In this edition of Voics Voices, I’ll be breaking down how to 20X your views on short form content.

Short form content is becoming more important to expand the reach and engagement of your podcast. When a listener doesn’t have 90 minutes to consume an episode, you can generate interest from short form content.

Then, when the user has the chance to listen to a podcast, you stay on top of mind to listen to the full episode.

In this edition, I’m going to break down 6 steps to 20X your clip content, which has increased my views from 500 on average to 10,000+ views per clip.

Remember, the goal of short form content is to increase subscriber count and generate interest in your show.

1. Transformation

Transformations pop off as it’s relatable to your audience. You are moving away from the person you were and moving towards the person you want to become.

The transformation doesn’t have to be complete. It only needs to show a user you’ve moved from point A to B during a specific period.

One clip I shared illustrated how I quit alcohol. In a 6-month period, I transformed my health, happiness, podcast and business. It resonated with people because it’s time blocked and relatable to people wanting to quit alcohol.

A transformation is the “hero journey” in your content.

2. Emotional Reaction

Content which evokes an emotional reaction drive users to take action. There are positive emotions like joy, happiness, inspiration and negative emotions like anger, frustration and jealousy.

I keep my content as far away from negative emotions as possible. It’s not my thing. Instead, all content should aim to educate, inform, motivate, or inspire someone to take action. You can do this through sharing personal experiences.

I was previously told that no one would buy from me since I was young. As I’m ignorant af, I launched my business anyway, and I told this story on a podcast which took off. When I analysed the clip, I realised many others felt the same, which is why it resonated with people.

3. Expectation Delivery

It’s important to set a clear expectation with the title of the video and deliver on that expectation. If the title reads “How to go from $0 to $10K in 90 days” it sets a very clear expectation of what the user will see. If you cannot deliver, the user will drop off immediately.

Keep things short, simple and don’t make the user think too much about the title.

4. Hook

The battle is won and lost in the first 3 seconds. Start every piece of content with a strong opening line, no soft introduction of BS backstory.

Go straight into the deep end and address the viewer with words like “You” and “Your”. The beginning should start with a high impact moment that hooks the user.

Your hook ties in elements of delivering on the expectation and emotional reaction.

5. Duration

I’ve split tested a ridiculous amount of clip durations. From 3 seconds to 60 seconds. What’s worked for me the most is between 10-15 seconds or 15-20 second clips.

The longer the duration, the more difficult it is to increase audience retention. Your content is often rated based on the retention rate.

If users watch 50% of 20 seconds (10 seconds) it’s more valuable than 33% of 60 seconds (20 seconds) even though it’s longer.

The below example is the retention curve of a 11 second clip with 70% retention. Meaning of the 14,000 users that watched the clip, 9800 watched the full clip start to finish.

6. Video Quality

This point is more on the technical side of things, which is as important.

As the rise of in-person podcasts is increasing, the video quality of short form content is getting better and better. Viewers prefer a clear and crisp video quality over a crusty laptop camera from 2015.

If you have the financial means to record in a studio, please do and create as much content as possible from the episode.

If you don’t, not to worry, check out Amazon for some high-quality webcams and use platforms like Streamyard to maximise the quality.

That is all from Voics Voices today. Have a good Sunday internet friends.

Whenever you’re ready, there are 3 ways I can help you:

→Schedule an Introduction Call: Voics is the straightforward podcast agency that creates, markets, and scales your podcast in a “done-for-you” model.

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