# Q&A with Lena Tuck
> Canonical: https://skedsocial.com/blog/q-a-with-lena-tuck  
> Last updated: 2026-01-09  
> Author: Lach Bradford
Freelance Social Video Producer Lena Tuck believes the future of social belongs to repeatable series, not constant reinvention. In this Sked Social Q&A, she shares why formats beat trends, how comment sections shape better content, and what actually drives engagement today.
[Lena Tuck](https://www.linkedin.com/in/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

**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.