I measure success based on the goal of the content, not just surface-level metrics. For short-form video, I prioritize retention and watch time first, since strong retention signals that the hook and pacing are working. I then look at engagement metrics like comments, shares, and saves to evaluate whether the content resonates and drives action, not just passive views. For performance or promotional content, I track downstream results such as profile visits, link clicks, conversions, and audience feedback to understand real impact. I also compare performance across tested angles and formats to identify what should be iterated, scaled, or retired. Success to me is repeatable performance, content that consistently holds attention, sparks interaction, and supports the brand’s growth objectives.

I focus on performance-driven short-form content built around strong hooks, clear storytelling, and rapid testing. I start by identifying scroll-stopping hooks in the first 1–2 seconds, then structure each video using a simple framework (hook → problem or curiosity → payoff → soft CTA). I test multiple creative angles for the same concept (educational, problem/solution, before-and-after, POV, trend-based, and authority-led) and let retention and engagement data guide what gets scaled. I prioritize fast pacing, captions that reinforce the hook, and visuals that continuously change to maintain attention. I also repurpose winning formats across TikTok and Instagram Reels while adjusting tone and length per platform. My goal is always to balance authenticity with conversion, making content feel native and relatable while clearly communicating the value of the product.

Yes, my TikTok and Instagram are linked on my homepage.