I remember watching back one of my early videos and thinking:

“This doesn’t feel like me.”

The way I spoke was forced and inauthentic, so even simple lines took multiple takes.

That voice telling you “this isn’t good enough yet”?

Most people think that cringe feeling means they need more time. More practice, clarity, confidence.

But my team and I analysed trends from short-form content outliers that popped up over the last week, and what we found says otherwise.

Last week I emailed you about one of my most viewed reels (83.7M views), which I almost didn’t post. I thought it was dumb.

I won’t be breaking down my own video, but it proves the same point.

These are videos that performed extremely well without overengineered hooks, editing or delivery.

Instead, they:

These videos also all have one of what I call the three E’s.

This is a filter I like to use if I’m ever second-guessing whether to post a video:

If your video doesn’t hit at least one, it’s harder to justify someone watching it.

Further down, I’ll share the top 3 videos from this week’s deep-dive along with breakdowns and actionable ways to apply the strategies used for this week’s ‘Short-Form Outliers’, a new format we’re testing for Film and Flow Premium members.

You should know: Film and Flow Premium could see a price increase soon. Not just to reflect the value I know we’re bringing, but also to cover tangible data retrieval and analysis costs involved in putting the below edition together for you.

Since this format is new, we’re shipping improvements every week (read each Sunday Edition of this newsletter the last month to see for yourself), meaning that the exact look and feel will likely change, but only for your benefit.

For context, some websites charge around $30 for a single report on trending content. Aside from being overpriced, the raw data you get from these sites without any interpretation gives you little to work with.

But Film and Flow Premium members can get the weekly perspective of someone who is actually currently growing their account (394k followers in two years) for less than 50 cents a day (for now).

All that to say, if you’ve been on the fence about joining, now is the best time.

6.4M views, 154.5K likes, 634 comments, 9255 saves, 10.7K shares.
Outlier Score: 7872x typical posts!!!

The ‘Outlier Score’ is a measure of how many times more views this got vs. the creator’s usual posts. This is the biggest one we’ve seen so far.