Make more and better organic content

1. Where this starts

The better offer comes first here too (SOP 209, sections 3 and 4). After that, this is for everyone who does organic: the first consideration is simply to make more content. Making more naturally leads to making better, and more here means orders of magnitude more (section 5).

2. The myth that you can max out a platform

The belief. You have probably heard some version of it already: two pieces a day is the most anyone can post to Instagram, and one video a week the most for YouTube, and since one famous creator puts out a single video a week, that must be best. The answer here is no.

It sits beside the belief that you have saturated your market. The platforms hold so many people that you cannot have used up their attention. The belief comes from seeing yourself at the center of the universe, a normal self-centered bias.

The reach arithmetic. Of the people who follow you, even 1 percent seeing a given post is probably a great deal. Post three times and maybe three different 1 percent slices see your work. You are still nowhere near the point where people will tire of you. A second guess puts one post nearer half a percent, so 20 posts in a day might reach about a tenth. Most people shown a post do not yet know you exist, and reaching them is how you grow.

What the platforms do. The algorithms are very good. They simply keep your second post away from whoever saw the first, and show it to others in your audience, or failing those, to new people. One account on Instagram was reportedly posting a hundred clips a day at the time, and getting a billion views a month. There is no limit; that, reportedly, is what the head of one platform says when asked questions like this.

What you actually max out. The real ceiling is how many good posts you are able to produce. You might simply be unable to make ten great posts a day on Instagram, whether physically or because of your resources or your skills. You might manage only two good posts a day, and from that you come to accept the myth of a two-a-day ceiling. The view here, held firmly, is that it is not true, and that this applies to YouTube, it applies to TikTok too, and it applies to every other platform.

Every platform is a test platform. People sometimes keep a main platform and pour volume into another one they claim not to care about, calling it their test platform. The answer here: every one of them is a test platform for you. Each works the same way, and each wants as much content as you can put out, because the platforms have the audience for it.

3. The biggest accounts post more, and for longer

How often some very large creators post, as reported:

Account	What it reportedly posts
A large creator, on his two main channels	Four shorts a day and three long videos a day
A second large creator	Four shorts a day, and nine long videos a day on one channel

Why are they bigger than you? Their output is larger, and they have kept it up for longer. One company's operation is described the same way: a great deal of output, sustained for a long time, then a look back over what was made and the question of how to get better.

A one-week push, as reported. In one week, the owners who added the most posts each added roughly 400 to 570 of them across platforms.

4. Keep up with taste, and change the packaging

This is offered as an off-the-cuff view, a guess: taste on the platforms shifts every six months or so, above all for short videos on TikTok and Instagram, and less so for long ones.

So when a format is working very well for you, ride it for as long as you can, then change the format. The message does not change; the packaging does. The packaging is what makes a piece feel native to the platform, and that is what makes it perform better in the end. Staying in touch with that is a skill: you start to notice a format and try something like it in your industry. Matching what already performs on a platform is SOP 20 — Build the content unit — hook, retain, reward, section 4.

5. Make orders of magnitude more

In one example, set against someone who posts once a day on Instagram, one operator makes something like a hundred times as much content, and that is said to be why that operator has more. That operator probably gets a lower return on each piece than the other person does, but a higher return overall.

Optimizer or maximizer. An optimizer tries to get the most out of the least. A maximizer just wants the most; that operator counts as a maximizer.

Why more comes before better, and how far to take it, is SOP 187 — Exhaust more before anything else; the swing back and forth between more and better is its section 3.

5.1 What you post keeps paying

A post does not stop working after its first week. It goes on bringing leads, so each week's posts stack on top of the last; in one example, leads still arrive from videos made four years earlier. That stacking is why volume compounds. How long before it shows: Not established on this page.

6. Give your methods away

Many people worry about giving too much away. The answer here is to give all of it away. Nobody will act on all of it anyway, because everyone is busy. By one estimate, someone handed probably around a hundred tactics will act on perhaps two. So do not fear it. The claim here is firm: you will make more money by giving it away.

Being copied. People complain that someone copied their idea. The view here: worry instead when nobody copies you, because then your ideas are bad. The same stance, applied to a lead magnet, is in section 8 of SOP 13 — Choose and build a lead magnet.

7. Shorts and longs

One way to think about the two. Shorts typically will not be what builds your brand. They bring awareness, which beats having none. But this applies to one operator's world: there, a short exists to send the viewer on to a long video.

The exception, in the bigger picture: if you can pack enough value into a short that someone can do what it tells them and something good happens, the short is valuable enough by itself. If you can do that, the person is more likely to respond when you ask something of them later. That loop of an instruction, a good result and more willingness next time is power, on SOP 211 — Build status, power, credibility and likeness through content, section 3.

8. Start from the written word

One practice here treats writing as beneath every other format and starts there, for a reason. If an idea converts as plain text, it converts into another format as well, because the other formats add to the words and the words are the core.

A video with no words at all can go viral, but it is very hard to carry over to another platform. A quote that goes very viral will work everywhere. So the practice is to start in the plainest form, the hardest one to make go viral, so that whatever works there carries into the other formats.

9. Live and interactive

An example. At a yearly football match between well-known creators and celebrities, the applause as each player is introduced is taken as a rough gauge of influence. The A-list celebrities walked out to silence, and the short-video creators got very light applause; how the long-video creators, YouTubers and maybe some podcasters, were received is not said. When the live streamers came out, the whole crowd erupted.

One operator's plan. For one 12-month stretch, one operator's media strategy came down to two words: interactivity and live.

