Three that genuinely stand out to me — Duolingo for their unhinged TikTok presence that somehow made a language app feel like must-watch entertainment. Apple for the way they let the product speak through real user stories — nothing feels forced. And honestly Gymshark changed how fitness brands do UGC — they made real people and real results the entire identity of the brand. What all three have in common is they don't look like they're trying to sell you something, and that's exactly what makes people buy. That's the standard I hold my own content to.

Honestly the biggest thing is I never script myself to death. I know the key points I want to hit, but I let the delivery breathe — because people can feel when someone is reading off a script versus actually talking to them. I also watch my first take back before moving on, not to judge myself, but to catch if something felt stiff. Little things matter too — eye contact with the lens, natural hand movement, starting mid-energy so it doesn't feel like a cold open. UGC works because it feels like a real person talking, and the moment it starts feeling like an ad, you've lost them.

Yes, I do. And beyond just having the device, I actually know how to use it properly for content — right lighting setup, correct frame rate settings for smooth footage, and shooting in a way that doesn't need heavy post-production to look good. The camera is just a tool; knowing how to shoot is what actually matters.