Posting More Doesn't Mean Growing More

Posting more doesn't always mean growing more.

When I led marketing, I stuck to this. One post a week. No pressure to stay visible. Just one post, but thoroughly thought through, aligned, and intentional. Over time, that took us from around 3,000 followers to around 18,000, with around 8% engagement.

Then the direction shifted. The push was to increase frequency. More posts, more output. It wasn't something I fully agreed with, but we went ahead with it.

Well, nothing really changed. If anything, something else did. The content became looser. The thinking less sharp. We were making content instead of creating something meaningful.

If anything, it just reinforced what I already believed. Growth doesn't come from frequency. It comes from clarity. I still believe one clear, well-positioned message will always outperform multiple average ones.

Sure, posting more helps you show up. But I'd rather the organisation be remembered for what it says than for how often it says it.