One of the most important components of a successful social media game plan is the ability to create solid content. Brands need to stand out from the clutter and produce assets that are memorable, especially in crowded verticals. It is not enough to just wing it and hope for the best. It is mission critical that you have members of your team who can shoot and edit at a high level to make sure you are putting your best foot forward.
There is plenty of photography talent out there these days and we even use some freelancers from time to time to help us capture certain styles or solve for non-studio or even non-NYC shots. I would argue though that you still need to control the aesthetic from a brand-side POV and cannot rely solely on freelancers. Someone needs to be able to edit and modify as needed and have enough social chops to know when to create a video, vs when to post a carousel or even just which individual stills work in specific scenarios.
Not everything needs to be super stylized and overly branded and recent data shows that consumers actually prefer UGC or more “real imagery” instead. That being said, nothing should be lazy or careless. You can/should use UGC and 3rd party content as part of your mix, but a good editor can still create brand side assets made to feel real and authentic. Also, if you think about the end goal and reverse engineer from what you want to have happen, then you can glean more value out of all of your content from your website photos, to influencer collaborations, to photo shoots and everything in between.
As a very important differentiator, I think that having a social media agency mindset with a real understanding of the “what” and “why” makes a big difference when looking to create content that produces results. So unless you are totally content, let’s get to work and make some totally great content!