The algorithm rewards volume. Volume demands low cost and high frequency.

And the unhealthy pressure to post constantly, cheaply, and for attention is working against everything brand strategy is built to do. Reilly Newman and Scott Saunders break down why social media's incentive structure is one of the biggest hidden threats to brand health, why chasing followers and engagement erodes the long-term compounding that makes brand valuable, and what it actually looks like to run social as a strategic brand context and not a content treadmill.