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Everything covered in 60 minutes. Basic information you need to know to make videos—some that will go viral, others that will generate leads.
Learn why Reels may not work and how content marketing can generate leads and nurture demand effectively.
Key Takeaways
- Not all videos need to go viral; some should focus on lead generation and nurturing demand.
- Content marketing is essential for forming latent demand and reducing customer acquisition costs.
- Organic reach and content are becoming more important as paid advertising costs rise globally.
- Understanding your audience’s pain points and creating meaningful content is key to success.
- Combining hot demand and latent demand strategies leads to more effective marketing outcomes.
What the video covers
- The video covers fundamental knowledge on creating videos that either go viral or generate leads within 60 minutes.
- Natana Arbaeva explains why content marketing and organic reach are crucial, especially for niches without hot demand.
- She discusses the evolution of social media marketing from 2018 to now and the growing importance of Reels and TikToks.
- Content marketing helps form latent demand by educating and nurturing potential customers before they have immediate needs.
- Examples include dental services and agricultural machinery, showing how content attracts both hot and latent demand audiences.
- The video contrasts organic content marketing with paid traffic, highlighting cost efficiency and longer sales cycles.
- Natana emphasizes the global trend toward content marketing due to rising paid ad costs and the effectiveness of organic reach.
- She also touches on the challenges of organic content, such as time investment and slower results compared to performance marketing.
- The importance of understanding target audiences, storytelling angles, and content retention techniques is highlighted.
- The video includes practical advice on creating engaging Reels, hooks, and content strategies tailored to different niches.
Chapters
- 00:00Introduction and Overview of Video Goals
- 04:14Examples of Content Marketing for Different Niches
- 07:39Demand Types: Hot vs Latent Demand Explained
- 11:02Global Trends in Content Marketing and Paid Traffic Costs
- 14:51Challenges and Benefits of Organic Content Marketing
- 18:27Audience Targeting and Content Strategy
- 25:23Creating Engaging Reels: Hooks and Retention
- 30:37Conclusion and Final Advice
Full Transcript — Download SRT & Markdown
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Spoiler: not all your videos need to go viral. We’ll sort that out. Also, I haven't made videos about Reels in a while, so let's go. My name is Natana Arbaeva, and this is marketing.
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What’s in this video? This video features a huge, interesting map of the world. As usual, we’ll cover everything from the camera, text, and angles to finding topics. How to gather content so your Reels are interesting.
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And I’ll tell you about, maybe even pitch, my services a little today. So, in 60 minutes, we’ll try to cover the maximum amount of fundamental info you need to start taking action right now.
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Like, so that after watching this, you’ll sit down and think: "Man, I finally get why my videos aren't working." "I know what to do with them," and then go film. But first, let’s figure out why reasonable adults should be dancing in front of a camera filming
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Reels and TikToks. I remember back in 2020, when I started doing content full-time. Well, I started in 2018, but by 2020, I was doing it very seriously.
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People looked down on us back then—we were called SMM specialists—like, "Oh, those Instagram accounts and posts, Reels" (well, they didn't exist then, just videos and stuff). It was seen as a thing for girls, beauty salons, and coffee shops. "Real, serious businesses
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don't mess with that crap." I’ll explain where we’ve ended up using two examples. For Russia and the Western world—or rather, the Russian-speaking world—since some tools aren't legally or physically available, organic traffic and content are basically the only tools left for
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businesses, especially those working with generated demand. People usually start arguing with me here, claiming a real business doesn't need posts or Reels, that they can just have a Yandex Maps listing or a decent website, and people will search for them and buy.
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That works for hot demand, for already established demand. I often use the example that, for instance, if we're selling dental services and someone has a toothache, that’s hot demand. He types something like "dentistry, [city name], toothache, where to go," and all
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that sort of thing. But for a person's tooth not to ache, they need preventive care, they need cleanings, hygiene, checkups, and other things. But they don't do this because their demand hasn't been formed. And in order to form that demand, so they visit the
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dentist every six months and don't let things get to the point of pulpitis, we must do it through content, which, by the way, could easily be on websites, forums, or in articles. But since a large number of people currently
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consume information from social networks and messengers, the simplest and most obvious places where we can find our mass consumer are exactly these. So, we've arrived at a point where, if we used to be able to ignore content and treat it as something not
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very important, today content and working with organic reach are becoming a very important tool, especially in the absence of others. And besides, it's a global trend. Content marketing is overtaking performance tools, I don't know, classic targeting, CPA networks, and so on. And in certain
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niches—I can't say with 100% certainty that it works everywhere, universally—but in certain niches, and in quite a large number of them, content marketing provides a lower lead and customer cost than standard performance tools. And here I'll also give a simple
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example. Let's say, for example, you are selling agricultural machinery. I've cited this example a few times, but I really like it. You sell agricultural machinery, and you sell it through a website, which is logical. I don't know, maybe you have some
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combines, some machines for tilling the land, stuff like that. People might buy this. It could be individual gardeners or hobbyists, as well as B2B guys who buy it to cultivate fields. With the B2B crowd, of course, we work through
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tenders, media, specialized publications, and industry conferences we can attend. And all this B2B stuff with networking and the six degrees of separation theory, through which we make connections. Or simple cold outreach, where we collect the contacts of, say, heads of agricultural
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factories or companies, and send all this stuff out to them. If we are talking about the mass consumer, look, we build a website, create a standard funnel like optimizing articles on the site that appear via keywords in a
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search engine, and, for example, we add, I don't know, some kind of banner advertising. All of this is displayed, leading to the site via contextual ads that say, "Hey, buy some equipment, dig up your potatoes, and all that stuff."
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And it results in a specific cost per customer. But what if, while doing all this, we lead them to the same site through interesting articles like "How to double your potato harvest this year"? We aren't just directing them to
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look at types and options for agricultural machinery, but at how to grow potatoes in the first place. In other words, we create a blog on the site for farmers, through which people arrive. And there is concrete data that
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this method of advertising provides a customer, let's say, cheaper than when we work strictly with hot demand.
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Meaning, there are people who are already here and now looking for agricultural machinery. That is why it is very important for us to advertise to people at different levels of demand: those with high demand, who are searching here and now, and those with
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latent demand. If we run ads based on hot demand, we can, of course, get customers faster. But hot demand is always 10% of the majority. Unless we are talking about services like selling Christmas trees in January, where, in principle, hot demand is present for
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everyone, but it is seasonal, strictly seasonal. Here, you've skimmed and collected that 10% of hot demand; what are we going to do with the remaining 90%? That is exactly why the price per customer ends up being cheaper, because if we properly nurture those 90% that we
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lead in through good content marketing and meaningful substance, we find that more customers close from the same advertising. That’s how the story goes. Now, if we talk about the West, the situation there—why they also started content factories, which came
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to us from there. I mean, it's not like Vice invented the content factory on its own—they certainly came up with it themselves—but originally, content factories didn't start with us, they started appearing elsewhere, mass-producing content in huge quantities. Why did this phenomenon
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even arise? Why did they also start placing an emphasis on creators and UGC, which also came to us from the West?
