Why is the "post regularly" strategy not enough? And what to do instead
I've long heard that the key to social media success is regularity. "Just make sure something works," many people say to themselves. But the reality is different. Regular posting alone is not enough. If you lack a clear strategy, purpose and content that resonates with your audience, it's a waste of time.
Why isn't "just make something work" enough?
Content without strategy is just noise in the crowd
Social networks are crowded. Over 95 million photos and videos are posted on Instagram every day, and people spend an average of over an hour a day on TikTok. If a brand is publishing just to "get something out there", it's not going to appeal to anyone.
People only interact with what appeals to them, surprises them or gives them something. Content that doesn't have a clear message is simply lost.
Low engagement means lower reach
Social networking algorithms work by prioritising content that provokes interaction. When posts don't get likes, comments or shares, the platform starts showing them to fewer people.
This means that if a brand is posting "just for regularity", it can undermine its own reach. The less response posts receive, the less they appear - a vicious cycle that undermines organic growth.
Waste of time and resources
Every post costs time, energy and money. Whether it's for creating graphics, copy or planning. If posting is done without a clear goal, it's an inefficient use of resources.
Strategic content delivers measurable results. Whether it's growing your community, increasing sales or strengthening your brand. Random posting without a thoughtful concept is just chasing a sense of activity, not real results.
What to do instead?
Every post must have a goal
Before publishing, it's important to ask the questions: why does the audience care? What's in it for them? What effect should it have?
Content can have different objectives. Brand building, sales promotion, education, interaction with the community. But each post should have a clear purpose and meaning.
Create content that naturally provokes reactions
Audiences don't react just because they see something. It needs a reason, an emotion, an impulse to engage.
The content that works best is:
Shows situations that people can identify with (frustrations, problems, challenges)
Inspires or entertains (stories, trends, original insights)
Gives room for reaction (questions, polls, "write your opinion" format)
Less is sometimes more. quality over quantity
Two thoughtful posts a week are better than five without a clear goal. Algorithms don't work by rewarding frequency. They reward content that people respond to.
Brands that have fewer but stronger posts often perform better than those that clutter the feed with bland content.
Regularly analyse and adjust the strategy
Tracking metrics is key. What worked best? What content generated the most reactions, shares or conversions?
Instead of blindly sticking to a regular posting schedule, it's more important to evaluate results and adapt content to the data.
Summary: Regularity is not a strategy. Content with value yes
Social networks are not about how many times a week something is posted, but about the impact it has. Random posting without a clear goal leads to low interaction, poor reach and wasted time.
Good content is not about quantity, but about the power of the message. When a brand has a strategy, the audience remembers it. And that's the ultimate goal.
