Consistency and quality matter more than posting every day. Most accountants achieve the best results with 2–3 posts per week per platform, tailored to their audience and resources, and prioritising value over volume.
Social media is a cornerstone of modern accounting firm marketing, enabling you to build authority, nurture client relationships, and generate leads cost-effectively. Yet, the most common question remains: “How often should I post?” Many accountants worry they must post daily to stay relevant, but the reality is more nuanced. You don’t need to be everywhere or post all the time—what matters is a sustainable, consistent approach that aligns with your goals and capacity.
The Golden Rule: Consistency Wins
Algorithms on LinkedIn, Facebook, Instagram, and X (Twitter) reward engagement and relevance, not sheer volume. Posting too often can actually decrease reach by overwhelming your audience or diluting your message. For most professional services firms, especially accountants, daily posting is unnecessary and unsustainable.
Engagement Drivers: Myths vs. Reality
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Myth: More posts always mean more reach.
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Reality: Consistent, high-quality content builds trust and visibility. Erratic or excessive posting can confuse followers or trigger algorithmic penalties.
What Works Best
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Consistency builds brand recall and trust.
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Quality content prompts more meaningful engagement.
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Suggested minimum: 2-3 posts per week per platform is optimal for most accounting firms, balancing visibility with realistic workload.
Tailoring Frequency by Platform
Not all platforms are equal – each has its own culture and best practices. Here’s how to adapt your posting schedule:
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Best for: B2B, thought leadership, professional updates.
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Recommended: 1-2 posts per week.
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What to share: Tax tips, regulatory updates, blog articles, client wins, industry commentary.
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Best for: Community engagement, local updates, behind-the-scenes.
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Recommended: 2-3 posts per week.
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What to share: Office news, team milestones, client stories, event photos.
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Best for: Visual storytelling, brand personality, culture.
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Recommended: 2-3 posts per week (if your firm has visual content).
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What to share: Infographics, team photos, quick tips, short videos.
X (Twitter)
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Best for: Real-time commentary, news, quick tips.
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Recommended: 3-5 updates per week.
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What to share: Financial news reactions, deadline reminders, micro-insights.
What to Post (So You Don’t Run Out of Ideas)
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Tax and compliance reminders: GST, PAYE, EOFY deadlines.
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Client FAQs: Answer common questions in short posts.
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Repurpose content: Turn blogs or newsletter snippets into social posts.
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Testimonials and case studies: Build trust with real results.
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Video snippets: Quick tips, team intros, or explainer clips.
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Leverage BOMA’s content libraries: Access country-specific, prewritten articles and visuals to save time and stay relevant.
Tools to Help You Stay Consistent
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Scheduling tools: marketing platforms like BOMA, Buffer, and Hootsuite allow you to batch and automate posts across multiple platforms.
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Content libraries: BOMA’s accountant-focused, region-specific content makes posting easy and compliant.
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Content calendar: Use a simple spreadsheet or downloadable template to plan posts by week or month, ensuring nothing falls through the cracks.
Final Tips
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Aim for helpful, not perfect: Authenticity and relevance matter more than flawless graphics or copy.
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Let data guide you: Use platform insights to see what resonates and adjust your strategy accordingly.
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Even once a week is valuable: If that’s all you can manage, make it count—consistency is more important than frequency.
Summary
You don’t need to be everywhere or post every day to succeed on social media. Start with a manageable schedule, focus on delivering value, and stay consistent. Download a free content calendar or try BOMA’s marketing platform to simplify your social media marketing and ensure your accounting firm stands out, week after week.