Transcription
These are not algorithm hacks. These are not AI viral hooks. This is social media on easy mode. And it's the exact process I've used to generate 10 billion views for clients. Building multiple accounts past the million follower mark.
There is seven laws and you need to follow each one carefully to consistently print million viewed videos. Starting with law number one. You need to understand vein theory. I have a visual to illustrate this point. Every single video that you post, especially the videos that perform, follow one clear narrative, which is a story line from start to finish. A vein is thin and long. It is a vessel that carry something through it. So when you create a video, it is a rolling clock. It is a time bomb until the end of the video. And because you want to get people to consume your video, you need to make sure that you capture them in the front end and then you push them along that vein.
A rule that we abide by is that a video needs to be about one clear topic. It needs to solve one problem. A lot of the time when people are creating content, they're like, "These are three tips to, you know, overcome belly fat or these are 10 things that you need to know to achieve XYZ." But the reason why those aren't good hooks and they don't open up the video properly is because it gives a bunch of different directions that the video could go. You want to open up a video with a hook that is on one topic. It needs to be clear what that topic is about. A lot of the time when people are creating content, they'll go down one point and then they'll deviate and then they'll keep going down that point and then they'll iterate something they've already said. But that's not what you want to do. You want to follow one clear topic all the way through the video, making sure that the vein is getting pushed forward. So when you're scripting a video, make sure that all of the information shared in the video is relevant to that one problem. It needs to be built like a tower of Lego blocks, one block coming after the other. And that sounds super simple, but most people don't do it.
Understanding vein theory also helps in your editing process. Whether you are editing videos or you have an editor, share this with them because when they're editing a video and they're piecing it together, you want to make sure that they understand that they're supposed to make a video, which is a vein of thought, all the way to the end. And so if you deviate, they cut that out. If you repeat yourself, you cut that out. Every word, statement, and sentence needs to move the viewer along the vein.
Videos perform on social media when they get watched. That's it. Every single piece of content strategy that you apply to your content. The only purpose of it is to increase the amount of people that watch it. When your videos don't get watched, it shows the algorithm that that video didn't get watch time and it didn't get retention. There was no engagement. Engagement on short form content is is them watching it. It's not just them commenting, it's watching it. Like I find to this day that when I'm scrolling on my for you page and I watch a video longer than other videos that I was scrolling on, I will get sent more videos like that in just a few swipes. Sometimes the very next swipe will be be a video very similar to that one because I watched it so far through. And so Vein theory allows you to create videos that people watch and when people watch them, brownie points for you because the algorithm says, "This is a hot piece of content. I'm going to send it to more people." If you don't follow Vain theory and your videos don't get watched, then you will get no views. And if you don't get any views, you won't get any followers. And if you don't get any followers, you can't build trust with people and sell whatever the thing you're selling is.
There are specific things that block people from being pushed along the vein. A bad hook doesn't capture anyone into the vein. So, you didn't catch attention and so you can't really move people along a vein or a video that they didn't even watch in the first place because they scrolled. So, you need to make sure that you hook people so that you have the opportunity to get them to keep watching. An undefined term blocks the vein. It doesn't move the video forward because if you say a word that people don't understand, then they're blocked from understanding the rest of what you say, which means they're going to tune out, which means they're not going to watch, which means the video isn't going to get pushed. Complexity slows the vein down because there's so much friction in understanding a video that people are like, I don't really want to think so hard to be able to understand something, so I'm going to go watch something that I do understand where there's no friction. And non-essential information, information that isn't critical to the main point blocks people from continuing. I would say a good 30 to 50% of the information, the words, the statements shared in most content is completely non- essential. It doesn't matter. For example, I was auditing a script that someone wrote. They said the term pancreas and I was like, "Bro, I don't give a [ __ ] about the term pancreas." And also, you didn't define what that term means and so that was non-essential. So, you want to make sure that everything in your video is essential. It's relevant. It needs to be in the video. The way I think about it is every single word needs to fight for its place in a video. If you're scripting your content, then you can control that because you can say, "Oh, I want this in there. This doesn't really make sense. I can remove that. I can define this term." And you can make it really easy to understand so that all the information is essential. When you're editing your content, it's really important to apply the same feedback that you would apply to scripting. Like scripting is the process of assembling the video and editing is the process of refining what you assembled. So when you're watching a video and you're like, "This was not essential. It wasn't relevant. The video makes sense without it." Get rid of it.
