yes

One example is when I created a short form video around one of my songs that ended up performing really well on TikTok. Instead of just posting the song, I built it around a relatable moment and used a strong hook at the start to pull people in. I kept the video very natural and aligned with current trends so it didn’t feel overly produced or like I was pushing something. The video got strong engagement in terms of views, shares, and comments, and I noticed people were responding more to the concept than just the music itself. From that, I started leaning more into storytelling and relatable hooks in my content instead of just posting performance clips. That experience taught me how important it is to package content in a way that fits the platform, and how small changes in structure or framing can make a big difference in how people engage with it.

I stay up to date pretty naturally just by being on the platforms every day, especially TikTok and Instagram. I pay attention to what keeps showing up on my feed, what sounds are being reused, and what types of videos are getting strong engagement. I also look at the comments a lot because that usually shows how people are actually responding, not just watching. I save content constantly and start to notice patterns in what’s working, whether it’s a certain format, hook, or style. For something like Willa, I’d be especially tuned into content that feels useful or saveable, since that aligns with the product. I also like looking at creators and brands in similar spaces to see how they’re evolving trends instead of just following them.