Honestly, it depends on the goal, but I don’t get too hung up on vanity metrics like follower count. What I actually care about is engagement rate — are real people commenting, sharing, saving? That tells you way more than likes alone.

For brand campaigns I pay close attention to reach and watch time, because if people aren’t finishing the video, the message isn’t landing. And if there’s a conversion goal involved, I’m looking at link clicks and how the content actually drives action.

At the end of the day, saves and shares are probably my favorite signal — it means someone found it valuable enough to come back to or show someone else. That’s when you know the content really worked.

First thing I’d do is lean into the community that already exists around low-carb and zero sugar living — that audience is huge and super passionate. Content that shows real people actually enjoying the product in their daily routine performs way better than anything that looks like a traditional ad.

I’d push a mix of “does it actually taste good?” reaction videos, easy recipe integrations, and before/after lifestyle content — stuff that feels relatable and answers the skepticism people naturally have about healthier alternatives.

I’d also use trending sounds and challenges to get the content in front of people who aren’t already following the brand. And honestly, getting regular people to post

I’ve done a few UGC-style campaigns where the whole point is to make content that feels native to the platform—not like an ad. I’ve worked with brands where I create videos that blend into someone’s feed naturally, showing the product in a real, everyday context rather than making it feel staged or salesy.

What I’ve learned is that authenticity is everything with UGC. People can tell immediately when something is forced. So I focus on genuine reactions, real use cases, and keeping my own voice even when I’m representing a brand.

I’m also comfortable with the full process — from coming up with the concept to filming, editing, and delivering content that fits the context.