01
Platform Intelligence
Notable Instagram Updates
Signals, not mandates. Read critically, apply strategically.
Algorithm Update
Watch Time Is Now the Primary Ranking Signal
Instagram confirmed this month that views have replaced likes as the headline metric across all formats. The algorithm now measures intentional viewing behavior — pauses, replays, and 95%+ completion. Content that people watch all the way through, then send to a friend, is what gets pushed to new audiences.
Key Takeaways
What it means: Likes are a vanity metric. The algorithm rewards sustained attention. High views with low saves and DM shares means reach without distribution.
How to use it: Audit the last 10 posts in Insights. Look at Sends and Saves — not likes. If those numbers are low, the content is being watched but not valued. Reframe hooks and endings to trigger a share or save response.
The angle: Every piece of content should answer: "Would someone send this to a friend?" If the answer is no, rework the angle before posting.
New Feature
Carousel Reorder After Publishing — Live Now
As of March 23, Instagram rolled out the ability to reorder carousel slides after a post is already live. Long-press and drag any slide to a new position — no delete and repost required. Confirmed by the official @creators account on Threads.
Key Takeaways
What it means: The first slide determines whether someone swipes. You can now A/B test first-slide performance without nuking the whole post.
How to use it: If a carousel underperforms in the first 24 hours, swap the cover slide to a stronger hook frame. Monitor reach and saves for 48 hours after the change.
The angle: Build this into your weekly review. If a carousel isn't pulling, reorder before you give up on it.
Platform Shift
"Your Algorithm" — Users Now Control Their Own Feed Categories
Instagram launched a new feature that lets users actively define their feed preferences by selecting content categories they want to see more or less of. This changes how the algorithm learns what to surface — and directly impacts accounts with unclear positioning.
Key Takeaways
What it means: Accounts with clear, consistent content categories will benefit. Accounts that post across too many unrelated topics will get filtered out.
How to use it: Audit each client's last 30 posts. If the content doesn't fall into 2–3 clear categories, consolidate. Niche clarity is now a distribution advantage.
The angle: Positioning and content focus aren't just brand strategy — they're now algorithmic infrastructure.
Creator Tools
Edits App Gets AI Font Styling + AI Transition Tool
Meta's Edits app received two significant AI updates: an AI-powered font styling tool that matches text aesthetics to video mood, and an AI Transition tool that generates smooth scene transitions based on the content of adjacent clips.
Key Takeaways
What it means: Production quality barriers are dropping. Clients who previously couldn't afford polished editing can now produce content that looks more intentional with less effort.
How to use it: Test the AI transition tool on any client doing talking-head or product Reels. The font styling tool is particularly useful for text-heavy educational carousels.
The angle: More polish at lower cost means the bar for "good enough" keeps rising. The differentiator is still strategy and positioning — not production value alone.
02
Strategic Intelligence
Content Strategy Signals
What's working, what's shifting, and what to apply this week.
Positioning
Context Over Content: Positioning Is the Moat
The accounts growing fastest right now aren't posting more — they're posting with more specificity. The clearer the "who this is for and why," the more the algorithm self-selects the right audience. Broad content reaches everyone and converts no one.
Application
This week: For each client, identify the one sentence that describes exactly who their content is for. If you can't write it in under 15 words, the positioning isn't tight enough yet.
The test: Would a stranger who sees 3 posts in a row know exactly what this brand does and who it serves? If not, the content is too broad.
Engagement Signal
DMs Are the New Likes — Private Sharing Is the Real Signal
Instagram's internal data confirms that DM shares are now weighted more heavily than any public engagement metric. Content that people send to friends in DMs is treated as a strong quality signal — stronger than comments, saves, or likes.
Application
This week: Ask yourself before every post: "Is this the kind of thing someone would screenshot and send to a friend?" If not, rework the angle.
Content types that drive DM shares: Relatable frustrations, surprising facts, "finally someone said it" opinions, and highly specific how-to content.
