"Be consistent."

It’s the most boring advice in marketing. It’s also the most profitable.

Most people think consistency is about "discipline." It’s actually about math.

Here is the breakdown of why posting 4 times a week is exponentially (not linearly) better than posting once a week.

1. The "Rule of 7" Multiplier

In classic marketing theory, a prospect needs to see your brand 7 times before they trust you enough to buy.

Let's do the math on a 3-month timeline:

  • The "When I Feel Like It" Poster:

    • Posts: ~2 times per month.
    • Total impressions per user over 3 months: Maybe 1 or 2.
    • Result: The user barely recognizes your name. Trust score: 1/7.

  • The Consistent Poster:

    • Posts: 3 times per week.
    • Total impressions per user over 3 months: 36 posts. Even if they only see 20% of them, that's ~7 impressions.
    • Result: You have hit the "Trust Threshold." They are ready to convert.

You didn't write better posts. You just gave the math enough time to work.

2. The Algorithmic Confidence Score

Social media algorithms (LinkedIn, X, Instagram) are prediction machines. Their goal is to keep users on the app.

When you post, the algorithm asks: "Is this content safe and engaging?"

  • Scenario A: You post randomly every 3 weeks.

    • The algorithm has zero recent data on you. It doesn't know who likes your stuff right now.
    • Risk: High.
    • Reach: Throttled. The algorithm tests you with a tiny audience first.

  • Scenario B: You post every Monday, Wednesday, Friday.

    • The algorithm has data from 48 hours ago. It knows exactly who engaged with your last post.
    • Risk: Low.
    • Reach: Amplified. The algorithm immediately serves you to your "warm" audience because it has confidence in your account.

Consistency lowers the algorithm's risk, which raises your reward (reach).

3. The "Dead Storefront" Factor

Imagine walking past a shop. The windows are dirty, and there's a sign from 3 months ago in the window. Do you go in? No. You assume they're out of business.

Your social media profile is your digital storefront.

When a potential client or customer clicks your profile:

  • Last post: 2 days ago. -> Signal: "They are active, alive, and open for business." -> High Conversion.
  • Last post: 4 months ago. -> Signal: "Are they still operating? Did they quit?" -> High Churn.

The ROI of consistency isn't just new leads; it's converting the traffic you already have.

The Compound Interest of Content

Investing $100 once is useless. Investing $100 every month makes you rich.

Content is the same. One viral post is a lottery win. Consistent average posts are compound interest.

  • Post 1 brings 10 followers.
  • Post 2 reaches those 10 + 5 new ones.
  • Post 3 reaches those 15 + ...

By month 6, your "average" post is outperforming your "viral" post from month 1, simply because your baseline asset (audience) has grown.

How to Automate the Math

You can't rely on willpower to beat the math. You need a system.

  1. Batch Create: Write 3 posts at once.
  2. Schedule Ahead: Don't wake up needing to post. Have the week sorted by Monday morning.
  3. Recycle: Re-post your best hits from 3 months ago. The math says 80% of your audience didn't see it anyway.

Automation tools help you close this loop. With a visual scheduler and recurring post features, you can ensure you hit your target without thinking about it daily.

Stop gambling on virality. Start investing in consistency.

Automate your consistency with Broadr →