My approach starts with identifying what the data is actually telling me, not just looking at surface-level numbers. I focus on metrics like watch time, retention, and where viewers drop off, because that usually points directly to what’s working or not—especially in the first few seconds. From there, I look for patterns across multiple videos instead of reacting to just one. For example, if I notice higher retention on videos with a specific type of hook or format, I’ll double down on that style and test variations of it. I also balance analytics with audience feedback—comments, shares, and saves—because that tells me why people are engaging, not just that they are. If people are confused or asking the same questions, that’s a signal I need to adjust clarity or delivery. Then I treat content like an experiment: I make small, intentional changes—like tweaking the hook, pacing, or structure—and track how those changes impact performance. It’s less about chasing every trend and more about continuously refining what works for my audience.

When I get a creative brief, I start by understanding the core message, but I don’t treat it like a script—I treat it like a guideline. I think about how that message would naturally show up in my own content and how I would genuinely talk about it.

I also consider my audience and what they already expect from me, so the content still feels consistent with my usual tone and style. Instead of forcing the product or message in, I try to integrate it into a real moment—whether that’s through storytelling, humor, or a relatable scenario.

If something in the brief doesn’t feel natural, I adjust the delivery while still hitting the key points, because authenticity comes from how it’s said, not just what’s said. My goal is for the audience to feel like it’s just another one of my videos, not an ad.

My process for creating hooks starts with understanding that the video isn’t about me—it’s about the audience. I think about what they care about, what problems they have, or what would make them pause mid-scroll. From there, I focus on creating immediate curiosity, emotion, or relatability in the first few seconds. I usually do this by asking a question, making a bold or slightly controversial statement, or calling out a very specific experience that my target audience would recognize. I also try to create a small “curiosity gap,” where the viewer feels like they need to keep watching to get the full answer. Before posting, I’ll rewatch the first 3–5 seconds and ask myself, “Would I stop for this?” If the answer is no, I rework the hook until it feels impossible to ignore.