Jenny Hoyos: 18-year-old YouTuber with over 600 million views in the past year, averaging 10 million views per video.
Main Claim: "I can make anything go viral if the idea is good."
Specialization: Short-form content creation.
Analyzing Shorts
Extensive Analysis: Jenny has analyzed thousands of shorts, including those by Mr. Beast and Ryan Trahan.
Retention Insight: Retention isn't as crucial as often claimed; focus on story and twists.
Creating the Perfect Short
Format Across Platforms: Short-form content varies by platform (e.g., YouTube, TikTok, Instagram have different preferences).
Strategy: Add narrative and twist – makes even mundane subjects engaging (e.g., paint drying).
Personal Connection: Stories based on personal experiences resonate well.
Irony: Irony and unexpected twists keep viewers invested.
Components of A Good Short
Strong Hook: The hook should be visual and understandable even without sound. Ideally, the hook should also serve as an engaging title for a thumbnail in long-form content.
Storytelling: Clear storytelling that pushes viewers to re-watch the content (e.g., using a hook, then an ironic twist).
Visual Planning: Sketching visual elements on an iPad to pre-visualize content.
Readability: Keeping language simple and easy to understand, aiming for a readability level of fifth-grade or lower.
Research Techniques
Scraping Transcripts: Analyzing transcripts of popular shorts for better understanding of effective strategies.
Transition Strategy: Removing less engaging seconds (e.g., cutting the last second to improve retention from 83% to 88%).
Scroll-Through Rate: Aim for high view rates without swiping (Jenny's “scroll-through” rate is 85%).
Generating Ideas and Hooks
Source Ideas: From YouTube, AI, and real-life experiences.
Filter Process: Ideas are filtered down from hundreds to tens through personal interest, virality potential, and strategic editing.
Visual and Verbal Alignment: The first frame and corresponding verbal hook should be compelling.
Audience Testing: Using personal and family experiences as reference points.
Platform Differences
YouTube Concentration: More mature audience, longer forms preferred (34-sec ideal length).
TikTok: Prefers 10-20 sec dense content.
Instagram: Highly visual with subtitles, good for sharing.
Transitioning to Long Form: While confident in shorts, Jenny is experimenting with long-form content for a new challenge.
Analytical Insights
Retention vs. Viral Potential: Context-dependent; high retention doesn't always guarantee virality, especially if other factors (like returning viewers) show strong metrics.
Foreshadowing: Used effectively at the beginning of shorts to set expectations and maintain viewer interest.
Ending Abruptly but Satisfactorily: Ensuring viewers always get a sense of closure, even if the video ends abruptly.
Final Thoughts
Beliefs Without Data: Sharability may matter more than previously confirmed, and retention might not be the sole marker for success.