Tokin’ Jew - Content Strategy & Short-Form Video Editing

Overview

Tokin’ Jew is a personality-led brand where meme culture, reposts, and reactive content drive a large portion of reach. My role sits at the intersection of strategy and execution — helping shape original content ideas, directing on-camera performance when needed, and editing social-first videos designed to test what resonates beyond memes alone.

Rather than replacing what already works, my focus has been on adding depth and originality to the content mix while capitalizing on trends when appropriate.

My role

- Content strategy and ideation in collaboration with the founder

- Direction on filming approach and on-camera performance

- Short-form video editing for Reels and TikTok

- Identifying when to lean into trends vs. original storytelling

- Evaluating performance beyond raw views (comments, engagement quality, saves)

Strategy

Tokin’ Jew already performs well with memes and reposted content, so the goal wasn’t to compete with that — it was to expand the content ecosystem.

I focused on two parallel lanes:

  1. Original, personality-driven videos that give the audience more depth and narrative

  2. Trend-based executions that feel native and timely, without losing brand voice

This allowed us to test what kinds of original content sparked conversation and loyalty, not just passive views.

Results

Original, Directed Video

An original piece where I helped shape the idea, guided filming, and handled the edit.

  • 31.2K views

  • 1,270 likes

  • 433 comments

  • 187 shares

  • 12 reposts

While this video reached fewer total views than meme content, it generated disproportionately high comment volume, signaling stronger audience engagement and conversation — an important metric for brand-led content.

Trend-Based Execution

A timely trend execution where the focus was speed, clarity, and strong social pacing.

  • 513K views

  • 15.9K likes

  • 533 comments

  • 18.6K shares

  • 111 reposts

This video demonstrates the ability to identify the right trend, execute cleanly, and deliver scale, while still staying aligned with Tokin Jew’s tone.

Key Takeaways

  • Not all high-performing content serves the same purpose

  • Original content can drive conversation and community, even if it doesn’t always match meme-level reach

  • Trend-based content remains a powerful lever when executed quickly and intentionally

  • A healthy social strategy balances reach, engagement quality, and brand depth

Why this matters

This case study highlights my ability to work within an existing brand voice, understand what’s already performing, and add value through strategy, execution, and selective experimentation — not just chasing views.

It reflects real-world social work: testing ideas, reading signals, and refining creative direction over time.