In this conversation, Chris speaks with Abed Adawi, the co-founder of AB Marketing Group, about the importance of social media and content in e-commerce. They discuss the planning process for creating content, the evolution of short-form and user-generated content, and the role of technology and equipment in content creation. 

They also explore the balance between highly produced content and user-generated content, the importance of branding and brand guidelines, and advice for starting to shoot content. Throughout the conversation, Abed shares insights and lessons learned from working with luxury brands and emphasizes the importance of starting small and building confidence in content creation. 

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