My approach starts with analyzing the data or feedback to understand what’s actually resonating and what’s not. I look for patterns in engagement, retention, and audience comments to guide specific changes. Then I iterate — testing new formats, messaging, or visuals until the content performs stronger and feels more aligned with the audience.

When I get a creative brief, I focus on finding the real human story or emotion behind the message. I translate the brand’s goals into something that feels relatable and natural for the audience. Then I refine the tone and details to make sure it sounds like a genuine conversation, not a marketing script.

My process for creating scroll-stopping hooks starts with understanding the audience — what grabs their attention, excites them, or solves a problem they care about. I brainstorm multiple angles that spark curiosity, emotion, or surprise, then refine them into short, punchy lines. Finally, I test different versions to see which one makes people stop, think, or instantly want to know more.