15:15Kallaway · Tutorial
Copy This Hook, It'll Blow Up Your Social Media
A 15-minute breakdown of the one hook format that turns social media views into leads and sales — with five fill-in-the-blank templates and real proof.
February 18thThe argument in one line.
Most popular social media advice is optimized for the average creator, so the winning move for a business is usually the opposite: repeat one format, narrow your audience, and keep raising your quality.
Read if. Skip if.
READ IF YOU ARE…
- A coach, consultant or service provider using organic short-form and YouTube content to generate leads, and your results have flattened in the last few months.
- A creator who keeps hunting for new formats and layouts and suspects that constant variety is costing you more than it gains.
- Someone building a personal brand to sell expertise who wants a clear rule for what to put in every post and what to leave out.
- A researcher of competitors and viral videos who wants a better way to pick which accounts to study and what to borrow from them.
SKIP IF…
- You sell consumer or faceless e-commerce products, where the video says personality-led content is still correct.
- You want a step-by-step production tutorial. This is strategy and mindset, with no editing or filming walkthrough.
The full version, fast.
Kallaway argues that the easiest way to stand out is to ignore popular content advice when data points the other way. He says to hammer one or two proven formats like a TV series, use AI for research and ideas but write, record and edit by hand, and keep improving because the niche average quality drifts upward and leaves old tactics below baseline. For selling, he says to agitate a pain and offer a solution rather than build likability, study accounts with 10,000 to 250,000 followers, attach a lead-magnet call to action to every post, target a narrow avatar instead of virality, and remix only topics and power phrases from other videos.
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00:00 – 00:45
01 · Intro and credentials
Promises eight unpopular tips and states his credentials: 2 million followers, billions of views, three seven-figure businesses.
00:45 – 03:55
02 · Tip 1: Hammer one or two formats
Repeating a format keeps working for hundreds of reps. Channels should act like a TV series, with a constant format and changing substance. Includes a pitch for Short Form Launch.
03:55 – 06:22
03 · Tip 2: AI for input, not output
Use AI for strategy, ideas and research, and keep scripting, recording and editing human until AI output stops looking generic.
06:22 – 11:47
04 · Tip 3: Be better, stay better
A pyramid graphic shows the niche's average quality drifting from 3 to 6 while the viewer stays at 5. The fix is raising skill, ideally with a top coach.
11:47 – 13:16
05 · Tip 4: Value over personality
For authority-led brands, agitate a pain point, offer a solution and get out of the way. Proof from a near-identical avatar closes sales.
13:16 – 15:41
06 · Tip 5: Study mid-size accounts
Research accounts with 10,000 to 250,000 followers to find outliers driven by the idea. Mentions the Sandcastles connector for finding them.
15:41 – 18:41
07 · Tip 6: A CTA in every post
Every post needs a call to action framed as a gift, called a native embed, delivered through a keyword comment flow. He reports 12,000 to 15,000 emails a month.
18:41 – 21:25
08 · Tip 7: Narrow avatar over virality
Precise audience and offer alignment beats virality. Example: a restaurant owner sold out his capacity from a single 10,000 view video.
21:25 – 23:54
09 · Tip 8: Remix topics, not videos
Do not clone videos. Take only the topic and power phrases from winners, then build format, hook and angle yourself.
23:54 – 24:18
10 · Outro and program pitch
Final pitch for Short Form Launch and a subscribe ask.
Lines worth screenshotting.
- Viewers rarely get bored of your repeated format because hundreds of other videos sit between each of your reps. You are the one who gets bored.
- Treat a channel like a TV show: the format stays constant and the substance changes with each episode.
- Use AI for strategy, ideas and research, and keep scripting, recording and editing human until AI output stops looking generic.
- If you automate your whole content pipeline with today's AI, you commoditize whatever advantage you had.
- Content that worked six months ago can fail without any change on your part, because the niche's average quality drifted up past yours.
- Easy money in a fluid market gets competed away, so execution has to keep rising just to stay level.
- Your own data in a vacuum cannot teach you what good looks like, which is why a coach at a 10 out of 10 closes the gap faster than hundreds of solo reps.
- Buyers buy from proof of results from someone who looks like them, not from the person they like most.
- For authority-led brands, the content job is to agitate a pain point, offer a solution and get out of the way.
- Study accounts between 10,000 and 250,000 followers, because giant accounts get boosted by their face and brand, not by the idea.
