I’ve completed the I Love Creatives video creator course, which is a deep dive into Adobe Premiere Pro. For short-form content, however, I prefer editing in CapCut and am very comfortable working there, as it allows for faster turnaround and trend-forward edits.

Content that performs best on Instagram and TikTok is content that clearly provides value to the viewer. People are on social media to get something out of it—whether that’s entertainment, education, inspiration, or a sense of connection. Understanding which lane a brand wants to lean into is key, because that shapes everything from the format to the messaging. It’s also important for brands to be clear on the metrics they’re optimizing for. Different types of content drive different results—entertaining or relatable content often fuels reach and follower growth, while educational content tends to generate saves and shares. For newer brands in particular, I typically prioritize follower growth and reach to build brand awareness before shifting more heavily toward conversion-focused metrics.

I stay on top of social media trends by combining intentional trend research with daily, hands-on platform use. I regularly read industry newsletters like Creator Cereal to track emerging trends, platform updates, and audio that’s still in the early adoption phase. Beyond that, I spend time each day actively consuming content as a user—especially on Instagram Reels and TikTok—saving and organizing trends that feel relevant to my clients’ industries rather than jumping on everything. I pay close attention to patterns like repeat audio usage, evolving hook styles, caption structures, and content formats that are gaining traction. I also test trends in real time across multiple client accounts, which helps me quickly understand what’s translating to engagement versus what’s just noise. This mix of research, observation, and experimentation allows me to adapt trends strategically in a way that feels authentic to each brand, rather than forced or short-lived.