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Quality or Quantity?
In a fragmented digital world, does volume always win over perfection?
Martin Varshev
November 30, 2024 • Estimated Reading Time: 6 minutes
Hey, there!
Content is king, but the crown comes at a cost.
The global content creation market is $32.3 billion in 2024, growing at a CAGR of 13.9% - Source: Grand View Research. From TikTok to LinkedIn, every platform is hungry for content, and professionals across industries are scrambling to keep up.
“Digital Content Creation Market to Reach $69.80Bn by 2030,” n.d. https://www.grandviewresearch.com/press-release/global-digital-content-creation-market.
The debate? Quality vs. Quantity. For some, like David Droga, founder of Droga5, quality reigns supreme:
A single, brilliant idea can echo far louder than a thousand whispers.
Others, like Gary Vaynerchuk, champion the opposite. GaryVee’s mantra?
“Create 100 pieces of content a day!”
Because in a noisy digital world, volume often wins the reach game.
Then there’s the platform chaos: Facebook, Instagram, LinkedIn, TikTok, YouTube, Reddit, Snapchat—each demanding unique formats and styles. Stories, reels, posts, carousels... It’s enough to make anyone dizzy.
But here’s the real question: Is more always better? Or does less, done well, deliver more impact?
Fragmentation: The New Challenge
We live in an era of divided attention. Social media algorithms have created echo chambers, trapping people in curated bubbles of content they already agree with.
The result? One-size-fits-all campaigns no longer resonate. Instead, marketers need multiple angles for the same message, tailored to reach specific audience segments.
Different angles. Different tones. Same core idea.
The Numbers Don’t Lie
The typical social media user juggles an average of 6.8 platforms each month, according to GWI.
DataReportal – Global Digital Insights. “Global Social Media Statistics — DataReportal – Global Digital Insights,” n.d. https://datareportal.com/social-media-users.
Reaching them requires platform-specific content—stories for Instagram, short videos for TikTok, and thought leadership for LinkedIn. Trying to stretch one idea across all these channels? A losing game.
Don’t Take My Word-Watch the Luxury Brand
A few days ago in London, scrolling TikTok, I stopped on what I thought was an organic outfit video. Engaging, authentic, and creator-style. Turns out, it was an ad—for Ralph Lauren. A luxury brand embracing creator-like content, breaking free from the rigid, polished brand-book playbook. It hooked me, and I liked it, so I dug deeper.
This brand gets it. They’re not afraid to play the game right, tailoring content to each platform while staying true to their message.
On YouTube? Classic ads meet vlogs and fashion shows, blending storytelling with tradition. Instagram? Posting daily—sometimes twice—with a mix of polished photos, reels, and even AI-generated content. It’s not just frequent; it’s bold, experimental, and always on-brand.
Facebook? They avoid lazy cross-posting. Instead, unique content caters to the platform’s audience. And on LinkedIn? Weekly posts showcase their heritage and position them as a dream employer.
Does it work? Oh, yes. Their Instagram posts average 6,000 likes, powered by a smart mix of organic reach and ads. And while communication metrics are strong, the real win is in business performance. In a volatile market, they’re thriving—not just surviving—and their content strategy plays a big role in keeping them ahead.
Statista. “Revenue Polo Ralph Lauren 2002-2024,” November 8, 2024. https://www.statista.com/statistics/263880/polo-ralph-laurens-revenue-worldwide/.
What Does It Mean for Marketers
Know Your Audience: Go beyond demographics. Understand what they care about and their pain points.
Adapt for Platforms: Tailor content in both style and tone to suit different platforms.
Be Fast, Not Perfect: The market moves quickly. Test and iterate rather than wait for perfection.
Consistency, Flexibility: Keep your core message clear, but adapt how it’s told across channels.
What Does It Mean for Advertisers
Micro, Not Macro: One hero campaign no longer cuts it. Create diverse, targeted content.
Niche Storytelling: Tell the same story from different perspectives to connect with varied audiences.
Native Wins: Content should feel natural for the platform it’s on.
Let Data Guide You: Track what works, and pivot when necessary.
Closing Thoughts
Quality or quantity? Maybe the answer isn’t either/or—it’s both. The right mix of creativity and strategy, coupled with data and adaptability, wins.
If this sparked ideas, share it with a colleague or friend. Let’s grow smarter together.
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