If you want to hit the right spots with your social media reach, speed is imperative, but not at the expense of quality output.
Today's audience is savvy. People consume more content online than ever before. Good content will win over bad content. The audience will be quick to tell you what they like and what they don't. It's critical to not let the speed affect the output.
Last week I was at the National TV Awards at the O2. I was there with one of my clients One Gin. The brief was to get stuff shot, edited and out there and onto the social media channels fast, but at the usual level of quality I insist upon.
We were also working with the team at Fentimans. This formidable team was the official Gin and Tonic of the Awards. The drinks were to be served to the celebrities in the VIP bar after the TV show.
From when the show went live on ITV I was shooting images and editing them in almost real time, sending images to all the clients via my edit station and to the respective PR/Marketing people who then seeded them online to instagram stories and so on.
What is important to me is that the quality of the images doesn't drop because of the speed I deliver them. That savvy audience will be waiting to pounce on bad content. Fortunately there wasn't any.
Shots were taken, some video was shot in the VIP bar, and I was in the back of the bar (with a G&T) editing, cutting and sending content - within minutes of me shooting it, whilst the cast of Hollyoaks and Eastenders stood by sipping on their drinks.
The video I took was then edited and uploaded - and shared. Remember, this was all turned around the same evening.
The result was a massive success- engagement was superb, celebrities were tweeting about the Gin and Tonic the next day, and this Philip Schofield was on Snapchat and Twitter showing photos of his Gin and Tonic that he was drinking.