I prefer a mix of both, but I lean more toward having some freedom and creative space once I understand the goal. I work best when there’s a clear direction on what the outcome should be, but I’m trusted to figure out how to get there and experiment with ideas. I don’t need everything overly structured, but I do like enough context so I know I’m aligned with the brand and expectations.

I’d start by spending time on TikTok and Instagram specifically inside that niche and looking for patterns in what’s already performing well. Things like recurring hooks, editing styles, pacing, and storytelling angles. Then I’d break down why those posts are working (not just what’s trending) and look for ways to adapt those structures to fit the brand in a way that still feels natural, not copied. From there, I’d test a few variations of the format with the brand’s product or message and refine based on what actually gets engagement.

I’ve created content through freelance social media work and my own pages, mostly short form videos, graphics, and branded posts. I usually focus on what actually grabs attention and how people are going to engage with it. I also run my own content page, which has helped me get a better feel for what performs and how to make content feel more real and relatable instead of forced.