2 builders who never spoke to each other

Publish enough clips that a hit becomes arithmetic

One video going viral is luck, and guessing which one it will be is a game nobody wins. Counting doors instead, so a stranger has a hundred ways to stumble into you rather than one, and redesigning the work so fresh material falls out of it as a byproduct, turns reach into a volume problem you control.

The method

1. 01

   One video going viral is chance; a hundred a day makes it a system you control.

2. 02

   Stop trying to guess which clip the algorithm will pick and instead publish so many that hitting a winner becomes arithmetic.

3. 03

   Count how many separate ways a stranger could stumble across you: a hundred short clips is a hundred entry points, while one annual release is exactly one.

4. 04

   Redesign your process so fresh material is a byproduct of work you were doing anyway, rather than a separate weekly production task.

5. 05

   Keep the videos to roughly ten seconds and have platform natives make them so the output does not read as advertising.

What it returned

• 125

  Schulz posted 125 pieces of live comedy across 2018 and 2019, and his channel went from 140k to 840k subscribers in two years.

• Tabs publishes around one hundred videos a day and has several hundred videos past one million views; sold half a million dollars' worth last month

• Rather than writing new jokes each week, Schulz practised improvised crowd work so every performance generated new material, filming every show - sometimes seven in a weekend - hoping for one strong clip.

• Tabs' videos are ten seconds long and made by working TikTokers

Sources

• 100 Scrappy ThingsFlorin Pop · florin-pop.com · A few personal examples · 2024-09-03
• The chocolate that goes viral every dayHarry Dry · Marketing Examples · The chocolate that goes viral every day · undated
• The marketing genius of Andrew SchulzHarry Dry · Marketing Examples · Part 1 · undated