Others burn through ideas and energy by week three. Research backs up that quality beats quantity when your content starts feeling forced.

Mosseri’s message hits at a truth most growth guides skip over. The best posting schedule isn’t found in a data chart. It’s the one you can stick with for months and years, not just until you hit a wall. Pick your pace, keep your quality up, and stop stressing about hitting someone else’s magic number.

Featured image generated with AI