Make 80% of videos remakes of formats already going viral; 20% new ideas

Host… like, "Oh." Like you're not aware that your joint pain was attached to your 10-mi run. You didn't even connect that, so you weren't even problem-aware. That's something I've heard about cold audiences, is like if you want to sell completely direct-response on ads, you actually want to find the people that are not even problem-aware so they don't even know that they have the problem, and then you tell them that they have the problem. For your ads

Hostor even organic, are you targeting people that already know the pain points of jobs and why they have that problem? Dan: I very rarely on organic try to experiment. I think there is way too much volume of videos to try to be creative and experiment with stuff. I think on organic, if you're really doing this at scale, you have to be doing probably 80%- I don't want to call it copying, but like looking at what's already gone viral before and then replicating that in your own way. And then 20% can be saved net new stuff.

DanLike it's irresponsible in trying to grow your company to not do formats that are already doing well, especially formats that can scale across verticals, across apps. Like I'll give you one example that- I call it Career Dave style. This guy, Career Dave, is from one of our competitors. Company's called Sorce. And he came up with this really great style that consistently goes viral for him. What I look for in UGC concepts in order for us to do …

Dan… and over and over again. And I will say like, the ones that were getting lower views didn't feel authentic at all. But then when you watch this- Host: Wow. It's so nuanced. It's like almost the same thing, but just the micro-expressions and everything. Dan: Yeah, and that's the difference, dude. The same format, 382 views versus 1.7 million. And the conversions here, I know are insane, like the conversions for this format are very high. So like,

Dandude, the difference is, first of all, you know, what does that take? You've got to find UGC creators who can do that format, who understand why it works. You have to coach them into that. You have to have them keep pumping that for weeks if you really believe in it. People like talk about UGC as like, "Oh, let's try all this stuff." No, most UGC accounts looks like is 500 videos, you know, a few hundred views. They look like garbage, they're trying different stuff. They're not like iterating on concepts that- Like if they got 6,000 views, they're not taking that and like trying to iterate on it, so

Danit's just all slop. What she did was she was like, "All right, I'm going to try one thing. You know what? There's this other concept that's working. Let me try this. Oh, it got 6,000 views. Let me keep going here," and she went for another 4 weeks after that to get to where she was. That's UGC. Like you really got to like 80% has to be copying what's already gone viral, because that's what's going to go viral again. Host: I love this format. This …