Why “Posting More” Isn’t Enough
We’ve all heard the advice: just post more. Post daily. Post multiple times a day. Over the summer, there was even a trend on TikTok telling people to post 20 times a day.
I understand why people follow it. It’s actionable. It doesn’t require deep industry knowledge. It’s the opposite of overthinking. It asks for one thing and one thing only: volume.
Posting more can be a great goal — especially if the alternative is posting nothing at all. Where this advice starts to fall apart isn’t in the posting itself, but in the expectation attached to it.
Most people are treating “posting more” like a strategy to grow their following, when in reality, it’s much closer to an experiment.
What Happens When You Start Posting More
When people increase how often they post, something interesting tends to happen. At first, it can feel energizing. You’re showing up. You’re posting daily. You’re doing the thing.
But fairly quickly, many people start to feel out of control. Content feels chaotic. There’s no real why behind what’s going out. And ironically, views often take a hit, not because the content is bad per say, but because you’re now competing with yourself. You’re splitting attention across too many posts and hoping a viral hit will save the day.
Sometimes that happens.
More often, it doesn’t, or it takes months.
In the meantime, posting more becomes emotionally draining. You start questioning everything:
What am I actually posting?
Is this any good?
Am I sacrificing quality for quantity?
Do I even sound like myself anymore?
This is usually the moment people assume they have a consistency problem. They don’t!
Most People Don’t Have a Consistency Problem, They Have a Clarity Problem
If you know your story, posting more works because it gives people more chances to connect with you. But if you don’t know what you’re reinforcing yet, posting more doesn’t magically fix that. It just makes the lack of clarity more obvious.
That doesn’t mean posting more was a mistake.
It means it’s doing exactly what it’s supposed to do.
Posting More as an Experiment
Posting more can help you find clarity when it’s treated like an experiment. You learn by doing.
When you pay attention to what feels natural, what you enjoy saying, what drains you, and what keeps resurfacing, posting gives you important feedback. That feedback informs what you post next.
Where things go wrong is when posting more is used as a replacement for clarity.
A higher frequency of posts can easily become a distraction from asking harder questions — What am I actually sharing? Why does this matter to me? — and when that happens, the result is usually anxiety and content that feels disconnected from what you value.
In essence, posting more doesn’t solve uncertainty. It either helps you work through it, or it makes it impossible to ignore.
Finding a Strategy Doesn’t Have to Be Complicated
When I talk about “strategy,” I don’t mean a complex system or a color-coded content calendar. Most of the time, the best strategies are incredibly simple.
My strategy is this: I share my life in real time. If something happens and I have an authentic reaction to it, and the capacity to create it, that’s a win, regardless of how it performs. My best ideas don't come from scrolling; they come from paying attention to my own life.
The only “system” I follow is shortening the distance between having an idea and sharing it. The longer I sit with an idea, the more likely it is to be stifled by comparison or performance anxiety.
Why Obsessing Over Performance Kills Good Ideas
I’ve noticed that my content does better when I’m less obsessed with how it performs. When you’re constantly monitoring views, likes, and comments, your energy becomes fragmented.
Instead of asking, "Is this a good idea?" you start asking, "Will people like this?"
That subtle shift in thinking kills your creativity. You end up trying to be appealing to others instead of trusting that a good idea, shared honestly, is enough.
Your Strategy Depends on Your Goals
There is no universal cadence. No magic number. No law that says you have to post every day to be "consistent."
Consistency isn’t about frequency; it’s about staying true to yourself.
Right now, my goal is to have fun and use social media as a creative outlet. I hope people find my business and my book, but those outcomes aren't the driving force behind every post. Paradoxically, that’s why it works.
For my clients, strategy looks different depending on their objective. Someone building a service-based business needs something different than someone positioning themselves as a thought leader, or someone building their audience as an author.
Still, no matter your objective, the core remains the same: Lead with your story. Always.
Not your tips, not your credentials, and not what you think will perform. Strategy is simply how you choose to reinforce your story in a way that feels sustainable to you.
A Simple Way to Decide What to Post
You don’t need a framework for this. You need three questions:
What’s actually happening in my life right now?
What do I have a real reaction to?
Do I have the capacity to share this without forcing it?
If the answer is yes, post.
If it’s no, don’t.
“Posting more” isn’t the strategy. It’s a mirror.
It shows you what you already have clarity around and what you don’t.
When your story is clear, frequency becomes supportive, not stressful. When your intention is grounded, consistency stops feeling like discipline and starts feeling like expression.
This is exactly what we work on inside Personal Brand Accelerator — not just how often you post, but why it matters, and how to build a content rhythm that feels sustainable, aligned, and true to you.
Because growth doesn’t come from volume alone. It comes from clarity, story, and alignment.
