The hidden production account
In premium categories, a post is rarely just a post. It may require creative direction, photography, styling, locations, talent, rights, editing, adaptation and approval. Frequency multiplies this structure and can erode both budget and aesthetic consistency.
The relevant metric is therefore not only engagement. Brands should understand the cost per usable asset, the lifespan of each production and how many channels and commercial moments it can support.
Design an editorial economy
A stronger model begins with fewer, better-defined narratives and a production calendar connected to launches, retail, public relations and relationship initiatives. The goal is not to disappear from social platforms, but to prevent the platform from dictating the entire creative operation.
Sources
Sources and evidence are available in the original Portuguese edition.