Adapt viral video formats from other app niches, then test hooks by watch time

HostYou're It sounds like you're super deep in the analytics. Do you also just scroll a lot? Like are you Like what does your For You page look like?

PeterYeah, it really depends on which phone I'm using. That's been the interesting thing with starting a second app, because it's a completely different target market. I try to constrain my viewing to what I imagine our target market would engage with. So for me, that means just liking gym bro stuff, seeing if there's a new influencer coming up, you know, what's trending in that specific market. And sometimes I see a video that I'm like, "Oh, I find that funny." And I have to think, "Would the average, you know, 20-year-old gym bro find this funny?" And if it's not, I try to quickly swipe up on it to keep that FYP specific to our ideal customer profile there.

HostYou're like method acting. You're like becoming your your customer. That's really cool. I love I love that approach. So you said education versus entertainment, and you said that entertainment is actually more difficult to do because you have to follow these trends. But then it's weird, cuz I hear a lot of people say you just go viral with entertainment content, it doesn't actually convert. Clearly, that's not true with you guys. You're …

HostSo what's your process for finding the next winning format? I know we kind of broke down content strategy in general, but what are you like what are you doing right now to find like to hunt for the next format?

PeterLook for whatever's working, not just within your industry, but in other industries. You know, if there's like a finance tracking app that's taking off, look at their formats and be like, "Okay, how could I actually reformat this, reskin this, and make it more relevant to the workout niche?" Because in general, when you find a format that's working, the risk is people just blindly follow the format and then complain like, "Oh, it didn't, you know, work for me." I think you have to think of it scientifically, be like, "Okay, why did people engage with this?"

PeterAnd once you know why they engaged with it, you know, what was it that spoke to them? You know, what did this enable them to learn or to see about themselves that they didn't know before? Kind of break it down. Then you can kind of reverse engineer it and adapt it to your niche, and that might mean it looks very different. But until you can understand why a video was went viral, I don't think you can properly replicate it and move across …