The problem
Three videos on the same product, all with real view counts, none of them selling. The creator has one afternoon. She can remake one of them or start something new.
The brand wants a reason either way, not a hunch.
A video with no sales is not one problem. It is two, and CTR tells them apart.
- Plenty of people tapped the product
- The video made them want it
- Something after the tap lost them, and the next version can fix that with the same body
- Almost nobody tapped
- The video did not make anyone want the product
- There is nothing after the tap to fix. Remaking it is starting over with a worse idea
KILL is not a judgment of the creator. It is a judgment of the idea.
A video that has sold anything at all, even one order, while it is still small is neither. It is HOLD. The middle of that video converts. Change only the opening and post again.
The example
Her three videos.
| Video | Views | Tapped | Orders | Verdict | The afternoon |
|---|---|---|---|---|---|
| 'Morning routine' | 12,400 | Almost none | 0 | KILL | Do not touch it. The idea did not land. |
| 'Before and after' | 8,900 | Plenty | 0 | REWORK | Next version, same body. Fix what comes after the tap: the price line, the page. |
| 'Unboxing' | 3,200 | Some | 1 | HOLD | The middle sold one. New opening only, post again. |
The afternoon goes to the before-and-after. It is the only one where the audience has already said yes to the product. The unboxing gets a new opening, which is an hour. The morning routine is done, and its time goes into a new idea instead.
Do this in Verdict
- 1The Leak Finder puts the verdict on every row: SCALE, HOLD, REWORK or KILL. Filter to REWORK to see the afternoon’s candidates.
- 2The report pane for each names the stage to fix and the first thing to try.
- 3Do not filter to KILL to build a to-do list. It is the list of things not to do. The only thing to take from a KILL row is the idea to avoid next time.