I start by looking at the data to understand what is actually happening. If a video has high watch time but low clicks, I know the hook is strong but the call to action needs work. If views drop in the first two seconds, the opening needs to be sharper. I combine that data with any direct feedback from the team, then adjust one element at a time so I can see what makes the biggest difference. My goal is to treat every piece of content as a test, learn from it, and apply those lessons to make the next video stronger.

I make a creative brief feel authentic by grounding it in real emotion and simple storytelling instead of just following instructions word for word. First, I pull out the core message or feeling the brief wants to communicate. Then I think about how I would naturally talk about that idea in a casual, honest way. I keep the visuals and pacing light, use natural reactions, and avoid anything that feels overly staged. The goal is to make the viewer feel like they are getting a genuine moment, not a scripted ad.

My process for coming up with scroll-stopping hooks starts with understanding the emotional angle of the content. I look at what problem, curiosity, or feeling the viewer will instantly connect with, then turn that into a short, punchy opening line that speaks directly to them. I also study trending formats, opening phrases, and pacing on TikTok to see what is working right now, then adapt those patterns so the hook still feels natural to the book’s theme. Finally, I test a few variations in tone such as mysterious, relatable, dramatic, or humorous to find the strongest version that makes someone pause instead of scrolling.