so successful brands are blending polished assets with creator-led storytelling. This approach drives engagement across platforms and through the sales funnel.

We know the first three seconds of a video are imperative to stopping the scroll. These days, successful brands are leaning into creator-inspired hooks to capture attention. They often fall into these four categories:

• Social proof –Instantly relatable – “That’s so me!”


• Controversy – Designed to shock the brain into paying attention. “No way they

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A/B testing? That’s so 2020. Brands winning today are feeding the algorithm, creating expansive and diverse suites of content. AI-driven audience optimisation can help the content reach the right people at the right time, even capturing new audiences. It’s more like A-Z testing.