how much content per month?.

"how much content do we need" is really a question about cadence and capacity. the answer is: enough to post consistently at quality, which is usually less raw shooting than people fear and more planning than they expect.

— 01work backwards from cadence.

decide your posting rhythm first, then the content follows. a few reels and posts a week across a month is a clear target — and far more achievable than a vague "post more".

decide the cadence you can hold through a busy month rather than a quiet one, then multiply. that is the honest number, and it is usually about half what the ambition suggests.

three considered posts a week is twelve to fourteen a month and is genuinely sustainable for a small team. seven a week is thirty and collapses in the first busy fortnight.

and count the community work in the same budget. replies, dms and comment threads are real hours, and a calendar that ignores them is a calendar that will not be met.

— 02one shoot, many assets.

a single focused shoot day can yield weeks of reels, stills and carousels when planned well. volume comes from smart batching, not from filming every day.

one production day should produce a month. brief it for eight to ten finished assets rather than one hero piece, and plan at roughly a hundred and twenty per cent of the shot list.

shoot vertical as well as wide, capture each setup silent as well as spoken, and keep b-roll running through resets. that material costs nothing on the day and fills the weeks between shoots.

and bank two weeks before publishing anything. an account producing this week's content this week is permanently reactive, and the drop in quality is visible within a month.

— 03quality caps the number.

never produce more than you can keep good. one strong piece beats five weak ones. let quality set your ceiling, and build a system to hit it consistently.

volume is capped by whatever you can make well, not by what the algorithm notionally rewards. an account publishing filler trains people to scroll past it, so the strong post in week four reaches an audience already ignoring you.

if the number has to fall, cut volume before continuity. three posts a week sustained for a year beats seven for two months and silence afterwards.

and cull monthly. dropping the format that underperforms improves a calendar faster than adding another one, and it frees the hours to do the winner properly.

— 04a workable monthly shape.

one production day, eight to ten finished pieces, twelve to fourteen posts including repurposed cuts, two weeks banked at all times, and one larger piece a quarter.

that covers most businesses under fifty people. anything more needs either a second producer or an external partner, and pretending otherwise is how content programmes quietly stop.