Why Most Brands Are Creating Too Much Content

A content calendar with five posts a week and no through-line isn't a strategy, it's a hedge. It's what happens when a team can't agree on what the account is for, so they agree to post often instead and hope frequency covers for focus.

Volume without a point of view trains an audience to scroll past, not to stop. Every additional post that doesn't add a new idea is asking for attention it hasn't earned, and the algorithm eventually treats the account accordingly.

The brands with the smallest output and the strongest feeds usually made one decision earlier than the rest: what is this account actually saying that a competitor's account isn't. Everything else is downstream of that answer.

Cutting volume feels risky because it looks like doing less. In practice it's the only way to make room for the version of each post that's actually worth watching.