I’d plan and batch content ahead of time so I’m never scrambling at the last minute. I’d create a content calendar that outlines what goes out each day, including captions, visuals, and any supporting assets, and block dedicated time each week to film or design posts in batches. I’d also set reminders and build in a small buffer of extra content for unexpected days, so I always have something ready. 

I have hands-on experience creating content and running UGC campaigns across multiple platforms. I’ve developed and executed campaigns where I conceptualized, shot, and edited videos that aligned with the brand’s aesthetic and audience, making sure every piece of content felt authentic and shareable. I also have experience managing workflow for multiple creators, curating content that resonates with specific audiences, and analyzing performance to see what drives engagement. Beyond brand campaigns, I’ve built my own personal platforms with personality-driven content, which gives me insight into what works in real-world social media and how to make UGC feel natural while still achieving marketing goals.

It really depends on the campaign and the goals W Labs is trying to achieve. For some campaigns, micro-influencers with highly engaged audiences might be ideal because they drive authentic conversations and trust. For others, macro-influencers or creators with a strong lifestyle or wellness focus could help reach a wider audience quickly. The key is aligning influencer selection with the brand’s voice, target audience, and the message of the campaign, so every collaboration feels natural and resonates with the right people.