Some of the best content I’ve ever seen never made it to a brand’s social media page. Not because it wasn’t good, but because it wasn’t ready when it mattered most.
Social media runs on moments. Trends come and go in hours, and campaigns have strict deadlines. It doesn’t matter how brilliant a piece of content is, if it’s late, it’s useless.
Take Twitter, for example: the average lifespan of a tweet is about 18 minutes. That’s it. Miss that window, and your brilliant post might as well be shouting into the void.
In the early days of social media marketing, brands moved fast. There wasn’t much time to overthink. If something was trending, we’d jump on it. If we had an idea, we’d execute it within the same day. Perfection was a luxury; relevance was everything.
That hasn’t changed. Today, brands have access to more tools, more data, and bigger teams, but speed is still the deciding factor.
A viral moment doesn’t wait for approval loops, and engagement opportunities vanish if a brand hesitates.