I don't script everything. Some of the best stuff comes from just talking — one take, real reaction, actual opinion. People can feel when something is performed versus when someone means it. For Sky Club specifically, I'd stay close to what followers are actually saying — comments, DMs, questions people keep asking about the product. That's free content direction. If ten people ask the same thing, that's a video. And I check what's working. Not obsessively, but enough to know when something lands and when to let a format go. Trends matter, but chasing every trend makes everything look the same. I'd rather find two or three formats that actually fit the brand and do those well.

Real-moment stuff. Not the polished, studio-lit kind — the kind that feels like someone just grabbed their phone because something was worth sharing. For a brand like Sky Club, I'd lean into lifestyle content that happens to feature banking — morning routines, "how I manage my money this month," unboxing a new card, that kind of thing. Content where the product fits naturally into someone's actual life instead of interrupting it. I also genuinely enjoy writing captions. A good caption does half the work — it's what makes someone stop scrolling and actually read.

From what I've learned and tested organic engagement starts with making people feel seen. Not broadcasting at them but actually talking to them. Replying to comments, asking questions in captions, posting things that feel personal to the brand. For influencers, I think the mistake most brands make is going too big too fast. For a candle brand, a micro influencer with 8,000 followers who genuinely loves home and lifestyle content will do more than a celebrity post. I'd start by finding people who already talk about the kind of mood Companion Candles creates cozy, calm, intentional and reach out like a human, not a pitch email. I don't have years of experience. But I pay attention, I learn fast, and I'm genuinely interested in making this work.