Content Format
Opinion-Led Content Is Outperforming Information-Only Content
Data from multiple creator accounts shows that posts with a clear, defensible point of view are generating 2–3x more saves and shares than purely informational posts. The audience doesn't just want to learn — they want to know what you think.
Application
This week: Take one informational post from each client's content calendar and add a POV layer. Instead of "5 tips for X," try "The 5 things most people get wrong about X — and what actually works."
The frame: Information tells. Opinion positions. The brands that take a stance build authority faster.
Attention Architecture
The First 3 Seconds Determine Whether Content Gets Seen at All
With watch time as the primary ranking signal, the hook is now the most important creative decision in every piece of content. Instagram's distribution model front-loads reach — if the first 3 seconds don't hold attention, the content doesn't get pushed further.
Application
This week: Audit the first frame of every scheduled Reel. The first visual and the first spoken word need to create an immediate reason to keep watching.
Hook formula that works: State a specific problem, a counterintuitive claim, or a direct challenge to a common belief — in the first 2 seconds.
Distribution Strategy
Zero-Click Content Is Becoming a Core Strategy
The accounts with the highest reach are increasingly building content that delivers full value without requiring the viewer to click anywhere. The goal is to make the post itself so complete that saving it becomes the natural response — which then drives algorithmic distribution.
Application
This week: Identify one piece of content per client that can be made fully self-contained. Remove the "link in bio" dependency and let the content stand alone.
The paradox: Content that doesn't ask for a click often drives more clicks because it builds trust first.
Algorithm Behavior
Relationship-Based Ranking — Two-Way Conversations Are an Algorithmic Advantage
Instagram is increasingly using mutual interaction signals — accounts that reply to comments and DMs consistently are being rewarded with higher reach on subsequent posts. The algorithm is treating active community management as a quality signal.
Application
This week: For every client, set a 15-minute daily window for comment and DM replies in the first 2 hours after posting. This is now a distribution lever, not just a courtesy.
The priority: Reply to every comment in the first hour. Ask a follow-up question to extend the thread. Longer comment threads signal active community.
03
AI Leverage
This Week in AI
How we stay ahead in an AI-era — tools, workflows, and thinking that compound over time.
Workflow Tip
The Caption Skeleton — Cut Writing Time by 70%
Stop asking AI to write your captions. Start asking it to build the skeleton. The difference is everything. AI handles structure, pacing, and format. You handle voice, specificity, and positioning. That's the division of labor that actually works.
1
Paste your raw idea — one sentence, no polish. "Client wants to post about why retinol causes purging."
2
Run the skeleton prompt — AI outputs a structured draft with hook, body, and CTA placeholders.
3
Edit for voice — swap in the client's language, specific product names, and any opinion-led framing. This step takes 5 minutes, not 30.
4
Final pass for hook strength — does the first line stop the scroll? If not, generate 5 hook variants and pick the sharpest one.
Starter Prompt
"Write a caption skeleton for a [platform] post about [topic] for a [niche] brand. Include: a hook (1–2 lines), 3 body points with placeholder brackets for specific details, and a CTA. Keep the tone [adjective]. Do not write the final copy — give me the structure only."
Research Tool
Content Gap Analysis in 10 Minutes
Before building a content calendar, run a content gap analysis. Paste a client's last 10 post captions into an AI tool and ask it to identify what topics, angles, and funnel stages are missing. You'll find gaps in 10 minutes that would take an hour to spot manually.
1
Pull the last 10 captions from the client's profile. Copy and paste them into your AI tool of choice.
2
Run the gap prompt — ask AI to categorize each post by funnel stage (TOFU/MOFU/BOFU) and content type (educational, social proof, entertainment, conversion).
3
Identify the missing buckets — if 8 of 10 posts are TOFU educational, the account is building awareness but not converting. That's your strategic gap.
Starter Prompt
"Here are 10 recent captions from a [niche] brand. Categorize each by: (1) funnel stage — TOFU, MOFU, or BOFU, (2) content type — educational, social proof, entertainment, or conversion. Then tell me what's missing and what I should add to create a balanced content mix."
