I think brands like Rare Beauty and Florence by Mills do a great job with their content, especially on social media. They understand their audience well and consistently create visually cohesive, engaging content that feels native to platforms like TikTok and Instagram while still maintaining strong brand identity. As for editing styles, I think the tiktok creator @bellymayme has a really cool and aesthetic editing style that I think will become more popular.

In my experience, strong engagement starts with a compelling hook or a distinct editing style right from the beginning to capture attention. From there, I focus on maintaining pacing through intentional cuts, subtle motion (like zooms or movement), and clean, readable captions.

Honestly, I’d say basic, minimal editing is overused, especially in lifestyle content. A lot of videos rely on straightforward cuts with little variation, which can start to feel repetitive. At the same time, I think editing itself is underutilized, there’s a huge opportunity for creators to push more creative storytelling, pacing, and visual style, especially on TikTok.