I treat analytics and feedback like a creative compass. I look at what’s working — where viewers drop off, which topics spark the most engagement — and use that to adjust my approach. Maybe that means tightening the hook, changing the pacing, or showing more behind-the-scenes moments. I don’t take feedback as criticism; I see it as insight into what the audience actually wants to see, which helps me make each new piece stronger.

When I get a creative brief, I start by fully understanding the brand’s goals and key messages — then I look for ways to translate them into something that feels genuine and natural for the audience. I focus on storytelling, personal experience, and real results rather than just repeating marketing points. I’ll also adapt the tone to fit the platform’s culture, making sure it sounds like something a real person would say or post, not an ad. Authenticity comes from finding the overlap between the brand’s message and what feels true to my own voice or the audience’s experience.

When I’m brainstorming hooks, I think about what would make me stop scrolling — something unexpected, funny, or instantly relatable. I start with the strongest visual or emotional moment and build the rest of the video around it. Sometimes it’s a bold statement (‘I didn’t believe this foundation would last 12 hours… until now’) or a curiosity gap (‘Wait until you see what happens when I add this step…’). The goal is to make people feel like they have to keep watching.