Wolf&Grayson EditorialThe production excuse is dead. Filming, editing and design have collapsed into a handful of apps that a bakery owner can operate between shifts, and yet creators and small brands still fall off their posting schedules within weeks. That contradiction points to a misdiagnosis sitting at the center of most content strategies. Irem Gonc, who works on the problem at inVolo, argues that consistency does not break because making content is hard. It breaks because deciding what to make, week after week, grinds people down. Her company’s research puts numbers on it: 64% of people surveyed said they do not know what content to create next, 58% said they cannot stay consistent with posting, and many burn two or more hours scrolling just to find something to publish. That is not a skills gap. It is a decision tax, charged weekly, on people who already have other jobs.
The Problem Is Decision Fatigue, Not Production
The strongest evidence for Gonc’s argument is that the complaint sounds identical at wildly different scales. A creator with 86,800 followers and a bakery owner with 30,000 described the same bottleneck to her in different words. “One couldn’t tell what was actually working, the other simply didn’t have time to figure it out,” she says. The creator had reach and no signal. The owner had a business and no hours. Neither was short of ideas in the abstract, and neither was blocked by the camera.
That distinction has practical consequences for anyone buying tools or hiring help. Investment keeps flowing toward production – better editing, better templates, faster turnaround – when the constraint sits upstream of all of it. “It’s not a production problem. It’s a decision problem, and decision fatigue compounds fast,” Gonc says. Compounding is the operative word. Every week a creator starts from zero, the cost of the next week’s start rises, until silence becomes the cheaper option. The fix is structural, not motivational.
Polish Stopped Being A Differentiator
Gonc’s early work running brand campaigns and live events taught her something that now applies far beyond events. The brief never survives the day. Weather turns, guests arrive late, something unscripted proves more interesting than anything planned. What carries the moment is the creator’s own voice and their ability to react in real time. “The real skill on the brand side is managing that freedom, not eliminating it,” she says. Brands that over-specify are paying for the one thing they could have produced themselves anyway.
The market has moved in the same direction. Audiences tired of staged content after the pandemic and began rewarding real stories told by real people. In his New Year message at the end of 2025, Instagram head Adam Mosseri highlighted the growing importance of authenticity as AI-generated content becomes more prevalent, reinforcing the value of content that feels genuinely human. Gonc saw the mechanics of this firsthand. “At every event: dozens of people filming the same landmark, the same stage, the same moment. Most of that content looked identical,” she says. “The few posts that stood out came from people who filmed it for their own audience, in their own way.” When production quality converges on free, perspective is the only scarce input left. “Find your own voice and perspective, because that’s the one thing nobody can run out of.”
Frequency Builds The Habit, Clarity Builds The Loyalty
The usual argument about consistency stalls on a false choice between posting often and posting well. Gonc sequences them instead. Frequency comes first because showing up regularly keeps a brand present and gives the platforms enough to learn from. But volume alone only buys attention. “Frequency on its own only gets you seen. What makes people stay is clarity: knowing exactly what you stand for and delivering that value every time,” she says. If an audience follows someone for honest skincare reviews, or a direct-to-consumer brand for practical styling tips, that is the contract. Break it often enough and the follow stops meaning anything. “A fashion designer that posts every day with no clear focus gets noticed. One that posts regularly and makes every post feel unmistakably like them gets remembered.”
The cost of getting this wrong shows up in the labor data. CreatorIQ’s 2026 State of Creators report found that 52% of creators have experienced burnout as a direct result of their career, and 37% have considered leaving the industry. Gonc places small brand owners in the same bracket, running social as a second job nobody trained them for. Her prescription inverts the usual advice. “The answer isn’t more discipline. It’s fewer decisions,” she says. Choose a pace sustainable for six months rather than six days. Build recurring formats so nothing starts from zero. Batch filming, editing, and writing into separate blocks rather than letting them interrupt each other. Then run a short weekly review, 20 focused minutes, to see what landed and what the audience is asking, and choose exactly three pieces: something that helps, something that connects, something that moves people forward. Help, connect, convert. For brands commissioning creators, the equivalent discipline is longer partnerships, so the people making the work are not perpetually restarting. “Your energy is limited. Spend it on the creative part, not on deciding what to post.”
Follow Irem Gonc on LinkedIn for more insights on content strategy, creator partnerships, and building a sustainable publishing rhythm.