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Even though the West has all the tools like Meta, Google Ads, and so on.
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It’s because paid traffic there is becoming so expensive that the unit economics for small businesses just don't add up. And all that remains for small businesses in terms of advertising tools is organic content, because it’s cheaper. And they also
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place a major emphasis on working with content there. Everything I see today is that, you know, every year this whole topic around SMM, working with content, and working with organic reach is becoming more and more important, more and more interesting, despite its
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downsides. There are many downsides to working with organic content; it takes a long time. As I said, performance marketing is much simpler and much faster. It takes time, it requires more effort, and the sales cycles are long, but for some reason, the end result
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still seems more profitable and effective. Again, if we are talking in general and for certain niches—I don’t want to say it’s always the ultimate solution for everyone—but for a large number of niches, organic content remains a really cool tool.
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Therefore, if your potential clients are on social media, if your niche doesn’t have hot demand—you aren't selling Christmas trees in December—you also need to exp
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should solve their problems using your method. Well, I don't know, for instance, the weight loss niche.
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Problems can be solved with Ozempic, they can be solved with a trainer, or they can be solved with a nutritionist.
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That’s it, you need to create content ; if you don't want to do blogs, then, damn it, write articles on some forums.
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You need to create content and explain to people why they should solve their problem not with Ozempic, but specifically through gym workouts.
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Therefore, the vast majority of niches are niches with generated demand. And so that people find out about you, we definitely work with Reels. Here I want to show you our map of the world: this is how many—well, obviously, the
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number of followers is a given. But very often, if we talk about Threads threads where people recommend marketers they follow, there was a whole thread where almost every comment —like, "which marketers do you like?" —mentioned Natabaeva. Cool. So, Reels
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taking off, and all that. And, as I said, this is a business tool to save on paid traffic because advertising is getting more expensive, and you still need to bring in subscribers and clients from somewhere. Oh, and by the
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way, I’m showing you here in Miro, you can see the specific statistics. The average click cost in Yandex.Direct went up by 22%over the year, from September '24 to September '25, and the cost in VK rose by 33%, meaning
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advertising has become more expensive over the year. Previously, 1,000 impressions cost 85 rubles. Now, it's 113 on average. Plus, from September 1st, 2025, ads on Instagram are banned.
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Well, in general, everything is as usual. So it turns out that if we look at the number of followers, for example , 1,000 targeted followers, 1,000 targeted followers cost on average 200-350 rubles. per follower, that really is also an average, an average
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price. It's not like it's some expensive niche. If you say, "Well, that's what it costs in business niches ." Outside of business niches, a follower can even cost 5,000 rubles.
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1,000 people, 1,000 targeted followers for just 200-350 rubles. That's 200 to 350,000 rubles. of budget. Or you don't have to spend it, you can create content yourself. If you already want 500,000 followers. For example, as in my case. I already have over half a
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million on Insta. Insta is a big hub for me where I gather people. YouTube is also catching up, by the way. Well, obviously not in the same numbers, but my YouTube is growing too. There. Half a million on Insta at 200-350 rubles.
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per follower, that comes out to 102 to 170 million rubles. I would have spent that if I had bought this audience. But 90%of my audience came organically. I have, yes, indeed, 10%. Maybe even less for me. No, let's say 10%is 50,000
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people. I got them from ads with bloggers, I tested it, but in fact, the vast majority came from Reels. So I would have spent a very large amount of money on all this to attract an audience. And all in all, what would
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they buy from you? Why do you need to film Reels? Why do you need to engage in content so that they buy from you?
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Because I'll give you an example of the deal cycle in our school. In the current month, we have payments in the very first month of registration. That is, in simple words, about 32%of people buy our products and services in the
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very first month after subscribing. 32% , that is a third. A third of the people who subscribe and come in, they do so in the very first month of registration, that is, when a person enters the funnel. But it’s just that
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very often when people subscribe, we immediately lead them into some funnel. That's why I collapsed it this way here . 58%of people make a payment and buy products in the third month or later, which is also, by the way, a quite
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pleasant deal cycle. About 40%are new clients who pay in the first and second months. Yes, 40%of our clients pay in the first or second month, and 60%in the third or later. This is, by the way , in response to what my colleagues
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often say: that the RS audience is insolvent, doesn't buy, and takes a very long time to warm up. That's nonsense. Our results from bloggers in terms of purchases were worse than from RS. Meaning, people who come from RS—
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I'm speaking for myself personally— the people who come from reels, from organic reach...that's why I'm so active; I'm on YouTube, Insta, TikTok, I'm literally everywhere, like a jack-of-all-trades. Simply because organic reach works really well for us.
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Better than paid traffic, if we're talking about conversion into a client, conversion into a sale. Here you go, please. And this is from a VK community , I think. Yes, yes. Yes, this is from VKontakte. VKontakte works for us. I
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apologize, but I've been really surprised by this several times already . When we started working on VK about six months or a year ago, it didn't really grow much at first. Then our clips started to take off, to go viral.
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And now there are already over 40,000 people in the community, I believe. And VK brings in from 3 to 5 million in revenue per month from sales. I was actually shocked, to be honest. I'm just saying that VK is more alive than
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ever, as it turned out. I admit, I didn't believe in this platform myself. What do people write? "I'd never seen your content, a video popped up, I liked it, then I subscribed.""I'll watch the free webinar today, and who
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knows where that will lead.""A reel popped up yesterday, I subscribed immediately and came to the webinar." That's what I'm saying—the people who subscribe enter our funnel quite quickly. "Subscribed recently, but I've grown to love you so much." In short,
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it all works really coolly. That's why the most important question is often... and that's why I told you that not every video has to go viral. Chasing high view counts is an idea that doesn't bring in money. Especially if
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our goal is to earn from the blog, and not just drive a huge crowd of people or, I don't know, make money from ads.
