A schedule you can keep
Pick the platforms your customers actually use. A bar near campus lives on Instagram and TikTok; a law firm’s clients are more likely on Facebook and Google.
- Instagram: three to five posts a week, a mix of short vertical videos (Reels) and photos, plus stories on busy days.
- Facebook: two to four posts a week. Still where a lot of local customers over 35 check hours, events and specials.
- TikTok: only if you’ll post short videos regularly. A dead TikTok account does nothing; an active one can reach far beyond your followers.
- Google Business Profile: a post or new photos every week or two. Most businesses forget this one, and it’s the one people see when they search for you.
What to post
- The real place and the real people: staff, regulars (with permission), the work in progress.
- What’s happening this week: specials, events, new stock, a finished job.
- Answers to questions customers ask, filmed in 20 seconds.
- Before and after, for any business where the work is visible.
- Reviews, turned into a simple graphic or a reshare.
Why consistency beats volume
Platforms show your posts to more people when your followers interact with them, and followers interact with accounts they’re used to seeing. A steady rhythm of decent posts builds that. A burst of daily posting for two weeks followed by a month of silence doesn’t.
Written by Nikita Huttenlocher, founder and lead engineer at Huttenlocher Technologies, a web design and software company in Myrtle Beach, South Carolina.