Most are a TikTok "strategy" of launching 15-second videos into the ether and hoping the algorithm smiles upon one of them. But it seems that the "post and wish" approach isn't entirely hopeless. A new study by Buffer just delivered us a brutal reality: if more reach is what you want, you must post. Lots. Like, lots lots.
Based on Buffer's 2025 TikTok Frequency Report, they studied 11 million TikToks on 150,000 accounts (someone had to), and what do you know? The numbers show that posting frequently actually works to improve your performance. The algorithm clearly loves attention, and the more you give it, the more it rewards you.
The "More You Post" Effect
Here's where things get crazy: Buffer discovered that publishing between two to five posts per week lands you a 17% increase in average views per post. Not bad at all. But if you're bold enough to post more than 11 times a week, yes, that's roughly two TikToks a day, your performance is doubled.
That's correct. Twice the views. Twice the mess. Twice the likelihood of at least one post being a total success.
So why does it work? The math is not that magical. The more you upload, the more likely one of them will hit. Even if everything else of yours drowns faster than a counterfeit Stanley cup, a viral post can pull your average up big time.
As Buffer has it: "Posting more frequently doesn't necessarily raise the floor, but it does raise the ceiling." Basically, your worst videos will still bomb, but your best might go interstellar.
TikTok's Algorithm Has FOMO
Consider TikTok's feed as a fidgety toddler. It always needs something new to play with. If you don't post frequently, you're essentially leaving it alone with nothing but last week's snack crumbs. Not great.
Regular posting tells the algorithm that your account is live, engaging, and worth sharing with other people. TikTok's algorithm loves consistency, diversity, and perhaps a little bit of randomness. It pays off for the creators who are present, not the ones who go dark for a week and then post a three-minute diatribe shot in terrible lighting.
It's also good to remember that, as Social Media Today reports, TikTok's newer algorithm is relying more on velocity and recency, that is, it favors how often you post and how fast your videos go viral.
So yeah, the app pretty much treats you like a treadmill user: if you're not moving, it doesn't care.
"Just Post 11 Times a Week", Said No Sane Person Ever
Yeah, 11 TikToks a week is manageable, as long as you don't sleep, eat, or have any hobbies. But this is where the sarcasm crosses paths with the strategy, you don't have to make Hollywood classics each time. You can use AI tools, trends, or reused ideas (TikTok prefers to call it "remixing," not "out of ideas").
Tools such as CapCut's template editor and text-to-video AI platforms can turn one idea into multiple clips with minimal effort. Think of it as cloning your creativity without the burnout.
If you’re running a brand account, batch your content. Record five takes in one sitting, change your shirt a few times, and schedule them throughout the week. No one will know.
The Bottom Line
The lesson here is straightforward. TikTok's algorithm is essentially a clingy friend who pays attention back as a reward. Post frequently enough, and it'll begin showing you off to new crowds.
However, if you believe "quality over quantity" still applies on TikTok, well, the data would beg to differ. The algorithm isn't seeking perfection. It's seeking presence.
So go ahead. Share that behind-the-scenes footage. That blooper. That passing thought you had in traffic. The worst-case scenario? Nobody notices. The best? You wake up going viral.
Because on the TikTok platform, the actual secret to success could be this: ditch the overthinking and begin posting as if the algorithm's watching, because it will.
