The brief
Inconsistent posting meant inconsistent leads. When the posting slowed, the leads slowed with it.
Uneven leads make a business hard to plan. A gap in posting tends to show up later as a gap in the pipeline.
The brief was consistency. Post every day, and build an audience made of the people Scaled sells to.
What we did
We posted every day. Daily posting is one part of Line IV, Residence, where the team works inside the business day to day, and it holds up only with a system behind it.
- Repeatable formats. A small set of formats the audience comes to recognise means each day starts from a plan.
- Production ahead of posting. Content is made before the day it goes out, so a busy week never turns into a gap.
- Weekly numbers. Each week we look at what went out, who it reached and what deserves more.
- Scaling what works. The posts that bring the right people get more variations. We drop the ones that do not.
Posting every day also gives the weekly numbers more to work with. More posts mean more chances to see which formats bring the right people, and less guesswork about what to make next.
Throughout, we watched who the new audience was. Leads were the point, so reach only counted if it came from the people Scaled sells to.
What happened
In three months, Scaled gained 500K+ views and 7.5K followers. Most of the new audience was their target market.
For a business that runs on leads, who the audience is matters as much as how many people it contains. Daily posting gave Scaled both.
What to take from it
- Pick a cadence you can keep. A rhythm you hold for months does more than a burst you cannot sustain.
- Build the system before the streak. Formats, a production rhythm and one person responsible for posting come first.
- Check who is arriving. Read the profiles and comments of new followers. If they are a different crowd from the people you sell to, change the content before you post more of it.
- Read the numbers weekly. Make more of what brings the right people and stop what does not.
For a way to find which posts deserve more, read our creative testing framework. For a case where testing at volume found one format that took off, see how the owner of CLASS reached 75M views. If your posting is as uneven as your leads, apply for admission.
Questions
What did daily posting do for Scaled?
In three months it brought 500K+ views and 7.5K followers, and most of the new audience was their target market.
How often should a brand post?
As often as it can keep up without gaps or a drop in quality. For Scaled the answer was every day, because inconsistent posting had meant inconsistent leads.
How do you know if new followers are the right audience?
Look at who they are. Check their profiles, read their comments and questions, and watch whether they turn into leads.