The problem
You know some videos fail. You do not know if they fail for the same reason. If they do, you can fix one thing and stop a hundred failures. If they do not, you are stuck fixing them one at a time.
The rule
Failures repeat. Find the repeat and you have found the fix.
Say it to a creator
“Half of our misses are the same miss. Here is the one thing that fixes them.”
The example
One product on a supplement brand, one month. 372 videos got a verdict. 300 did not clear the money line. Sorted by where they leaked:
Where the 300 losses leaked
Click
135 (45%)
Payoff
81 (27%)
Convert
60 (20%)
Hook
24 (8%)
Now sort the click leaks by what the video did in its last five seconds:
The 135 click leaks
No ask at all
73
Ask, product not on screen
36
Ask, product on screen, no reason to act now
26
The second thing
- Of the 24 hook failures, 19 opened with the same line: 'So I've been taking this for a month'
- Nine different creators. Same first line. Same result
- Nobody on the roster knew the other eight had tried it
The third thing
- 60 videos leaked at Convert. 47 of them landed in the same ten days
- Every creator posting that week leaked there too. The brand had pulled spend for ten days
- Not a video problem. Those 47 scripts are fine. They were saved and moved
Three findings from one product in one month. Two are brief-level fixes that touch more than a hundred videos. The third stopped a brand from blaming creators for a budget decision. None of it is visible one video at a time, and at this volume nobody has time to look one video at a time.
Do this in Verdict
- 1Open Learnings. Failed verdicts are grouped by leak stage, hook line and product, so the three charts above are a filter each.
- 2Start with the biggest group. That is the brief change. The single-line and single-product groups are the next two.