- A 12,000 follower account with an 86x outlier video is the purest validated idea you can find, since nobody gave it lift from a name.
- Every post should carry a call to action, but framed as a gift, such as comment a keyword to get a doc, not a request to buy.
- Treat each video as its own container for capturing a lead, because viewers store almost nothing from one video to the next.
- A restaurant owner with 3,000 followers sold out his capacity from one grainy 10,000 view video because it spoke to one narrow avatar.
- Aim for precision between audience and offer, not for virality.
- Keeping 80% of a winning video and changing 20% turns you into a derivative of your niche.
- From other people's winners, take only the topic and the power phrases, then build the format, layout and hook yourself.
Do the opposite of the crowd on purpose
WHAT TO LEARN
Popular content advice is tuned for the average creator, so a business gets its edge by repeating one format, raising quality, and aiming at one narrow audience.
02Tip 1: Hammer one or two formats
- Viewers see hundreds of other videos between your reps, so repeating one or two proven formats feels familiar to them and only feels stale to you.
- Treat the channel like a TV series: keep the format and setting constant, and make the substance of each episode the thing that changes.
03Tip 2: AI for input, not output
- Use AI for strategy, research and ideas, and keep scripting, recording and editing human, because fully automated output turns generic and erases your advantage.
04Tip 3: Be better, stay better
- If your content stopped working without any change, the niche's average quality likely rose past yours, so the fix is raising your own skill level.
- Pay for a coach who is demonstrably at the top, since your own data cannot show you what good looks like.
05Tip 4: Value over personality
- For personal brands that sell authority, buyers choose proof from someone like them, so agitate a pain, offer a solution and get out of the way.
06Tip 5: Study mid-size accounts
- Study accounts with 10,000 to 250,000 followers and look for outliers there, because those videos won on the idea instead of the creator's name.
07Tip 6: A CTA in every post
- Give every post a call to action framed as a free gift tied to the pain just raised, and automate delivery with a keyword comment flow.
08Tip 7: Narrow avatar over virality
- A narrow, well-aligned audience beats a viral spike: one low-view video to the right avatar can sell out your capacity.
09Tip 8: Remix topics, not videos
- When remixing winners, borrow only the topic and the power phrases, and build the format, hook and script from scratch.
Terms worth knowing.
- Native embed
- A call to action framed as a gift that continues the video's topic, such as commenting a keyword to receive a related doc, so it feels like more value instead of a sales ask.
- Outlier
- A video that performs many times better than the account's usual results, such as an 86x outlier, used as evidence that the idea or hook itself worked.
- Format and layout combination
- The repeatable structure and visual style of a video that a creator reuses across many episodes. The video calls a validated one a formula.
- Reps
- Individual videos published using the same approach, counted as practice repetitions.
- ManyChat flow
- An automated direct message sequence that sends a lead magnet to anyone who comments a keyword on a post.
- Avatar
- The specific type of person a piece of content is written for, such as restaurant owners who want to use AI.
- Yap
- A simple talking-head edit style with minimal graphics, which the video says AI editing can handle today.
Things they pointed at.
02:58productShort Form Launch (4 week live cohort)
14:40toolSandcastles (Claude, ChatGPT and Cursor connector)
18:10toolManyChat
10:50productShort Form Academy
Lines you could clip.
02:40
“What you want to do is treat your social channel like a TV show.”
16:50
“Each video should be treated like a single sniper shot that's meant to extract the email or purchase directly from that video.”
22:35
“Be ruthlessly data-driven on the topics and then ruthlessly creative on the take and the angle.”
Word for word.
Read-along
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In this video, I'm going to break down eight tips for growing faster on social media that work surprisingly well. But the trick is, all of these are very unpopular and not what you typically hear. The truth is, the easiest way to stand out right now is to do the opposite of what everyone else is saying to do, especially when the opposite is already proven to work way better.
So all these tips will give you a new way to beat your competition and a fresh perspective on how to look at your content strategy. By the way, I know these work because content is all I do all day long. I have 2 million followers, I've done billions of views, and I've built three different seven -figure businesses in just three years, all for my own organic content.
Everything I say and do is backed by data and my own experiments, which often go against the conventional wisdom. Alright, tip number one is about picking formats and visual styles. Now, the popular advice is that you need your content to be made in a bunch of different formats and layouts.
