This week’s Wednesday Wisdom comes from Lyndsay, founder of Norfolk Social, a content studio supporting local businesses and events to show up online with confidence and authenticity.
Lyndsay started Norfolk Social after being made redundant while pregnant, deciding it was the right moment to turn her existing content creation skills into a business. Drawing on her background creating brand content on Instagram, she now helps events and businesses plan content from the outset – not as an afterthought.
For Lyndsay, a content‑ready event is one with a clear vision. Knowing what needs capturing, paying attention to practical details like lighting, and allowing space for natural moments makes all the difference. When filming, she prioritises genuine emotion – people smiling, laughing, arriving – alongside the small details that bring the story together.
Her key advice to organisers is to keep promoting during and after the event. Sharing real‑time content, reposting attendees, and creating a strong highlight reel helps build momentum long after the day itself.
Looking ahead, Lyndsay sees a shift towards more natural, in‑the‑moment storytelling – content that feels real, relatable, and easy to connect with.
Tell us about Norfolk Social
“I started Norfolk Social after I was made redundant from my job. I was pregnant at the time, and it just didn’t feel right to start a new role only to then go off on maternity leave a few months later. So I thought, you know what, if not now then when? I was already creating lots of brand content on my own Instagram page, @lyndsaysocial so I decided to take that leap and start offering content to local businesses and events too.”
What makes an event “content ready”? What should organisers plan for first?
“For me, an event is content ready when the organisers have thought about content from the very beginning, not as a last minute thing. The first thing I would ask is, what kind of reel or content are you actually wanting to share? Do you want speeches captured properly? Behind the scenes bits? Just general highlights of people having a good time? Once I know that, I can plan ahead and make sure I am in the right place at the right time to get those shots. If they’re not sure what, then I’ll be there to help guide them prior to the shoot.
Good lighting is also something that hardly ever gets thought about too. I was at a shoot a couple of weeks ago and the event space had this huge south facing window. Sounds nice, but it actually made it really difficult to shoot beautiful videos because everything was either too bright or too shadowed. I ended up having to close the curtains, and that made a huge difference straight away. So my advice is, just have a think about your space and the time of day too.”
When you are capturing an event, what moments matter most for a great highlight reel?
“I always focus on people smiling and laughing. That is the heart of any good highlight reel for me. It is just so nice to see genuine, happy faces, and that is what makes other people want to be there next time. But I also make sure to get all the little details that tell the full story. People arriving, the venue looking its best, little touches like drinks being poured or how the decorations have been set up.
A great reel needs a bit of everything really. If I can watch the reel back and genuinely feel like I was there, or still get a bit of FOMO, then I know I have done a good job.”
What is the biggest mistake you see businesses make when promoting events online?
“The biggest mistake is thinking that promotion stops the moment the event starts. I see it all the time. Businesses do loads of work building up hype beforehand, posting countdowns and ticket reminders, and then the event happens and they either post nothing on the day or they just put up one photo afterwards and call it done. That is such a wasted opportunity.
You need to be capturing and sharing during the event itself. Stories of the setup, little clips from during the event, a highlight reel posted on the same day or first thing the next morning if it was an evening thing. Repost what attendees are sharing too. That is free word of mouth right there. And then after the event, you have got all that professional content to keep using for weeks. The mistake is treating one or two photos as enough. It really is not. You need a proper bank of content from every single event to keep people interested and make sure they are keen to come to your next one.“
What advice would you give to a business booking their first content day?
“My main advice is to think of a content day as building a library you can use for months, not just getting a few nice pictures for one single post. Come with a loose plan, but please do not over script it. The best moments are often the unplanned ones. We will want a mix of posed and candid, still photos and video clips, wide shots and close ups.
Have a think about the different stories you want to tell over the next few months. Your team just working normally, customers or attendees enjoying themselves, the general atmosphere of your space, your products or services actually being used by real people. Book the day, let me come in and capture what makes your business feel real, and you will see how much easier promoting yourself becomes when you have always got good content ready to go. Honestly, it takes so much pressure off.”
Follow Lyndsay on both Instagram and Facebook & Norfolk Social on Instagram too for recommendations and ideas to enhance your next event in Norfolk.
