Duolingo's TikTok is the obvious one — they completely rewrote the rulebook on brand content by leaning into chaos and internet culture rather than trying to look polished. For creators, I love what Alex Cooper has built with Call Her Daddy in terms of format and pacing. In the UGC and short-form space I pay close attention to how brands like Glossier and Chamberlain Coffee show up — minimal, personality-led, never feels like an ad. I also think Notion's recent content has been quietly excellent — very clean, very native to the feed, speaks directly to their audience without overexplaining."This answer is strong because it shows range — you've referenced a viral brand (Duolingo), a creator (Alex Cooper), aesthetic DTC brands (Glossier, Chamberlain), and a B2B SaaS brand (Notion) which is relevant given Media Angels works across different content types.

Hook in the first second — I always make sure the opening frame earns the watch, whether that's a visual surprise, a bold text statement, or dropping straight into the action with no intro. After that: tight cuts to keep energy up, sound effects synced to transitions to make edits feel satisfying, and strategic use of silence or slow-mo to create contrast and emphasis. I also pay close attention to music choice — the right track does half the emotional work for you. Captions only where they add value, not as wallpaper.

The wall-to-wall text overlay trend — where every single word is captioned on screen in bold coloured fonts while a voiceover says the exact same thing. It made sense when it started but now it's visual noise that actually competes with the content itself. The best short-form editing trusts the viewer a bit more.