Social Media Content Production: What We Deliver and How the Process Works

Content production for social media is often ordered as if it were one task - "write a post". In practice a publishable post is several distinct pieces of work: the text, the visual, sometimes a short video, and the supporting copy that travels with them. This page sets out what Digital Agency delivers when you order social media content preparation, what we need from you before we start, how long each stage takes, and what we do not promise.

We treat this as a production service, not a growth service. That distinction runs through everything below. We are responsible for the quality of the material, for matching it to the brief, for the format it is delivered in and for the date it arrives. What an audience does with a published piece afterwards depends on factors that no content supplier controls.

What You Send Us

A brief does not need to be long, but it does need to be specific. The information we ask for at the start is the information that otherwise turns into guesswork and extra revision rounds:

• The subject. The product, service, announcement or topic the piece is about, in a sentence or two.
• The placement. Which platform and which slot on it - a feed post, a story frame, a short vertical video, a profile description, an advertising banner. This decides the proportions and the length before anything else does.
• Length and tone. Whether you want a tight promotional line or an extended editorial text, and whether the voice is formal, conversational or technical.
• Source material. Logos, product photography, video footage, brand colours, fonts, publications you liked, and anything you consider off-limits.
• Language and market. The language the copy is written in, and any regional wording, spelling or legal phrasing you need respected.

If a brief arrives without some of this, we ask before starting rather than assume. A question at the beginning costs a day; an assumption discovered at delivery costs a revision round.

What You Receive

Four deliverable types cover most orders. They can be ordered as a set built around a single idea, or one at a time.

• Post text. Caption or body copy for one publication, written to the length agreed in the brief. Short promotional copy and long-form text are quoted separately, because the work involved is genuinely different.
• Image. A static visual - a banner, a quote card, a product layout or a simple infographic - built at the proportions the placement requires.
• Short video. A cut assembled from footage you supply or from licensed stock, with on-screen captions where the format calls for them.
• Description. The supporting text around the main asset: a profile or page summary, an alt text line, or copy for a pinned publication.

Delivery formats are agreed before work starts and do not change without being agreed again. Text is supplied as a .docx or .pdf file, or in the body of an email if that suits you better. Images are supplied as JPG or PNG at the stated pixel dimensions, with a layered source file on request. Video is supplied as MP4. Where a placement needs more than one crop of the same visual, each crop is delivered as a separate file rather than left for you to cut.

How the Work Is Organised

The sequence is the same for every order, and each stage has a visible hand-off:

• Brief. You send the information above. We confirm scope, format, length and delivery date in writing, and raise any questions before the clock starts.
• Draft. We produce the first version. For copywriting, our stated turnaround is three to seven days per text, depending on length and on how much source material has to be read first. Visual and video work is quoted with its own date once the brief is fixed.
• Revisions. You mark up whatever does not match the brief. Revisions are included in the service - we keep working until the deliverable does what the brief said it should do.
• Delivery. Final files arrive in the agreed formats. Rights to the delivered work transfer to you on final payment; we keep none of them.

Larger orders are broken into batches rather than handed over as one block at the end, so you can review the tone on the first few items before the rest are produced to the same pattern.

One Idea, Several Placements

The most common misunderstanding is that a single asset can be posted everywhere. It cannot, and forcing it usually produces a cropped, unreadable version of something that worked well in its original shape. The same idea is therefore rebuilt for each placement rather than simply resized.

Vertical video is composed for a full-height screen. The important part of the frame sits in the middle band, captions stay clear of the interface elements that overlay the top and the bottom, and the opening seconds have to make sense with the sound off. This is the shape that short-video placements on TikTok, Instagram and YouTube expect.

Horizontal banners work the other way round. A wide image has room for a headline beside the product rather than on top of it, and it is the format used by display advertising and by the header areas of Facebook and X pages. A vertical composition cropped down to a wide banner loses its subject, so it has to be laid out again from scratch.

Text length splits along the same line. A short caption carries one idea and one call to action. A long text - the kind that suits an article-style publication or a professional feed such as LinkedIn - carries structure, subheadings and a conclusion. Trimming a long text down to caption length rarely leaves a working caption, so the two are written separately from the same brief.

What We Do Not Promise

This section exists because the opposite is so often implied elsewhere. We do not make any of the following commitments, and we will not put them in a proposal:

• We do not guarantee reach. How many people see a published piece is decided by platform distribution, which we neither control nor have visibility into.
• We do not guarantee audience response or audience growth. Those depend on your offer, your existing audience, timing and competition, alongside the content itself.
• We do not guarantee placement at the top of search results or in any platform recommendation feed. Ranking depends on competition, site quality and market conditions.
• We do not guarantee that a piece will spread on its own. That depends on content quality, audience response and promotion; our part is professional execution.

What we do commit to is narrower and checkable. The deliverable matches the brief, it arrives in the agreed format, it arrives on the agreed date, and it is produced manually by our specialists rather than generated automatically. If it does not match the brief, that is a revision, and revisions are included.

How to Order

Send the brief and we will confirm scope, format and timing before any payment is discussed. Details of the copywriting and rewriting service, including what is included at each text length, are set out on the Copywriting and Rewriting page.

To start, write to [email protected] with the subject, the placement, the length and the delivery date you need. If you are not sure which format fits, describe where the piece will be published and we will propose the options.