Give every creator one video format: shocking AI prank image, app demo, then a text-message story

Joseph600 million views, 85 creators, 300 posts a day, but wait, wait, hold on. You've heard this story before. They probably have this huge complicated UGC machine running 10 content angles at once, trying to figure out what works. Well, no, actually none of that. Dillion had a one single TikTok format.

Dillion VermaWe only have one format. One format, 1.2 billion views. There's no- there's no deviance from that.

JosephAnd how he kept 85 creators posting everyday, consistently, competitively, without someone managing them super tightly, that came down to a deal structure experiment with a very unexpected result.

JosephJust stuff that they know, yeah. Okay, cool. So, is this So, you said this you you only have one format. Is this it's probably not like a uh koi fish, and then texting your dad for every single video, right? Um, what like what, how would you describe the the framework for for the format?

Dillion VermaYes, so the format for us is, in the beginning, we show a absurd hook and an absurd image or- or video, and that catches the views view's attention. Um, so for us in this case, "Pranking my dad, I cooked my- his koi fish." And some people can relate, like maybe they found like emotional connection to that as well, so they keep watching. Then after this, next step of the framework of the format is have to show using the app, and also this like loading screen, which shows the app name and logo.

Joseph… kind of popularized the idea of you don't say the name of the app, you just show a a a demo of the app, and then the name of it is like in big text, but for yours is interesting, cuz you don't have the name of the app anywhere, really, except for the loading screen, um, but then loading screen stays on the screen for like, you know, two seconds, so and it's very big text, Halo AI, so you it's definitely um a very good like subtle call-to-action.

Dillion VermaYeah, that was the sec- the call-to-action event, and after a while, most of our audience has seen these videos multiple times, so they get used to seeing the logo and name pop up again and again in the first few seconds. The rest of the format is just to have a story. It's text message story between this person and someone else, and have a build up and a payoff, something like a weird twist at the end. The weird twist is what makes uh the videos sometimes go extra viral as well.

JosephInteresting. It's the AI-generated image first that was that's generated with the actual app, and then it's a screen recording of the generation of that image, and then the text conversation. That's it? And then it's like the text conversation is the rest of the video, and then um there's nothing after that?