Happy Tuesday and welcome to Social Studies.

Here’s how you can post more content (without more work):

There are some social management platforms that cost 6 figures (yes for real) that theoretically have every feature that’s not blocked by the platform APIs. As a result, the UI/UX sucks (pardon my language).

Then there are other platforms that are cheap, but have virtually no features that you actually need.

Both are incredibly problematic.

I personally use Vista because I think it’s the best in terms of Features / Dollar.

Vista does everything I need it to (and more tbh) at an incredibly reasonable price.

You know you need to post on social media.

You just don’t have enough content to post every single day. Posting 2, 4, 6 or 8 times per day is unthinkable. It shouldn’t be, though.

When you post, the algorithm decides who all gets to see that post on their feed.

Over the lifecycle of the post it’s probably going to get the eyes of 5–10% of your followers.

Out of all the people who clicked the follow button, indicating that they like you and your content, only 5–10% are going to see any given piece of content.

So what happens if you post the same identical image 90 days later?

What happens is that the algorithm shows it to an entirely different 5–10% of your followers.

And 90 days after that when you post it again?

A different 5–10%.

This can go on forever. If you’re convinced, feel free to leave this story.

If you’ve got some objections. I’ll try and talk you out of them.

Objection #1: What if someone sees the same post multiple times?

If your content is promotional and highly branded, you’re right.

You don’t want people seeing that multiple times (or at all).

If your content is adding value and helping your followers, why wouldn’t they want to see it every 90 days?

The odds are low that any individual will see the same post twice, but if it happens, the worst case scenario is that someone gets encouraged or inspired twice.

They won’t mind.

Objection #2: Won’t the algorithm know what I’m doing?

The algorithm cares about performance.

If your content is good, it will perform well every time you post it.

The algorithm doesn’t care if you use the same image twice.

Engagement and reach will not be affected.

If you put in the effort up front and create 90 solid pieces of content, you can post once a day forever.

If, after the 90 pieces of content, you create 90 more, you can post twice a day forever. It goes on and on.

Sure, it’s not that simple. There’s going to be churn as you have to stop using some assets and some underperform.

But don’t knock it til you try it.