PostlyResearchPublishing frequency · October 2026 findings
Posting frequency: the typical account differs from the busiest
September account-level medians reveal a much more modest cadence than headline delivery totals suggest.
Source: Postly Research. Anonymized retained publishing data: 72,883 documents inspected; 47,388 posts with verified publications; 165,158 deduplicated destination deliveries; 3,645 destination accounts. Observation cutoff: 2026-10-04 22:35:49 UTC.
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Posting frequency: the typical account differs from the busiest
September account-level medians reveal a much more modest cadence than headline delivery totals suggest.
September 1-30, 2026 (UTC).
The finding
In September, the median active account recorded 10 Instagram deliveries, 9 Facebook deliveries, 8 LinkedIn deliveries and 7 TikTok deliveries. Facebook recorded 76,934 September deliveries across 685 active accounts, or 112.3 per account on average, despite a median of 9. This large mean-median difference shows how heavily pooled publishing volume can be influenced by the most active accounts.
Median September 2026 verified deliveries per active destination account, calculated separately by platform. Accounts with no retained September deliveries are excluded.
| Observed group | median deliveries / active account | Accounts | Observations |
|---|---|---|---|
| 10 | 587 | 10,645 | |
| 9 | 685 | 76,934 | |
| 8 | 299 | 6,018 | |
| TikTok | 7 | 257 | 3,607 |
| Google Business Profile | 7 | 371 | 4,925 |
| YouTube | 7 | 98 | 1,296 |
| Threads | 6 | 61 | 2,371 |
| 6 | 81 | 1,246 |
At least 30 accounts and 100 observations per displayed group. Account counts overlap. Small groups are withheld; absence from this table does not mean zero usage.
What this means for a growth plan
Copying a pooled average would set a very different production target from the typical active account in this sample. A delivery can also be a recurring publication, so neither the mean nor the median is a count of new creative ideas. Use the median as descriptive context for workload, not as a universal posting target or an algorithm requirement.
Recommended actions
Start with a cadence that leaves time for original content and audience responses. Track your account-level weekly output, production hours and qualified outcomes together. If testing a higher cadence, increase one platform at a time while keeping topic quality and campaign objective stable. Review whether the additional publications produce enough incremental benefit to justify the extra work.
Scope and exclusions
The period is September 1 through September 30, 2026, in UTC. Only active accounts with retained verified deliveries enter each platform median. Missing or deleted records can lower observed activity. The table reports account counts and delivery observations separately. It does not connect posting frequency with follower growth, engagement or sales, and should not be advertised as an optimal frequency study.
Source and counting rules
The census reads retained Postly production records in bounded batches from a database secondary. Receipts require platform, destination account, publication identifier and timestamp. TikTok also requires confirmed success. Repeated provider identifiers are counted once per destination. This is a live retained-data census, not a random sample or an atomic snapshot. Deleted records and publishing outside Postly are absent. Small groups are withheld: every displayed row requires at least 30 destination accounts and 100 observations. Accounts are not necessarily independent businesses; their counts overlap between rows.
Citation: Postly Research, Posting frequency: the typical account differs from the busiest, October 2026.