Read Time: 1 min 50 secs

Hey — Ryan To here.

In today’s edition we’ll be covering:

• Difference between 1,000 views vs. 1M view videos (+ examples)

• The 3-part content framework that matters more than ‘ideas’

• The payoff: the missing piece to 10/10 videos

Have you ever wondered why some short-form creators can:

• Turn their ideas into content that actually performs

• Build an audience that trusts any and every video they create

• And manage to generate >1M view videos without luck?

While other creators and brands make the:

• Same video

• About the same topics

• …heck even say the same script

And barely scratch 5,000 views on a lucky day?

It’s the ‘same concept’ right? So what’s the real issue?

I’ll let you in on a little secret the top 1% of creators have mastered that nobody seems to be talking about

It’s this concept called: Packaging

Well if you #1 haven’t cracked >1M views several times ,#2 struggle to turn ideas into 10/10 videos, or #3 lack a predictable content strategy

I suggest you read the rest of this in the next 45 seconds:

I’m going to go into the Principles of Packaging: Hooks, Scripts, and the Payoff

What makes a great hook?

I’ll use this creator Jenny Hoyos who has cracked over 3B views as an example:

Why her hooks works:

It’s Fast: First 3-8 seconds of the video immediately reel the viewer in

It’s Visual: She takes a ‘show don’t tell’ approach when telling her narrative

Piques Curiosity: Piques the viewer’s curiosity enough to watch the rest of the video

Watch the video breakdown on Jenny’s strategy here + Notion case study included

Scripts: How to tell 10/10 Stories

Here’s the 3 lessons most people miss when writing 10/10 scripts.

The Rules of Scripting:

1. Write like a 3rd Grader: Don’t overcomplicate your writing, simplicity is key. I like to use Hemingway App.

2. Create Tension: Build anticipation. Create questions in the viewers mind, make them feel like they NEED to see what happens next.

3. One Idea Per Video: Most creators try to cram 5 different concepts into 60 seconds. Pick ONE core message and drill it home with laser focus.

Payoff: Where Most Videos Fall Flat

Here's where 90% of creators lose their audience:

Deliver on your promise: Don’t ever ‘bait’ audiences to watch your video, they’re a lot smarter than you think

Leave them wanting more: Is it value? Is it entertainment? Is it inspiration? Make it clear what value you bring to their lives

Create a memorable moment: The payoff should be the most quotable, shareable part of your entire video

Think of it like this:

Your hook gets them to stay, your script keeps them watching, but your payoff is what makes them follow you.

P.S. If you haven’t noticed I’ve stopped 1:1 consulting for the past 4 months. Why? I moved to San Francisco 🌉 to build something to support the next generation of creators, founders, and marketers that I wish I had. Be ready 👀

Thanks for showing up this week ❤️

Ryan To