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If you are selling your services or products, you often don't need million-view videos or super-high reach . Therefore, our task is to figure out how to make videos go viral and bring in specifically targeted clients. And here I want you to pay attention to
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this pyramid that you should see on the side of me right now, and by the way, it's in the world. What is important to understand? The success of a video is not in the editing or the script. I
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might surprise some people with this. People often attribute my, well, success, so to speak, in short-form content, in short videos that blow up, to me being charismatic or having fun, interesting editing. And a large number of people have tried to copy both the
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editing and the delivery style, but for some reason, they don't succeed, because people see the tip of the iceberg, they see a finished video, and they draw their own conclusions. It's, you know, a cargo cult. They draw their
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conclusions based on what they see. But in fact, they don't notice the work that was done on the video beforehand for it to truly take off. That’s why I say it’s often not even about the script, because the script is put
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together based on data analytics about, for example, what content my target audience consumes, what content they subscribe to, because yes, there can be a script that gets a million views. So what, if it doesn't bring in any subscribers? Do I have videos like that
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? Yes, there are videos that have gained a million views, but no one subscribed from them. And there are videos that have gained 50,000 views, and from them came, I don’t know, several thousand target audience members. I actually have things like
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that. Therefore, it’s really super important not to look at how many views your video got, how cool the editing is , or how charismatic the speaker is, but to be able to look deeper. What is important for us? So, in essence, what
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does a person see? Some kind of hook, a shot, text on the screen, editing, a trend. And that is usually what they copy. But we have a topic, we have an angle—how are we going to tell this story? Because there's also a big
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difference; there's the video topic, like, I don't know, how to lose weight. What is an angle? An angle is how we are going to tell the story about this topic. You can tell how to lose weight based on a personal example, on a
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personal story. You can tell how to lose weight by giving top-five tips on how to eat or not eat at night. You can create some trashy news hook about how some actress lost a ton of weight, and how she did it in the style of tabloid
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headlines. Angelina Jolie lost 50 kg, and all thanks to a simple Soviet... These are all angles. The angle allows you to create that hype-worthy packaging to grab attention. Often, the angle is what makes a video go viral.
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Not the topic itself, because the topic can be exactly the same. How many identical topics are there in social media content? There are just billions of them. It's impossible to come up with something new and pick a topic
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that no one has ever raised on social media before. But some people talk about weight loss and get 3 or 2 views.
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Someone else talks about weight loss, and their videos get a huge number of views and a massive audience. The angle has a huge impact on that. Next, substance—that is what I’m going to talk about. This is what makes a video
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expert-level and profound. If you've ever worked with SMM specialists or scriptwriters, you’ve noticed that it happens: you hire someone, ask them to write posts, I don’t know, make stories, film—or rather not film, but put together scripts for short or long
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videos—and you run into a problem where, well, everything seems fine, there’s dramaturgy, a catchy hook, and so on, but the video is empty.
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Meaning, you read it or read the post and think: "So what?" You’re left lacking interest, curiosity, and even a sense of expertise. You read the script and realize people will conclude from it that you're superficial, that you aren't much of an expert, because
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you're putting out "Captain Obvious" type info. And you look at the video and don't understand: is the SMM person a fool, or did I give them the wrong task? I’ve had the exact same story.
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Since I have a marketing agency, we are constantly writing scripts for various experts, essentially putting content together. For us, this was a real issue , because experts come to us, and experts often want more than just a large audience or a lot of money; they
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want to look smart and like the best in their blog. And when you just write a script for them along the lines of "to lose weight, you need to stop eating," they're like: "Well, damn, that's just obvious info. I want us to provide
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something smart, something interesting, something deep." The viewers actually want that too. Substance influences this. Meaning, how we gather that substance, how much we deepen the video , show some unusual cause-and-effect relationships, some interesting observations, some interesting mechanics of processes, and so on and
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so forth. Research, numbers—that's all factual content. This is what makes a video authoritative; what makes a video profound. And that has a very strong impact. And, of course, fact-checking. Because when we work with facts, we inevitably run into
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cases where we might, I don't know, cite some "British scientists"—total hacks—only to find out the research is a complete fake. That's why I am convinced of the following, comrades.
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The meaningful part is the most important part of creating videos. That is why we are going to dive deep into it. We are going to work from the bottom up, from the meaning to the visuals. Okay, step one. What is the
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video about? This is something we decide before the camera, before the script, before the text. And to answer the question of what our video is about , we answer question number one. Who are we filming for? Who is our viewer?
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Who is our target audience? Because every viewer has their own—well, to put it in marketer terms—their own pain points, their own interests, topics that trigger them, topics that concern them, and their own language that they use to describe their pain,
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their problems, and how they are used to consuming information. One video speaks to one segment and leads to one goal. That's also an important point.
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When we shoot content, when we shoot Reels, we don't have the task of making one Reel convey something to the entire audience. We have broad videos where I might just bring up some hot social topics for the masses, but basically,
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we segment things: what we need to say to colleagues and marketers, and what content we will shoot for entrepreneurs . And since my audience is entrepreneurs, craftspeople, and experts—and, honestly, they make up 70%—the vast majority of my content
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is for people who aren't marketers. My colleagues often criticize me for this, saying I provide basic info, or some story that everyone already understands , or that I talk about marketing in a populist way. But in reality, I look at
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the data and the numbers. The people who watch me start to understand marketing better, right? People who watch these Reels end up buying from me , right? And they get case results in attracting clients to their businesses, right? So, all in all, what difference
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does it make how it looks from the outside? Many of my expert colleagues also struggle with the fact that, in order to speak a language their target audience understands, they have to simplify things significantly and provide what they consider to be
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super-obvious, basic information. But you always need to remember one important thing. If we are talking about a blog as a business tool that brings you money—where you aren't just earning social validation, but actual cash—then we are making the
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blog for the audience, not for you. It’s not for you to look cool, attractive, and show everyone how smart you are, but for the viewer to come, watch, and become smart, cool, and attractive through your content. I really like the metaphor that blogging,
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if we're talking about it as a business tool, turns an expert's content and account into a mirror. A mirror where the viewer comes, reflects, and looks at themselves, but sees some version of themselves that is cool. And that is
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why it’s great for the viewer to return and look into this mirror, because in this mirror, they are cool.
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And this is why I create content in this way—as I've already explained in several videos, but I think it’s important to state it again. When people say that I explain marketing using simple terms, jokes, super-simple tools, and super-simple techniques,
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even though I could talk about something complex, something "smart." In the second case, I would feel smart by sharing that kind of content. But in the first case, say an artisan entrepreneur comes to me, someone with a small or micro-business. And they
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don't know the first thing about marketing. They watch my simple, understandable videos featuring goofy metaphors and jokes. And they feel smart because they actually understood something. Otherwise, they would have come, watched my smart, complex video, and thought: "Damn, I don't understand
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anything at all; forget this marketing nonsense." But this way, they watched, understood, got a hit of serotonin, realized they are smart, and they keep coming back to me because they look into my account and see a mirror where
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they are reflected as a smart entrepreneur who understands marketing. See, this is important. Let’s look at an example right away. Here is an entrepreneur who has been burned repeatedly by hiring SMM managers or marketers, has become disillusioned with marketing, doesn't want to deal
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with promotion, and just wants the product to sell itself. Okay, I create content for them where I use relatable situations, some goofy examples that are easy for other entrepreneurs to grasp. And through these, I teach them about marketing. I don’t mean to say,
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although sometimes I do mention that they or someone else is being slow, but in general, this is content that is super understandable to a specific segment, for example, entrepreneurs.
