Why “20 Posts a Month” Isn’t the Vibe Anymore (And You’re Definitely Not a Content Vending Machine)

I’m gonna hold your hand when I say this but…

If you’re still charging clients based on the number of posts you make per month, I love you, but it’s time to have an uncomfortable but necessary conversation.

Because you’re not a content vending machine.
You’re not a buffet of graphics and hashtags.
And you’re definitely not paid enough to be THIS burnt out.

Let’s break this down, shall we?

Reason #1: It Turns Your Creativity Into a Checklist

“Oh no… I still have 6 posts left to make this month.”

This is what your brain starts saying when you price by volume.
Suddenly, it’s not about strategy or value anymore, it’s about fulfilling a quota like some kind of sad creative factory line.

You end up making things like:

• A filler “Motivational Monday” post (even though your client’s brand voice is deeply cynical)

• A carousel no one asked for

• A national day graphic you hope gets 4 likes

When you’re creating just to hit a number, you’re not optimizing.
You’re overproducing.

Creativity dies in spreadsheets with 20 empty cells and a fast-approaching deadline.

Reason #2: It Teaches Clients to Value Quantity Over Strategy

When clients see pricing like:
“20 posts for $500”
They don’t see strategy. They see a price per post.

And now, even if you make a brilliant campaign with 8 powerful posts that outperform all 20 of last month’s... they’re still going to ask,

“Cool…but where are the other 12?”

They’re not being difficult.
You accidentally trained them to think volume = value.
And now you’re trapped in post-count purgatory, where results don’t matter unless the count adds up.

Reason #3: It Puts You on the Hook for Client Growth You Can’t Control

Here’s the kicker:
You could make 25 beautiful, high-converting, SEO-rich, scroll-stopping pieces of content.

But if the client doesn’t:

• Engage with their audience

• Share the posts in Stories

• Reply to DMs

• Send you content that isn’t blurry and from 2022

…then the account isn’t going to grow.
And guess who they’ll silently blame when things are “a little quiet online lately”?

Yup. You.
Even though you did your part (and then some).

Charging by post count sets you up to take full responsibility for something that requires a collaborative strategy, not just a Canva template and a prayer.

So... What Do You Do Instead?

Here’s what works (and saves your brain):

✅ 1. Price Based on Outcomes, Not Output

Instead of promising 20 posts, promise a strategy that supports a specific business goal.

You’re no longer selling "things." You’re selling clarity, consistency, and growth.
It might take 10 posts. It might take 18. But they’re the right ones.

✅ 2. Create Tiered Retainers Based on Effort + Involvement

Example:

• Starter: 8–10 posts, 1 platform, no engagement
  

• Growth: 3 platforms, strategy, engagement, reporting
  

• Premium: Custom strategy, video content, outbound engagement, consulting

This gives you margin to shift how you support them, not just how often you post.

✅ 3. Set a Minimum Post Range—but Emphasize Flexibility

Say something like:

“Most months include 10–12 high-quality posts depending on your calendar and goals. Some months may be lighter if we’re focused on a campaign or heavier if we’re launching, but the outcome is always aligned with growth, not quotas.”

BOOM. You’re setting expectations and building trust, without boxing yourself into a creative corner.

✅ 4. Lead With Strategy, Not Canva Exports

Make it part of your onboarding to explain:

“I don’t charge by post. I charge for the impact that content makes on your business. My job isn’t to fill a grid, it’s to grow a brand.”

Trust me: The right clients will get it—and pay accordingly.

Final Thought: You’re a Strategist, Not a Slot Machine

Stop selling your work like it’s punch cards at a frozen yogurt shop.
Your brain is the product. Your experience is the value. Your time is finite.

You don’t owe anyone a “Happy Thursday” post just because there’s still room on the calendar.

What you do owe them?

Content that works.
Clarity that converts.
And the kind of strategic support that doesn’t come from pricing like a menu at Cheesecake Factory.

Raise your rates. 

Remove the post count.
Get paid for your brain, not your burnout.