Duolingo’s content is really hitting right now. They lean into humor and internet culture in a way that feels effortless and super engaging. It doesn’t feel like marketing because it feels like entertainment. People actually want to follow them, which is rare for a brand. That kind of playful, self-aware tone builds real connection and keeps them top of mind.

Back in high school, I made skincare and advice videos on YouTube and TikTok. One of my best-performing videos was a skincare routine I shared during exam season. I think it did well because it was calming, simple, and felt like a little break for people scrolling. I wasn’t trying to be overly polished and I just shared what actually worked for me, and I think that honesty made it relatable. It showed me that people really connect with content that feels genuine and low-pressure.

One trend I’ve noticed is people doing “hot takes” or unpopular opinions in a casual vlog style. I’d do something like, “Hot take: wellness doesn’t have to be a 5am workout and green juice”—then show how grabbing a JOVA smoothie is my version of taking care of myself without the pressure. It’s honest, light, and keeps the focus on balance, which fits JOVA’s whole vibe.