In today’s scroll-speed world, beautiful content is everywhere—but cultural connection is what cuts through. As a social and digital marketer turned UGC creator, I’ve learned that Gen Z isn’t just consuming content—they’re curating identities, shaping narratives, and aligning with values. And for brands trying to reach them, understanding this shift is the key to relevance.
From UGC to Cultural Strategy
When I started creating content, it was about visuals. Today, my work blends creative direction, trend forecasting, and brand strategy. The question isn’t just “does it look good?”—it’s “does it feel like us?” That emotional and cultural resonance is the new ROI.
For instance, when I collaborated on a TikTok campaign with Glow Recipe, we didn’t just show off skincare—we created a movement. The #GlowUpChallenge wasn’t a trend-jack; it was a cultural invitation. The results? 35% higher engagement and a flood of organic UGC from users who saw themselves in the brand story.
Own Your Niche. Then Elevate It.
Standing out doesn’t mean doing everything. It means going deep. I specialize in Gen Z verticals like beauty, fintech, and Afro-futurist design—because specificity breeds trust. A beauty brand can trust me to speak in the language of soft glam and skin cycling. A fintech client knows I can decode complex tools into content that sounds like your friend explaining budgeting over brunch.
It’s also why my portfolio isn’t just pretty pictures—it’s proof. Every project I work on includes strategy, insight, and results: increased conversions, waitlist signups, reduced onboarding drop-off. And that’s where creators have real power—we're not just producing. We’re solving.
3 Things Every Creator Should Build Into Their Profile:
- Strategic Depth – Can you explain why your video worked? Can you offer ideas that go beyond content execution?
- Cultural Fluency – Are you tapped into the communities you’re creating for? Do your visuals and language reflect that?
- Proof of Impact – Do you have testimonials, results, or case studies that show your content drives outcomes?
Final Word
Being a creator today means wearing multiple hats: artist, strategist, cultural translator. I believe creators—especially those from underrepresented backgrounds—have the power to not only influence, but shape brand narratives. If you're building your profile, don’t just list what you do. Show what you change.
I’m always open to collaborating with brands who want to create meaning, not just media.
Let’s work.