Journal
Field notes from the edit suite.
Practical writing on short-form video, creators, community and measurement. No trend roundups, no predictions.
More from the journal
Reporting5 min readEngagement rate by reach or by followers: which one should you report?Two formulas, two very different numbers. One flatters small accounts, the other tells you whether the post was any good.
Production7 min readHow we get thirty posts out of one shoot dayA call sheet, a shot list sorted by setup, and a rule about never filming anything once. The practical guide to batching content.
Creators6 min readCreator briefs that get a yes, and content you can useOne page, three sections, and usage rights agreed before anyone presses record. The brief we send, explained line by line.
Strategy5 min readContent pillars that survive week threePillars fail when they are topics. They last when each one is a job, with formats attached. A worked example.
Community5 min readReply in an hour: what fast community management changesWe tracked reply times across sample client inboxes for six months. Speed changed more than satisfaction. It changed what got posted next.Rather we just did it for you?
Send a short brief. A producer replies within one business day with times for a 45-minute creative call.