A view count is evidence, not an explanation
Every creative research tool shows you numbers next to videos. Almost none of them are honest about what those numbers can and cannot tell you.
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How we think about creative research.
These are the positions the product is built on, argued at length. They are not a guide to going viral, because nobody can honestly write one.
What you can observe in a video, and what you are guessing
There is a line between what a video shows and what someone thinks it means. Most creative breakdowns cross it in the first sentence.
Read itYour best reference is probably not in your category
The instinct when researching short-form video is to look at what similar brands are doing. It is the most natural move available and one of the least productive.
Read itAlmost everything is decided in the first two seconds
The body of your script is read by the people the opening already convinced. If the opening does not work, nothing after it is ever evaluated.
Read itHow to run a content test you can actually read
Posting is not testing. A test is something you could be wrong about in a way you would notice.
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