Most agents and suppliers think social media success comes down to being creative. Clever hooks, slick graphics, viral-worthy ideas. And sure, creativity plays a part. But here’s the truth that most people don’t want to hear: consistency beats creativity every time.
Think about the agents who dominate your feed. They’re not necessarily the most creative. They’re the ones who just keep showing up. They post week in, week out. Their audience knows what to expect, when to expect it, and that steady visibility makes them the go-to voice in their space.
Why consistency matters more than creativity
- Trust builds through repetition. People don’t believe in you after one clever post. They believe in you after seeing you again and again, proving you’re here for the long haul.
- Momentum compounds. Each post stacks on top of the last. Consistency builds familiarity. Familiarity builds confidence. Confidence drives action.
- Algorithms notice. Social platforms love accounts that show up reliably. Stop posting for a few weeks and your reach tanks.
Where creativity fits in
We’re not saying creativity doesn’t matter. It does. Creativity keeps your content fresh, engaging and watchable. But creativity without consistency is wasted effort. You can have the best idea in the world, but if you only post it once every six weeks, it won’t make a dent.
Consistency lays the foundation. Creativity is what keeps people interested once you’ve got their attention.
How to nail both (without burning out)
- Batch your content. Stop chasing your tail every week. Create four months of content in a single day. That’s how we work with clients — it’s the easiest way to guarantee consistency.
- Stick to pillars. Decide on your content themes and stick to them: market insights, advice, behind the scenes, culture. It keeps you focused and stops the “what should I post today?” panic.
- Keep it simple. Don’t overcomplicate. A short, real video will always beat an over-polished campaign that takes weeks to get out.
- Enjoy the process. If it’s painful, you’ll give up. Make content days fun, high-energy, something you actually look forward to.
Final word
Consistency is your unfair advantage. Creativity is the spark that keeps it interesting. But if you’re trying to choose where to focus, choose consistency. Every time. Because when you show up relentlessly, you stop being just another name in the feed — you become the voice people listen to.