But even if you understand vein theory and how to remove the blockers, it means nothing if you don't get people to watch your video in the first place. Which brings me to law number two. You need a demand anchor. A demand anchor is something that anchors your video to a concept that people care about. Demand is the single ingredient in every single piece of content that has performed ever. Like that's all that matters is that people care about the information that you're sharing. And so the hook of your video, it's like the first impression and it has to signal that this is a video that people give a [ __ ] about. If you don't start a video with demand, then no one will care and no one will watch the rest of your video.
Topic selection is the most important part of making content that performs because a topic that people are inherently interested in will by proxy get interest. There's a pyramid of demand. There are things that are in demand to all humans. So these are like universal themes like relationships, love, that's a core human need. All humans want to be in a relationship of some sort. And so if you can create a video on relationships, there's just a higher likelihood that it'll perform. If you create a video on how to be attractive and be physically fit and be healthy and not die early, you're automatically going to get a lot more people interested because it's something that everyone's interested in. So there's universal themes, which are at the bottom of the pyramid, the most people are interested in these. And then there's interests above that, which are more they're more culturally interesting. So, if you make a video about what's going on in downtown Colona, I'm probably going to watch because I live in downtown Colona. Above that, you have more niche interests. So, these are things that can still be interesting to a lot of people, but it's more targeted to a specific person. So, like Pokémon cards, like Pokémon cards are interesting to a select group of people. It's not too narrow that you're not going to catch anyone's attention, but it's also wide enough that you can probably capture a lot of people's attention. And then you have above that microniche interest. So, these are things that are only interesting to a very select group of people. If I talk about maybe content, how to write good hooks, then only content creators are going to be interested in that. And so, I can expect that my videos on content aren't going to perform as well as someone who's talking about, I don't know, mindset, relationships, fitness, things like that.
A demand anchor is an opening. It's a hook that anchors your video to something that people care about. The way you do this is by making your hooks observable. Observable, meaning people could literally see this in real life or they have experienced it in real life. If you open up a video being like, "This is how you talk to a cop when you're speeding and share your human rights so that they don't put you in the back of their vehicle and cuff you for no [ __ ] reason," which is actually a real story that happened to me 2 weeks ago, I'm probably going to be interested in that versus a video about learn your human rights. So, it's the same topic, but the video would have anchored me in because it talked about something that I have observably experienced in real life. It's very easy to when you're writing down video ideas and you're maybe going to script a video or you're going to shoot a video on a topic to think about the concept, the problem you're trying to share and ask how would people observe this problem in real life. What would the symptoms of this problem be? A symptom is like something you would experience downstream of the problem. So a problem could be our political system is [ __ ] A symptom of that problem is maybe the amount of homeless people robbing people's cars in a town. So, it's better to make a video talking about the homeless situation than talking about how politics is [ __ ]
So, when you're creating videos and you're deciding what topics you're going to create content on, it's super crucial that you pre-validate your concepts and your topics before you shoot videos on them. Because if no one's interested, no one's watching. So, there's a couple very like rudimentary popular ways to find proof of demand, which is like go scroll Instagram and train your for you page to send you videos and then just take the topic of that video and then make a video on it solving the problem how you would solve it. Another way is to like go to Reddit forums. So you can go to Reddit threads and see what are problems and symptoms that these people are experiencing on this topic that I have expertise on. A super great way to find pre-validated topics that will most likely get you customers is to audit your sales calls. Record and transcribe all of your sales calls and look at what are the words that people on sales calls are using to describe their problem. For example, we had a coach and one of the key words that her prospects use is I don't feel like myself. Like repeated over and over again. And so if she made videos, they wouldn't get a lot of views because it's kind of vague, but if she made videos talking about how if you turn 35 and you don't feel like yourself, it's a much higher likelihood that she's going to attract the type of person that doesn't feel like themselves. And so I think it's important to both find these high TAM prevalidated topics, TAM meaning total addressable market. It means like the amount of people interested in a topic. It's also super important, especially if you sell something through your personal brand, to create topics that are in demand for your potential customers. And the two combined will bring people into your ecosystem and sell them.