Agency Mindset
Where AI Belongs in Our Workflow — and Where It Doesn't
The agencies losing ground to AI are the ones using it to replace thinking. The agencies winning are using it to eliminate the low-leverage work so they can spend more time on the high-leverage work. Know the difference.
✓
AI should handle: first drafts, structure, formatting, research summaries, caption skeletons, hook variants, and repurposing existing content into new formats.
✗
AI should not handle: brand voice, strategic positioning, client-specific insights, relationship-driven copy, and anything that requires knowing the client's actual customers.
→
The rule: If a client could tell it was AI-generated without any context, it needs a human pass before it goes out. That's the quality bar.
04
Client Scripts
Client Ideation
One sharp play per client. Full Sammy Jones Arc — Hook, Context, Conflict, Turning Point, Resolution + CTA. Expand each card to see the full script.
R
Riley Walker
Account Manager
3 Clients
MOFU
This Week's Play
"Why Your Skin Is Still Breaking Out After Doing Everything Right"
Targets the most frustrated segment of the audience — people who are already trying. Positions Skin by Brownlee as the expert who understands the nuance others miss.
🎣 Hook (0–3s)
"You're cleansing twice a day, using SPF, drinking water — and you're still breaking out. Here's what nobody's telling you."
On-Screen: "Doing everything right. Still breaking out." | B-Roll: Close-up of skincare shelf, then frustrated face in mirror | Audio: Subtle tension build, no music yet
📍 Context (3–8s)
"Most people assume breakouts mean dirty skin. So they cleanse more, exfoliate harder, layer on more products. And it gets worse."
On-Screen: "More products ≠ better skin" | B-Roll: Overcrowded bathroom counter, multiple product bottles | Audio: Calm, authoritative tone
⚡ Conflict (8–18s)
"The real culprit? Barrier damage. When you strip your skin's natural oils, it overproduces sebum to compensate. That sebum clogs pores. And now you have a breakout cycle that no cleanser can fix."
On-Screen: Diagram or text: "Stripped barrier → Sebum overproduction → Clogged pores → Breakout" | B-Roll: Skin texture close-up | Audio: Slight music fade in
🔄 Turning Point (18–28s)
"The fix isn't more product. It's less. A simplified routine focused on barrier repair — ceramides, gentle cleansing, and letting your skin breathe — changes everything within 3–4 weeks."
On-Screen: "The fix: less, not more" | B-Roll: Clean, minimal 3-product routine | Audio: Tone shifts to hopeful
✅ Resolution + CTA (28–35s)
"If you've been doing everything right and still struggling, your skin isn't broken — your routine is. Book a skin consultation and we'll build something that actually works for you."
On-Screen: "Book a consultation — link in bio" | B-Roll: Before/after texture shots, clean skin close-up | Audio: Confident close
TOFU
This Week's Play
"The Indie Beauty Brands That Deserve More Attention"
Community-building play. Positions Launch Party as the curator — the person in the room who knows what's worth paying attention to before everyone else does.
🎣 Hook (0–3s)
"The beauty brands blowing up right now? Most of them aren't on Sephora's shelves yet. Here are the ones worth knowing before everyone else does."
On-Screen: "The brands blowing up before they blow up" | B-Roll: Aesthetic flat lay of indie products | Audio: Upbeat, discovery-feel music
📍 Context (3–10s)
"Indie beauty is having a moment — and it's not a trend. It's a shift. Consumers are done with mass-market formulas and generic branding. They want story, craft, and specificity."
On-Screen: "Story. Craft. Specificity." | B-Roll: Close-ups of unique packaging, handwritten labels | Audio: Continues upbeat
⚡ Conflict (10–22s)
"The problem? Discovery is hard. The algorithm buries small brands. Most people find out about them years after they were cool. Unless you know where to look."
On-Screen: "Discovery is broken for indie brands" | B-Roll: Scrolling phone, overwhelmed content feed | Audio: Brief tension drop
🔄 Turning Point (22–32s)
"That's what Launch Party is for. We find the brands worth your attention before they're everywhere. Here are three we're obsessed with right now — [Brand 1], [Brand 2], [Brand 3]."