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And there is also content that is understandable, super understandable to the segment of marketers. That is the first question: who are we filming for?
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The second question: for what purpose? And every piece of content has some kind of goal. Creating content for the sake of content is a waste of time. It is completely meaningless. I don’t like doing that. And there is already
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never enough time as it is. Every piece of my content sells, but it sells different things. One, like, one piece of content sells the idea of following me, another sells the idea of doing marketing, a third sells the idea of
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coming to study in my courses specifically, and not my colleague’s. Right. So it’s not that I sell exclusively my product in every piece of content, like "buy, buy, buy"—no, no—but in every piece of content, I sell the next stage of movement down
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the sales funnel. To put it in simple terms, what goals can we distinguish? There is the reach goal. Meaning, to be seen by a large number of people. The goal for subscriptions, the goal for warming up. Well, again, moving a
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person along, building trust, closing certain fears, objections, and getting a lead. These are very generalized goals. It is important to understand that we can set more detailed KPIs. And , of course, all this is derived from a marketing strategy, which is more
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appropriate. But I think, within the framework of this video, for you to simply define your understanding of what a goal is, this information will be enough. Next: when we have figured out what the video is about, understood who we are filming for, and understood
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the purpose—that is, we know which segment we are addressing and what we want to do with them—only here do we start choosing a topic that will be relevant to this audience segment and lead to our desired goal. The topic
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should be a subject you can touch. What does that mean? We don't film abstract, meaningless stories like talking about prices. We need to film specifics about a concrete thing or a concrete process.
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It is great if there is a contradiction hidden inside it. This is classical dramaturgy, where we add a conflict.
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You can, by the way, just search for what other tools of dramaturgy we have.
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I just really love conflict. That’s why I have so many videos. These are often hot-button social topics, something that allows for a scandal or splits the audience into two different polar camps. I just love this tool of dramaturgy. This isn't to say it's the
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best approach, or that everyone should use only this. It’s a matter of taste . Again, you can play around with this, see what other narrative tools are available, and what you can add to your content—for example, if you prefer
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not to tread on hot-button social issues. Yeah. But in my case, I’ve put together a formula: the subject is what we are talking about. Essentially, the topic itself plus some kind of conflict equals a good topic. My most
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successful Reels were the ones where I found some contradiction or conflict within a super-popular topic. Ah, for example: renting things, renting a coffin. What do you think about that story? We needed to talk about rental marketing, how subscription marketing
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works now, and the whole world of subscription business models. I could have just gone in and talked about how Netflix works now and what's possible.
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I don’t know, people stopped buying —well, not stopped, but people started buying fewer cars because car sharing appeared. Why buy a car if you can just rent one? But that’s not my angle. My angle is to start with
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renting a coffin. What if we were to rent a coffin? And not a coffin for some cultural event or a psychological training seminar, but a coffin for a funeral service. They have the farewell service in a nice coffin, and then,
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excuse me for saying this, they take the body out for cremation, and the coffin goes back to the funeral home for the next—let’s call it— farewell procedure. Coffin rental. To me, that is a contradiction, a conflict ; it’s a hook that sparks curiosity
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and evokes mixed emotions. I love that kind of content myself, so that’s generally the kind of content I create.
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Various business models. By the way, I have a video: "Business model: millions from worms," how to make millions on worm farms. It got 1.5 million views, and I gained 10,000 subscribers from that video. I was honestly shocked; I
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didn't expect it. The video performed really well. And, well, there you go: different business models, from worm businesses to poop donors—you know, you can donate blood, or you can get paid to poop. I actually have a video like that. And what’s the main
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emotion here? Disgust: worms and poop donors. I have my own original take. No , seriously, no joke. In marketing—no , not in marketing, in journalism— there are the "S" rules: sex, slaughter (death), shock, celebrities, scandals, and a few other "S" s. I’ve refined
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this into 10 S's, one O, and one L. I now have my own unique set of " Anarbaeva" triggers that work really well. The 10 S's are words starting with S; I added them, like connection, cause-and-effect, non-obvious links,
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some kind of event—I think I have it written down, but I can't recall exactly. So, the one O is for " odiousness" or disgust. I’ve noticed that videos featuring something that might cause disgust—like a business model breakdown of making millions from
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worms, or being a plasma donor—really grab attention and attract an audience. Well, provided there’s no overkill; it’s important to manage these semi-hype stories properly. I personally like that kind of thing.
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That is, I’m not calling on everyone to do it. Again, as I said, you can look for other dramatic techniques that suit you, but the main thing is to understand that a good topic can be assembled using a formula. It’s an
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object plus some kind of emotion. That’s how we get viral content, because, in principle, all viral content is based on triggering hormones , which means emotions. When we get angry at something, or feel great joy, or find something hilarious—it’s
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all about emotions. And viral content most often evokes emotions. That’s why, in my case, it’s conflict. Where do I find hot-button social topics?
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Honestly, from everywhere. Naturally, I have specific search tools that I use both in my agency and in the info-business. I took them from journalism. As I’ve mentioned in a few videos, I built an editorial team this year. Before that, we had a fairly
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standard content department for a long time. I put together a full-fledged editorial office that blends marketing and journalism. And I even have professional journalists working on the editorial team now. Right now, I have a content strategist, a female journalist
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, and a male marketer writing my scripts, for instance. Honestly, journalists just have way more interesting tools for finding truly viral topics. Do you know who you should especially learn from? Tabloid journalists. Those people who write for yellow press, who attract attention
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with all sorts of crap, celebrity scandals, and who’s sleeping with whom, who had a fight, and who got divorced. Yellow press reporters are actually the most powerful journalists of all. These are the kind of hacks that even their own peers sometimes
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dislike. But these people are just incredibly good at managing human attention. The reason they’re tabloid trash is because, you know, they aren't squeamish about any methods. And the funny thing is that most people actually react to sensationalism. If
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you put three news stories in front of someone, and one of them is pure tabloid trash. 90%will click on the sensational one. That’s why, in a way , the most powerful journalists come from this path. And if you learn from
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them, watch how these media outlets work, what topics they choose, where they get those topics, how they present them to people, and which angles they use to reveal them, you can learn a great deal. This doesn't mean you have
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to write the same garbage. No, not under any circumstances. But you should take their best techniques—how they manage and capture attention, how they make articles get millions of views on forums and sites that, damn, nobody has visited since the 2000 s—they do it
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here and now, you know? And we marketers really have so much to learn from them. That’s why I’m saying, over the last year, I’ve started diving deeper into journalism. I really like it, just like I like marketing. I
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once wanted to study journalism, but I was talked out of it, and I majored in nuclear physics instead. That’s just how it happened. Now I think, man, I have a second degree in marketing, it wouldn’t be bad to study journalism
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somewhere too. And you can find hot social topics, for example, on social networks like Threads. I really love forums like woman.ru, YouMama, and other forums where I hang out. Well, you know, there are various media resources like B2B Habr, Tinkoff
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Journal, vc.ru, where you can also find hot social topics for entrepreneurs and colleagues. But if we are talking about a broad audience, it's just general forums where people talk about everything, social networks where we can see what makes people angry, what
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comments they write, and what questions they ask. That’s why I really love forums like woman.ru. They have a " Popular" tab there. You go in there, check what’s popular for the month, and see which topics and threads were
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discussed the most, where there’s the most activity. And usually, there are trashy topics like: "Why are all women gold-diggers? My husband left for his mistress, what should I do?" Yeah, that kind of insanity. It’s just material for the talk show "Male/Female." I
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swear, I think the editors of "Male/ Female" get their topics from there. But this is the very essence of human sentiment. This is what interests people here and now. This is what the majority consumes. This is what the
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majority discusses. You can think whatever you want. Why people dislike journalists, saying, "You journalists write such rubbish," yet people read it . It’s stupid to blame journalists for what the public actually consumes.
