How often should a local media brand post on Instagram?

A local media creator told me his approach in one line: "I just overwhelm the algorithm with content. Five to ten videos a day."

"The first 30 days, I got nothing. Maybe 100 views max for 30 straight days. And then after a while, it just clicked."

What's your rule?

Channel	Cadence for WilCo Guide
Newsletter	Max one a day
Instagram carousels	At least 2 a day, up to about 5

Always show it's a carousel with an arrow on the first slide, so people know to swipe.

Does posting every day work by itself?

No. Volume without value doesn't help. I once told my team to post every day and judged it wasn't valuable. Then we posted a cash drop and barely showed the location, on purpose, to make it hard. Someone found it within 15 minutes. A post with a real reason to engage beat daily filler.

Why post so much?

Because almost nobody sees any single post.

"You just have to assume 5% or less of people have seen what you do."

And most posts flop anyway. I think of high-volume short-form as lottery tickets: maybe 98% of what we launch gets almost no engagement, and every once in a while something pops off. Big creators play it exactly this way. The only affordable way for a small team to buy that many tickets is to let software or an agent do the production.

Should I repost the same thing?

Yes. This goes against my instinct. I tend to post something once on Twitter and consider it done. A guest on my podcast reposted the same video several times and convinced me to do the opposite.

Ask: what have I said that resonated, and how can I say it slightly differently for the 98% of people who didn't see it the first time?

How many times does someone need to see it?

A lot. Your core message (who you are, what you do, why they should subscribe) has to hit people over and over. They hear it once and think, sounds interesting. Four or five times, it might stick.

The old sales rule was seven touches. I think it's closer to 10 to 15 now.