If you’re running a beauty or wellness business, Instagram is probably one of your main ways to find new clients. But the big question always comes up: how often should you be posting?

We’ve pulled insights from Buffer’s analysis of 2.1 million Instagram posts to give you a clear answer — without the overwhelm.

The Sweet Spot: 3–5 Posts a Week

Posting 3–5 times per week is the “sweet spot” for most independent professionals. Why?

✨ It’s often enough to grow your reach and attract new followers,
⚡️ But not so much that you risk burning out or dropping quality.

According to Buffer’s data:

• Posting 3–5 times a week can double your follower growth compared to posting only once or twice.

• It also gives each post about 12% more reach on average.

What If You Post More?

Posting more than 5 times a week can still grow your account, but the returns start to slow down:

• 6–9 posts/week = around 3.7× the follower growth of posting just once or twice.

• 10+ posts/week = up to 5.5× growth, but with the biggest risk of burnout.

Think of it like buying more lottery tickets: yes, your chances improve, but the difference between 3 and 5 tickets is much bigger than the difference between 9 and 10.

What If You Post Less?

The minimum to stay active is 1–2 posts a week. Post less than that, and your account is likely to stagnate — or even lose followers.

Don’t Forget: Quality Over Quantity

The algorithm rewards consistency, but quality is still the dealbreaker. A few strong posts that:

• Show off your treatments,

• Share client transformations,

• Or highlight seasonal offers...

…will always perform better than rushing out 10 low-quality posts.

Stories vs Feed Posts

This analysis looked at feed posts (photos, carousels, and reels) — the ones that bring in new clients.

Stories are still powerful, but they mainly engage your existing followers. That means they’re great for reminders, behind-the-scenes, or offers — but they won’t help you get discovered in the same way.

The Bottom Line

🌱 Want to stay visible? Post 1–2 times a week.
🪴 Want to grow steadily? Aim for 3–5.
🌳 Want maximum growth (with caution)? Go for 6+.

The best posting schedule is the one you can stick to consistently without losing quality. Even small increases in posting frequency can make a noticeable difference.