Hi there! At HeARTs Speak, we typically recommend no more than 2-3 posts per day and no less than 1 on Facebook. Algorithm changes in recent months tend to mean that people may not be seeing some of your posts right away, but may see them a day or two later at times ---the more posts you are putting out per day, the more you tend to be competing with yourself and your own message. So for those organizations posting once per hour, they could see more engagement from one post that features all those animals in an album vs. posting that often, if that makes sense! And for other platforms, different rules will apply. For instance, Instagram and Twitter are much more forgiving of frequent posts in terms of the way people use those platforms, how their algorithms work, and what users are habituated to seeing/interacting with.
Here's a great article that breaks down some big data pools on times of day and week that are most popular on different platforms ---none of these are hard and fast rules, but super interesting. And when in doubt, look at your own data/analytics on Facebook to see what your particular audience seems to respond to in terms of time of day, and kinds of posts. https://sproutsocial.com/insights/best-times-to-post-on-social-media/
I hope this helps!
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