And this is so you can always keep your stuff fresh so that your viewers don't get bored. Well, here's the actual truth and the non -obvious reality. most people following those instructions hunting for all these outlier formats are actually just wasting their time and playing the game sub -optimally the unpopular tip that works way better is just to find one or two content formulas that work and then hammer them over and over and over and if your content is actually good these formats will keep working for hundreds of reps in a row now here's why this is the case viewers don't get bored when they see you make the same type of video And that's because they're seeing hundreds of other different videos between each of your reps.
When your similar style comes up for a second or third time, the familiarity actually makes them lock in, not churn away. What's actually happening is that you're getting bored making the same thing over and over, and you're telling yourself a false narrative that the viewer is probably bored too. Think about all the biggest creators you love or the ones that have been popping lately.
I think about people like Nate Gaffney or Jesse Jean or my homie Roberto, or you can even think of my marketing channel over the last six months. For all those channels and many of the biggest ones you follow, every single video they're making is following one or maybe two formats and layouts. And they act a lot more like an episode in a series.
And that's really the secret insight here. What you want to do is treat your social channel like a TV show. Think about something like The Office or Friends.
The reason people love these cult TV shows is because they get the familiarity of the scene, the setting, context, and characters, but in each episode, they get the difference in the substance and plotline. Or think of the show Survivor. It's been on for 51 seasons, literally 730 episodes.
The consistency and redundancy of the format of that show is the feature. It's not the bug. The truth is viewers' brains like the redundancy and the consistency of formats if the substance is actually worth continuing to watch.
And so if you treat your social content in the same way, where you find a format and style combo that just works, you want to hammer it over and over and over. And the beauty is this becomes way more efficient for you to make, much stickier for the viewer, and it'll help your channel grow way faster. And I will say finding your formula is something that'll take a little bit of iteration, but I actually have a system for figuring that out.
That's one of the things I teach in my new short form launch program. It's a four week live cohort program where I break down everything I know about content systems and strategy into super digestible bite -sized chunks. And I cover formats and layouts as well as ideas, scripting, storytelling, and hooks, everything you would need to rev up your content system.
And a lot of it I've never covered before publicly. The program is 28 days long. It has five live calls with me and you'll make your next 10 videos using my content systems.
You also get to keep all of the AI workflows and skills that I use, as well as any of the information that I share. Doors for the program close Sunday, October 25th, and I may never run this again. And if I do, the price will never be this low.
If you ever wanted to really learn my short form systems in depth and have me teach it to you, this is the one you don't want to miss. I'll drop the link below if you want to join. All right, non -obvious unpopular tip number two is about using AI in your content workflow.
The common advice and really the ultimate desire for everyone is to have the automated AI content machine where you don't have to touch social media, you barely have to even log in, you press a couple buttons and then money comes out the other side. And while I am working on making this a reality in the future, spoiler alert, today...
that doesn't exist and so the unpopular right answer tip today is to use ai for the input not for the output of your content and let me explain what i mean the proper workflow for using ai today is something like this you use ai for the strategy ideas analysis and research you use human driven insight for the take or substance perspective and then you get to the scripting recording and editing workflow now today there are some people that are doing those three steps manually scripting manually recording manually editing manually there are other people that are doing all three of those steps fully ai automated personally on my content we're doing all three of those steps scripting recording editing human driven manually today and that's what's outperforming for us and the reason is because of the rapid commoditization that you see with ai outputs When you have AI writing your scripts, unless you have an extremely dialed AI script writing flow, your scripts will become generic very quickly.
When you have AI build avatars to record for you, unless you have a very dialed workflow, the avatar doesn't really look convincing enough and you can see in the mouth that it's off. When you have AI edit your videos like we're seeing lately, either through GPT -6 Astra and DaVinci or letting Claude edit directly with computer use in Premiere Pro, you can tell that these videos were edited by Claude.
Now, eventually, especially the editing work, they will be indistinguishable and perfect. But today you can kind of tell for the people that are doing it.
So I believe right now the perfect flow for using AI is to let it drive your inputs, the strategy, the research, the topics, the ideas, and then use human curated outputs, script writing, recording, and editing. If you have a very simple editing format, you're doing yaps or even graphic style yaps, you can get away with the AI editing workflows today.