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Therefore, you can also draw ideas from there for topics that you will combine and cross with your product-related themes. That is also a technique that I really love. I love taking some hyped-up topic, like, mm, my husband left me, I don't know, and connecting
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it with marketing, playing with associations, drawing parallels, well, through some kind of metaphor. My husband left me is like something in marketing. My husband left me is as if a regular client has left you. And through the story that my husband left
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me, take and explain, I don't know, how some crisis management works, some retention marketing, or working with a database using RFM analysis. And in this way, I very often create content.
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And it works well. For short videos, it works absolutely perfectly. When we have selected a topic, and a topic is where we have found the object of what we are talking about. Let's use an example right now; it will be easier
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that way. So, who are we filming for? Let's take some real-world sector. Guys on YouTube complained to me in the comments, someone wrote to me: "Natasha , why don't you reply to comments?" I do read them. I don't reply because I
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have, damn it, thousands of comments, for heaven's sake. On Insta, on TikTok, on YouTube, and everywhere. I don't reply to all of them. My assistant doesn't reply to all of them either, comments in my name, but I read a lot
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of them and collect them. And so I was reproached for using too many examples from services and the info-business.
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Let's take a real sector. Real sector. Production of what? Let's take cat litter. We have kitties sitting in the picture here. Cat litter. Who are we filming for? Ah, let's take a segment.
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Well, a standard one, since I don't really know that much about this topic, to be honest. Let's take a single, perhaps, segment: a young couple, millennials who haven't had children, who have three cats and are living their best life. Because one of them
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works from home, and the other is currently working shifts at the moment, since we left Moscow, and we are now on the road again, living like we're on a journey. So, anyway, we live in the Middle East, in the UAE. And right now
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we have three cats, who are loved, petted, and spoiled rotten. A thirty-year-old couple with no kids but with cats is a good segment, a good example. To me, this is a very clear audience. And for what purpose? We need
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, for example, to get these folks to subscribe. We need to make sure these kinds of people follow me. And again, we take this couple, who are anxious, and for whom animals are very important . We need them to subscribe. What do we
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need to do to get them to subscribe? Maybe lean into their anxiety, take their situational triggers, like when their cats get sick and they go crazy, spending all the money in the world to cure them because, again, they have no
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children and they sublimate onto their cats. And once again, I don't want to offend anyone, I'm talking purely about myself. Accordingly, what is the object ? The object is, well, let's take cat food, for example. The conflict is,
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well, animals that got poisoned even from holistic food, I mean, from some super high-end feed. Well, overall, it's a good topic because we can attract the anxious person to a topic they thought they had already researched, that is, what kind of
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nutrition a pet should have. But it turns out it's not a given, even with holistics. And you can get them to subscribe for a lead magnet on how to really determine which food is right for your pet based on their medical
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history. Some kind of agent you can upload pet info into, and it picks the right food because it's been trained by the vet who runs the page on what the animal actually needs. I would subscribe to that kind of crap. That's
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actually pretty cool. You can definitely do that. Like, we give access to this agent in exchange for a subscription. I like it. So we've chosen the topic: cat nutrition. The angle. This topic can be explored from a dozen different sides. The topic is
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the building, the angle is the point from which you take the photo. Well, as I told you before, these are all crappy metaphors. Basically, the topic is us explaining how a cat should properly, oh god, eat. The angle is how we tell
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that story. We can just give a series of tips. We can do it through a sad client story, our own story, a crappy news hook, research, an anecdote, a meme, whatever you want. So, the angle is just how we tell that topic,
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accordingly. And here, for example, there is a topic: "Selling my car." I'll continue my thought about cat food as well. Uh, selling my car, conversely , I write down all the flaws in the ad and sell it in 3 days. Well, like an
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angle, either harmful advice or excessive sincerity. Change the role through the eyes of a reseller, and in 7 seconds he has already sized you up.
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Some kind of nonsense, right? You are definitely listening, and you probably don't like all this either. Change the criteria, don't buy a car. Anti-system, change the time. Anyway, I feel like, as you're watching this video, you're thinking this is nonsense, and I agree
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with you. Just like I explained to you with cats, now I'll explain it to you this way. Let's just follow my method.
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I'm opening it up right now. All these letters of mine, I often do exactly that. Ah, then comes formula S. We can search for an angle right here using this formula, so we don't have to overthink it. There is laughter. You
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can use a meme, a hilarious video about cats, show a funny cat video, how cute and cool they are, and say they are so cute, cool, and cheerful because they eat properly and nothing hurts them.
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This is laughter, death. A scary story about how some cat got poisoned. You have to be careful here too. We shouldn't manipulate such things too harshly. We need to handle it properly.
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And then, fear. Well, in general, that too. Why might something happen to an animal even from holistic food?
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Situational content, some situation, analyzing a client, a scandal, someone’s celebrity cat ate food from a famous brand. You can even search for scandals celebrities have had with their pets and the public. Gossip, sex, and so on. So, there is a huge number
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of topics we can take, and angles through which we can present this topic , so that it’s interesting to watch, rather than just a top-five tips list.
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And right here, there's a function diagram, and that's also a good way to find an angle. Right here you can take a look at the map of the world. That is also one of the tools for finding angles. There are, as I said, several
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tools I have. And there’s the nine-window grid, function diagram, a list of triggers that I compiled myself to find angles. Here, everyone chooses what works for them. There is no such thing as "correct" tools and "incorrect " ones. Meaning-makers, all
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scriptwriters and journalists work differently. I just shared my trigger tool with you. And there's also the " phantogram." You can also take a topic, scale it to the limit, shrink it to the minimum, reverse it, or animate it.
