As a communications agency, we pride ourselves on not working in silos. Recently, our team took part in a peer review exercise where we reviewed client social media channels with fresh eyes, honest feedback and no emotional attachment.
The catalyst? Insights from the 2025 Content Benchmarks Report by Sprout Social, which reinforced a trend we’ve been seeing all year: brands are posting less, but the content they do share is far more meaningful.
So, we reviewed with two themes in mind.
The first: “Don’t post for the sake of posting.”
The second: “Should our energy be focused elsewhere?” For example, when a CEO’s LinkedIn page is outperforming the main brand channel, should we change our approach?
Here’s what stood out.
1. Consistency still matters
While posting less is valid, disappearing isn’t. Long gaps between posts often result in lost traction, lower reach and slower recovery when activity resumes. Momentum matters, even if that momentum is lighter, more intentional activity.
2. Human content wins, every time
The strongest-performing posts across almost every account had one thing in common: people. Staff stories, events, customer experiences, behind-the-scenes moments and real photography consistently outperformed polished stock imagery.
Mixing personal and professional content helps brands feel more alive and far more relatable.
3. Visual cohesion strengthens trust
Inconsistent colour palettes, mismatched templates or outdated headers can weaken brand presence. Refreshed profile images, cohesive grids, clear branding and high-resolution visuals all played a role in building brand credibility.
4. Technical hygiene is low effort, high reward
Broken links, missing hashtags, untagged partners, URLs sitting in Instagram captions are small oversights that can often be costly. These are simple fixes, but they can make a measurable difference.
5. Platform strategy needs nuance
Cross-posting identical content across LinkedIn, Instagram and Facebook rarely delivers strong results. Each platform has a role to play:
- LinkedIn: Thought leadership, advocacy, employer brand
- Instagram: Visual storytelling, culture, reels
- Facebook: Community updates and events
In some cases, reducing effort on underperforming platforms, or shifting focus to personal profiles, delivered better engagement with less resource drain.
One final takeaway: if a product or brand message needs repeating, consider boosting it. Let ads work quietly in the background while your organic content focuses on storytelling, people and value.
Where we come in
If you’re questioning what to post, where to focus, or whether your content is actually working, we can help you cut through the noise and make social media work harder for your business.
Because posting less only works when you post smarter.
Shereen Cherrett