The problem
Fifty creators on the brand, thirty videos each this month. You need to give each one notes by Friday. The roster view shows averages, and averages hide everything. One strong creator and one weak one look like two medium ones.
The rule
The unit is the creator. Open one, see all their videos, sort by verdict.
Every creator has a pile of SCALE, a pile of REWORK and a pile of KILL. The notes write themselves from the REWORK pile.
Say it to a creator
“Fourteen of your videos would have worked if the product came in earlier. Move it to second 6.”
The example
@jenna, last 30 days, 31 videos on the brand.
| Verdict | Count | Pattern |
|---|---|---|
| SCALE | 6 | All day-in-life, all on the gummy |
| REWORK | 14 | All leak at Click. Product shown after second 15. |
| KILL | 8 | All talking head. Weak opening. |
| HOLD | 3 | Posted this week |
The notes for @jenna, three sentences, from her own numbers:
- Make more day-in-life on the gummy. That is your lane.
- Fourteen videos would have worked if the product came in earlier. Move it to second 6.
- Stop the talking heads. They are not you.
CTR
@jenna's 6 SCALE videos
2.3%
Roster average
1.1%
@jenna's average
0.6%
@jenna's 14 REWORK videos
0.3%
Don't compare
- @jenna to @marcus. Different people, audiences, lanes
- Anyone to the roster average
Do compare
- @jenna's REWORK to @jenna's SCALE. What did she do in the six that she didn't in the fourteen?
- Two videos picked on purpose: same product, same script family, one converts
Do this in Verdict
- 1In the Leak Finder, filter to one creator and one brand. The verdict filters at the top split their videos into piles.
- 2Tap REWORK and you have the brief.
- 3Use the compare button to put two specific videos side by side when you want a head-to-head.