On-Screen: Brand name reveals, one at a time | B-Roll: Product hero shots for each brand | Audio: Builds back up
✅ Resolution + CTA (32–38s)
"Follow us if you want to know what's next before it's everywhere. We do the curation so you don't have to."
On-Screen: "@shopthelaunchparty — Follow for what's next" | Audio: Confident, warm close
TOFU
This Week's Play
"The Activewear Test — Would You Wear This Outside the Gym?"
Challenges the core positioning question for premium activewear. Creates a clear differentiator — MEAS is designed for life, not just workouts.
🎣 Hook (0–3s)
"Here's the test I use for every piece of activewear I buy: would I wear this to brunch after the gym without changing? If the answer is no, I don't buy it."
On-Screen: "The only test that matters for activewear" | B-Roll: Transition from gym to café setting | Audio: Confident, casual tone
📍 Context (3–10s)
"Most activewear is designed for one thing — looking athletic in the gym. The moment you step outside, it looks like you forgot to change. That's a design failure."
On-Screen: "Designed for the gym. Not for your life." | B-Roll: Generic gym wear looking out of place in casual setting | Audio: Slightly critical tone
⚡ Conflict (10–20s)
"The problem is that 'athleisure' became a buzzword without a standard. Brands slapped the word on anything with a stretchy waistband. The quality, the cut, the versatility — none of it was actually thought through."
On-Screen: "Athleisure ≠ actually versatile" | B-Roll: Cheap fabric close-up, poor fit examples | Audio: Builds tension
🔄 Turning Point (20–30s)
"MEAS is built around that test. Every piece is designed to move with you — in the gym, on the way to work, at dinner. The fabric, the silhouette, the details. All of it is intentional."
On-Screen: MEAS product showcase — gym, street, social settings | B-Roll: Fabric detail shots, lifestyle imagery | Audio: Tone shifts to confident
✅ Resolution + CTA (30–37s)
"If your activewear can't pass the brunch test, it's not doing its job. Shop MEAS — link in bio."
On-Screen: "Shop MEAS — link in bio" | Audio: Clean, direct close
E
Emily Krintz
Account Manager
2 Clients
MOFU
This Week's Play
"Meet the Artist Behind the Piece"
Humanizes the gallery and deepens the emotional connection between collector and artwork. Art sells when people understand the story behind it.
🎣 Hook (0–3s)
"This piece sold in 4 hours. Here's the story behind it — and why that matters more than the price tag."
On-Screen: "Sold in 4 hours. Here's why." | B-Roll: Artwork reveal, gallery setting | Audio: Soft, atmospheric music
📍 Context (3–12s)
"Most people buy art because something stops them. A color, a texture, a feeling they can't explain. But the collectors who build real collections — they buy the story. They want to know who made it, why, and what it cost them to make it."
On-Screen: "Collectors buy the story" | B-Roll: Close-up of brushwork, texture detail | Audio: Continues soft
⚡ Conflict (12–22s)
"The problem with most galleries is they strip the story out. You get a title, a price, and a white wall. The artist becomes invisible. And the work loses half its meaning."
On-Screen: "The artist shouldn't be invisible" | B-Roll: Sterile gallery comparison | Audio: Brief tension
🔄 Turning Point (22–32s)
"At Ombre, every piece comes with the artist. We introduce you to the person behind the work — their process, their inspiration, what this specific piece meant to them."
On-Screen: Artist in studio, working | B-Roll: Artist interview clips, process footage | Audio: Warm, inviting shift
✅ Resolution + CTA (32–38s)
"When you buy from Ombre, you're not buying a piece of art. You're buying a relationship with the person who made it. Explore the current collection — link in bio."
On-Screen: "Explore the collection — link in bio" | Audio: Warm, confident close
BOFU
This Week's Play
"What Your First Class at DEFINE Actually Looks Like"
Removes the intimidation barrier for new members. The biggest conversion blocker for boutique fitness is fear of the unknown — this eliminates it.
