I’m comfortable with both, but I tend to do my best work in environments that have clear goals with some freedom in execution. If everything is too ambiguous, it can slow things down because you’re not fully sure what success looks like. On the other hand, if everything is too rigid, it limits creativity—especially when it comes to content. So ideally, I like having: A clear objective (what the content should achieve) Basic guidelines or expectations The freedom to experiment with ideas, formats, and approaches That balance helps me stay focused while still being creative and adaptable.

I’d approach it like a mix of research, pattern recognition, and testing—not just copying what’s viral, but understanding why it works and then adapting it to the brand. First, I’d spend time deeply analyzing the niche on platforms like TikTok and Instagram. I’d look for content that’s consistently getting high engagement—not just one-off viral videos, but formats that repeat across multiple creators. That’s usually a sign there’s a proven structure behind it. Then I’d break those videos down into components: How the hook is framed (question, shock, relatable pain) The structure (story, list, transformation, comparison) The pacing and editing style The emotional trigger (humor, curiosity, aspiration, problem-solving) After that, I’d cluster these into “format types.” For example, in one niche, you might find formats like: “Before vs After” “Mistake → Fix” “POV/Relatable scenario” “Myth vs Reality” Once I have those formats, the key step is translating them into the brand’s voice instead of forcing the brand into the trend. So I’d ask: How can this format naturally include the product? Does it feel native to the platform or like an ad? What problem does the product solve in this format? Then comes testing. I’d create multiple variations of the same format with different hooks, angles, or storytelling styles and post them in batches. The goal is to quickly identify what resonates—based on watch time, shares, and comments, not just views. Finally, I’d double down on what works. If a certain format starts performing, I’d iterate on it—refining the hook, improving clarity, or making it more relatable—until it becomes a repeatable “viral ad format” for that brand. So overall, it’s not about chasing trends randomly. It’s about studying patterns, adapting them intelligently, and then testing fast to find what clicks.

My experience with content creation has been a mix of experimenting, learning, and gradually understanding what actually connects with people. I started by just trying different ideas without overthinking—mostly short-form content on platforms like YouTube and Instagram. In the beginning, a lot of my content didn’t perform well, but that phase helped me understand what doesn’t work just as much as what does. Over time, I got better at structuring content—especially focusing on strong hooks, keeping things clear, and making sure there’s some kind of value or takeaway. I’ve also learned how important it is to keep things real. The content that performed best for me was usually the one where I spoke naturally, shared something relatable, or gave a simple insight people could apply. I’ve also spent time analyzing other creators—breaking down why certain videos go viral, how they start, how they keep attention, and how they end. Then I try to apply those patterns in my own way instead of copying directly. Overall, I’d say my experience is very hands-on. I learn by creating consistently, testing different ideas, and improving based on what the audience responds to.