Why more content doesn't equal more engagement on social

It’s easy for corporate communications teams to get trapped on a content treadmill. The common assumption is that keeping social feeds constantly active with high volumes of content is the most direct route to building an audience. However, recent video performance data suggests that the opposite is true. We recently collaborated with video marketing specialists Big Button and analysed 12 months of video activity across eight leading technology brands to understand what drives engagement on LinkedIn and Instagram.
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Using Data Suite, our data intelligence platform built to measure the creative and commercial performance of brand video, we tracked where audience engagement actually clusters.
The results revealed a distinct pattern: the brands generating the strongest engagement momentum weren't necessarily the ones publishing the most content.
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Quality and Selectivity Beat Pure Volume  
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Across the brands analysed, high volumes of content frequently resulted in relatively modest average engagement per post. In contrast, the top-performing brands posted less frequently but were highly deliberate about what they chose to amplify.
The strongest audience connection didn't come from filling the feed; it built up around specific, high-value moments, such as:

-Important company news and major milestone announcements
-In-depth customer stories tied to clear business outcomes
-Authentic industry viewpoints that address real market pressures

As the baseline quality of corporate content continues to rise across platforms like LinkedIn, simply increasing your output isn't enough to differentiate your brand.
If your internal team is producing a constant stream of content but struggling to create meaningful engagement, the data suggests it's time to take a harder look at which stories genuinely matter to your audience in the first place
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Read the blog post and full observations directly on the Big Button website.