🎣 Hook (0–3s)
"If you've been thinking about trying DEFINE but you're not sure what to expect — this is exactly what your first class looks like."
On-Screen: "What your first class actually looks like" | B-Roll: Studio exterior, welcoming entrance | Audio: Upbeat, approachable
📍 Context (3–10s)
"Boutique fitness has a reputation for being intimidating. Everyone seems to know what they're doing. The equipment looks complicated. You don't want to be the person who doesn't know the routine."
On-Screen: "We've all felt like the new person" | B-Roll: Relatable first-day anxiety visuals | Audio: Empathetic tone
⚡ Conflict (10–20s)
"That feeling keeps a lot of people from showing up. And it's a shame — because the first class is almost always the best one. Everything is new, every rep feels like progress, and you leave feeling like you did something real."
On-Screen: "The first class is the best one" | B-Roll: First-timer experience clips | Audio: Builds warmth
🔄 Turning Point (20–30s)
"Here's what actually happens: you walk in, someone greets you by name, shows you the equipment, and modifies every move to your level. Nobody's watching you. Everyone's focused on their own workout."
On-Screen: Walk-through of the studio, instructor greeting | B-Roll: Welcoming staff, class in action | Audio: Confident, reassuring
✅ Resolution + CTA (30–37s)
"Your first class at DEFINE is free. Come see what it actually feels like. Book through the link in bio."
On-Screen: "First class free — book now" | Audio: Energetic, inviting close
R
Rachel Dina
Account Manager
4 Clients
MOFU
This Week's Play
"The Custom Process — From Idea to Heirloom"
Demystifies the custom jewelry process. The biggest barrier to custom purchases is uncertainty about how it works — this removes it entirely.
🎣 Hook (0–3s)
"Most people think custom jewelry is complicated, expensive, and takes forever. Here's what it actually looks like — start to finish."
On-Screen: "Custom jewelry: what it actually looks like" | B-Roll: Finished piece reveal | Audio: Elegant, warm music
📍 Context (3–10s)
"Custom jewelry has this reputation for being reserved for special occasions or big budgets. But the reality is — if you have an idea, we can make it. And the process is simpler than you think."
On-Screen: "If you have an idea, we can make it" | B-Roll: Sketch pad, design consultation | Audio: Continues warm
⚡ Conflict (10–20s)
"The confusion comes from not knowing where to start. Do you need to know exactly what you want? Do you need a big budget? Do you need to come in person? The answer to all three is no."
On-Screen: "You don't need to have it all figured out" | B-Roll: Casual consultation, relaxed atmosphere | Audio: Reassuring tone
🔄 Turning Point (20–30s)
"Here's how it works: you share an idea — a photo, a feeling, a stone you love. We sketch it, you approve it, we build it. Most custom pieces are ready in 4–6 weeks. And they last forever."
On-Screen: Step-by-step process: idea → sketch → build → finished piece | B-Roll: Each stage of the process | Audio: Builds to warm resolution
✅ Resolution + CTA (30–37s)
"Start with an idea. We'll handle the rest. DM us or book a consultation through the link in bio."
On-Screen: "DM us your idea — link in bio" | Audio: Elegant, confident close
TOFU
This Week's Play
"The Running Shoe Mistake That's Slowing You Down"
High-value education that positions Up & Running as the expert. Running shoe selection is widely misunderstood — this creates a clear authority moment.
🎣 Hook (0–3s)
"The most common running injury isn't from overtraining. It's from wearing the wrong shoe. And most runners have no idea they're doing it."
On-Screen: "The most common running injury isn't overtraining" | B-Roll: Runner mid-stride, shoe close-up | Audio: Direct, authoritative
📍 Context (3–10s)
"Most people pick running shoes based on brand, color, or price. Maybe they read a review online. But none of that accounts for the one thing that actually matters — how your foot moves."
