A few brands I think are doing the best work on TikTok right now:Chipotle – They lean into trends and challenges that feel like inside jokes, not ads. It’s community-first and super shareable.e.l.f. Cosmetics – They fully understand TikTok culture and create content that feels native, playful, and creator-led.Duolingo – Perfect example of unhinged, self-aware brand humor that works because it doesn’t try too hard.Stanley – Their success came from organic, user-driven moments that felt real and unexpected.What they all have in common is that they don’t over-polish or overthink. They let content feel natural, fun, and platform-native—which is exactly what performs best on TikTok.

I decide based on how people actually use each platform, not just by reposting the same thing everywhere.TikTok is where I go more experimental and personality-driven. If it’s trend-based, a little chaotic, fast-paced, or built around a sound, POV, or storytelling hook in the first 2 seconds—it belongs on TikTok. This is where I’m comfortable testing ideas, hopping on trends quickly, and letting content feel raw and spontaneous.Instagram is more about polish and brand identity. Reels still need to be fun and relatable, but they’re usually tighter, more visually intentional, and easier to consume. If something is aesthetically pleasing, evergreen, or aligns closely with the brand’s vibe, it’s perfect for Instagram. Stories are where I keep things casual—behind-the-scenes, quick updates, polls, and audience interaction.That said, I don’t believe in strict rules. If a TikTok performs really well, I’ll adapt it for Instagram in a way that feels native to that platform. My main goal is always to make content feel platform-specific, natural, and scroll-stopping, not recycled.

If I had a budget and full creative freedom, I’d create content that feels effortless, chaotic in the best way, and super relatable—the kind of stuff people don’t even realize is an ad until they’re already laughing and sharing it.I’d lean into fast-paced, trend-driven short-form videos that feel like they were filmed on a whim with friends: skits, POVs, and “this is so us” moments that fit naturally into a college feed. Think quick cuts, natural humor, real reactions, and zero over-polishing. Laughland wouldn’t feel like a brand—it’d feel like the funniest friend in the group.I’d also mix in interactive content like “you had to be there” moments, comment-bait challenges, and audience polls that let followers shape what happens next. On top of that, I’d capture behind-the-scenes, in-the-moment clips—the kind that feel spontaneous and make people want to be part of the experience.Overall, my goal would be to make Laughland feel authentic, fun, and go-with-the-flow, while still being smart about trends and timing—content that fits seamlessly into people’s feeds and makes them stop scrolling because it actually feels real.