It depends on the scope and purpose of the video, but generally, a short-form piece of content for social, like a reel or TikTok, can take anywhere from a few hours to a full day to complete. That includes ideation, scripting, shooting, editing, adding captions, and optimizing for the platform.

If it’s a recurring format I’ve already built templates for, I can move faster. But if it’s something concept-heavy, requires voiceover, b-roll, or multiple edits for approval, I’ll give it more time to get it right.

My goal is always to balance speed with intention, making sure it’s not just visually polished, but also aligned with the brand’s tone and strategy. I try to work smarter by batch-creating, planning, and repurposing assets whenever possible, but I’m also flexible enough to adapt quickly when something trend-driven or timely arises.

I stay on top of trends by balancing direct feedback with intentional content consumption. Customer input always comes first; social comments, DMs, and quick surveys reveal what people care about, and that’s often more valuable than trend reports. It also shows where they spend time and what formats they naturally engage with.

I’m also part of several LinkedIn groups, such as The Social Media Marketing Group, which helps me stay in tune with what marketers are testing and discussing. However, just as important is how I consume content, such as listening to podcasts like Radically Transparent, scrolling with intention, and noticing what stands out to me as a user.

I make a point to step into the audience’s perspective fully, understanding who they follow, what brands or creators they trust, and why. Sometimes the strongest ideas come from unexpected places, not from trend forecasts, but from how real people are behaving online. That’s usually where the most creative and brand-relevant ideas form.