On-Screen: "Brand. Color. Price. None of it matters." | B-Roll: Shoe wall display, online shopping | Audio: Continues authoritative
⚡ Conflict (10–20s)
"Overpronation, supination, heel strike, forefoot strike — your gait pattern determines which shoe supports you and which one destroys your knees. Get it wrong and you're not just uncomfortable. You're injured."
On-Screen: Gait analysis visual, injury zones highlighted | B-Roll: Slow-motion running gait footage | Audio: Tension builds
🔄 Turning Point (20–30s)
"A proper gait analysis takes 10 minutes and changes everything. We watch you run, identify your pattern, and match you to a shoe that works with your body — not against it."
On-Screen: In-store gait analysis footage | B-Roll: Expert fitting process | Audio: Confident, solution-focused
✅ Resolution + CTA (30–37s)
"Stop guessing. Come in for a free gait analysis and leave with the right shoe. Link in bio to book."
On-Screen: "Free gait analysis — book now" | Audio: Energetic, direct close
TOFU
This Week's Play
"What Holos House Actually Is (Because It's Not What You Think)"
Directly addresses the positioning confusion that comes with a new or niche brand. Clarity is the fastest path to conversion for an unfamiliar concept.
🎣 Hook (0–3s)
"People keep asking us what Holos House actually is. Fair question. Let me explain it in a way that actually makes sense."
On-Screen: "What is Holos House? Let's clear it up." | B-Roll: Brand environment, aesthetic space | Audio: Conversational, direct
📍 Context (3–12s)
"Most wellness brands fall into one of two categories: they're either a product company or a service company. Holos is neither. It's a philosophy — and the products and services exist to support it."
On-Screen: "Not a product. Not a service. A philosophy." | B-Roll: Brand elements, lifestyle imagery | Audio: Thoughtful, measured
⚡ Conflict (12–22s)
"The problem with wellness right now is that it's been reduced to supplements and routines. But real wellness isn't a checklist. It's the way you live — the choices you make when nobody's watching, the environment you build around yourself."
On-Screen: "Wellness isn't a checklist" | B-Roll: Contrast between transactional wellness vs. integrated lifestyle | Audio: Builds conviction
🔄 Turning Point (22–32s)
"Holos exists for people who want to build a life that supports them — not just a routine that looks good on paper. Everything we offer — the products, the space, the community — is designed around that idea."
On-Screen: "Built for the life you actually want to live" | B-Roll: Community, space, product in context | Audio: Warm, inviting
✅ Resolution + CTA (32–38s)
"If that resonates with you, you're exactly who Holos is for. Explore what we're building — link in bio."
On-Screen: "Explore Holos House — link in bio" | Audio: Calm, confident close
TOFU
This Week's Play
"Why Most Social Media Agencies Are Selling You the Wrong Thing"
Direct positioning play. Differentiates Scroll Media from the commodity agency market by attacking the core misconception about what social media is actually for.
🎣 Hook (0–3s)
"Most social media agencies are selling you followers, posts, and engagement. None of that is what you actually need."
On-Screen: "Followers. Posts. Engagement. Wrong." | B-Roll: Generic social media metrics dashboard | Audio: Direct, confident
📍 Context (3–10s)
"The social media industry has trained founders to care about the wrong metrics. Follower count doesn't pay your rent. Post frequency doesn't close deals. Engagement rate doesn't build a business."
On-Screen: "Wrong metrics. Wrong results." | B-Roll: Vanity metrics vs. revenue metrics | Audio: Continues direct
⚡ Conflict (10–20s)
"The problem is that vanity metrics are easy to sell. They look good in a report. They feel like progress. But if your social media isn't generating qualified leads, building real authority, or driving revenue — it's just content for content's sake."
On-Screen: "Content for content's sake isn't a strategy" | B-Roll: Busy content calendar with no results | Audio: Tension builds
🔄 Turning Point (20–30s)
"Scroll Media is built around a different question: what does this content need to do for your business? Every piece of content we create is mapped to a real outcome — awareness, trust, or conversion. Not just output."
On-Screen: "Strategy first. Content second." | B-Roll: Strategy session, content mapped to funnel | Audio: Confident, solution-focused
✅ Resolution + CTA (30–37s)
"If you're tired of paying for content that doesn't convert, let's talk. Book a discovery call — link in bio."
