Lifecat

Edited short-form content for Lifecat, a cat food brand, with a focus on improving audience attention and content performance on social media. The main challenge was low views, which indicated that the videos needed stronger hooks to capture attention from the first few seconds. To solve this, I adjusted the editing approach by placing more attention grabbing cat footage at the beginning of the video, such as playful, chaotic, or expressive cat moments that could instantly stop the audience from scrolling. My role focused on editing and hook optimization. I shaped the videos with stronger openings, cleaner pacing, and more engaging visual flow, making the content feel more entertaining while still supporting the brand’s message. This hook-driven approach helped improve the hook rate and increase overall views. The highest performing content reached 800K views in one day and has grown to 1.3M+ views to date, driven by a relatable content treatment that matched the trend and audience behavior at the time.