Inconsistency hides what works
One large shoot may produce attractive assets, but it cannot answer every new customer question or react to changing social formats. Long gaps also make performance harder to compare.
A pipeline creates learning
Regular deliveries let a team test hooks, creators and product benefits in smaller batches. Every approval adds another usable asset and another signal for the next brief.
Consistency without chaos
The practical goal is not to publish anything every day. It is to maintain enough approved, on-brand video that the company can publish regularly without rushing production.