I look at feedback as a way to understand what actually worked, not just what I thought would work. I like to pay attention to things like hook retention, watch time, and where people stop watching, because that usually tells me what needs to change or what needs to keep happening. If something underperforms, I try to pinpoint the reason, like if the hook wasn’t strong enough or the idea wasn’t clear quickly enough, and then I adjust that in the next version. I also compare different videos to see patterns in what performs better.

When I get a creative brief, I first try to understand the “real person” behind it, like what the message is actually trying to say in a normal conversation, not just brand language. Then I rewrite it in a way that I’d naturally say it or hear it from someone else, so it doesn’t feel scripted or forced. I also try to match the tone to real TikTok/IG content rather than ad-style wording, and I usually add small details like gen-z slang (if appropriate to the product), humor, or my own personal-style of speaking to make it feel more relatable. Essentially, I focus on making it sound like a person talking, not a brand announcing something.

I usually start by thinking like a viewer first, so thinking about what would make me stop scrolling in the first 1–2 seconds? Most recently that has been attention grabbing text or an action filled first 3 seconds of a video.

Then I build hooks around curiosity, quick value, or a relatable problem. I usually test a few variations (question vs. bold statement vs. “pov; you’re doing this wrong” style) and go with whichever feels most attention-grabbing. I also look at trending videos to see what hooks are currently working, but I try not to copy them directly, just adapt the structure to fit the content. The goal for me is always to make it instantly clear why someone should keep watching, without over-explaining and while still standing out.