Social media scheduling myths: why posting every day won’t fix your engagement

We’ve all heard the advice: “You need to post every day to stay relevant.” But here’s the thing, pumping out content daily won’t automatically boost your engagement (and might even do the opposite).

For small businesses and charities especially, time is limited. If you’re going to put effort into social media, it should actually be worth it.

So, let’s bust a few scheduling myths:

Myth 1: Posting every day keeps you at the top of the algorithm

The truth: Algorithms prioritise content that gets meaningful engagement, not just frequency. One great post is far more valuable than seven rushed ones.

Myth 2: More posts mean more people will see your content

The truth: Repeating the same kind of posts too often can lead to audience fatigue. Quality, variety, and relevance are what keep people interested.

Myth 3: There’s a ‘perfect time’ to post that guarantees success

The truth: Timing helps, but it’s only one piece of the puzzle. If the content isn’t right for your audience, no amount of perfect timing will save it.

So, what should you focus on instead?

• Consistency over quantity: Set a realistic schedule you can stick to (even if that’s once or twice a week)
• Content your audience actually cares about: Solve problems, answer questions, share insights
• Engagement, not just broadcasting: Reply to comments, ask questions, join conversations
• Review and adapt: Keep an eye on what works, but don’t obsess over every post’s performance

Final thought

Social media isn’t a numbers game — it’s a connection game. Whether you’re posting once a week or every day, success comes from showing up with something worth saying.

Photo: Prateek Katyal