https://www.instagram.com/p/DC696amNmmS/

My approach starts with understanding the audience’s mindset and daily routines. For students, that means leaning into the humor, struggles, and little wins that feel instantly relatable. Like cramming for an exam, juggling projects, or finding creative shortcuts that make life easier. Instead of polished ‘ad-style’ content, I’d focus on short-form, authentic videos that feel like they could have come from a friend’s feed. I also make sure each piece of content is platform-native — for example, using trending TikTok sounds, memes, or storytelling formats, but tying them back to Ponder in a way that feels natural. For example:

1.)A quick “POV: your group project actually works smoothly because you used Ponder” skit.

2.) A “before & after” trend showing how chaotic notes look versus how organized they are in Ponder.

3.) A funny ‘relatable struggle’ meme about procrastination that ends with Ponder as the solution.

Finally, I look at engagement metrics in real time, saves, shares and comments to double down on what’s working and adapt quickly. By blending relatability, creativity, and data, I can make content that doesn’t just get views, but drives sign-ups because students see themselves in it.”

I’d film a quick street-interview style video on campus where I ask students, ‘What’s your biggest study distraction?’ After a couple funny answers like ‘TikTok’ or ‘my friends,’ I’d show them the app and get their genuine reaction. That format works because it’s social, authentic, and feels like content people already enjoy scrolling through.