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How to go viral (on a Tuesday)
and other Wednesday musings
Jacob Shipley
September 17, 2024
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How to go viral (on a Tuesday)
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Hey!
If you’re new here, I normally send out one email every Wednesday.
This week I had a topic in mind, but I saw that Jack Appleby (newsletter linked below) was going to talk about the same thing.
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So….
I did what any smaller, scrappier newsletter operator would do and decided to send my email early so I wouldn’t be competing with Jack in your inbox.
So without further ado…
How to go viral (on a Tuesday)…
You’ve seen this floating around with a link to Google drive. It’s how to make the best YouTube videos in the word from MrBeast himself.
Here’s what I think is the best summary of the document…
1/ YouTube-First Mindset:
It's all about making the best YOUTUBE videos.
Forget traditional media. If it doesn't fit YouTube, scrap it.
Every video should be engineered for CTR (click-through rate), AVD (average view duration), and AVP (average view percentage).
2/ Nail the First Minute:
The first 60 seconds make or break the video.
Hook the audience fast—invest time, money, and creativity here.
Lose viewers here, and you've lost the battle.
The key? An explosive start.
3/ Extreme Simplicity Wins:
The simpler, the better. If your video concept is so easy a 10-year-old can understand it, you're on the right track.
*I’ve heard Frankie LaPenna (TikTok all star) say that a 10 y/o should be able to explain the entire video concept to another 10 y/o.
4/ Obsess Over Audience Engagement:
It's not enough to produce great content.
Every frame, joke, and challenge should connect with this mindset.
5/ Own the "Wow" Factor:
Your video should include something NO ONE else can do.
Build spectacles.
6/ Be Flexible, Always Adapt:
This isn’t Hollywood.
YouTube trends shift fast.
Be nimble, and pivot production whenever necessary to match the ever-changing audience tastes.
7/ A-Players" Only:
If you're not obsessed with the content, you're out.
A-Players are the best in the world at their jobs.
C-Players? Poison.
Only results matter.
8/ Relentless Problem Solving:
Understand the full production workflow—from creative to post-production.
Only when you master this can you fix issues fast and make killer decisions.
9/ Work On Multiple Videos Every Day:
Never work on just one video at a time.
If you’re not juggling multiple projects daily, you're failing.
Always look ahead and build momentum across projects.
10/ Creativity Trumps Budget:
Big budgets don’t solve problems, creativity does.
Example: Giving away a year’s supply of Doritos for $1,825 will land better than a $20k cash prize.
Be clever with every dollar.
11/ Every Detail Matters:
Obsess over every second of content.
Great lighting, strong intros, clear titles, and solid thumbnails—all of it influences the video’s success.
12/ Retention is King:
Videos are engineered for high retention—hook people fast, progress the story, re-engage them at the 3-minute mark, and ensure there's an intense payoff.
13/ End Abruptly:
Never signal the end of a video until the absolute last second.
Drop-off happens fast, so maintain intensity and give no warning until it’s over.
14/ Fail Fast, Learn Faster:
Failure isn’t a deal-breaker; it’s how you learn.
The veterans at MrBeast Productions have cost millions at some point.
The point is to learn from it and make sure you're better for it.
15/ Know Your Metrics:
Retention data will show you exactly where your video failed.
Study every dip and spike—adjust, then crush it the next time.
16/ Scale Your Skills:
It’s not enough to just do one thing well—learn to hold a camera, understand lighting, and know creative.
The more you can do, the more valuable you become.
tldr
Be obsessed.
Master every detail, own every process, and push boundaries.
I know you already know this, but this is why Jimmy can be so public and transparent with everything.
This isn’t the first time that his philosophy has been made public.
This one is getting a ton of attention because it was leaked, but he’s said all of this publicly before.
The secret isn’t in the process, it’s in the willingness to follow it.
Something I’m digging…
The Techpresso newsletter is always a banger.
Question for you…
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Last week’s poll results…
How do you feel about brands using memes?
ya’ll choose violence.
I love it.