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Let's take pet food as an example. Scaling to the limit. What if we were to feed a cat in an absolutely perfect way? What would that look like? In an absurd way, like having to boil eggs to the perfect temperature and serve them
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in special dishes. You know, that extreme exaggeration of perfect nutrition. That’s scaling to the limit. And at the end of the video, we say: "Well, actually, you can just feed them normal food," like this one, for example. Shrinking to the minimum: a
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top list of the worst possible foods. Reversing it: if cats fed humans the way we feed them, what would they give us? That's a cool topic. Animate or personify. Like, if your cats could talk, what would they say? By the way,
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this technique is used in Whiskas ads. Move it to the past: how did people feed cats back then? Move it to the future: how will they be fed, what do current studies say? Remove it entirely . If it's not nutrition, what other
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health problems could a pet have? And lead it to the conclusion that nutrition actually affects everything.
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Take it to the point of absurdity. Well , you can take it to absurdity in many different directions. The phantogram is a very good tool for finding an angle.
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For finding an angle and for finding topics. Or my favorite formula—S. Journalists use 7S, I use 9S plus an amplifier. Ah, well, it's right here.
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Events: shock, death, satire, situational, scandal, stars, secrets, sex, plus an amplifier, connection, non-obvious, cause-and-effect, disgust, taboo, and everyday life. Also a good trigger. By the way, there's one more letter missing here. That’s C for Curiosity. Curiosity is also a super
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clear trigger that many use unconsciously. For example, I have a topic on what marketing lessons to take from OnlyFans or adult film stars.
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Actually, a separate segment on this topic has already been born for me. I swear, the adult industry uses marketing better than, damn, major enterprises. I swear to you, the way they do marketing is so cool. And I'm currently shooting a lot of videos
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based on cases and examples from the adult industry. These are really cool examples and a very strong trigger, because the topic itself is highly controversial. And the film Kolobok, I don't even know, is it about disgust, laughter, or just a situational thing?
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Well, and in general, a normal woman should have low mileage. Also a scandal . It’s a scandal. This is a classic scandal. I love bringing up topics about the war of the sexes. At the same time, I can trigger different sides and
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throw something out there. Well, I defend women more often. Understood. I am a feminist. Hi everyone. You can unsubscribe. I am a feminist. And how else could a woman with several higher degrees and her own business not be a
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feminist? So how could I not be a feminist, please tell me. And it's clear that I bring up some feminist topics, but I very often defend men.
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It's important to say this because I have videos on the topic of how the patriarchy has made it so that men cannot show emotions, and because of this, men have problems. There. So, I like to throw things out here and there
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, just some things that will be discussed. That also works well. Without calling for it. Many people consider this hype and stirring up conflict for the sake of conflict. I don’t pit people against each other.
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I bring up topics or interesting research that can be debated. It is clear that conflict is born by itself because the topic is socially sharp.
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This is how we choose the angle. Next, we have a small filter. Meaning we check the topic before writing it. And here is a very cool little map. That is , topic plus angle. Is it worn out or
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not? If you came up with a topic, came up with an angle, well, for example, let's take cat food, the angle is taking it from an anagram, like bringing the cat to life if it could talk. Is that worn out? Yes, I've seen
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that a bunch of times in cat food ads, the cat talking. If it's worn out, back to the angle, we choose a different angle. If it's not worn out, okay, we take it since it's not worn out, and we
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take, like, what else did we have in the anagram? Do the opposite, if a cat fed humans based on how people feed it, like with nothing but instant noodles.
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That's how people feed them, with just dry kibble, just instant noodles. Is the emotion here vivid? If not, back to the angle again. So, if you're reading and thinking: "Well, who the hell knows , this is a bit subjective. Some might
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have vivid emotions, others might not." But here, the editor-in-chief assesses it, so to speak. In my editorial office , I am the editor-in-chief. So everyone , orient yourselves to my emotions.
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Actually, we do have a voting format. When we hop on our weekly content planning calls, we discuss topics and angles together, and we approve them as a group because it happens that a topic or angle doesn't trigger any emotion in
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me, but everyone else is like: "Are you kidding? This topic is great!" And the topic is actually great, it takes off later because it's a matter of taste.
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So, in reality, if you discuss it with the whole team, it’s going to be better. But what if the emotion isn't strong? Back to the angle. If the emotion is strong—meaning it’s funny, interesting, curious, scary, or makes you angry, or makes you want to
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respond. Laughter, cringe, or indignation work too, but it says here: "No, curiosity." I disagree. Curiosity is a strong emotion. It's just that there's also mild curiosity. Like, it would be cool, but generally, I don't care. We need to push towards a
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stronger type of curiosity. So, in general, what do we do next? We proceed to gather facts, as I mentioned: specifics, case studies, numbers, and mechanisms. So, why might a video seem superficial? There's a topic but no angle, a thesis but no evidence. For
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example, saying that feeding cats this type of food is harmful. Why? And why not? What if I'm already doing it? How harmful is it exactly? I fed my cat good food and it had an allergy, but with this food you don't recommend, the
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cat is actually fine and has no allergies. Like, what the hell? Such videos might spark comments, but they don't always demonstrate expertise. If our goal is, for example, to attract subscribers, we need solid, hard facts.
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Exactly. No mechanics. Just "do this" without explaining why it needs to be done at all. No boundaries of applicability. Some kind of universal silver bullet. That’s also a really bad story. Overall, the main sin when we talk about content, about expert
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content, is generalization and oversimplification. At the same time, we need to be able to simplify and generalize, but without crossing the line. Or there's no conflict or tension , no specific object of analysis, no actionable takeaways, and so on. Anyway
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, here in Miro—take a look at the screen of the device you're watching me on—there are types of factual evidence. Take a screenshot, go into Miro. If I start listing and explaining all of this to you, we’ll be here for
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another hour. And my YouTube watch time isn't infinite. I know you don't like watching my one-hour or hour-and-a-half-long videos. So.
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That’s why you should just grab the types of factual evidence from here. And the seventh point is we do fact-checking. We verify every single number and every bold quote against primary sources because neural networks lie a lot. We also collect factual data
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using neural networks. For me, 80%of the script, of all 100%of scripts, is put together via AI. That is, 80%of a script, whether I'm writing it myself or my content strategists are, we pull it together through a neural network;
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we collect data from it, we use it to brainstorm themes and angles. It’s a really cool technique to do this via AI by uploading your specific information, essentially training the AI, and it selects and searches for interesting angles and topics for you. It’s a
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really good setup. And the AI can write well on its own, but obviously, we do human editing because current language models sound clunky when they translate directly from English to Russian.
