How Often Should a Therapy Practice Post on Social Media?
Posting every day for two weeks, then going quiet for a month because your caseload got heavy, is a cycle a lot of busy practice owners know too well. There's real data on what to do instead.
Quick answer: Post 3 to 4 times a week on one main platform. In a 2025 analysis of 2.1 million Instagram posts from about 102,000 accounts, Buffer found that going from 1 to 2 posts a week up to 3 to 5 posts a week more than doubled weekly follower growth and lifted reach per post by about 12%. Weeks with no posts set growth back. Posting even more kept helping, but each extra post added less.
What does the data say about posting frequency?
Buffer's data team compared each account to its own baseline, so big accounts didn't skew the results. Here's what they found for Instagram feed posts (photos, reels and carousels):
1 to 2 posts a week: the baseline
3 to 5 posts a week: follower growth more than doubled, and reach per post rose about 12%
6 to 9 posts a week: growth about 3.7 times the baseline
10 or more posts a week: growth about 5.5 times the baseline, with smaller gains for each extra post
Weeks with zero posts: growth dropped below the account's normal
Keep in mind this is data across all kinds of Instagram accounts, not therapy practices specifically. It's still one of the largest studies available on what posting consistency does.
Why 3 to 4 posts and not 10?
Because you're treating patients. The jump from 1 to 2 posts a week up to 3 to 5 is where the data shows the biggest lift, and it's a number a practice owner can keep up through a busy season.
The real cost of posting every day is the month you disappear afterward. Three solid posts every week for a year will do far more for your practice than daily posts for a month followed by silence.
Pick one main platform first
You don't need to be everywhere. Choose the platform where your families already spend time. For many pediatric practices that's Instagram and Facebook, where parents connect with local groups. Once posting there feels easy, repurpose the same content on the next platform.
A weekly rhythm that works for a therapy practice
One educational post: a tip, a myth vs. fact, or an answer to a question parents ask you all the time.
One behind-the-scenes post: your space, your team or a peek at how you prep for sessions.
One community or trust post: a celebration, a local event or a review shared with permission.
One optional post: a short video, a reminder about openings or a seasonal update.
Stories weren't part of Buffer's study, but they're an easy, low-pressure way to stay present between posts: a quick poll, a photo of the new sensory swing, a holiday closure reminder.
How do you keep it up when your caseload is full?
Plan ahead in one block. Once a month, pick your topics, write the captions and schedule everything. Then the week-to-week takes care of itself, and a heavy week at the clinic doesn't mean a silent week online.
Frequently asked questions
Is it better to post every day?
The data says more posts kept adding growth, so daily posting isn't harmful. But the biggest lift comes from getting to 3 to 5 posts a week, and consistency over months matters more than any single busy week.
Does skipping a week hurt?
Buffer found weeks with no posts set growth back compared to an account's normal. If you know a busy week is coming, schedule posts ahead of time.
Does this apply to Facebook too?
The study only looked at Instagram. A steady 3 to 4 posts a week is still a realistic, sustainable target on Facebook, and you can share the same content on both.
If writing captions is what slows you down, grab the free caption guide.
Keep reading
Google Business Profile for Therapy Practices: How to Show Up in Local Search
5 Reel Ideas for Therapy Practices That Parents Want to Share
About Courtney
Courtney is a licensed occupational therapist with 10+ years of clinical experience and the founder of Social-OT, a done-for-you marketing company for OT, PT and speech therapy practices. She still treats patients herself, so every strategy she shares is built for clinicians with a full caseload. More about Courtney and Social-OT.