But if you're doing something super cinematic or with tons of custom graphics, graphics in motion you don't want to use the AI editing today because it will still look generic and sloppy the point very simply is this you don't want to try to rig up the auto AI output machine until the workflow is there or you will commoditize any advantage that you've built so keep this in mind AI is the input not the output until we cross the threshold Tip number three is called be better, stay better.
And this is probably the most unpopular social media growth tip or advice I could give, but it really is the secret to success. Just being better than everyone else in your niche is the thing that's going to drive you the best results. Now, nobody wants to hear this.
Everybody wants the one quick tip that'll let them circumvent all the effort. But let me just explain this concept around being the best in your niche and why your content has stopped working in the last three to six months.
This will be a light bulb for you if you've made content that worked and now it's no longer working. In my paid programs, I have a bunch of people come on one -on -one calls that break down the same story for me. Three to six months ago, they were crushing, they were making content, it was driving views, it was driving leads, they were printing.
And then all of a sudden, without changing anything, their leads dried up, the business froze, and they don't know what to do. So let me explain exactly what has happened and how this maps back to this premise of be better, stay better. Imagine your niche is like a pyramid.
You've got level zero on the bottom in the fat part, and then you've got level 10 at the top in the skinny part. 12 months ago, let's say the average content quality in your niche was like a three out of 10. And you can see the line drawn at three out of 10.
And roughly, let's just say this is the value, the packaging, the delivery, the ideas, everything packaged into one was this three out of 10 level on average. Now, the top creators in your niche, they are operating at a 9 or 10 out of 10. And so they were obviously crushing.
But the average person, let's say you watching this, was operating at about a 5 out of 10. Not amazing, but still decent. And it was crushing for you at that time.
You were getting views. You were getting leads. Maybe you were even posting and you were like, I don't know how this is working.
I feel like my content is way worse than the top people in my niche, but it's working. So I'm going to keep doing what I'm doing. Well, what ended up happening over the last 12 months is that that 3 out of 10 average has now drifted up to about a 6 out of 10 and even higher in some of the more crowded categories.
And you are still doing what you were doing before at around a 5 out of 10 because it was working. So why stop what was working before? Well, as you can obviously see by the visual, you are now performing lower than the baseline.
The top creators are still crushing because they're still way above it, but you are now below it. And this shift up in average quality happens in every niche. It's at different speeds and to different degrees depending on how competitive it is.
But this slow drift up is a constant everywhere. So what do you do to solve this? Well, if you want to keep winning and you want to get your business back on track, you need to find a way to jump over the average up to a 7 or 8 out of 10.
Now, it's very easy to hear this and feel bad about yourself because you put in so much work to go from a 0 to a 5 out of 10 and it was working and you thought you were going to be set. But this is what happens in fluid markets. Any easy money gets eventually competed away by the competition and you have to raise your execution level to constantly be beating the average or you will get destroyed.
So the easiest way to solve this problem forever is to just become better than everyone in your category. And what that really means is you investing in yourself time or money to bring your skills up to a 7, 8, and maybe eventually a 10 out of 10. Now, if you're able to do this, especially to a 10 out of 10, that means you'll be able to maintain that advantage for the long term, and you'll never have to face this problem again.
So to continue going down the logic tree, how do we actually close this gap? Well, to become a 10 out of 10 at content, you need to actually master the fundamental strategies and systems that the best people are doing. And this means going well beyond the slot BS that everyone at the seven out of 10 is preaching down to you.
You need to go to the masters and actually get pulled up to the top. And there are really two ways you can do this. Number one, you can just post hundreds of reps on your own and try to rely on your own pattern matching ability to figure out what is not working.
what do I improve, and then run that over and over. That's what I had to do. It takes forever.
But if you're not good at spotting patterns and you can't rely on your own ability to suss this out, you need to work with someone who's at a 10 out of 10 that can just pull you up to that level. I didn't really appreciate this in my early career, but working with coaches that are the best in class is the fastest way to solve this problem.
This is why all the people like Hormozy constantly preach how much they've spent in coaches in areas that they didn't have advanced expertise. They want to close that gap as fast as possible.
And the best way, instead of relying on yourself, making hundreds of reps and failing is to just pay someone to bring you up. Cause the problem with looking at your own data in a vacuum, even if you are good at spotting patterns, you don't know what good looks like. So if you spot bad, you don't have a reference to know how to solve bad to get the good.
