After a shoot we have 20 finished videos and a month to post them. Clients often ask why we don't just post the best one first. The answer is that "best" depends on what it's following.
Lead with the one that explains the series
The first video after a shoot sets up the month. For Northbrew, that's always a new 6am episode, because it tells people what the account is: a person, a kitchen, a cup. Product clips that week do better because the audience knows what they're looking at.
Then the one that answers a question
Second goes the most useful video, the one people save or send to someone. Saves and shares in the first week tell the platform who to show the next videos to.
Space out the similar ones
If four videos use the same setup, they go out at least four days apart. Two near-identical videos in a row and the second one always underperforms.
Keep one strong video for the end of the month
Week four is when we'd otherwise run thin, so we save something good for it. It's also the week before the next shoot, when the client is deciding what's working. A strong last week makes that conversation easier.
Post when people decide
Timing matters less than people think, with one exception: post when your audience is deciding. Fennel & Fig posts Thursday to Saturday, when people choose where to eat. Ledgerly posts on LinkedIn on weekday mornings, when finance people are at their desks.
Then check, and move things around
We check each video's 3-second hold and watch time after 48 hours. If a format is clearly working, we move similar videos earlier in the month. Nothing is fixed once the calendar is set.
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