<b>Posting more can shrink your total reach</b>

<b>Posting more can shrink your total reach</b>

The question: does increasing posting frequency grow your aggregate reach, or do your own posts start competing for the same feed slots?

A frequency study tracked accounts that ramped from a few posts a week to daily, measuring per-post and total weekly reach. Method: within-account before/after — each account is its own control, reducing confounds.

Three findings:
— Per-post reach fell as frequency rose, consistent with audience and feed saturation.
— Total weekly reach grew up to a point, then flattened — diminishing returns, not linear gains.
— Posting twice in a short window often cannibalized the first post, which lost reach when the second appeared.

Caveats: optimal frequency varies by audience size; observational — treat as directional.

What it means for B2B: 'post more' is not free. Past a threshold, you are dividing the same attention across more posts and dropping per-post quality. Find the point where total reach plateaus and stop there.

Bottom line: frequency has a ceiling. More posts can mean less reach per post and no gain overall.