I honestly think it depends on the type of content and audience you’re trying to reach. TikTok is really effective for discoverability and reaching new audiences quickly because the algorithm pushes content out so well, especially trend-driven or relatable videos. Instagram, on the other hand, feels stronger for building a more loyal community and maintaining long-term engagement through Stories, Reels, DMs, and overall aesthetics. I like using both platforms together because they each serve different purposes, and I’ve noticed certain content performs better on one platform versus the other depending on the style and target audience.

I usually start by focusing on the first few seconds because that’s what really determines if someone keeps watching or scrolls away. I like using relatable hooks, trending audio, quick transitions, or text on screen to immediately grab attention. I also think storytelling is really important, even in short-form content, because people connect more with videos that feel authentic and natural instead of overly scripted. When I create content for brands, I try to naturally incorporate the product into everyday moments so it feels genuine while still highlighting the key message. I love keeping up with trends, but I always make sure the content still matches both the brand’s identity and my personal style. Editing also plays a huge role for me, especially using quick cuts, captions, different angles, and music to keep the video engaging and fast-paced. I also like looking at analytics afterward, like watch time, saves, and shares, to see what people connect with most so I can continue improving my content.

I usually post lifestyle-focused content that highlights my day-to-day as a college student, including routines, café and drink runs, getting ready moments, and aesthetic snippets of my life. A lot of my content is short-form video like TikToks and Reels that feel natural, visually clean, and easy to watch, often centered around “day in my life” or reset-style content. That style translates really well to Saint James because it allows the product to fit seamlessly into real moments, like grabbing a drink during a study session, after a workout, or while hanging out with friends. Instead of making the content feel like an ad, I’d incorporate Saint James in a way that feels organic and refreshing, which matches both my content style and the brand’s vibe.