How Much Content Is Too Much?




Digital success demands continuous attention and rewards those who are consistent with their social media posts, email newsletters and blog content.


However can you be overexposed on these platforms if you are creating "too much" content?


Well, how can you ever take too much action when you have an endless ability to create new actions?


The notion of overexposure, being the idea that you can be exposed to too much, about someone or a business, is based on the concept that the individual won't generate new ideas, products and services. The underlying belief is that an overexposed person or product will somehow lose it’s significance.


Consider some of the largest multi-national organisations in the world such as Apple, Starbucks, Amazon and Google. These brands are all recognised by almost every single person globally and universally used by more and more people.


So the question is… are these brands overexposed?

Should these brands reduce exposure to their products and services to maintain their value?

In closing, some statistics that may lead you to question whether holding back on producing content is appropriate in this digital environment:

  • There are 610 million LinkedIn users and this is increasing each quarter (Source: LinkedIn)

  • There are 3.725 billion active social media users (Source: BrandWatch)

  • The daily average time spend on social is 142 minutes a day (Source: BrandWatch)

  • Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5) (Source: Aberdeen)



Naomi Johnston

Founder & Creative Director | NJ CONSULTING


E: naomi@njconsulting.com.au