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Lena Tuck lives at the intersection of culture, consistency, and scroll-stopping video. As a Freelance Social Video Producer, she’s worked across some of the internet’s most recognisable moments — including a 17M-view TikTok that sparked a global conversation about influencer culture. Lena’s approach to social is refreshingly grounded: stop reinventing the wheel, build repeatable formats, and let the comment section guide what comes next.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
The repeatable series and consistent formats. The days of following a trend are slowly dying. Because we're so inundated with content now, you barely remember creators or users so people who show up with a similar format every time are winning currently.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
In my career it's probably been the 'how hard is it to be an influencer' video I did at the TikTok awards that got 17 million views.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Trying something new and re-inventing the wheel every time.
4. What’s the metric you care about most and why?
Engagement ratio to views and comments/questions
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Looking to your comment section to find where/what you should focus more on
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6. What’s the worst advice you followed for way too long?
Post 3 times a day...
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
I love musicians, a big one for me is the fred again hype from 2 years ago, that to me, truly showed the power of a good social media plan and how you learnt so much about this artist through his stories, collaborations, posts, surprise shows. Now I love watching smaller artists blow up and do that world building. Another one is Adam Faze who does a lot of online short-form series that've blown up, he worked on Subway Takes, Boy Room, all of those small shows.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
Writing every single thing down
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Being in the conversation, knowing what's trending and what young people are talking about and saying.
10. What’s something about working in socials that doesn’t get talked about enough?
Repeatable 'shows' or repeated trends or series.
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