We’re excited to introduce you to the always interesting and insightful Pavel Krikunov. We hope you’ll enjoy our conversation with Pavel below.

Pavel, thanks for joining us, excited to have you contributing your stories and insights. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry.

As a video creator specializing in social media content, I’ve noticed a strong and ongoing trend toward natural, unfiltered videos. It’s a whole new visual language that brands are actively embracing

When it comes to fashion and beauty, Instagram and TikTok have completely changed the way brands connect with their audience. Now, it’s all about making content feel accessible and real, like something anyone could film on their phone. And that’s exactly what makes it so powerful

People want to see themselves in the content. When they watch a real person casually talking about a product straight into their phone’s front camera, it’s easier for them to picture themselves using it too. That’s why I keep seeing the same requests in brand briefs:
– Shot on a phone, not a pro camera
– Simple, genuine storytelling instead of heavy production
– Voiceovers and subtitles to make it easy to consume

That doesn’t mean polished, high-budget content is gone— now it’s more about building a brand’s image. These videos help brands stay top-of-mind, getting shared and saved because they look visually striking. They don’t necessarily drive instant sales but work in the long run by keeping the brand relevant

Now, here’s the tricky part with all this “natural” content: when everyone tries to look effortless and raw, it starts feeling staged. Audiences can tell when something is trying too hard to seem spontaneous. That’s why it’s important for brands to actually give creators and influencers room to experience the product and make content that feels real—instead of over-controlling every little detail. Because once it’s too scripted, it loses the authenticity that made this format popular in the first place

Pavel, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Pavel Krikunov, I’m a video creator based in New York. I focus on creating unique content for fashion and beauty brands. Over the years, I’ve had the opportunity to work with major brands like Samsung, Givenchy, Tiffany, Ray-Ban, Timberland, Hugo Boss, Puma, and Asus, as well as collaborate with celebrities, including Rihanna and Michael B. Jordan.

As a video creator I handle the whole process by myself: creating a concept, shooting, editing etc. My visual style is deeply inspired by the energy of the big city, and I strive to bring that to life through dynamic storytelling. I also put a strong focus on complex, multi-layered post-production and CGI solutions elevating the viewer’s experience

How did you build your audience on social media?

My growth on Instagram (I gained my first 100K followers in about 2-3 months) was preceded by a long period of experimenting with shooting, editing and storytelling. I was trying to find my visual style. As a former cinematographer, I had a solid foundation in filming, but I had to learn editing and effects from scratch.

I spent hundreds of hours watching YouTube tutorials, testing different Instagram video formats, and constantly refining my skills. It was a tough journey, made even harder by the fact that my videos were getting almost no views.

At some point, though—partly by luck, I think—the algorithm started showing my content to more people, and my follower count began to grow daily. That’s when I realized I had found a style that resonated both with me and with the audience: dynamic camera movements, intense music, and very fast-paced editing.

In moments like this, you have to react quickly—when new followers start coming in, it’s time to double down and shoot more content in the same style. That’s exactly what I did: as soon as my first video started going viral, I went out the same day, shot two similar ones, edited them, and posted.

Fueled by the stats, I kept building my audience—and that’s when I started working with brands.

For you, what’s the most rewarding aspect of being a creative?

For me, there are a few key factors that make being a creator truly fulfilling:

Audience Recognition – It’s not just about views, but about seeing people get inspired by my work. When I see others creating similar videos, making tutorials on my visual effects, or using my style as a reference, it’s incredibly rewarding. Every creator wants to feel like their work sparks creativity in others.

Demand from Brands – Commercial projects are important because they allow me to focus entirely on my craft without distractions. When brands trust me to bring my vision into their campaigns, it validates my work and reinforces the value I bring as a creator.

Personal Fulfillment – Doing what I love while making a living from it is a privilege. Knowing that I don’t have to compromise, that I can fully invest in what excites me, is one of the best parts of this journey.

Travel – Work trips are a huge bonus. Recently, I shot a project in South Africa, then attended a Samsung event in San Francisco. Meeting new people, exploring new places, and working in different environments adds a whole new layer of excitement to my job.

Contact Info:

• Instagram: https://instagram.com/pvlkrknv