Why KiP?

It started with brainstorming with a peer about the lack of real engagement and community online. We realized a lot of people don’t engage with brands or creators because they don’t trust them. It’s hard to, when your feed is full of misinformation, clickbait, and people trying to sell you something or convince you of a take. Everyone’s on high alert.

But healthy engagement is really just a relationship between people and brands. Relationships only grow when there’s vulnerability, and vulnerability only happens when there’s trust. That means creators and brands have to be transparent about what they know, what they don’t, and where their information comes from.

KiP exists for people who were never really taught what “research” is, what makes something reliable or valid, or where to find peer-reviewed work in the first place. If we don’t have any trust in research or reality-based information, we’re not actually living in reality — we’re just reacting to whatever is loudest.

Through short-form videos and simple how-tos, KiP breaks down how to look things up, how to tell if a source is sketchy or solid, and shares grounded facts around popular debates. Behind the scenes, I experiment with different formats, tones, and visual styles — running A/B tests on what builds trust and sustained engagement. KiP is both a resource for anyone who wants to feel less lost online and my living lab as I grow my skills in media research, branding, and strategy.