But demand hijacking will get you nowhere if you don't have supply to meet that demand. Which brings me to law number three. Build your supply. Content is a supply and demand game. It's easy to find demand. It's easy to find concepts that people are interested in. But it's super easy to get caught in the trap of looking at other people's high performing videos and being like, "This is a video that's going to perform because it's viral." And then taking that and making a video on it when you have no expertise and skill set to solve that problem. So, you want to make sure that you actually meet demand with supply that you have. A lot of creators, they're just hook hijacking. They're video hijacking. They're copying videos of other creators because they're trying to get views, but then they create a video on a problem that they have no expertise solving. They have no skill set that gives them the ability to solve that problem usefully for people.
So, when you're writing a script, you want to find demand anchors. You want to find these problems. Maybe it's a hook that performed for someone else. Maybe it's a problem that your ICP, your ideal client profile has experienced. And you want to write that problem out on a piece of paper or in notion or wherever you write your scripts. You want to write that out. And that's the first part of writing a script. In the ideation phase of creating content, you want to be an assembler. You want to be a collector. You want to always be looking for things, problems, concepts that you could create a video on. So, you want to make sure you track those. We use notion to track our ideas. Put all of these concepts that you've collected in one place that you will always go to create videos.
The thing that I hate about AI in content creation is that it doesn't give anything useful, novel, or exclusive about you in your videos. You could be like, "Hey, write my scripts." And then it'll go and it'll write a script and it'll pull a bunch of information from the internet and it'll assemble it and it'll be a lot of generic [ __ ] that people have probably already heard before. You are in business because you have a unique way of solving problems. I sure hope so. At least like you should have skill sets, experiences, and credibility that give you the right to help people. It gives you the right to create useful content for people. And straight up, people that don't have any exclusive content, they don't have any unique supply from them create content that bombs. They create content that doesn't perform because there's already a bunch of other creators that have already shared very rudimentary basic information before. Mediocre content doesn't perform. Average videos do not get views. And so you need to make sure that you share unique insights, unique utility, unique perspectives.
And so once you have the demand, you have these statements, and you have these problems that have performed for other people, you need to add in your unique supply. Look at a problem, put it on your doc, and just isolate on this problem. Like zoom in on this problem. I'm going to create a script or I'm going to create a video on this topic. From there, I'm going to ask you to do something a little bit challenging, especially in a world full of AI. I want you to manually talk about how you would solve that problem. If you're an expert, you should be able to. For example, for this video, I didn't go to AI and say, "Write me a script on how to script videos." I went and I wrote out how I script videos because I've scripted hundreds and hundreds of videos before. And I've scripted hundreds of videos that have also performed. And so, I have proof of concept. I have a skill set. If I were to go to AI and be like, "Write me a script on how to write scripts." That's a little disingenuous.
So, like, real quick pulse check. I want you to ask yourself if you're trying to create content on problems that you don't know how to solve. Are you creating videos that you don't have any skill set on? If you are creating videos you have skill set on, it should be easy because you should have already solved this problem in real life for real people before you came to the camera and you started creating content. After you have brain dumped everything that you know about how to solve this problem, that's when you start crafting the script. This is not how the script will be produced. This is just the raw messy material that is required to create a video that interests people and solves problems for them.
Little bonus tip for you. The more frameworks that you have, the easier it's going to be to create videos. A framework is shorthand on how to solve a problem. Quick backstep. I did write this video script, the video you're watching right now, but I didn't format it as a script because it's already a framework that I use internally to script videos with my team. I have already built this framework a long time ago. Everything that I'm sharing is something that we use to this day because it works. And so what's going to make your life so much easier when you're shooting content and you're scripting videos is if you already have frameworks shorthand on how to solve a problem pre-built because let's say you're presenting on a stage and people are like I've been posting videos but I'm not getting views. I have a framework for that. Or most of the other problems that people experience in content, I have a framework for it because I want to be able to help people solve their problems quickly in steps. And so I think take a little bit of time outside of your content creation process and this will help you in your business. This will help you make more money. It will help you train your team because you'll have processes to train them against. All of the most common problems that you experience in your business that your customers experience that you have to train your team on. Create a framework for them. Step one, step two, step three, step four. And if you can make it an acronym because then it's easy to follow. For example, the bite framework that I've shared dozens of times in my content and with clients and with prospects is a framework that follows an acronym. Bait, illustrate, tail, end, and it's useful for people. And that makes my content creation process so much easier because I already have, oh, well, how would I solve this problem? Cool. Bright framework. Boom. It's in. I don't even have to do any effort on that part.
