Chapter XIII. Always-On Content
A campaign ends.
A channel does not.
XIII.a
The Campaign Burst
XIII.b
The Standing Channel
Everything arrives in one week: the film, the posts, the paid push.Then nothing for two months.The feed goes quiet, the algorithm stops serving it,and the next campaign starts again from a standstill.The money was not wasted. It was spent all at once,on a week the channel could not hold on its own.
Short-form built for the feed, not trimmed down from a commercial.Shot vertical first, cut for the first three seconds,and stocked month after month.A channel with something to post next week is worth morethan a campaign that was perfect in March.The burst still happens. It just lands on something already running.