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That's why you can sense it: even if there isn't any awkward fragmentation or those crappy comparisons, you still read the text and realize it’s AI because it’s a calque, constructing sentences in Russian the same way they are constructed in English. Yeah. It's
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hard to explain, but you can feel it if you're a native speaker. So, when you are a native Russian speaker, you realize something is off. Even though it seems like it's all written just fine. If you learn English, or speak
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and read it, you can see this "calque," that they just took an English sentence and reassembled it for Russian. So, by the way, if you find any agent on GitHub that removes this calque, I would be grateful if you sent me a link
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, because I haven't been able to find anything that gets rid of it yet. And we still have manual human editing.
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Meaning we correct the text by hand after the neural network. This is mandatory. And fact-checking.
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Fact-checking is also mandatory. We verify everything the AI produced. We check every single number. We follow the sources it provides. We look at the website. We see where it got the information because it lies absolutely shamelessly. Therefore, every number,
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percentage, sum, any date, name, job title, or definitive statement— especially things like "scientists have proven," or "the only one,""the very first"—We must verify it, and we check what the prompt might be for verification. And here, by the way,
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fact-checking can also be done via AI. Name the reasons why this text is untrue. Base it on facts and research.
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And what's the catch? Now the people who work with AI are going to tear me apart. The AI will pull up any facts you request. If you need to refute a thesis, it will find facts on how to
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refute it. If you need to prove a thesis, it will find the facts to prove it. At the same time, it can find genuinely true facts because the world isn't black and white. Especially when we talk about research, there is a
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truly large number of studies that contradict each other but were conducted at the same time and are fully evidence-based. In principle, by the way, that’s how working with data and statistics works too. You can use data to confirm or refute any claim as
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you need; you can twist stats and data however you want. That’s why we run a neural network that simultaneously refutes the very facts it finds itself.
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And we just see where there are more pros and where there are more cons.
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Where the sources are cleaner, more specific sources that argue for or against. And that is what we focus on.
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Yes, it doesn't mean you will do perfect fact-checking, but you won't be pushing blatant misinformation. That is , some errors will still slip through.
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We have them too. Well, in general, it is normal when we work with information and content. Some things, like basic research, become outdated. I mean, I have videos that came out a year ago, and now I see comments where people
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write that it's no longer true. Yes, because time has changed things and new research has been released, so the studies I relied on in those videos are no longer current. It happens. All in all, we assemble the skeleton. So we
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have gathered all this material, interesting expert-level facts. For example, let's continue this thought. How would cats feed humans? We collect facts: they would give us instant noodles because people feed cats low-quality food. They would put water somewhere near the toilet where people
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wouldn't drink from. And cats also don't drink when water is right next to their bowls. Anyway, this expert factual basis explaining behavior and cause-and-effect relationships. Why is that? Why is that? Why is that? They just threw instant noodles at people
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and put water near the toilet. Well, it may be funny, but we need it to be expert. And here we can add an explanation of why this doesn't work for cats and why it doesn't work for humans either. There. And we have
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checked all this, fact-checked our material. All in all, we have confirmed that this is indeed why cats don't drink and why they don't eat. We assemble the skeleton. And we put the strongest part at the beginning as a
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hook. I'll talk about the hook separately in a moment, but where is our bit about hooks? Well, damn, people just really, and will continue to really overthink hooks. And it’s truly important because hooks influence whether people will watch the video or
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not. But with hooks, things are simultaneously more complicated and simpler. I’ll explain why later. The strongest part goes first. Like a guy renting a coffin for New Year's in China. The second hit—it’s not a joke, but a whole market. The bridge.
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We live in an era of rental. Where did the 2008 crisis come from? It became scary to own anything because they’d take it away. Cause-and-effect relationship and the finale. This is the standard skeleton of a reel. There are several variations of how you can
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structure information. Here you’ll need copywriting skills or AI with copywriting formulas to put together text or a script from the hook to the finale, what should be there so there’s specific logic, so one idea flows to the end of the video. And all
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of that stuff. I think by this point you’ve already seen that, all in all, it doesn’t matter how interesting we make the video. I haven’t said a word about editing after almost, damn, an hour, not a word about editing. And I
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hope I’ve already proven to you that the conceptual part is the most important in creating viral videos. And that is exactly why the best results in reels content usually go to those who build this system, with proper editing
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and editorial work, rather than just chasing some trend or hook. I’m just going to show you the results of our students, that is, people, our students and our clients who worked with us and studied with us. What results they
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achieved when we worked with them, focusing specifically on the conceptual part of marketing. For example, in the soft niche of a women's coach, you can even check this person: plus 100 people , that is, plus 100 people from a
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single reel, before working with a personal marketing coach. They hired a personal marketing coach. I’ll explain later who they are and why you even need this information. Videos on different topics don't get views, low engagement, no content logic. I mean,
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you can see the number of views there, 500 views, 300, 400, 200. There was one video with 1,900, but on average it was 300-400 views. What happened after we finished the first module of the knowledge base was a new video concept.
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The first one immediately took off with 339,000 views. The rest started getting 10 times more views than before working with the marketer. There’s 2,800, 900 , 1,000, 2,600, 239,000. And 557 views is also a small number, but in fact,
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where it used to be a steady 200–300 views on Reels, it has become much, much higher. But, probably the most interesting thing, yes, is Alexandra.
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What's most interesting is how this reflected on our clients. Six diagnostic sessions started coming in for the person—well, I don’t actually know if that’s per day or when, I won’t lie to you, but the marketer was likely asking how many
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people signed up to date, six diagnostics; so, views and followers started converting into leads and clients. Two weeks after starting work, we gained 100 people in the blog and six sign-ups for a diagnostic session via a mini-funnel in the Reels
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highlight. Overall, this is the result of implementing just one step. Defining the target audience and positioning. If we talk about this service as a "soft" niche, let's take something "harder" from the real sector: promoting a travel app in Saint Petersburg and the
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Leningrad Region. We have a review here as well, you can read it right in Miro.
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An intermediate result of working with a marketing tutor. This is like a personal marketing coach. After the second call, we broke through consistently stagnant metrics. Daily, three to six people were registering in the app. This suited us fine. But what
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happened after a proper analysis of the target audience, identifying pain points, and all that yada-yada? We managed to blow up the metrics after two posts. Yes, by the way, thanks to two posts: a provocative headline in a carousel with a code word. And in one
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day, 76 people joined the app. Before that, it was 3–6, but now 76 came in.
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1,200 new followers in the blog. In the app itself, two users posted recommendations for places to visit.
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And activity is one of our important goals in promotion. All in all, this is a super result. In short, the Reel with the code word funnel and the target action also worked. We got 140,000 views, 1,200 followers, and 76 targeted
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potential clients in the app. And here we have goods, handmade, artisanal products. Uh, what do we have here?
