Every few weeks a post takes off and the group chat lights up. It feels like the goal. It isn't.
Virality is high-variance. You can't schedule it, you can't repeat it on demand, and the audience it brings is loosely attached. Consistency is the opposite: low-variance, repeatable, and it compounds.
The teams that grow steadily do a small number of things without skipping. Four to five posts a week. A clear set of content pillars. A queue that runs even when everyone's busy. MultiPost Studio exists to make that boring part automatic so the interesting part gets your attention.
Practically: batch-produce, mark your best posts evergreen, and let recycling keep them in rotation with sensible frequency caps. Measure the trend line, not the spikes.