This is the honest reason why I built short form Academy and why we're coming out with short form launch. I spent three years doing the pattern match data option for myself. I got to a 10 out of 10 and I realized how difficult that hill was to climb.
So I packaged up the way to pull someone from a five to a 10 and that's what's in these programs. Now, whether you work with me or someone else, that's up to you based on who you like and who you trust, but don't pick anyone that's not a 10 out of 10 and doesn't have extremely atypical proof. There are a lot of people masquerading around in this space that actually under the hood are like a seven.
out of 10 have no clue what they're really doing and just repeating these generic diluted frameworks from other people they stole from. Just be wary of that. There's a lot of that going on.
All right. Tip number four is about how to frame the substance in your videos. There's a lot of people on the internet right now that are preaching the need for this personality led or connection content.
And they're basically saying that you should use a lot of your content to try to get people to like you. And that if they like you, they will buy from you. Now for certain types of businesses, consumer products, faceless products, e -com, this is of course correct.
But for most of the people I'm talking to on this channel that are trying to accrue authority to themselves as a personal brand to then sell things based on that authority, this is incorrect and bad advice. The unpopular truth is that all you need to do in your content is agitate a pain point, offer a solution, and then get out of the way.
You can, of course, present that information with a little bit of personality in your delivery, but this is all you need to do to drive sales. And let me just explain the logic on this personality content versus value content thing. If there was a tie between you and someone selling the exact same offer and you had the same proof, the same credibility, the same skills, the same content, then yes, the thing that would break the tie is whoever the buyer liked most.
But the reality is the comparison between you and another seller is almost never a tie. Buyers buy from people that have proof. of results at scale from a near identical avatar that the buyer is.
That's it. The more proof or the more proof with that same avatar, the higher the conversion. It really is as simple as that.
All people want is an aligned offer to a pain point they have, and they want to de -risk the decision so they can trust that if they pay you, they will get the result you're promising. So my big point here is that all you have to do to drive sales with your content is provide value directionally towards the thing they're struggling with.
All right, tip number five is a simple one, but this will also help you a ton. And this has to do with studying other creators for inspiration. The popular opinion online is to study the biggest channels in your niche and reverse engineer what's working for them.
And this is half correct. The unpopular truth is that you don't want to study the biggest accounts in your niche. Ideally, you only want to study channels between 10 and about 250 ,000 followers or subscribers.
Anybody above that, the large accounts with millions and millions of followers, they don't actually provide good data signal in what's working for them. And here's why. Those accounts have such a big pool of fans that will love anything they'll do that sometimes bad video ideas get boosted because of the person that made them.
Said another way, a big reason why big accounts have huge videos partially is because of their face, name, and existing brand. What you actually want to do when you do content research is look for the opposite. You want to find the 12 ,000 follower account that nobody's ever heard of, but has an 86X outlier.
And the reason is that any outlier video that comes from that account will have been primarily based on the idea and the hook itself. They got no lift from their face or name because nobody knows who they are. I kind of think of it as like these are the most pure validated winners you could find with data.
Again, this is a very simple reframe, but it will dramatically increase the hit rate of the research that you do. And by the way, if you want an easier way to actually run that research where you can find channels based on the amount of followers they have, I'm happy to say that Sandcastles is now an officially approved plugin and connector in Claude, ChatGPT, and Cursor Grok.
Now all you have to do is go into any of those connector marketplaces or directories in any of the AIs you use, just search Sandcastles and you will see the connector plugin there. If you already installed the MCP, you've already got it, but if you haven't, you'll see it and you can easily connect an OAuth in.
We've also shipped a ton of invisible updates into the MCP that make it way faster. It visualizes data better, and it's so much smarter. It really is now the data layer for social media like we envisioned the whole time.
Now to run the workflow I just said, you could just go into the MCP and just say, find me all the Instagram accounts that are best fit for my niche and describe your niche that are between 10 ,000 and 250 ,000 followers or subscribers. And it will actually pull that up directly in Claude, ChatGPT, or Grok, whichever one you're using.
This is the easiest way to find inspiration accounts within those follower bands that you can then study further. If you want a direct link to the plugins in the marketplace, I'll link them below in the description. All right, tip number six is one that will help you drive a lot more leads and sales in your content.
Now, the common wisdom when it comes to using CTAs is... not to overuse them. And again, the logic on this makes sense initially.
