I track content performance very intentionally using both TikTok analytics and my business analytics tools so I’m not just posting and hoping something works.

On TikTok, I focus on key metrics like watch time, average watch duration, and completion rate first, because those tell me if the content is actually holding attention. If a video has a strong hook but people drop off early, I know the issue is in the middle of the video, not the concept. I also look at shares, saves, and comments to see if the content is resonating enough for people to engage or pass it along. For Instagram, I pay close attention to reach, saves, shares, and how different formats perform, especially reels versus carousels. Saves and shares are especially important to me because they show deeper value, not just passive views.

I also use my business analytics to track patterns across all content, not just individual posts. I look at things like which hooks perform best, what type of messaging drives engagement, and what style of content consistently underperforms.

From there, I double down on what’s working and either tweak or completely drop what’s not. I treat content like testing. Every post gives me data, and I use that data to refine the next one so I’m constantly improving instead of guessing.

I think a viral video comes down to one thing, it earns attention and keeps it. Most people focus on trends, but what actually makes a video take off is structure and emotional connection. The biggest factor is the hook. If the first one to two seconds don’t make someone stop scrolling, the video is dead. That usually comes from something unexpected, relatable, or slightly disruptive.

After that, the video has to hold attention, which is where storytelling or pacing matters. Every second needs to feel like it’s moving somewhere, not dragging. This is why I like using a viral wrapping structure, which is hook, hold, and close. The hook grabs attention immediately, the hold builds curiosity or relatability so people keep watching, and the close either delivers value, a payoff, or a reason to engage like a comment or share.

I also think relatability is huge right now. Content that feels real, slightly unfiltered, or “unhinged” tends to perform better because it doesn’t feel like an ad. People want to feel like they discovered something, not that they’re being sold to. Viral content is iterative. It’s not just one video, it’s testing multiple angles, analyzing what works, and doubling down on patterns.

The creators who go viral consistently are the ones who treat content like strategy, not luck. That’s the approach I take when creating and scaling content

When I read a beauty product review, I look for honesty and specifics over hype. I want to know how the product actually performs in real life, not just what it claims to do. Things like texture, how it sits on the skin, whether it pills under makeup, and how it wears throughout the day matter a lot to me.

I also pay attention to whether the reviewer shares their skin type and routine, because that helps me understand if the product would work for me. I appreciate when someone includes both positives and any downsides, even small ones, because that makes the review feel more trustworthy.

Photos or details about visible results are also really helpful, especially for skincare and SPF. And overall, I’m drawn to reviews that feel natural and personal, like someone genuinely sharing their experience rather than trying to sell me something.

That’s the kind of review I aim to write as well, something that’s clear, honest, and actually useful for someone deciding whether to buy.