If you feel like marketing your business on social just… isn’t working anymore? You’re not alone. So many other business owners are feeling it too.
You’re not wrong to feel frustrated. But I can promise you the problem doesn’t lie in your consistency.
Every time a business owner comes to me with the request of 'posting daily' on social because they're not currently seeing results, my eye twitches a little because I know they think volume is the missing piece.
And I get why - everyone online is always shouting about consistency, pleasing the algorithm, etc. - and so you think creating more content will result in more visibility, which will result in more sales.
But the hard truth is that 'posting more' usually just means you're getting more of whatever you're already doing. And if what you’re doing isn’t working… well, you can guess where that goes.
So if you came to me excited and said “Okay, I’m ready! I want to post more!” I wouldn’t match that energy with a content calendar stuffed to the brim.
I’d ask whether the three or four posts you’re already putting out each week are working as hard as they could. If your audience is already scrolling past your content without thinking twice, posting twice as often is not the glow-up moment people imagine.
It’s the equivalent of shouting the same unclear message louder and hoping the right people miraculously hear something different.
Hint: they won't.
So here's how I actually walk clients through this conversation.
First, we slow down the volume and tighten the intention.
Instead of jumping to seven posts a week, I’d have you settle into three or four pieces of content that genuinely communicate who you are, what you do, and why it matters. This gives you room to experiment with voice, nail the message, and get your audience paying attention again.
You don’t need more content; you need clearer content. And clarity only happens when you’re not drowning in your own posting schedule.
Then, we listen to what your audience is telling you.
Your engagement (no, not just the surface-level 'likes') is feedback. Your audience's behavior shows you what they understand, what they don’t, where they’re confused, and what feels irrelevant to them. And your job isn’t to force more content into their feed; it’s to figure out which ideas actually resonate and communicate your value in a way their brain can process without working for it.
If your content is being ignored at its current pace, increasing the quantity just increases the silence.
And finally, we decide whether more content is actually the right move.
I’ve been working with a client for a full year, and we intentionally kept things simple: three to four posts per week, every week, rooted in a strategy that paired brand clarity with consistent messaging. Over twelve months, we built a deeply engaged audience, increased website traffic, and hit every visibility goal we set.
But here’s the important part: we didn’t increase posting frequency until we had proof that the strategy was working. Only after we saw the traction (real traction, not “a post did well once”) we shifted into a higher volume plan. And that shift made sense because we were amplifying something solid instead of trying to resuscitate something wobbly.
Most people do the opposite. They assume “this isn’t working, so I need to do more of it so it will start to work” which is kind of like squeezing an orange and hoping pineapple juice comes out.
If the strategy is off, the message is fuzzy, or the content doesn’t align with your audience’s actual needs, posting more just multiplies the confusion.
What you want is content that works, not content that fills space.
The real question isn’t: “Should I post more?”
It’s: “Is the message I’m posting clear enough and compelling enough to be worth amplifying?”
Once the strategy is clicking, the audience is responding, and the content is doing its job of educating, connecting, and building trust… then posting more becomes powerful. That’s when you’re scaling something proven instead of guessing your way into burnout.
So if your instinct is to start posting daily, let’s dial it back for a moment and make sure the foundation is strong. The goal isn’t to do more. The goal is to do what works. And then, once you know it works, we can absolutely go bigger.
If you want help figuring out what those 3–4 weekly posts should actually communicate, start here.
Catch ya next week,
Marissa
