The short answer is: as often as you have something to post. Before you say, “I was expecting at least several days a week and even specific hours of the day,” hear me out.

The reason you are looking for information on this topic is because there are so many conflicting opinions out there. Some say you should post to your LinkedIn on Thursdays between noon and three local time. Others say to post to your Instagram at noon EST because Europeans are getting home from work right when those on the US West Coast are just getting to work.

Here is some even more helpful advice.

Rather than trying to post one thing at the most opportune time each week, be prolific in your content creation. Then if one post falls into obscurity due to the timing of the post, it’s not the end of the world. Plus, your brand may get a better reaction from your specific audience at a different time from most companies. Posting at all different times allows you to see when you get the best response from your fans and advocates.

Plus, having a set time when you post content once per week does not allow you to market in real-time or to produce content when you feel the most inspired. Of course, if you really need to post at a certain time, you can create when inspired and then set up a scheduled post.

In short, you should upload social content when you have something to upload.

If there is a formula beyond that, it is one that you have to find yourself by creating, uploading, and then observing the response. Perhaps, lunchtime on Tuesday will work out best for your fans to comment share or click. Maybe they prefer to read your posts during commercials while watching Monday Night Football. The only way to find out is to post your personal social media content often.