My content creation process is flexible and really depends on the vision and type of content we're aiming for. Some ideas are fun and spontaneous, so I can film and edit them in as little as 10–15 minutes. Other pieces, especially those that are more intentional, stylized, or storytelling-based, can take up to two hours or more to bring to life. I'm intentional about matching the time I spend to the impact we want the content to have. Whether it's a quick trending moment or a polished campaign video, I’m all about delivering quality and staying true to the brand's vibe.

I like to stay updated regularly by following industry-leading newletters like Hubspot, Social media today and Later. I also keep an eye out for the trending hashtags and sounds being used on Tiktok and Instagram, while seeing many popular influencers to see how they are implementing the new trends. Additionally, I like to brainstorm how to remix it in a way that delivers value or entertainment while still communicating our message. I also track performance analytics to see which trends actually drive engagement or conversions, and I use that data to refine my content strategy moving forward.