Genuine question, because I think the honest answers are either "way too much" or "basically zero," and both hurt.
When I started building my product I bounced between those poles: two weeks of daily posting, then three weeks of silence when real work took over. The silence weeks were the expensive ones. For a product nobody has heard of, visibility decays fast.
What finally worked for me was capping it: 2.5 hours a week, structured. One 90-minute block on Sunday to write everything for the week while I still have context. Fixed publishing slots (Tue/Thu/Sat) so nothing depends on my mood. Ten minutes a day replying to people in my space, which drives more profile visits than my own posts do some weeks. And once a month I re-queue my best performer, because new followers never saw it.
A pattern I keep seeing with short-form video: creators batch-film on the weekend, then still post everything manually because they assume TikTok has no scheduler. It has one, but it's gated twice.
Gate 1: account type. Only Business and Creator accounts get the native Video Scheduler. Personal accounts never see it. Switching is free; most solo creators should pick Creator, because Business accounts trade the full music library for commercial-licensed sounds only.
Gate 2: surface. Scheduling lives on the desktop upload page and TikTok Studio. The mobile app has no scheduling at all. The window runs 15 minutes to 10 days ahead.
Something I noticed while building my product: almost every founder I talk to writes blog posts, and almost none of them turn those posts into social content. The article goes out, gets a handful of views, and the ideas inside it never reach the platforms where people actually spend time. The writing already happened. The distribution just never does, because rewriting one idea five different ways feels like homework.
I got tired of doing that homework myself, so I built a free tool for the step everyone skips. You paste your blog post, pick a platform (X, LinkedIn, Instagram, Threads, or Facebook), and it generates three social posts from it, each taking a different angle: the core insight, a specific detail, and a question-led hook. It only uses facts that appear in your pasted text, so it extracts your strongest ideas instead of inventing new ones. No login required.
