Most London businesses should aim for three to five video posts a week to stay visible in the algorithm on Instagram and TikTok, with LinkedIn tolerating a slightly lower two to three a week for founder-led content. That cadence sounds demanding, but it usually comes from just one or two shoot days a month, cut into a batch of clips and scheduled out. Posting once a month, however polished, rarely builds the same recognition.
Why frequency matters more than most businesses think
Social platforms reward accounts that show up regularly, because the algorithm is trying to work out whether you are worth recommending to new people. An account that posts once a month gives it almost nothing to learn from. An account posting several times a week gives the algorithm a steady stream of signal, and gives your existing audience a reason to keep watching.
Frequency also compounds. A single video might get lucky and reach a lot of people, but the businesses that actually build an audience are the ones stacking dozens of videos over months, so a viewer who missed the last one catches the next.
A realistic cadence by platform
On Instagram Reels and TikTok, three to five posts a week is a sensible target for most London businesses. That is frequent enough to stay visible without needing a full-time content team, and it matches what performs best for the platforms we cover in more depth in our Reels vs TikTok vs Shorts comparison.
On LinkedIn, two to three posts a week tends to be plenty, particularly for founder-led or B2B content, where the audience rewards substance over sheer volume. Posting daily on LinkedIn without enough to say usually reads as noise rather than authority.
YouTube Shorts sits somewhere in between and is often the easiest platform to cross-post to, since a vertical clip cut for Reels or TikTok usually works there with minimal changes.
How to sustain that cadence without burning out
The answer is batching, not posting daily as you go. One or two shoot days a month, filmed properly, should give you enough footage for two to four weeks of output when cut well. That means the business only has to think about filming once or twice a month, not every single day.
A useful rule of thumb: a single shoot day should aim to produce eight to twenty finished clips once cut for the platforms you use. If a shoot only yields two or three usable clips, the shoot itself needs rethinking before the posting schedule does.
Scheduling tools then do the daily work. Batch the edit, load a month of posts into a scheduler, and the cadence holds even in a busy week when nobody has time to film anything new.
What happens if you post less than this
Posting once a week or less is not necessarily wasted, but it slows everything down. Algorithms give less reach to accounts with sparse posting history, and audiences forget a brand that only shows up occasionally. It can still work for a business with a small, loyal following that checks in specifically, but it rarely builds new reach.
The honest trade-off is this: higher frequency needs more shoot days or a more efficient cutting process, but it is the single biggest lever for growing reach on social video. If budget only stretches to one shoot a month, prioritise getting more usable clips from that one day over making each clip more polished.
Common questions
How many times a week should a business post video?
Three to five times a week on Instagram and TikTok, two to three times a week on LinkedIn. That cadence usually comes from one or two shoot days a month cut into a batch of clips, not filming something new every day.
Is it better to post less but higher quality?
Rarely, for social video. Consistency and frequency matter more to both the algorithm and the audience than the polish of any single clip. A rougher clip posted on schedule usually outperforms one perfect video posted occasionally.
How much footage do I need for a month of posts?
Aim for eight to twenty usable clips per shoot day once edited. One or two shoot days a month, cut properly, is normally enough to sustain three to five posts a week.