the Instagram advice I keep giving

The thing I say most often, in every coaching call, every workshop, every discovery call…

Post consistently.

I know. Everyone’s heard it and then everyone goes home and posts inconsistently anyway. So I’ve been thinking about why the advice doesn’t stick and I think it’s because “post consistently” isn’t actually useful. It’s a conclusion. It tells you nothing about what to do when you fall off, what consistently even means for someone running a business by themselves, or how to make it feel survivable.

This is what you need to take away…

Consistent means your audience doesn’t forget you exist between posts, you don’t just show up when you’re in need of a sale. For most solo business owners that’s 2-4x per week, it’s enough that when someone thinks of the thing you do, your name is a part of the conversation.

A week off when something blows up is fine. Six weeks of silence is where you lose ground, not because the algorithm penalizes you (well, it does a little), but because you lose the habit and the momentum at the same time and those are difficult to rebuild.

Remember: Two posts a week every week beats seven posts one week and zero the next. The person who doesn’t disappear is always going to build more than the person who goes hard and burns out.

Stop making the goal “post more” and make it “don’t disappear.”