So, that's how you build the supply, but your scripts and videos will all fall apart if you don't follow a logic chain. Which brings me to law number four. I want you to imagine that a video is a series of dominoes all in a row. It all starts with one statement, one line that captures people's attention. That's the demand anchor, which leads flawlessly into the next domino, knocking that down, which should be correlated to the demand anchor, which leads perfectly into the next domino and the next and the next until the video is over. So, when I'm writing a video, I dissect it line by line. So, I built the supply. I wrote out all of the steps on how to solve a problem. And then I want to make sure that each step is congruent and it just feeds perfectly into the next one. An example of a script that got a million views for a creator where we did this was it opened up with for every 100 g of carbs you eat, which is the first domino. We then said you'll gain 4 g of water. So, it's a cause and effect chain. It's like this happened and then this happened. We then said when you eat more carbs, you store more glycogen. So, cause and effect. When you store more glycogen, you hold on to more water. So, next effect. So, imagine three dominoes. And when you hold on to more water, the scale goes up. So, that's the way you want to format your scripts. And it doesn't have to be that short and punchy. It can be a little bit longer, but you want to make sure that the viewer is basically like being taken on a journey.
So, for example, this video, there's some sort of title on how to script videos to get millions of views. So, you clicked expecting that was the demand anchor. And then in the intro, I reassured you that you were going to get a video on scripting. And then the first point was about teaching vein theory. So, it was directly correlated to what I said last. The second point was how to tactically start demand anchoring. So how to open your videos. The third point was how to build your supply. The fourth point is how to build the logic chain. So like this entire video is following these rules. Like as you watch the rest of this video, pay attention. I apply the rules of this video on this video.
Which brings me seamlessly open loop into law number five which is defining terms. Most creators say words that they think everyone understands, but they because they have years of experience in their skill set. If you're a fitness coach, you probably have years of experience coaching people to get fit. If you train dogs, you probably understand a lot of the ins and outs of training dogs. And so there's terms you understand. In content, like I use terms TAM all the time, demand, like logic chains, like hooks. Like I know what these terms mean. And so if I create a piece of content trying to take people from down here to up here, so down here meaning like they have a very low education level, up here meaning they have a lot more education, I need to teach them what these terms mean. I think it's very common for humans to just say words that they don't really know what they mean as they are defined or how you would observe them and then they say those words expecting other people to understand what they mean. And so if you want to create good content, you want to write good scripts, you need to define what you mean when you say the words you you you use. I think if there is one thing that you can take away from my content, it is defining terms. Like if we take a step out of content for a second and we look at conflict, I've been able to resolve so much conflict in my life just by defining what I meant when I said something and then they can define what they thought they heard me say and then I realize, oh, I didn't mean that at all. Like defining terms is like define what you mean. The term mean literally means what is that like in real life? How would I see this happen? If you say the term progressive overload and you're like, "Oh yeah, you need to progressive overload." There are so many people that don't understand what that word means and then you have handicapped them from being able to understand the rest of your video because they don't understand what that term means. So instead, what does that mean in real life? How would I do this? How would I do progressive overload? And it's it's literally just like, oh well, lift this much weight for this many reps once you can do that same weight for more reps. Add more weight. And then keep doing that weight until you can do more reps. And then when you teach people what these terms mean, they have affinity for you because you taught them information that they didn't already know. I think it's interesting that we live in a world where everyone kind of knows what things mean to an extent, but no one has clearly defined them. Which is why if you can define everything very simply so that anyone can understand, then experts will be like, "Wow, I've never heard anyone explain it like that, but that is what it means, isn't it?" And then beginners will be like, "This is my first time understanding this." So if I can read a script and ask, "What does that mean?" Then that means it wasn't defined. That's always the filter that I go through when I'm reading a script. Like I have my directors, they're writing scripts for people. And so when they send them to me to review, I go through it and I'm asking myself, "What does that mean? What does that mean? What does that mean?" And if I never have to ask that question because the terms have all been defined, then that's a good script.
