I like creating content because it creates a community that we didn't have prior to social media. Many feelings and situations we find ourselves in are universal, and having a platform allows you not only to share your experiences but learn from those of others.

In order to gauge a target audience's behaviors and interests, I often begin by searching the media the consume online and offline if relevant. This enables me to get an idea of their day-to-day media consumption which then leads me to narrowing down current topics I want to discuss, that resonate with ideologies or topics they already consume.

From there, I approach the research after already having a solid idea of a topic/outline to help in the justification of my ideas.

Throughout my studies, we have had many case studies and assignments wherein a digital strategy is created that aligns with the brand's DNA as well as visual identity.

This middle ground is derived from the brand's existing visuals, brand values and most importantly the target demographic. Keeping up with the content that the targeted group engages with and enjoys is essential to ensuring the two sectors intertwine.