How Often Should a Law Firm Post on Social Media?

The question of how often a law firm should post on social media can be a source of confusion, especially for law firms looking to maintain an effective online presence. With the social media landscape evolving constantly—new algorithms, features, and engagement rules—what worked last year might not be as effective today. As we move closer to 2025, law firms should adopt a strategic approach based on platform-specific guidelines while remaining flexible enough to adjust to their audience’s behavior.

In this blog post, discover what you need to know to optimize your firm’s social media posting strategy.

Platform-Specific Posting Frequency

The frequency of posting depends heavily on the platform. Here’s a breakdown of recommended posting frequencies for each major platform:

• Instagram: 3-5 times per week
• Instagram Stories: 2 times per day
• Facebook: 1-2 times per day
• LinkedIn: 1-2 times per day
• X (formerly Twitter): 2-3 times per day
• Threads: 2-3 times per day
• TikTok: 3-5 times per week
• Pinterest: At least once per week
• Google My Business: At least once per week

These frequencies provide a baseline, but posting too often or infrequently can have different impacts depending on your firm’s audience and resources.

How Businesses Are Actually Posting

In research conducted by HootSuite, they looked at actual business posting data across several industries in 2024. Here’s how frequently businesses are posting:

• X (Twitter): 18 times per week
• Facebook: 18 times per week
• Instagram: 12 times per week
• LinkedIn: 8 times per week
• TikTok: 6 times per week

While these numbers might seem daunting, law firms don’t necessarily need to keep up with the highest frequencies. Instead, focusing on quality over quantity is key.

Maximizing Impact on Each Platform

Instagram

For law firms, posting 3-5 times per week on Instagram is ideal. Whether it’s carousel posts, reels, or static images, diversity in content formats is important. Instagram Stories can be posted more frequently, with 2 Stories per day being a great target.

Posting regularly increases your chances of appearing in Instagram’s Explore feed and reaching new potential clients. As Instagram head Adam Mosseri suggests, frequent posting doesn’t harm your reach—it helps improve discoverability.

Facebook

With Facebook’s declining organic reach, it’s still worth posting 1-2 times per day to maintain an active presence. Don’t overwhelm your audience with posts, but do focus on engaging and relevant content.

LinkedIn

For law firms, LinkedIn is an invaluable platform for professional networking. Posting 1-2 times per day helps keep your firm in front of key decision-makers. Additionally, LinkedIn’s unique feed structure ensures that high-quality posts can have extended visibility over time, as engagement from followers boosts your post in their connections’ feeds.

TikTok

TikTok might seem like an unconventional platform for law firms, but its growing popularity makes it worth considering. Posting 3-5 times per week allows you to test different content styles—like explaining legal concepts in simple terms or addressing trending legal news.

X (Twitter)

Due to the fast-paced nature of Twitter, it’s recommended to post 2-3 times per day. Don’t feel pressured to keep up with higher-frequency users who might post dozens of times per day. Instead, focus on sharing timely legal insights, engaging with followers, and staying relevant in ongoing discussions.

Quality Over Quantity

While these posting recommendations are a good starting point, remember that quality is more important than quantity. A few well-crafted, insightful posts will always outperform frequent low-value content. If your firm lacks the bandwidth to post multiple times per day, aim for consistency with fewer, high-quality posts that provide real value to your audience.

Testing and Adjusting for Your Firm’s Needs

The most successful social media strategies are not one-size-fits-all. It’s crucial to experiment with posting frequencies to determine what works best for your firm’s audience. Try different posting schedules, monitor engagement metrics like likes, shares, and comments, and adjust your strategy accordingly.

As Hootsuite Social Media Manager Trish Riswick notes, “Three quality posts are worth more than five low-quality posts.” For smaller legal teams, balancing content creation with day-to-day responsibilities is essential.

Key Takeaways:

A consistent, well-planned social media presence is key to positioning your law firm as a thought leader and attracting potential clients. By leveraging the recommended posting frequencies and focusing on quality over quantity, your firm can navigate the ever-changing social media landscape and achieve lasting success. To get started with your firm’s social media strategy download our ebook, Advanced Social Media Strategies for Law Firms, and contact us today to schedule a consultation.