A feed can be full and still say nothing. Teams ask for more content when the real problem is that the brand cannot finish the sentence about who it is for.
Attention is what you earn after the offer, the audience, and the proof are clear. Buying it first only makes the confusion louder.
Three questions before a media plan
- Who should notice?
- What should they understand?
- What should they do next?
If those answers change every week, the channel is not the problem.
The work that lasts is usually quieter at the start.
A sharper line. A page that can be read without a presentation beside it. A campaign that repeats one idea until the market can repeat it back. DSM starts there.