On-Screen: "Book a discovery call — link in bio" | Audio: Direct, confident close
05
Creative Lab
Formats to Test
Two tracks: what's winning on the platforms right now, and what we're inventing ourselves. The best agencies do both.
📈 Trending Now
Formats currently pulling outsized views and engagement on Instagram and TikTok. These aren't your typical content types — they're abnormal, high-leverage structures worth testing across accounts.
Trending Format #1
The Bracket Format
16 niche-related items compete tournament-style. The expert picks winners each round with a quick explanation. Currently pulling 500K–2.5M+ views across multiple niches. High save rate because people want to see the final result — and share it when they disagree.
500K–2.5M+ views
High save rate
Strong share trigger
Format Structure
1.Set up 16 niche items in a tournament bracket (on-screen graphic)
2.Expert picks winners in each matchup with a 3–5 second explanation
3.Build toward the final — reveal the winner with a strong POV take
4.End with a question: "Agree or disagree? Comment your pick."
Client Applications
Skin by Brownlee:
"The Ultimate Skincare Ingredient Bracket — 16 ingredients, one winner. Retinol vs. Niacinamide. Vitamin C vs. Hyaluronic Acid. Which one actually moves the needle?"
DEFINE Oakley:
"The Fitness Class Bracket — 16 formats, one champion. Pilates vs. HIIT. Barre vs. Cycling. Which class delivers the best results?"
Up & Running:
"The Running Shoe Brand Bracket — 16 brands, one winner. Expert picks based on gait support, durability, and value."
Trending Format #2
The Tier List (S / A / B / F)
Expert ranks things in their niche from worst to best in real time on screen — S Tier (elite), A Tier (solid), B Tier (average), F Tier (avoid). High save rate because it becomes a reference document. People bookmark it, share it, and come back to it. Works especially well for product-heavy or expertise-driven niches.
High save rate
Reference content
Strong authority signal
Format Structure
1.Set up a visible tier list graphic on screen (S/A/B/F or custom tiers)
2.Work through each item quickly — 5–10 seconds per item, confident placement
3.Give a brief, opinionated reason for any controversial placements
4.End with the completed tier list visible — invite disagreement in comments
Client Applications
Skin by Brownlee:
"Ranking Every Skincare Step — S Tier to F Tier. SPF? S Tier. Toner? Depends. Facial mist? We need to talk."
MEAS Active:
"Ranking Activewear Fabrics — S Tier to F Tier. What's worth paying for and what's marketing nonsense."
Lane & Kate:
"Ranking Engagement Ring Styles — S Tier to F Tier. An honest take from a jeweler who's seen every trend come and go."
Trending Format #3
The 3 Levels Format
The same concept explained at three different expertise levels — Beginner, Intermediate, and Advanced (or Novice / Practitioner / Expert). Drives saves because every viewer finds their level. Drives shares because people tag friends at different stages. Works across virtually every service-based niche.
Universal appeal
High share trigger
Works in any niche
Format Structure
1.State the topic and the three levels upfront (on-screen text)
2.Level 1 (Beginner): Simple, accessible explanation — 8–10 seconds
3.Level 2 (Intermediate): More nuance, assumes basic knowledge — 8–10 seconds
4.Level 3 (Advanced/Expert): Full depth, technical, opinionated — 8–10 seconds
5.CTA: "Which level are you? Comment below."
Client Applications
Up & Running:
"3 Levels of Running Recovery — Beginner (foam roll and sleep), Intermediate (active recovery + nutrition timing), Elite (HRV tracking + periodization)."
Skin by Brownlee:
"3 Levels of a Skincare Routine — Beginner (3 steps), Intermediate (5 steps with actives), Advanced (layering, cycling, and skin cycling)."
Scroll Media:
"3 Levels of a Content Strategy — Beginner (post consistently), Intermediate (funnel mapping + content pillars), Advanced (positioning, TAM ladder, and conversion architecture)."
