Post More, Learn Faster: Instagram's Head of Business Reveals Key Growth Strategy

Every week, we break down compelling business and marketing insights, and this one comes straight from the head of Instagram for Business. His take? You should probably be posting way more than you think.

The Myth of "Overposting"

There's a common belief that posting too often will overwhelm your audience or hurt your reach. But the reality, according to Instagram itself, is that most of your posts aren’t even being shown to your followers. In fact, even your best-performing content might only reach 5% of your audience.

So the advice is simple: post more. Post five times a day if you can. The more you post, the faster you learn what works. You’ll gather real-world insights into what resonates with your audience—and you’ll do it much faster than if you're only posting once or twice a week.

Posting Is Testing

Treat social media like a testing ground. Each post is a data point. At the end of 30 or 90 days, look at what performed well, refine your strategy, and double down on what your audience engages with.

And here's something you might not expect: repost your best content. If a piece of content is evergreen and performed well, post it again. Change the thumbnail. Tweak the caption. Add a new hook. Most of your audience didn’t see it the first time anyway.

Quantity + Strategy = Growth

Of course, not everyone can post five times a day—but you can probably post more than you are now. Here’s how to make it manageable:

• Use your phone. Modern smartphones have amazing cameras.

• Edit directly in Instagram’s app if needed.

• Repurpose successful content.

• Don’t let perfectionism stop you from publishing.

• Most importantly: don’t post and forget. Check your analytics. Learn from what works. Iterate and improve.

Old-School Proof of Concept

One of our early ventures proved this idea. By posting three times a day using user-generated content and tagging the creators, we grew an Instagram page from 0 to 1,300 followers in just two months. That was when Instagram was purely chronological. Today, because most impressions come from non-followers, this approach is even more valuable.

You’re not just trying to stay in front of your followers anymore. You’re trying to get discovered. And that takes volume.

Takeaways

• More posts = faster feedback.

• Repost what works. Most people didn’t see it the first time.

• Volume matters more than perfection.

• Your audience insights live in your analytics. Use them.

If the head of Instagram says post more, test more, and reuse your winners—it's probably time to lean in.