I start by looking at what the data is actually telling me—which videos get watched all the way, which ones drop off, and which get likes, comments, or shares. Then I combine that with any qualitative feedback from the audience. From there, I adjust the pacing, hooks, visuals, or messaging, testing small changes to see what keeps people engaged while keeping the content authentic and on-brand.

I make a creative brief feel authentic by connecting it to real experiences. I focus on the story behind the message instead of just the product, using relatable moments, genuine reactions, and simple language. I also add visual or sensory details that make it feel lived-in, so the final content doesn’t feel scripted—it feels like something someone would naturally share with friends.

My process starts with thinking like the viewer—what would make me pause mid-scroll. I brainstorm hooks that create curiosity, emotion, or surprise in the first 2–3 seconds. Then I test ideas using numbers, visuals, or relatable situations—like a bold statement, a question, or a quick “before vs after” moment. Finally, I layer in small twists or re-hooks throughout the video to keep people watching until the payoff.