Why it is believed. Think about time on brand, and about cycles of reinforcement with an audience: live gives far more of both. Part of it, in the view here, is that nothing can be faked live; there is no filter. The view here is also that if you want an audience's trust, you should use as few filters as you can, and that the nearest thing to being with them in person is the best way to win their affinity. Technology has improved, so that is where that operator is heading. What you do with it is up to you.

Why it matters more as content gets cheap. As software drives the cost of content toward zero, the view here is to favor what nobody else can make, software included: live, interactive, with real people and real stakes. A synthetic demonstration proves the software works, not that the advisor has authority, and a contest for real cash among real people would hold nobody if both were known to be fake.

10. Make it proof

Also under better content: as much of your content as possible should be driven by proof, or by demonstration. Live streaming is seen the same way here: as simply living proof. Proof as credibility is SOP 211, section 4.

10.1 Put the quality in the substance, not the polish

One team's practice is to aim for quality and volume at once, quality at volume: settle what quality means in a piece (the hook, the structure, a payoff), hold it steady, and turn it out again as often as you can. Whether more and better can go together is SOP 187, section 3. For content meant to change behavior, add visuals only where they help understanding: effects and fast cuts are now commodity work, and polish cannot rescue an empty piece. The view here is firm that a strong real moment with a customer performs however it is edited, so effort pays more spent capturing such moments, and designing the sessions behind them (SOP 276), than on editing.

11. Repurpose from the easiest format for you

Once the content itself is in place, repurpose it across several platforms to get even more out of it. Volume, it is said, comes down to one secret: an easy way for you to produce content.

Start where the friction is lowest. Work out whether you are an audio person, a video person or a written person, and whatever comes easiest, find a platform that lets you make that first. Then you can put out a piece of content in the moment an idea strikes. That matters because your motivation to make content, as you have probably seen, rises and falls very fast. In one example, when an owner says something worth posting, it goes out there and then, and the team knows it.

The advice here would encourage you to pick whichever single format costs you the least friction, and not to worry about other formats or other platforms. In one example, an owner's own low-effort platform is not the best platform; if that owner could pick which platform came easiest, another would be chosen, but that one is not low effort for that owner. Some people just want to go live. That is fine too; whatever works for you.

Noting ideas as they come, in a feed built for frequent posting, is lens 3 on SOP 22 — Source content topics. Moving a format to the platform closest to it is SOP 25, section 1.2.

12. The four levels of making content

The levels, in order:

Level	What you do
1	Make as much as you can
2	Keep the volume up, and pair it with hooks already proven: a little work done first
3	Find proven hooks first, then make content to fit them
4	Build a machine that promotes you automatically, in the format native to you, so that virality is engineered

What level four looks like. Prepare a live stream so that every prompt in it is a post or a concept already well tested, one you know converts. If people call in, get every conversation to open on a hook. That is engineering your surroundings so that virality is as likely as it can be. The hook itself is section 3 of SOP 20.

Plan the clips before you record. One team writes short-form hooks into its long-form scripts, so each is said cleanly and can open a clip. In unscripted question-and-answer sessions it asks every guest the same questions in the same order (the business, its revenue, the goal, and what is in the way, sometimes with a few more), so every clip opens alike and a person or software finds it easily. It picks long formats that show proof live and build the four on SOP 211, section 6, then shapes them for clipping: each answer in a question-and-answer session is already a clip; a presentation is less modular.

13. What this page does not decide for you

Whether there is a ceiling on how often to post. SOP 26 and this page tell you to do different things.

Flag	SOP 26 — Set posting cadence and the message routine, section 1	This page, sections 2 and 3
Short form	A ceiling of up to 10 times a day, usually, sometimes, above which the audience cannot absorb more	No limit: the ceiling is how many good posts you can produce; one account posts a hundred clips a day; owners adding roughly 400 to 570 posts in one week (section 3)
Long form	Roughly once a week, found by raising the rate until the audience cannot keep up	One large creator posts three long videos a day, another nine

This page does not settle which reading is right. Following SOP 26 caps your volume at its ceilings; following this page pushes it as high as your good posts allow.

14. The checklist

Step	What to do
1	Fix the offer and lead magnet first (SOP 209), then make more content
2	Drop the belief that a platform can be maxed out; treat every platform as a test platform
3	Find the limit that is really yours: how many good posts you can produce
4	Do not worry about tiring the audience; what you post keeps paying after its first week
5	Ride a format while it works; when taste moves, change the packaging, not the message
6	Give your methods away
7	As one operator does, use shorts to send people to longs, unless a short delivers a result by itself
8	Start ideas as plain text, as one practice here does, so that what converts there carries into other formats
9	Make as much as possible proof or demonstration; live content counts as proof, in the view here
10	Put the quality in the substance and in real moments, not in polish
11	Start in your lowest-friction format, as encouraged here, and put ideas out the moment they come
12	Climb the four levels: volume, proven hooks, hooks first, then a machine for virality
13	Plan clips before recording, as one team does: hooks in the scripts, the same opening questions for every guest

15. Where this sits

• What personal content builds up for the person making it: SOP 211 — Build status, power, credibility and likeness through content.
• The belief that your market is used up, taken on at length: SOP 194 — Count what it costs to become known.
• A post that did unusually well can become a paid advertisement: SOP 38 — Turn the best organic post into an ad.
• More content against better content for a business that wins through organic content: SOP 204, section 7.
• Adding the ask on each platform: SOP 215 — Put calls to action on every platform.
• Close by: daily clips cut from serving customers, SOP 276; and backing one action with many reasons, SOP 277.

16. What this page does not cover

Calls to action are on SOP 215. Content as targeting, and brand building as a subject of its own, are on SOP 216. Editing technique and production equipment are not covered on this page.