4 builders who never spoke to each other · contested
Set a posting frequency you can defend
Frequency is the sharpest disagreement in this channel. Some operators publish several times a day on a single theme and credit that volume with millions in revenue, while others call ten posts a day useless for building trust and report seven figures of impressions from one scheduled slot a week.
Where this splits
Some report their strongest results from posting several times daily, others say a weekly slot performs and high frequency erodes trust.
side 01 · 3 claims
Post several times a day on one theme
Justin Welsh · Tibo Louis-Lucas
- 1Keep posting about the same single subject several times a day instead of reacting to whatever is current.
- 2Show up daily rather than hunting a viral post, because a hit buys a two day spike and the habit is what compounds.
- 3Daily promotion does not mean daily pitching: what you push every day is your thinking, your face and the problems you solve, which is why the audience does not tire of it.
side 02 · 2 claims
One weekly slot performs, high frequency erodes trust
Paul Jarvis · Preetam Nath
- 1You do not need to post on social several times a day: pick one weekly slot and use it to share the piece of writing you published that week.
- 2Post about a product you recommend rarely rather than daily, and give the reason you are recommending it, because a bare link gets ignored.
What it returned
- $4.8
Welsh posts five times a day on one theme, solopreneurship, and attributes $4.8 million of revenue over four years to that plan, which he says fits on one sheet of paper.
- 1,254,000
A once-a-week tweet about the newest post produced 1,254,000 impressions across 2020, of which 985,800 came in the second half, against 427,000 for the whole of 2019.
- 48
A viral post is described as a 48 hour spike.
Paul Jarvis calls posting ten times a day ineffective for building trust, and says link-only social posts tend not to get clicked.
Sources
- My $4.8M Social Media Sales FunnelJustin Welsh · justinwelsh.me · Step 1: Write Good Content · 2023-10-14
- Nobody knows you exist. Now what?Justin Welsh · justinwelsh.me · #5 Don't "Always Be Selling" · 2024-04-27
- Best practices for promoting your affiliate links - Fathom AnalyticsPaul Jarvis · usefathom.com · Best practice #3: Share occasionally on social media · 2022-08-09 · dissenting
- 2020 Year in ReviewPreetam Nath · preetamnath.com · Tweeting to 1,254,000 impressions on Twitter · 2020-12-27 · dissenting
- You don’t need 10,000 followers to winTibo Louis-Lucas · tmaker.io · 6. Consistency compounds, virality doesn't · 2026-07-09
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
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