Engaging and growing a brand community on social media starts with understanding who the audience is, what they care about, and where they spend their time. From there, I focus on creating content and experiences that feel authentic, valuable, and interactive rather than purely promotional. For engagement, I’d prioritize two-way communication: responding to comments, messages, and shares in a genuine way, asking questions that invite conversation, and incorporating user-generated content to make the community feel heard and seen. Polls, challenges, and interactive stories are also effective tools to increase participation and create a sense of belonging.

Content goes viral on TikTok when it immediately captures attention, feels native to the platform, and creates a reason for viewers to watch through, engage, or share. The first few seconds are critical and a strong hook, whether visual or verbal, sets the tone and stops the scroll.

What excites me about creating content that reflects real life is how much more human and relatable it feels. I think audiences today are craving honesty and moments that feel familiar, imperfect, and genuine because that’s what builds trust.