Oct 8, 2025
When I first started creating content, I did what most people do: I overthought it.
I sat down with ideas that felt big and exciting in my head and somehow ended up with videos that no one engaged with.
Eventually, I realised I was approaching it the wrong way. I wasn’t thinking like a viewer, I was creating content I wanted to make, not content my audience wanted to see.
I was presenting at the phone instead of leaning in to engage with the person at the other side of the screen with an urgency that they simply had to hear.
The shift happened when I stopped trying to be original in the traditional sense and instead, started looking at what already worked.
You don’t need to reinvent the wheel. You just need to make it yours.
The turning point came when I was scrolling through TikTok and started asking myself a simple question: “How would I apply this to my business?”
Instead of consuming content passively, I turned it into a practice. I’d watch a video that performed well and break it down:
What format are they using?
What made the hook strong?
How are they structuring the message?
What tone or delivery style made it engaging?
And then I’d ask: “How could I make a version of this that fits my brand, my product, my audience?”
That’s where the magic is - not in copying, but in adapting. In taking a format your audience already finds familiar and reframing it through your own lens.
Familiarity wins attention. Relevance keeps it.
TikTok audiences like familiarity. They respond to formats they’ve seen before, whether that’s a trending sound, a style of storytelling, or a visual layout.
But the algorithm isn’t built to reward repetition, if it sees you copying someone else’s content outright, your reach suffers.
The sweet spot is somewhere in between: create something recognisable, but add your voice, your story, or your message to it. Make it useful to your audience. Make it relevant to what you do.
This is what unlocks consistency - not just in your metrics, but in your mindset. When you stop feeling like you need to come up with a completely new concept every time, you reduce creative pressure.
You give yourself permission to play and content creation becomes a lot less of a chore.
It’s a skill you build. And you get better by doing it.
No one starts off knowing how to make perfect content, but if you’re constantly asking yourself, “How can I make my version of this?”, you start training your brain to spot opportunities in what you’re already consuming.
Over time, that becomes instinctive. You scroll with intention. You post with more confidence. You start to build a library of formats and ideas that work for you.
And that’s when your content really starts to land because you’re no longer guessing.
Key takeaway for founders and creators:
Watch content like a strategist. Don’t copy - adapt. Use what’s already performing as inspiration, then filter it through your own voice, audience, and offer. You’ll create content that not only works with the algorithm, but actually connects with the people you want to reach.
If you’re stuck figuring out how to apply this to your business, or want help building a bank of repeatable content formats — I’ve got you.
We have a 30-minute free training video which you can watch immediately by clicking the link here.