When creating content for a brand, especially when it comes to user-generated content (UGC), I always like to analyze the videos they have previously shared on their Instagram. Since my background is in PR and communications, I also look at the founders' messaging on LinkedIn and check out recent news. Studying how they talk about their brand and what they want to project to the public is incredibly helpful.At the same time, if they provide a portfolio of past work that other creators have done for them, I take a close look at that as well. My goal is to tie everything together so the final piece still comes across as completely authentic while staying perfectly aligned with the essential brand tone and voice.

For me, my favorite types of videos to create are a bit of a mix. I really love a good talking-to-the-camera video, but with some B-roll sprinkled in so the visuals never feel stagnant. At the same time, I absolutely love 'day in my life' vlogs. I think content that shows you doing something exciting or fun really stands out, and it's easily become one of my favorite things to create lately.

When it comes to content strategy, my first recommendation is to lean into the excitement around the Knicks in New York City. People are loving that community vibe right now, so highlighting local events with live music where fans can connect in real life would be a fantastic angle. Second, I would collaborate with upcoming local artists. They already have their own dedicated communities, so we could partner with them to share curated guides on the best local spots to check out, giving our audience great takeaways. Lastly, I would definitely build content around the 250th anniversary of America leading up to July. With so much happening, we could easily tie into big pop culture moments like the new Earth, Wind & Fire documentary to highlight iconic music moments for the celebration.