Same brand, two creators, very different results. What to tell each one.

The problem

@marcus and @lena both made a video on the probiotic this month. Same product, same week, similar views. Marcus sells seven times what Lena does per thousand views. Lena asks what she did wrong. “Your video was worse” is not an answer.

• Hold: did the people who stopped keep watching?
• Click: did the video give them a reason to tap?
• Buy: did what they saw match what they got?

The example

Lena’s video next to the converting set on the probiotic (the videos above the money line this month).

Now look at the scripts. The converting videos all do one of two things in the last eight seconds: show the product and say “it’s in my showcase” while it is on screen, or show the before-and-after and then the product. Lena’s ends on her talking, product off screen, no ask.

And Marcus? Do not give Marcus a note. His video cleared the line. Ask him for two more like it.

Do this in Verdict

1. 1
   In the Leak Finder, pick Lena’s video. With the product’s export loaded, her stages are read against the videos that converted on it, and the one that is behind is flagged.
2. 2
   Tap through to Waves to see what the converting scripts share.
3. 3
   Send her the diagnosis with the share link, not a screenshot.