Journal

Notes from the process

Short pieces on making content that brands want to run — what works, what I got wrong, and what I'd tell someone starting today.

• July 12, 20264 min

  Starting a UGC account from zero

  My main account is at 2,000 followers, but I still started a separate one for UGC. Here's why — before a single video goes up.

• June 16, 20263 min

  The hook is the whole video

  A breakdown of the first two seconds, and the three hook formats I keep coming back to for product content.

• June 9, 20265 min

  What brands actually want in a pitch

  Short emails, clear deliverables, and one link. What I learned rewriting my outreach from scratch.