Most people say, if you just make content that's 100 % great, you don't need a CTA, people will follow you. And eventually you can monetize them through a deeper content medium like stories, or eventually you'll interact with them through DM. But here's the super unpopular reframe that I believe to be true.
You should actually have a value for CTA in every single piece of content you post. YouTube videos, short form videos, carousels, everything. I call this type of CTA a native embed.
Now, here's why this is the right answer. In 2026, when people watch content, their brains are absolute mashed potatoes. Very few people are able to watch a video and store even anything in their short -term memory.
it's kind of like our brains have been conditioned to be able to watch and entertain but like store nothing so what that means is that in the very short term each video you make is not actually accruing this long -term trust to your profile the way most people think it is what it actually means that each video should be treated like a single sniper shot that's meant to extract the email or purchase directly from that video And again, this doesn't sound right when you hear me say it because it goes against all the conventional wisdom that we're used to hearing from the big marketing gurus over the last 10 years.
But if you think about it, the way things have changed, it really makes sense. Each social post or video should be treated as its own container meant to drive leads. When you realize and accept this, you'll understand the need to have a CTA for every single video so you can drive the maximum amount of people from these rented feeds into owned platforms that you control.
Now, I will say, if all you do in the CTAs is blatantly ask someone to buy your stuff, well, the videos will flop and the conversion will be trash. It's just too aggressive of a CTA on an organic video. Viewers are just too mature for that now.
What you need to do is frame the CTA as a net gift. This is what I call a native embed. The goal really is to frame something of value that aligns with the pain point that was aggravated earlier in the video.
So for example, if I explain a storytelling framework and why I think it's so important to grow, well, then I might want to have a CTA that says, hey, comment story and I'll give you this nine page doc that explains the framework in more detail with examples that you can use for AI. When you frame it this way, the CTA feels like an embedded value ramp.
You're literally ramping the person from the initial video into more value. And so it doesn't feel like an ask. And I found people are more than happy to give their email for whatever that value is.
Now, once you start doing this on a few of your videos, you'll realize you need to be doing it on every single video that you make and whether you actually say the verbal CTA in every video. That's up to you, but you should for sure have a ManyChat flow active and write it in the caption every single time. Just to give you a sense, I'm collecting between 12 and 15 ,000 emails per month for free just for my short form organic videos and carousels.
If you want me to show you the full lead magnet strategy I'm using, I've got a link below. You can check it out. All right, tip number seven is probably the most controversial one on this list.
Almost every content coach and guru that you listen to will tell you, just get more views and it will solve your problems. And they're kind of taking the venture. your capital approach to content.
Basically, not every video goes viral. And so if you just get a few more viral bangers, it'll make up for all the little losers and that will drive more leads and drive more followers. And it's really the big bangers that you want.
Now, again, this sounds right logically and maybe even mathematically in certain niches, this is true. But for most people watching this that have a business, they're trying to scale with content. This is the wrong way to think about content.
The unpopular truth is that you'll make way more money. not going viral, but instead focusing specifically and consistently on an underserved avatar slice. We've all heard those stories where people talk about, oh, I know somebody with 3 ,000 followers making $4 million from their account and they just get 2 ,000 views per video.
We've all heard that. On the surface, it doesn't really compute in someone's brain how that could be possible because most of those people listening are playing in these big niches. But let me just explain a real example that I came across recently.
I have a guy right now in SFA named Chris. He owns three different restaurants. and he loves AI.
And he figured out how to use AI to save over $100 ,000 in his own restaurant for cost. And that's a huge deal for a restaurant. They have razor thin margins.
So he joined SFA because he wanted to learn how to make short form to attract other restauranteurs that would pay him to help install these AI systems. Now, Chris only has like 2 ,800 followers or 3 ,000 followers. And he posted a video the other day that only has like 10 ,000 views, maybe 12 ,000 views.
He was in his car. It was unscripted. It was grainy footage.
And he was just riffing about, how he used AI to save money in his restaurant. This video drove so many leads of restaurateurs that he doesn't have the capacity to fulfill them.
Immediate instant sellout of all his capacity off a single video. Now, again, he didn't need to go viral. It has 10 ,000 views.
He didn't need to be sensationalist. All he had to do was tickle the right pain point for the right avatar based on the proof that he already has. He talked about a very specific slice, restaurant owners looking to use AI.
