Post consistently rather than frequently: a workable baseline is several Instagram reels plus a few stories weekly, a few Facebook posts, two to three LinkedIn posts, and more frequent TikTok if you use it. Consistency beats volume — three quality posts a week sustained beats seven a week that fizzle out after a month.
Consistency is the real algorithm hack
Every platform rewards regular activity and punishes stop-start posting. A clinic that posts three times a week for a year builds far more reach than one that posts daily for a month and then goes quiet. Pick a cadence you can sustain through busy weeks, because the gaps hurt more than a lower steady rate ever would.
A realistic per-platform baseline
- Instagram: several reels + a few stories per week
- Facebook: a few posts per week
- LinkedIn: two to three posts per week (strong for doctors and B2B)
- TikTok: more frequent — the format favours volume
- YouTube: one to two videos per week, or steady shorts
Adjust to where your patients actually are rather than spreading thin across all of them.
Batch to stay consistent
The way busy practices keep cadence is batching: block a couple of hours to film several reels at once, then schedule them out. This decouples posting from daily willpower, so a hectic clinical week doesn't create a content gap. Quality and consistency become a planning problem, not a daily scramble.
A worked example
A clinic launched social with daily posts, burned out within a month, and went silent — losing the reach it had built. Resetting to three batched reels a week, filmed in one sitting and scheduled ahead, was sustainable through busy clinic weeks, and the steady cadence grew reach far beyond the original sprint that had collapsed.
Frequently asked questions
Is more always better?
No — sustainable consistency beats unsustainable volume. A steady three a week for a year outperforms a daily burst that ends in silence, which the algorithm penalises.
Which platform should I prioritise?
Where your patients are: Instagram and TikTok for visual specialties, LinkedIn for B2B and thought leadership. Concentrate on one or two and do them well rather than all thinly.
