I follow trends every day. I'm on the For You Page first thing, and I watch TikTok's Creative Center to see what sounds and formats are climbing. I follow trend accounts and newsletters that flag things early, and there are tools that catch rising trends before they peak, so you can get on something while it's still going up. But spotting it is only half of it. When something works, I look at why. What's the hook in the first second. How they use the text on screen. What the caption's doing. How fast the cuts are. That's the part you can reuse. The song might be blocked on a brand account, but the hook and the format are what made it work, and that's what I build our version around. So I'm not just copying a trend. I take the parts that matter and put our spin on them. The trend gets you found. The hook and the format keep people watching.

The first second is everything.The first second is everything. People decide fast if they're going to keep watching, so I start with the best part. No "hey guys, welcome back." I jump straight into the good thing. I keep it moving. Quick cuts, a new angle every few seconds. If a bit is boring to me, it's boring to them, so I cut it. I add text on screen for people watching on mute. Most people do. It also gives the app something to read. I watch what's going viral every day and move on it fast. If a sound or format is taking off, I want us on it while it's still going up, not a week late. I don't just copy it. I take what's working and put our spin on it. The trend gets you seen. Our twist is what makes people remember us. I do more of what works. If a hook or a video type does well, I make a few more like it instead of guessing. I check where people stop watching and fix that part. And I post a lot. One good video a week isn't enough. Showing up every day is what builds an audience.

On TikTok I focus on getting found. Most people who see my videos don't follow the brand yet. So I make stuff that grabs someone in the first second. Behind-the-scenes before a show, street style outside the venue, the best ten seconds of a runway set to a trending sound, a quick get-ready-with-me with someone heading in. It's fast and it feels like you're there. The point is reach and energy. I want someone scrolling at home to feel like they're at fashion week. On Instagram I'm building the relationship. Someone finds the brand on TikTok during the shows, then checks Instagram to keep up. So I'd post the cleaner cuts here, the strong photo moments, the recap reels, and use Stories for the live, in-the-moment stuff during the day. People come to TikTok to discover and come to Instagram to keep up with what they already like. I shoot something once and cut it two ways, a quick version for TikTok and a closer-in one for Instagram.