Creating 120 videos a month in 4 hours and getting the same number of views as traditional YouTube videos sounds like an impossible feat. At the 2024 Traffic & Conversion Summit, Ken Okazaki, founder and CEO of 20x Content Agency, gave an in-depth look at how his agency’s approach to short-form video content makes this an achievable goal. He shared his custom frameworks and scaling blueprint for producing niche videos that drive results.
10 Mistakes Marketers Make With Videos
Ken sees marketing professionals struggling with 10 core issues when it comes to video content:
- Working too hard to perfect every video
- Copying leaders with established success
- Not watching their own content
- Tracking the wrong key performance indicators (KPIs)
- Memorizing scripts
- Winging it
- Rambling Old Man Syndrome (R.O.M.S.)
- Using the wrong topics
- Making content too long
- Being boring
He says you can overcome those challenges by focusing on quantity over quality, particularly when you start. The initial goal isn’t to make flawless videos but to find out what connects with your audience. He also recommends replacing your scripts with frameworks and following his short-form scaling blueprint.
Using Content Frameworks
Marketers generally have a lot of ideas, but putting them into an interesting package is crucial to brand building. Ken uses these frameworks to give his video ideas shape:
- The Info Gap
- The 3-in-3
- The Top 5 Leaderboard
- Hook, Story, Action
- The LEGO Builder
- The Lincoln
The 3-in-3 framework is especially popular because it keeps short-form content to a minute or less. It lays out 3 main stages for a video: tension/hook, release/deliver, and resolution/next.
Start the video by telling the audience something they shouldn’t be doing. Next, tell them what to do instead and provide three quick steps.
For example, a marketer creating a video about keyword research might state that people shouldn’t trust their intuition about keywords but instead make data-driven decisions. Then, they could provide tools that they can use, such as Google Trends, SpyFu, and The SEO Queen.
Following the Short-Form Scaling Blueprint
Ken’s blueprint consists of 4 stages. Each one helps you produce short-form videos as efficiently as possible.
Stage 1: Leveraged Planning
Select a core theme and then 6 sub-topics within that theme. Apply these frameworks to each:
- Success story
- Stop doing this
- How-to
- Top 3 tools
- Lead magnet
- Limiting beliefs
Take the resulting frameworks and use AI to generate 36 hooks that you can use to open your videos.
Stage 2: Rapid Productions
Ken recommends working with a remote video director to keep yourself accountable and work quickly. The director provides feedback on everything from eye contact and hand gestures to the pace and tone of your speaking. After recording, use a tool like CapCut to edit your videos.
Stage 3: Optimized Syndication
Schedule your video posts for the next 30 days and boost each video at $10 for 10 days. Evaluate their performance and sequence them from best to worst, analyzing the top and bottom 5 performers to find patterns.
If you have a low-performing video that you feel should have done well, try giving it a new title and hook and re-uploading it. Give your highest-performing videos a fluke test by boosting them again to see if they can repeat that same level of success.
Stage 4: Scaling
Convert your best-performing videos into paid ads, adding calls to action (CTAs) or buttons to attract people to your funnel. Ken also suggests debriefing to determine what works before creating a new content plan for your scaling business.
Where to Start and How to Succeed
Begin by looking for someone in your niche and examining their best-performing videos to choose an initial content focus. Plug the information into a framework to set up your videos, aiming for at least 30 videos monthly.
While Ken recommends looking at other videos for inspiration, he cautions against copying them. Developing a personalized list of dos and don’ts is important because what works for one person might flop for another. Try different things to determine what resonates with your audience.
Explore Brand Building and More at T&C 2024
Ken’s presentation was just one of hundreds of hours of content spread across 3 days at T&C 2024. To give you the opportunity to catch up on all of it—and access the QR code for Ken’s 3-in-3 framework and blueprint—we recorded every session. Grab your T&C recordings now to get more digital marketing insights.
