What’s up everyone,

On this lovely Sunday morning, I’m going to be breaking down my EXACT strategy to crack YouTube wide open again and again.

In the past three months, I’ve generated over 20 million views for my clients.

Now, imagine if you had your products centred around these videos.

It becomes a pretty powerful tool to convert eye balls to $$$.

Today’s newsletter is all about the anatomy of a viral video. In particular, short form content.

It’s a delicate dance between understanding human psychology and creating high-quality content. Here we go:

1. Content Structure

All content needs a purpose. Short form content generates interest and curiosity. There’s three components to a viral post:

Questioning conventional wisdom + direct opinion + data & personal experience = virality

Questioning conventional wisdom = this is your opening hook. You question a statement that is known to the public as common knowledge. Example:

“Cold email is DEAD in 2023.”

Lots of people (me included) spend a lot of time sending cold email. Since the success rate of responses is low, most people have had a negative experience with the task. Therefore, this generates interest.

Direct Opinion = Instead of saying things like “this might help you” or “you could change to”, you want to come in with a clear and direct opinion.

Back yourself, few people do these days. Example:

“You need to swap to personalised LinkedIn outreach.”

This increases the chances of the desired outcome, such as better leads, more clients, increased revenue. But all of this is theoretical without the third component.

Data & Personal Experience = You need to reinforce your points with deep personal experience or data from the industry. Example:

“I increased my open rate to 75% and doubled my revenue from $15,000/month to $30,000/month.”

This positions you as an authority and questions public opinion.

2. Hook Titles

The best performing clips have the best titles.

Why?

The title compliments the video and provides greater context.

The title is the question, and the video is the meat of the answer.

The longer the clip, the more difficult it is to keep users. Therefore, we use the title to hook users and increase watch time

How do you write titles you ask?

• Write open loop titles
• Use words like You/Your
• Spike curiosity & interest
• Have a low implied effort
• Speak in hard-hitting numbers
• Solve a user’s problem upfront

Don’t say: “The 10 Tactics to Boost a Sales Team Performance in 2023”​
​
This sounds like a tonne of work and intangible results.
​
Say: “INCREASE Your REVENUE by 3X Using This System”

• Get users to click
• Entice users to stick around
• Show them you know your sh*t

3. Video Quality

Sounds simple, but you need to crack video quality.

You literally can’t beat high quality video. The difference in retention rate (the percentage of a video watched) is night and day between a studio podcast and a remote setup.

My suggestion is once a month, you pay a basic studio $75 to record your biggest episode of the month. Get so much content you can repurpose literally 25 clips if you need to.

If the studio requires you to re-mortgage your house for post-production, it’s that expensive. Get the raw files and do it yourself.

4. Duration

The length of your video will determine a lot.

Too long = boring

Too short = no value

The sweet spot is between the 20-30 second range.

Just enough to entice a user to either subscribe or click through to other content on your channel.

Therefore, I rarely add a question to the beginning of the video, especially if it’s a long-winded question.

Keep everything short, concise and to the point.

I would take this a step further and chop out any delays or issues with the speech. The cleaner the content, the easy it is to take off.

That’s all for today, people.



See you next week!

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.

→Podcast Accelerator: Remove the stress, pressure and countless hours of growing a podcast. This comprehensive course will teach you the system I used to grow Kickoff Sessions and record with the sharpest minds in the world.

→Listen to Kickoff Sessions: Learn from 145+ entrepreneurs who have scaled businesses to millions in profit that will help you on your journey.