How often should a founder post short-form video?
Three to five posts a week is the range where most founders start learning something, but the honest answer is: as often as you can sustain for three months. A founder posting twice a week for twelve weeks learns more than one who posts daily for nine days and stops.
Why does consistency beat volume?
Short-form is a sampling problem. Any single post can do well or badly for reasons that have nothing to do with quality: time of day, what else was trending, plain chance. You cannot read anything from three posts.
Once you have thirty, patterns appear. Which openings hold people. Which subjects your audience keeps showing up for. That signal is what changes what you make next, and it only exists at volume across time.
What's the minimum that's worth doing?
Two a week, held for three months. That is twenty-four posts, enough to see a pattern, and slow enough that most founders can actually keep it up alongside building the product.
Is there a point where more stops helping?
Yes, and it arrives sooner than people expect. Once you are posting more than about two a day, quality usually drops faster than reach rises, and you stop being able to tell what caused what. More posts also means more decisions, which is the thing that burns founders out.
How do you keep going on a bad week?
By removing the decisions rather than the posts. If you know which shapes of post work for you, a bad week is a filling-in exercise, not a creative one. That is most of what a format is for.