How much time per week do you actually spend on social for your product?

Genuine question, because I think the honest answers are either "way too much" or "basically zero," and both hurt.

When I started building my product I bounced between those poles: two weeks of daily posting, then three weeks of silence when real work took over. The silence weeks were the expensive ones. For a product nobody has heard of, visibility decays fast.

What finally worked for me was capping it: 2.5 hours a week, structured. One 90-minute block on Sunday to write everything for the week while I still have context. Fixed publishing slots (Tue/Thu/Sat) so nothing depends on my mood. Ten minutes a day replying to people in my space, which drives more profile visits than my own posts do some weeks. And once a month I re-queue my best performer, because new followers never saw it.

The cap is the point. Knowing social can't eat my week removed the resentment, and removing the resentment is what made it sustainable.

Context: I'm the founder of XreplyAI, a scheduler that plans and publishes across 15 platforms from one calendar, so the batching-and-slots half is my own product: https://xreplyai.com?utm_source=producthunt&utm_medium=social&utm_campaign=edusales-2026-07-29

What does your weekly social routine actually look like? Do you batch, or post in the moment?