Why Posting to Facebook or Instagram Once a Week is the Fastest Way to Disappear
(And Why You’re Wrong About Who Actually Sees Your Content)
1. The News Feed Is a Firehose, Not a Garden Hose
Let’s talk volume.
In Australia alone, we’re looking at roughly:
- 900,000 posts per day from pages and groups.
- Add personal posts, ads, boosted content, and international pages targeting Aussies, and your one lonely weekly post is competing against a tsunami of content.
The reality? You’re not just competing with other businesses in your niche — you’re competing with everything. Friends’ holiday snaps. A baby goat in pyjamas. The latest celebrity scandal. Your content is up against distractions that are both constant and relentless.
2. The Admin Illusion: Why You Think Everyone Sees Your Content
One of the most common objections to posting daily is:
“But they do see my posts — I see them all the time when I check my account.”
Here’s why that thinking is flawed:
You’re in Your Own Bubble
As the page admin, you see everything you post when you go to your page. But most of your followers never visit your profile — they only see what the algorithm serves them in their feed.
The Algorithm Is Ruthless
Organic reach for business posts often hovers around 1–5% of your followers per post. If you have 5,000 followers, maybe 50–250 see a given post. The rest? They never even knew it existed.
The Shop Window Problem
You’re looking at your content like it’s a beautiful shop window display — but your audience isn’t stopping to admire it. They’re walking past at full speed, distracted by hundreds of other shopfronts.
Admin Privilege Is Real
Meta shows you more of your own posts in your admin view so you can manage them. Your followers don’t get that privilege — they get a curated sample based on their past engagement, not your full content output.
3. Organic Reach is Shrinking Faster Than Your Attention Span
With organic reach this low, weekly posting is like buying four lottery tickets a month and hoping one will hit. Spoiler: it probably won’t.
The fewer posts you publish, the fewer chances you have to show up in someone’s feed — and the less the algorithm thinks you’re worth showing at all.
4. The Algorithm Loves Consistency
The Facebook and Instagram algorithms reward regular posting. Consistency trains them to recognise your page as active, which can slightly improve your reach over time.
Post once a week and the algorithm assumes you’ve ghosted your audience. Post daily and you stay top-of-mind and top-of-feed.
5. Shelf Life of a Post = 24–48 Hours
Even a great post has a lifespan of about two days before it’s buried under fresher content.
If you post only once a week, you’re silent for five days at a time. That silence is when your competitors are swooping in to engage your audience instead.
6. Quality vs Quantity Is a Myth
Old-school advice says:
“Post less, but make it better.”
In 2025, this is outdated. You need:
- Quantity to keep feeding the algorithm and give your audience multiple opportunities to see you. It is estimated that people need to actually see 10-15 touchpoints to convert. That is how many they see not how many you post
- Quality so that when they do see you, they engage, share, or take action.
It’s not either/or. It’s both/and.
7. The Reach vs Frequency Reality
Here’s a simplified look at how often your followers might see you based on posting frequency (assuming 3% reach per post and some audience overlap):
| Posting Frequency | Estimated Monthly Reach (5K Followers) | % of Followers Seeing You at Least Once |
|---|---|---|
| Once a Week | 600 (4 posts × 150 reach) | ~12% |
| 3× a Week | 1,800 (12 posts × 150 reach) | ~35% |
| Daily | 4,500 (30 posts × 150 reach) | ~75–90% |
More posts = more chances to be seen. It’s that simple.
The Harsh Truth
If you post once a week, you’re not “being strategic” — you’re handing your audience to competitors who are showing up more often.
And if you think everyone sees your posts because you see them all, you’ve fallen for the admin illusion.
The Takeaway
Daily posting isn’t overkill. It’s the baseline for survival in a feed drowning in content.
Think of it as turning up to the party every day instead of poking your head in once a week and wondering why no one remembers your name.
💥 Stop Posting to Facebook or Instagram Once a Week. You’re Invisible.
Every time I say a business page needs to post daily, someone clutches their pearls and says:
“But everyone sees my posts! I see them all the time on my account.”
Yeah… because you’re the admin.
Meta is literally shoving your own content in your face so you can manage it.
Your followers? They’re lucky if they see 1 in 20 of your posts.
Here’s the reality:
- Organic reach for a business page is often 1–5% of your followers per post.
- In Australia, there are roughly 900,000 page/group posts per day — before we even add in personal posts, ads, and international content.
- The average post has a shelf life of 24–48 hours before it disappears into the abyss.
If you post once a week, you’re silent for 5 days at a time.
While you’re quiet, your competitors are in your audience’s feed, building trust and taking market share.
The algorithm loves consistency.
Daily posting isn’t “too much.” It’s survival.
