Leave empty days on the calendar

A row that says "fun meme TBD" looks like a plan and behaves like a debt. By Wednesday someone is making a weak post so the cell is not blank. The client then reviews work nobody believed in.

Leave the day empty. If the retainer promises a number of posts, track the number. Do not invent tiles to cosplay consistency.

An empty Thursday might mean the shoot slipped, the approver is traveling, or the offer is not ready. Those are different problems. A fake post hides which one you have.

Name the gap in the cell if you need to: "waiting on spring price." A named wait is a plan. A stock quote is camouflage.

Say it in the kickoff. Some weeks will have fewer posts because we will not publish junk to hit a count. Brands that want a daily drip can still have one, made of pieces that were prepared on purpose.

If they insist on a number, build a bank of pre-approved evergreen posts for the holes. Evergreen is a decision made earlier, not a panic graphic.

Designers do better work when a blank day is allowed. Account managers do better work when they are not apologizing for quality they knew was filler.

Count shipped posts that were locked. Ignore the optical density of the calendar. Density is easy to fake and useless to bill.