September 2026: Our Customers Posted 9% Less and Reached More People

How we counted: every figure here is counted from the accounts our customers connect to Magic Marketer, not from a survey. The window is 1 September 2026 to 30 September 2026 inclusive, against 1 August 2026 to 31 August 2026 inclusive. Both are complete calendar months, so no days are left out, though August is one day longer and that flatters it on every volume figure. These are customer accounts only. Our own two company profiles are excluded, for reasons we explain at the bottom.

15 businesses published at least one post, up from 13 in August.

Between them they published 254 posts, down from 278. Per business that is 16.9 posts against 21.4, a drop of 20.8%.

And yet:

• Impressions rose 2.4%, from 77,577 to 79,450
• Views rose 48.1%, from 29,901 to 44,274
• Net new followers rose 33.2%, from 407 to 542

Per post, the gap is starker. Impressions per post went from 279.1 to 312.8, up 12.1%. Views per post went from 107.6 to 174.3, up 62.1%.

So: fewer posts, more of everything else. That is the whole story of the month, and it is worth sitting with, because it is the opposite of the advice most people are given.

Because of what got cut.

Here is the format mix, September against August:

Text only posts more than halved. Carousels rose 41.2%. Reels and static images barely moved.

That matters because, in our data, text only is the weakest thing most of these businesses post. On Facebook a text only post had a median of 10 impressions. On LinkedIn, 81, against 142 for a plain image.

Nobody ran an experiment here. Nineteen weak posts simply stopped being made, and the average went up. That is most of the per-post lift right there, and it is worth being plain about: this is a composition effect, not proof that any individual post got better.

This is the part worth keeping. These are median impressions per post, from customer accounts in September. Medians, not averages, because a single viral post drags an average somewhere useless.

Three things fall out of that.

On Facebook, a reel was worth more than five static posts. 225 median impressions against 42. That is the single widest gap in the whole month, and it is on the platform where these businesses posted the most static images, 72 of them.

On Instagram, a reel was worth about two static posts. 227 against 105. Real, but less dramatic than Facebook.

On LinkedIn, a plain image still beat a text only post, 142 against 81. We cannot tell you whether video works on LinkedIn, because our customers barely tried it: two reels all month. That is not a sample, so we are not going to pretend it is one.

Three platforms, because that is all our customers used. Every TikTok, Threads, YouTube and X post in both months came from our own accounts, not theirs. Within those three, any format with fewer than 10 posts behind it is left out of the table rather than dressed up as a finding. What practitioners generally see, and what this is consistent with, is that short video is shown to people who do not already follow the account while static posts are shown mostly to existing followers. We cannot prove that from these figures, because the platforms do not break delivery down that way in what they return to us.

Not quite. It means the weakest third of what you post is probably costing you more than it earns.

The honest version of this month is: posting volume fell, the worst format fell faster, and the average went up. If you cut your posting in half and kept the same mix, nothing here predicts you would do better.

It is also one month, across 15 businesses, in a window where our customer mix changed. Three businesses published for the first time and one stopped. So treat the direction as real and the exact size as soft.

If you want something to act on, in order:

1. Count your text only posts. If they are more than a fifth of what you publish, that is the first thing to cut. In this data they were the weakest format on both Facebook and LinkedIn.
2. Put one reel a week on Facebook. The gap there was 5.4 times, on the platform where our customers posted the most static images. If a single change was worth making this month, it is that one.
3. Leave LinkedIn alone if images are working. Static images outperformed text there, and we have no evidence either way on video.
4. Stop counting posts as the goal. Our customers published 20.8% fewer posts each and reached more people. Volume was not the lever.

Nic Jacobson at Necto is the clearest version of this we have. Thirty days of posting introduced him to around 6,000 aligned customers, with nothing spent on ads. Not because he posted enormously. Because what went out was consistent and it was the right shape for where it landed. Read how Nic did it.

We publish on our own channels through the same product, and in September we published a lot: 192 posts from our two company profiles, against 82 in August.

If we had counted those, this entry would have opened with "446 posts, up 23.9%" and reported impressions per post falling 16.4%. Both of those are true of the combined number and neither tells you anything about running a small business, because the swing is our own marketing team changing its mind about Reels.

So the figures above are customer accounts only. The combined figures are in the issue attached to this entry if you want them.

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