The Only Time You Shouldn’t Post What Works On Social Media (How To Fight Content Fatigue)

Most of the time, you’ll hear social media gurus say:

When something works, do more of it.

But there’s one situation where this is actually the wrong move…

and posting less will get you more results.

Let me explain:

My Highest-Performing Content Each Week

Every Monday I post a case study analysis.

I take a case study online of a business making a few changes to their marketing and getting more clients, and turn it into a swipe post with takeaway lessons.

It always ends up being one of my top posts of the week.

People save it, share it, DM me about it… It’s a clear winner.

So the obvious question is:

“Why not post them every day?”

More winners = more engagement, right?

Nope.

The Real Reason I Don’t Post It Daily

Scarcity.

When something shows up too often, people stop valuing it. Content fatigue happens.

Even the good stuff.

If I posted a case study every single day, here’s what would happen:

• The first few would crush.

• Then people would get used to them.

• Then they’d get bored.

• Then engagement would drop.

• Then the “best” content wouldn’t feel special anymore.

And once something loses its “special,” it stops performing.

In fact, I’ve experienced exactly this.

When I posted my first short video (reel) on LinkedIn, it became my best post EVER within days.

It had the most engagement and most reach. So I thought I had struck gold and continued posting short videos, making them 6 times a week.

But after 2 weeks… my engagement and reach both died down.

That’s how I learnt to give people what works… but not all the time.

How To Avoid Ad Fatigue That Keeps Engagement High

Instead of posting my top performer daily, I mix in:

• Carousel posts

• Reels

• Simple image posts

• Occasional deeper breakdowns

I post 2 short videos a week, 1 article a week, 1 photo post a week, 1 case study analysis a week, and 2 swipe post (also called a carousel post) marketing lessons a week.

Nothing shows up too much, nothing overstays its welcome, and everything feels fresh!

This keeps my audience engaged because they’re not getting the same flavour over and over. That’s why my engagement for the last 2 months has been higher than it’s ever been, and I got my first LinkedIn post that hit 100 likes.

And when Monday’s case study analysis drops, people look forward to it and it stands out!

Scarcity creates demand.

What This Means For Your Business

Let’s say you run a local business, whether it be a plumber, roofer, trainer, consultant, lawn care, or literally anything.

You might find that:

• A before/after photo does really well

• Or your “3 tips” videos get the most engagement

• Or your client transformations get the most shares

That’s great. Use what works. Keep posting it.

But here’s the key:

Don’t burn your best content out by posting it every single day.

If you post too much of the same thing, your audience stops paying attention.

You want a mix.

Think of it like a restaurant menu:

Your best dish can stay your best dish, but you still need appetizers, sides, drinks, and a dessert.

It’s the variety that keeps people coming back.

Yes, double down on what performs well.

But don’t use it daily so that your audience gets tired of it.

Add variety to keep your content interesting and have your audience come back for more.

This is how you keep your engagement high, and keep people excited long enough that they view you as THE go-to expert for your industry when they need your service or know someone who needs your service.

If you liked this article, this is the 58th so there’s a BUNCH of good marketing reads on here. Check some out.

Thanks for reading,

Filip Szemiczek