Less Is More: Why Creativity Matters More Than Volume on Social Media

Written by Josie Drury

For a long time, social media success felt like a numbers game.

Post every day. Be on every platform. Say something, anything, just to stay visible.

And honestly? That advice used to work.

But that landscape has changed. Audiences have changed. Platforms have changed. Attention is more fragmented than ever, and because of that, volume alone doesn’t carry the same weight it once did. What matters now isn’t how often you show up, but how intentionally you do.

Part of the reason this shift is so important comes down to how we actually process information. We don’t hold onto vague or abstract ideas for very long. We remember things we can visualize—specific moments, clear takeaways, content that feels tangible and human. When a message is concrete and thoughtfully crafted, it’s far more likely to stick, whether that shows up as a save, a share, or someone simply remembering your brand the next time they need you.

Every post should have a purpose:

• Does it support a business goal?

• Does it build brand trust?

• Does it spark engagement, saves, or shares?

• Does it sound like you?

If the answer is no, it’s probably not worth posting.

Algorithms are smarter, and users are more selective, able to spot filler content from a mile away and scroll right past it. Creativity is what stops the scroll, and strategy makes it matter. If you post seven mediocre things a week, you’re training your audience to ignore you. If you post two incredible, high-value pieces of content, you’re training them to stop their scroll.

When Twitter transitioned to X, it felt like a mass exodus, but in reality, people weren’t leaving social media altogether. They were redistributing. Instagram continued to evolve, TikTok matured beyond trends alone, and LinkedIn became more conversational and community-driven. The platforms that thrived were the ones that adapted to how people actually wanted to connect.

The takeaway? You don’t need to be everywhere. You need to be where your audience actually is and show up well there. Trying to maintain a presence across every platform often leads to diluted messaging and creative burnout. Focusing on fewer channels, with clearer intention and stronger creative, almost always leads to better results.

Less content, when done well, creates more impact.

And in today’s social landscape, impact is what matters.