I focus on a consistent content calendar, trend-aligned short-form videos, and interactive elements that make the audience feel involved. I also prioritize quick, genuine responses to comments and DMs because engagement grows the most when people feel personally connected to the brand.

I start by deeply understanding the brand and the product—asking a lot of questions, using it myself, and learning its personality, aesthetic, and value before creating anything. From there, I build a strategic plan that can be communicated across the team; for this app specifically, I’d even create a dedicated TikTok account and document my own journey using it, mixing raw, authentic videos with more polished promotional content, just like I’ve done with Teora, Pathways Unlocked, and Crepe Me.