Let’s discuss the perennial question – how often should publishers post to stay relevant?

With one billion people around the world coming to TikTok1 every month to be entertained as they learn, laugh and discover something new, it's more important than ever for publishers to prioritize posting cadence.

Regular posting (both during and outside of major events) is crucial, whether they're focused on sports, news, entertainment or lifestyle content. By leveraging a consistent posting cadence, you can maintain visibility, engagement and audience growth, all the while becoming a reliable source for the TikTok Community.

On TikTok, content fuels connection, celebration and engagement. Whether it’s a major event like awards nights, championship games or movie premieres, the conversations you create on the platform are crucial to your marketing success.

In order to remain relevant, it’s no longer an option to show up during just those major moments–you must also occupy the space in between.

For more insights and strategy tips by vertical, visit the Publisher Insights Hub!

Swap To An “Always on Approach” For Success

Insight: Those who post multiple times a day experience higher video views and exposure on the For You Feed.

Adopting an always-on approach helps your brand maintain a consistent presence that keeps you top of mind, turning casual viewers into loyal followers.

Your Best Practices for Posting Cadence by Vertical

Here’s how publishers across sports, news, and lifestyle can optimize their posting frequency to maximize engagement.

The Takeaway for Publishers

The publishers who are winning on TikTok don’t just show up for the world’s major moments–they’ve built an always-on strategy that grows audiences, fosters loyalty and results in revenue.