A team went from 3 to 5 posts a week. Per-post reach fell 28%; total reach barely moved.

A team went from 3 to 5 posts a week. Per-post reach fell 28%; total reach barely moved.

The question: does posting more often grow total reach, or does it cannibalize each post?

The case: a B2B brand stepped cadence up in stages over 12 weeks — 3, then 4, then 5 posts/week — holding topics and authors constant. They tracked both per-post reach and weekly total. Sample: ~48 posts across three cadence tiers.

Three findings:
— Per-post median reach dropped ~28% moving from 3 to 5 posts/week.
— Weekly total reach rose only ~6% — extra posts mostly redistributed attention rather than adding it.
— Engagement rate per post declined slightly, hinting the audience has a fixed weekly attention budget for one brand.

Limitations: no control account, so platform-wide reach shifts that quarter aren't isolated. Single brand, treat as directional.

What it means for B2B: there's a cannibalization ceiling — past a point, the marginal post steals from yesterday's rather than finding new eyes.

Bottom line: more posts split the same pie here; quality-per-slot likely beats raw volume.