When More Content Isn’t the Answer

A lot of conversations start the same way.

“We just need to post more.”
“We’ve been inconsistent.”
“We know social matters, we just haven’t had the time.”

Sometimes that’s true. But more often, volume isn’t the real issue.

What we see again and again is this: people are already creating content, but they’re not confident in why they’re posting it, who it’s for, or what it’s meant to do. Adding more content on top of that usually creates more noise, not more clarity.

More content can feel productive. It gives the sense that something is happening. But without a clear strategy underneath, it often leads to burnout, second-guessing, and a lot of effort that doesn’t actually move things forward.

When content isn’t working, the instinct is to look outward - trends, formats, algorithms. But the work usually needs to happen upstream.

Before we ever recommend posting more, we look for a few foundational things.

Do you have a clear point of view?
Do you know who you’re trying to reach right now - not everyone, just the people who matter most?
Do you understand what role social media plays in your business or organization at this stage?

If those questions don’t have clear answers, posting more won’t fix the problem. It usually makes it harder to see what’s working and what isn’t.

We also see a lot of pressure to “keep up.” New platforms, new features, new expectations. It’s easy to feel like falling behind means failing. But most organizations don’t need to be everywhere. They need to be intentional somewhere.

Clarity does more work than consistency alone.

When there’s a shared understanding of what you’re trying to say and why you’re saying it, content gets easier. Decisions get faster. You stop forcing posts just to fill space. And consistency becomes a byproduct of confidence, not a constant struggle.

This is especially true for small teams and nonprofits, where time and energy are limited. Social media shouldn’t feel like another thing you’re always behind on. It should support the work you’re already doing, not compete with it.

That’s why we often recommend slowing down before speeding up.

Looking at what’s already there.
Naming what feels misaligned.
Letting go of content that doesn’t serve a purpose anymore.

Sometimes the most strategic move isn’t more content - it’s fewer, clearer ideas, expressed well and repeated with intention.

When social media starts to feel heavy, it’s usually a signal. Not that you need to do more, but that you need to get clearer.

And once that clarity is in place, the content tends to take care of itself.