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Artisanal figurines. The video went viral on TikTok. The first sale of a handmade figurine with a ticket of 25,000. Well, anyway, if you are interested in more details, you can take a look. Under this video, there will be a link to contact us. We will
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send you cases from other niches because we have a huge number of cases from various fields. And what is this?
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Sales pitch moment. It’s a marketing tutor. It’s something between an agency and an info-business. Meaning, you don't just have to sign up to study and watch lectures, suffering on your own while trying to implement it all.
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Especially if you’ve already tried and it’s not working for you. And an agency, for example, is out of your budget, or you don't yet understand how to find one, work with one, or they won't take you because you are still
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too small. Well, something between just self-study and an agency is a marketing tutor. It is literally like working with a tutor. That is, you hire a person who sits down with you every week and does your business homework
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with you. They help you analyze your target audience, tell you how to analyze it, check how you did it, what worked and what didn't, and suggest solutions for your further business tasks. So, you work independently and master marketing on your own. The tutor
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is your marketing brain, and you are the hands, the executors. By the way, you can come with your own team. We have plans where you can bring your social media managers; they will learn, and you will simply see how it all
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comes together and how this marketing system is born right here and now, before your eyes, in your account, when you come with your own SMM person.
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It’s like a personal trainer who creates a meal plan for you and monitors your workouts; you’re the one working out, but under the supervision of a professional coach who sets your technique, makes sure there are no mistakes, and gets you to your
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results faster. That’s why the link to the application for a diagnostic session is there; we always require entry through a diagnostic, it’s just 30 minutes to understand your needs and whether we can help you. Our managers explain how the program works in more
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detail and whether you actually need it or not. Because sometimes we decline clients during the diagnostic, as we don't take everyone; it's a consulting format, a non-scalable product, so we cannot just let everyone in en masse.
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There you go. To get to the diagnostic, the link is below this video, so welcome. And what is left for us to cover? That would be the hook. The thing I was telling you about. And regarding the hook, why did I say
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it’s both simple and complicated at the same time? It’s complicated because a hook is truly something that has a very strong impact. If you make a weak hook, most people will swipe past the video in the very first seconds,
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even if you have something cool to say or share later on. But unfortunately, you messed up the video at the start— it's a failure, because people are scrolling through their feed: like this , like this, like this. You need to do
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something so that they stop scrolling. The point of a hook is to make someone stop scrolling, damn it, and watch at least 5-10 seconds of what you're talking about. On the bright side, looking at the good news and why things
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are generally simpler over there. The same triggers work: laughter, curiosity , disgust. If you provide something that evokes an emotion in the first sentence, people will keep watching. So , what is a hook for us? The first sentence is an audio hook. The frame,
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movement in the frame. That’s a visual video hook, text, a caption on the cover. We can write something absurd, have something absurd happen on camera, or say something absurd, and that will be the hook. There are five levels of emotions. Pay attention to
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the world, too. Everything is listed right here. And depending on the level, like the highest level is a five. From one to five. Five is the strongest— that's shock. Four is strong emotions.
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Three is surprise, two is interest, and one is just information, where you just state a fact, a definition, like "the company made a product." Cool. But if we want to create shock, that’s death violence taboos scandals like suicide, murder, and disasters. We
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start with those phrases. You can pick something in the middle, around a three . Well, like surprise, an unexpected fact, a paradox, big numbers. Earned a million on something, 99%of people don't know this. I actually like using strong emotions. I love the fours. Like
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deception, ruin, shattered lives. That’s what I like. I enjoy that. You can look at my hooks. Female virginity has the coolest marketing. Have you ever sold bull sperm? Well, we have.
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How I got into a million in debt and worked at a loss. Well, good hooks, good topics. After the hook, we need to work on retention. So, once we’ve made someone pay attention and stop scrolling, that’s only half the
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battle, as they say. We need to make sure they watch as much of the video as possible. Every 5 to 10 seconds, we need a new hook, a twist, a number, a frame change, or some sort of story. So
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, it’s very important for us to hold the person’s attention. And for that, I’d say it’s not even 5-10 seconds, but every 3 to 5 seconds. Every 3 to 5 seconds we need something to grab the person so they don't scroll past. And
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this can be about emotions again, or about intrigue. This is a storytelling tool, all kinds of open loops, open questions that are answered at the end.
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It is everything that works for retention. In general, there are a huge number of retention tools, and honestly , you could make a separate video on them. Here in Miro, there are also examples and principles for this. Well,
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let's move on to the eleventh point. This is format and packaging. Only after 11 points do we finally start thinking about the format in which to do it. A talking head, a skit, a play, packaging—how it will look is what
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people usually start with before all of this. Although, in fact, it should be at the end. For us, this is figured out at the end. What formats can there be?
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A single video, a series, episodes, seasons, a challenge with a deadline. Micro-content, and so on and so forth.
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And 14 delivery options: talking to the camera, yapping, voiceover, vlog, documentary-style, screen recording. In short, here in Miro, you can see all of this along with examples. Again, I’m just speeding up so that you find this video interesting to watch. As you can
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see, I’m working on my own retention too. Go directly to the map here and take a look. I think you can safely take all 14 content delivery options and experiment with them to see what works and what doesn’t. They all work
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, but we always adapt them to each niche. Sometimes, from niche to niche, some formats perform worse and some better. We also have a great analytics table. What worked in a video, what didn’t, which videos took off, and
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which didn’t. This table, as well as this Miro map, is something you need to study separately. They will be waiting for you in our private marketing training Telegram channel. You can grab all of it there. The link to this
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channel is also below this video. So, welcome. Subscribe and grab them. I remind you to check the information and read about our marketing tutor. Again, there is a link under the video. Even here in Miro, there are case studies
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from interesting and unusual niches. We achieved results. For example, an offline fitness complex, a Christian psychologist. No joke, we have such niches, and they are gaining an audience. Look, they got 450 subscribers and created viral videos.
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So, below this video is a link for a consultation to get in. Also, my goodness, we have a mountain of reviews here. You can see how many reviews there are. This is also where we got our results, how much we earned, and
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how many clients we brought in. Though, honestly, it's clear that it isn't everything. This is just a part of it.
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You can look into this yourself, check it out on our roadmap, or sign up for a diagnostic session directly and ask our managers for case studies; they'll show you exactly how it works for your niche . I hope this video was helpful. Let me
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know in the comments if you liked it or not, what videos to make next, and what to analyze in the world of marketing. I would be happy to work for you and gather insights, perhaps on which niches to break down and how to promote
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within them. So, I'll see you next Saturday. Hugs, lifts, and a friendly pat.
Topics:Reels marketingcontent marketingorganic reachlead generationsocial media strategyvideo marketinglatent demandpaid traffic vs organicaudience targetingdigital marketing