And Meta's targeting is so good, it will find those people without you needing to be crazy performative or sensational. So instead of aiming for virality and these crazy views, what you actually want is precision of audience offer alignment. Whoever your target customer is, or if you don't have an offer, your target viewer, you want to be very, very rigorous about always providing max value for that person over and over.
That consistency is what drives the sales. Now, you can use techniques to try to broaden it slightly to get a little bit more bang for your buck on the reach, but you actually don't want to go super viral. I've seen it dozens and dozens of times.
All right, the last tip, number eight, is about copying other people's work. First of all, I just want to say, if you directly copy someone's video, you take the video, you download it, and you literally re -upload their video or you say the exact same words, you're a scumbag. I'm just going to put that out there full stop.
I don't think there's nearly enough accountability for the people that rip and flip. existing videos that aren't there. So stop doing that.
Now, if you're trying to take inspiration from other people and you're trying to use the validated data of a winner to remix on your own, that is not only fair, but that is how you should be playing the game. Now, the conventional wisdom that most of these slop gurus will tell you is to take the video and then hold the topic and the format and the structure and the hook, hold it all constant, switch your face in there, switch a couple of words and then rip it.
That's what most people will tell you. So essentially, it's like keep 80 % the exact same and then change 20. And I think if you do this over and over for all of your content, it is the fastest way to become a derivative and just trend into the mid -slop layer of your niche.
Now, maybe two years ago, this 80 -20 strategy where you kept 80 % the same worked just because of the sheer lack of volume and supply that existed. But that does not work anymore. Per what I said before, if you cannot figure out a way to make 9 out of 10 or 10 out of 10 top decile content in your niche, you're cooked.
So instead, here's how you should approach looking at other people's videos and remixing them. The unpopular truth about how to use data is to be ruthlessly data -driven on the topics and then ruthlessly creative. on the take and the angle when you scan for other people's videos literally there's only two things you should be looking for you should be looking for the topic and you should be looking for power words or little messaging phrases that tend to resonate either with you when you watch it or with the customers or potential viewers in the comments you extract those and you use them all the rest of the video the format the layout the hook all that should need to be done from scratch by you or you get influenced by other stuff and bring it in.
You don't use the same topic, the same hook, the same script, all from the same video, because then you are a clone. And let's bring it all the way back to what I said at the beginning. If you have a validated format and layout combination, you have a formula.
well don't take the format from something else you found you have one that works for you take the topic and potentially little power words that you know work but feed it into the format and layout combo that you know works for you this is really the sweet spot of using data and creativity data for the topics data for the power phrases Creativity for the take and angle, and then you use your own format layout and style combination.
That's the mix that tends to work the best. And again, if you want to learn how to do this process, what to take from where and how to look and how to mix it all in together to create an original banger. This is what I'm walking through in short form launch, and I might not ever run it again.
So if you want to join the links below. All right, guys, that is all I wanted to cover in this video. If you're a business owner and you're trying to use your content to grow your business faster, you can probably tell this will be one of the best channels you could ever watch.
Please make sure to like and subscribe so you don't miss the next video. And I've said it twice already, but short form launch, I put a ton of time into this program. It's very, very affordable.
I'll never run it again at this price if I do it. So if you want to jump in, I've got the link below. All right, we'll see you guys on the next one.
The Hook
The bait, then the rug-pull.
Eight tips, each the reverse of what most creators hear. Kallaway backs them with two million followers and three seven-figure businesses built on his own organic content, then spends 24 minutes on the logic behind each reversal.
Named ideas worth stealing.
07:16model
Quality pyramid
A niche is a pyramid of content quality from level 0 to 10. The average line drifts up over time, so a creator who stays at the same level falls below baseline.
04:17model
AI as input, not output
- AI for strategy, ideas, research
- Human insight for the take
- Human scripting, recording, editing
Use AI for strategy, ideas, analysis and research, then human-driven take, scripting, recording and editing.
16:08concept
Native embed CTA
A call to action framed as a free gift that continues the video's topic, delivered by a keyword comment flow.
22:35model
Remix rule
Be ruthlessly data-driven on topic and power phrases, then ruthlessly creative on take, angle, format, layout and hook.
How they asked for the click.
VERBAL ASK
23:54product
“Short form launch, I put a ton of time into this program. It's very, very affordable. I'll never run it again at this price.”
Pitched three times, early after tip 1, inside tip 3, and at the close, each time with urgency about the closing date.
Visual structure at a glance.