💡 Invent the Format
Original formats we're creating from scratch. The best content doesn't copy what's working — it creates what hasn't been done yet. These are ideas that don't exist anywhere else. That's the point.
Original Format #1
If [Your Niche] Was a Dog Breed
Take a completely unrelated, universally understood reference system and map your niche expertise onto it. The unexpected comparison creates instant curiosity, the expert knowledge creates credibility, and the humor creates shareability. This is the Briar Cochran model — take an everyday observation and spin it into your client's niche.
⚡ The Creative Spark
You're on a walk. You see a unique dog breed. You think: "What if skincare ingredients were dog breeds?" That's the format. The idea comes from life — not from scrolling for inspiration.
Format Structure
1.Hook: "If skincare ingredients were dog breeds, here's what they'd be."
2.Work through 5–7 items with quick, specific comparisons (10 sec each)
3.Make the comparisons genuinely insightful — not just funny. The humor earns the save, the insight earns the follow.
4.End with a CTA: "Which one are you using? Comment below."
Invented Application — Skin by Brownlee
Retinol:
German Shepherd — disciplined, gets results, but needs proper training or it'll tear up your face.
Vitamin C:
Golden Retriever — everyone loves it, works for almost anyone, brightens the whole room.
Fragrance:
Chihuahua — aggressive, causes problems, but people keep using it anyway.
SPF:
Labrador — the most important one in the house. Non-negotiable. Everyone should have one.
Original Format #2
The Diagnosis Skit
Creator dresses as or plays the role of a specialist — doctor, detective, mechanic, judge — and "diagnoses" a common problem in their niche with full character commitment. Briar Cochran's content dissection format is the canonical example. The character creates a memorable frame; the expertise creates the value. Nobody forgets the doctor who dissected their content strategy.
⚡ The Creative Spark
What if your client didn't just explain a problem — they performed it? The character creates distance from the pitch, which makes the expertise land harder. It's theater with a point.
Format Structure
1.Establish the character in the first 2 seconds — costume, prop, or title card
2."Patient" or "case" is introduced — the common problem your audience has
3.Expert "diagnosis" — break down the problem with specific, authoritative language
4."Prescription" — the solution, delivered in character
5.Break character for the CTA — keeps it grounded and real
Invented Application — Lane & Kate
The Setup:
Lane & Kate founder plays a "jewelry detective" with a magnifying glass, examining a mass-produced ring vs. a custom piece.
The Diagnosis:
"Exhibit A — stamped prongs, machine-cut stone, uniform finish. This ring was made in 4 minutes. Exhibit B — hand-set stone, unique grain in the metal, intentional imperfection. This one took 6 weeks."
The Verdict:
"One of these will last a lifetime. The other one won't survive a dishwasher." (Break character) "We make the one that lasts. Link in bio."
Original Format #3
The Unsolicited Review
Creator reviews a competitor's product or service category publicly — with full expert commentary — without naming names. Positions the brand as the highest authority in the room. The "no names" rule keeps it professional and makes the audience fill in the blanks themselves, which drives comments. The expert knowledge does the positioning work without a single comparative claim.
⚡ The Creative Spark
What if your client reviewed the category instead of just their own product? You don't need to name competitors to make the point. The expertise speaks for itself — and the audience connects the dots.
Format Structure
1.Hook: "I'm reviewing [product/service category] so you don't have to."
2.Review 2–3 unnamed examples with specific, technical commentary
3.Hold up your own product/service — no comparison needed, let it speak
4.CTA: "This is what we look for. This is what we build."
Invented Application — MEAS Active
The Setup:
MEAS founder reviews "a random activewear piece" (unnamed, unbranded) — fabric, stitching, fit, and versatility.
The Review:
"Fabric: 87% polyester, pills after 10 washes. Stitching: single-thread seams, will split under lateral movement. Fit: designed for a mannequin, not a body that actually moves."
The Close:
(Holds up MEAS piece) "This is what we build instead. You'll feel the difference in the first wear." No comparison. No brand names. Just expertise.