I’m comfortable with both, but I tend to do my best with clear goals and creative freedom within them. If I know the objective (ex: increase engagement, drive sign-ups, promote a product), I can move quickly, test ideas, and adapt without needing constant direction. At the same time, I’m very open to feedback and can follow specific guidelines when needed—especially for brand voice or campaign requirements.

1. Define the niche + audience first Before researching, I’d get clear on: Who we’re targeting (ex: college students, gym girls, skincare beginners) What they already watch and engage with This keeps the research focused so we’re not chasing random trends. 2. Study the platforms like a researcher, not a viewer I’d go on TikTok/Reels and search: Niche keywords (“OU student life,” “affordable skincare,” “gym routines”) Competitors + adjacent creators Then I’d only look at videos with strong performance (high views, comments, saves). 3. Break viral videos into components (this is the key step) Instead of copying the video, I’d analyze the structure: Hook style – curiosity, controversy, list, “don’t do this” Format – voiceover, talking head, montage, text-on-screen Pacing – how fast cuts happen, length of clips Story arc – problem → build-up → payoff Engagement triggers – questions, relatability, surprise At that point, I’m not saving “videos”—I’m building a playbook of formats. 4. Look for repeat patterns (not one-offs) If I see the same style 5–10 times performing well, that’s a signal: “Top 3 spots” lists “Come with me” POV videos “You’ve been doing this wrong” tutorials Those become reusable frameworks. 5. Translate formats into brand-friendly versions Now I adapt the format to the brand naturally: Keep the structure → change the content Make the product feel native, not forced Example: Trend: “You’re ordering this wrong” Brand version: “You’re using this product wrong—do this instead” 6. Batch create variations for testing For each format, I’d create multiple versions: Different hooks Different angles (budget, aesthetic, convenience, results) Different lengths This increases the chance one hits. 7. Test quickly and read the data Once posted, I’d track: Hook retention (are people staying past 3 seconds?) Watch time Shares/saves (big signal for virality) 8. Double down and evolve When something works: Turn it into a series Slightly tweak the format to avoid burnout Scale it across multiple posts The mindset is: don’t chase virality—build repeatable viral systems.

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