TikTok isn’t just another short video platform; it’s a global sensation that’s given financial freedom and global attention to everyday people. From bedroom creators to brands, we’ve all heard the advice: “If you’re not posting daily, you’re missing the boat.” But is that really the secret? A recent study by Buffer, analyzing over 11 million TikTok posts from 150,000+ accounts, finally gives us the data-driven truth about posting frequency, view growth, and what actually drives virality.​

Buffer’s Analysis: 11 Million Posts, Zero Hype

Now let’s cut through the noise. Buffer’s data scientist, Julian Winternheimer, didn’t just glance at a few accounts; he ran fixed-effects regression analysis on a dataset bigger than most marketing platforms could dream of. Instead of comparing different creators (with all their unique followings and styles), he tracked each account’s performance as its posting frequency changed over time. That’s how you get advice you can trust, regardless of whether you have 50, 5,000, or 50,000 followers.​

Best count: 2 to 5 Posts Per Week

So, what did Buffer find? The interesting thing they found is the more frequent posting does bring more views per post, but the biggest jump isn’t at daily (or even twice-daily) uploads. It’s when you move from just one TikTok per week to a modest 2 to 5. Accounts in this range saw up to 17% more views per post compared to once-weekly creators. Crank it up to 6–10 weekly posts and you get a 29% lift; 11+ posts brings it up to 34%. But here’s the nuance: the increase tapers off, so the most efficient, manageable boost comes from simply being consistent a few times each week.​

Virality Is a Numbers Game, Not a Guarantee

Does more posting mean every TikTok will win? Not quite. According to Buffer’s study, the median views per post remain close to 500 no matter how often you post. But here’s where things get interesting: as you post more, your odds of a genuine breakout a viral video that skyrockets your total views go up dramatically. That top 10% of posts? At one per week, the 90th percentile lands around 3,700 views. At 11+ posts, it’s over 14,400. Why? TikTok’s heavy-tailed algorithm rewards volume with a better shot at “getting lucky” with that one viral hit. Posting more often won’t necessarily raise your floor, but it absolutely can raise your ceiling.​

Size Doesn’t Matter: Even Beginners Benefit

Buffer made sure account size didn’t skew the numbers and found the same trend held true for newcomers and seasoned TikTokers alike. No need to wait until you’re a big name; every post at a higher frequency gives one more roll of the dice, whether you’re just starting or you’re a pro trying to maintain momentum.​

Create Smarter, Not Just More

Here’s the suggestion for creators, brands, and marketers: Don’t go over daily uploads. Instead, start with a steady 2 to 5 quality TikToks per week, focus on content you’re experienced with, and let consistency work its magic. Remember, quality beats quantity in the long run, but quantity does boost your chances of hitting gold.

Final Word:

TikTok has changed lives, building careers out of creativity and authenticity. Use Buffer’s research as your guide, show up consistently, stay experimental, and watch as your account’s potential unfolds, one post at a time.​

Source: Buffer