The reason most brand social accounts stall is not a shortage of ideas. It is that every single post requires a fresh decision about what it should be, who should approve it, and what it should look like. Multiply that by five posts a week and the bottleneck is obvious.
Formats before ideas
Define four or five repeatable formats: the customer story, the process shot, the opinion, the answer to a common question. Each one gets a template, a rough script shape and a named owner. Now the weekly question is not "what should we post" but "which customer story this week", which anyone on the team can answer in a minute.
Approval is the real cost
Every approval step adds a day and removes a degree of personality. Agree the guardrails once — what you will never say, what always needs legal, what the tone is — then let the people making the content ship inside them. Reviewing a format once is cheaper and better than reviewing sixty posts individually.