Another example, instead of saying track your macros, you think tracking macros is easy. You think everyone already understands how to track their macros, but they don't. So instead of saying track your macros, say open your app store on your phone, search up My Fitness Pal, download My Fitness Pal, buy a food scale, buy chicken breast and rice, put your plate on a food scale, measure 200 g of chicken breast and 200 g of rice, and eat that three times a day. And congrats, you are now tracking your food. All of a sudden, people who understand what tracking your macros means are going to be like fact-checking the video, being like, "Is this correct?" And then once they find you to be correct, they'll be like, "Oh yeah, good video." And then people that don't understand what you mean are going to be like, "Thank you so much for creating such good content. I've never heard anyone explain it like this before." And you will all of a sudden be a beacon to all these people that are just drowning in undefined terms and they have no [ __ ] clue what any of this stuff means. Be that person. Simplify stuff. Break it down into very, very simple terms that people can understand so that they could go do them. They could go take action and get an outcome.
All of the five laws up until this point will help you create good content, but people won't know what to do with it. It'll just be noise. It'll just be information, which brings me to law number six, operationalizing action items. Operationalizing is a fancy word that basically means make it something that you can do in steps. So, if I wanted to operationalize date night with my girlfriend, it would be pick a place to eat, tell her where we're going and when we're going, set a reservation, pick her up, go to restaurant. It's just a list of steps you can take. A lot of the time people create content and they don't operationalize [ __ ] And so they just create pieces of content and it might get views, but then people don't know what to do with that information. People that will win in content creation are people that operationalize very basic things. And this is something I'm doing in this video. I'm telling you what to do and in what steps so that you can go script videos and create videos that get millions of views. So you have your demand anchor, you have your supply, you built a logic chain, you define terms, and now you need to tell people what to do. So take the script that you've written thus far and then add in at the end what should people do? What should they do with their hands? And make it very basic and simple like the example that I shared a second ago about, you know, go to your app store, download My Fitness Pal, buy a food scale. Like people can go do these things. Make it dumber and simpler than you think you need to because there's a chance that most people have very very little context on the thing that you're talking about. And so they need those basic simple steps. Like I can tell my buddy who's filming with me, hey, you know, grow my YouTube channel. And because he's grown other channels, he'll be able to grow mine. He already knows what that means. But if I say to my little brother, "Hey, go grow my YouTube channel." He's going to have no idea what that means. So instead, I could be like, "Go to this channel, this channel, and this channel. Go see what their outlier videos are by going to their videos and their most popular. Take the title, make it a template, fit in my keywords of my industry." And like, you get where I'm going. I'm giving him very basic, simple steps to go do. But when you are adding operationalized takeaways at the end of your scripts or the end of your videos, doesn't matter what type of video you're creating, you want to make them very simple basic steps that people can go do. You want to make it that simple.
Law number seven is one of the most important parts that people miss and it's often because they are lazy. They have taken all of the time to write a script, you know, build it out, make sure it's good, but then they don't do this last one step. And this law is to polish the script. Whenever I'm editing a video or creating a script or refining a video, I read it back or watch it back several times, making sure that it's smooth from start to finish, that it makes sense through the eyes and ears of someone who has never seen this person before. I always give a script a solid two to three rereads at different times to make sure that I wasn't too lost in the sauce when I was writing it. So often times when you're writing a script, you get so deep in it that you can't really read it again through the eyes of someone who's never seen your face before. And all content that you create needs to be created through that frame. Like you want to grow your account, which means that you need to grow your account with people who don't follow you, which means your content needs to make sense to people who don't follow you. And so when you reread the script the first time and the second time, you want to polish it. Make sure that the logic chain stands, that you define all terms, that you have a takeaway, that the hook is good, that you refine any wording, making it smooth. Read it out loud. That's a game changer. Read your scripts out loud because whenever you write something, that might not be the way that you would say it. So, make sure that you read it out loud, but then give it like 30 minutes, give it an hour, give it a day, doesn't matter. But then go and read the script again with new eyes and you'll probably be able to pick out a bunch of different little mistakes or improvements that you could make.
This is how you print million viewed video scripts on demand. But if you are a creative director and you want to learn how to be a high paid creative director, watch this.