Content creation has seen a major rise on platforms like Instagram, TikTok, and YouTube over the past five years. And as festival and event season continues, more businesses are tapping into the power of Gen Z and millennial creatives who can deliver clean, crisp content that truly connects with their audience.
For those looking to break into event coverage for brands, the approach is often very different from simply creating for your own personal page. According to Tiana Ruffin, owner of TNM Creative—a creative studio specializing in event content creation and brand design—it’s about more than just showing up with a camera.
“Using a phone or camera is just the beginning,” Ruffin tells GU. While it’s important to know how to use the latest tools, true content creation is rooted in storytelling. That means understanding the brand’s mission, their goals for the event, and how to craft content that aligns with both.
Ruffin emphasizes that content creators don’t work in a vacuum. “The right team makes all the difference,” she says. Ideally, a creator should collaborate with the brand’s social strategist, digital marketer, and social media manager to make sure the content hits the mark.
“When meeting with the social team, it’s important to ask questions,” she adds. “What are they trying to achieve? What’s the vibe they want to give off? You have to decide if it’s something you’re willing and able to execute.”
For some brands, the goal might be to build anticipation for the next event. For others, it could be all about highlighting sponsors or showing off production value. “I’ve seen some of the biggest events have some of the simplest marketing,” Ruffin shares. “That’s usually because they’ve already built that credibility—you just know it’s going to be good.”
The vibe and message behind the content matter, too. “I want it to evoke a certain feeling,” Ruffin explains. “What do you want people to feel and see when they watch this video? Do you want them to say, ‘Oh my gosh, I have to be at the next one, I see myself in that room’? Or is it more like, ‘I’m trying to get sponsors, so this needs to be signage-heavy’? It really depends on the goal.”
Outside of editing and angles, being on the ground at events comes with its own set of challenges. You have to move confidently through crowds, capture moments without disrupting the flow, and sometimes step outside your comfort zone. For that, Ruffin recommends being bold—and having fun while you’re at it.
When approaching people for interviews or footage, she advises introducing yourself and clearly stating the brand you’re working with. Then, ask if they’d be open to participating in content. “A lot of people are excited to be on camera,” she says. “But if they say no, don’t take it personally.”
That confidence and presence online also starts with showing what you can do, even before brands reach out. Ruffin is big on creators building a personal brand first. “Highlight the events you’re already going to for fun,” she says. “Post a recap, interview attendees—show your creativity.”
According to her, that’s the key to attracting brand deals. “When brands see you’re already creating this kind of content, they’re more inclined to reach out when they have open spots,” she explains. “It shows initiative—and that you know how to tell a story.”
Her advice to aspiring content creators is simple but impactful: “Just practice and put effort into making your content better,” Ruffin says. “Even if you don’t have all the opportunities you want right now, create your own.”