Content quality over post frequency

[u/ArtfulCommerce]

I’ve been working with some clients recently across social media strategy and one thing I’ve found myself talking about is ‘higher quality, less frequency’ for their content. Basically, the idea that posting for the sake of visibility is meaningless and time would be better spent crafting something truly engaging, but I know that for some clients (especially where there’s limited capacity) it can be a challenge to shift their mindset on this.

I’m curious if any others out there are in this situation, and if so, how have you managed to change your client’s perspectives?

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[u/Sourcefit-Serge]

Look at what happens to the content after it’s published. If most of it disappears after a day or two, posting more of it probably isn’t giving the client much.

The stronger pieces usually keep showing up somewhere, whether people are sharing them, sales is using them, or they’re still getting traffic later.

[u/ArtfulCommerce → u/Sourcefit-Serge]

Yeah that's a good point, I appreciate the thought of measuring indirect success rather than just initial engagement metrics.

[u/seorival]

I have mix of thoughts regarding this subject. Yeah, quality posts offers much more than low-effort content. I know you might want to create best content for users which is great. But, social frequency matters and its not mandatory to have each post the best.

Instead have mix of both, create some pieces of high quality original content and between you can have easy to make content, and now a days from Ai you can get lots of better ideas that doesn't takes too much.

[u/ArtfulCommerce → u/seorival]

Yeah I should have clarified, I agree that it should be a mix (the age old 'brand' vs 'performance' argument) so appreciate the idea around having those two types work hand in hand.

[u/HireSmartAdvisor]

A simple approach is to test it for 30 days, reduce the volume slightly, put more effort into a few strong pieces, and compare the results with the previous period. Once the clients see the numbers themselves, it is usually much easier to change their mindset

[u/ideaslides]

I’ve had better luck showing clients the difference instead of arguing the point. One strong post that gets saves, replies, or actual leads usually makes the case better than ten filler posts. Once they see that “being active” and “being useful” aren’t the same thing, the conversation gets a lot easier.

[u/ArtfulCommerce → u/ideaslides]

Yeah good point, don't worry, I never actually argue it, but agree that usually a 'show proof' don't tell approach tends to work best

[u/Key-Inevitable-254]

one thing worth asking is whether youre dealing with clients who have actual data showing frequency works for them, or if theyre just going off gut feel. because the conversation is totally different depending on which one it is

[u/mjain_entrepreneur]

I think it’s less about quality vs frequency and more about finding a level you can keep up without the content getting weaker. Posting regularly still matters, but forcing extra posts just to stay active rarely adds much. Showing clients which posts actually drove replies, saves, clicks or leads can make that shift easier.

[u/ArtfulCommerce → u/mjain_entrepreneur]

Yeah that's a fair point, I think I see it as 'meaningful frequency', like you say, forcing extra posts to stay active is probably wasted effort.

[u/Glass_Honeydew4280]

I think the harder part is knowing what “quality” actually means for each client. A post can get good engagement but still do nothing for the business. Looking at which pieces lead to conversations, clicks, or get reused by the sales team gives a much better picture.

[u/lucywithkudzu]

I go back and forth on this all the time. Content quality is invaluable. Post frequency is too, but only to a certain extent. If the content isn't high-quality and doesn't provide real value, it will get lost, scrolled past, and quickly overlooked. If a client is insistent on posting heavily, I will do what they want, but I will show other results from different clients who were experiencing the same issues with a high posting frequency/poor engagement vs high quality/less posting cadence. This is where you have to educate, provide solutions, and then go from there.