Creating a Short-Form Video System That Scales for TikTok and Beyond

the long answer is each platform is seeing  more watch time from short form video what does that mean it means people would  rather get on their phone and scroll watching 45 minutes of tick tock videos then turning  on a Netflix show if we can just learn short form video it can go to Every platform  with one piece of content and it's more likely to get more views than any other type  of content than I do because it's just getting more watch time and so it's it's a dream  come true for a lot of m

arketers right now today I'm very excited to be joined by Austin  falter if you don't know who Austin is you gotta know Austin he is a video marketing expert  and founder of falter media a video agency that specializes in helping businesses grow loyal  communities with short form video marketing Austin welcome to the show how you doing today  I'm doing great thank you thanks for having me I am super stoked to have you here today Austin  and I are going to explore how to build a system for creati

ng short form video on Tick Tock and  Beyond now before we get into all the awesomeness of what we're going to talk about today I want  to back up the train a little bit Austin and talk about your story how in the world did you get  into Tick Tock start wherever you want to start yeah so like a lot of people I think Tick Tock  was the one platform I like didn't want to go to you know that that's the one thing I  don't want to do I'll do everything else um and I talk to marketers all the time who

are  that and even just in personal life like that's the last one I want to use there's a lot of booty  shaking on Tick Tock there's a lot it just seems like a wild place to be and it is um but about  a year about a year ago a year and a half ago I got a call from a friend I was doing a lot of  video ads I love the ad space paid media where you can pay money and and get results and I got  a call from my friend and he's like hey um I got this thing it's really trending right now and  um well let

me just show you he sends me a link to his Tick Tock Channel about cryptocurrency and  and it's it's tick tock and it's cryptocurrency two things I wasn't interested in at all at the  time right and uh and like oh come on rolling my eyes and he's like no no it it it's working really  well to share posts every day sharing news and um it's attracting an audience and it's I get  more growth on Tick Tock than anywhere else and and just trust me and so I'm like oh okay okay I  saw this thing and he'

s like I have a client who wants me to do this for them and that's the part  I don't know how to do and so that's where as a video producer I kind of put my hat on and said  okay what's the system we can build here to make it so that we can do the same thing he did this  influencer account we can do that for a brand and they wanted 90 videos posting three times a  day was kind of the thing to do uh last summer and so they wanted 90 videos in a month wow  okay let's do this so if we we started do

ing it we we systematized really every part of  the process scripting filming editing posting and we were able to in the first uh two weeks I  think we got our first viral hit and that alone got us like a first five thousand followers  wow this is really cool and then within the first month or uh I think it was five weeks we  hit ten thousand which is a big milestone and then by the end of month three we just kept doing  this by the end of month three they were at over a hundred thousand followe

rs on Tick Tock they  had this community when one of the biggest if not the biggest uh they were the biggest crypto  brand with a channel but they were probably one of the biggest crypto influencers as well which is  crazy that both the brand can be paired with this this influence and so uh it was exciting and then  we did it again for another brand a couple months later same thing 10 000 followers in the first two  months and I'm like okay there's something to this and that's when I started to

become a Believer  but at the same time we were going through some changes in my own business where we I was  partnering with a partner at the time and then um we brought in a team I hired a big team because we  were getting ready for a year contract with one of our clients and this was a hundred thousand dollar  contract so I mean for me that was it was huge and two weeks before we were about to sign they  said hey we have to back out and I had already spent the whole month training a team and

and  getting them all hired on we had 10 employees now and so I was freaking out like I'm I'm going  to have to lay everyone off and go get a job because I don't have enough to pay their  their two-week notice or whatever just it was a nightmare and we were expecting a baby  and it was just like so much weight right um and so I didn't have money to run ads  and so I decided Well if it worked for them I should try it I should try it for our account  and so we started our Tick Tock out of necessit

y of like this is the only thing I can do I've  got the team trained up they got nothing else to do so they're gonna make three videos a  day for me to post and I did that we posted uh three a day most days some days it was it  was one for the first month and in that month it was amazing I a couple weeks in was getting a  ton of followers still no booked calls I'm like I don't know if this is gonna work three months  in or three weeks in and I started to get book calls but no sales and I'm like

still like I'm  up against this deadline like I need it to happen this week and finally in that like last week  in in um within 40 Days of our content starting we closed 40 000 in sales and it was  enough to kind of hold everything over um while I got going and in that time we grew  a following of 50 000 on Tick Tock a hundred thousand on Instagram and I'm I'm being asked to  speak on tedx stages and I'm I'm interviewing on podcasts and all of a sudden my brand means  something people know my fa

ce I have a friend who didn't want to hire me and so he goes to the  Philippines to hire somebody and they're like he sent one of my videos and they're like oh yeah  we know fault for me like people know who I am from that and and I think that even more than the  Forty thousand dollars that I got when I needed it the the brand that it built and the belief  that it gave me was huge and and so that was my intro to tick tock both seeing it work and then  necessity doing it for myself now fast forwa

rd a year and I still I'm just always blown away when  something happens I I was at my client's house um chatting with him over breakfast last week  for a film day and he told me I had no idea he told me in the last 10 days I've closed 150 000  in business all from organic social media and he has less than ten thousand followers just the the  trust and the communities built with this and so every day I hear these stories and I see them and  and I am a believer in in organic I'm a Believer in sho

rt form for sure quick question what did you  do before all this like we didn't even touch on that yeah yeah no great question so I always had  a video production company out of out of college that's what I've I've done so I've I've done um  commercials video video ads like Facebook ads was kind of my bread and butter for a long time I  love the scripting and the and the cast and film days and all of that's really fun um but again I  liked paid because I I could get results right and I didn't be

lieve I could do that for short form so  that's when I made the pivot so tell us like what you do now I mean I think I can kind of discern  from your stories what you do but tell us a little bit about what you do today and kind of who is  your target audience that you're you're yeah so I like to Define my niche as what I do and  not necessarily the industry because I really have worked in a lot of Industries I help  Brands systematize short form video content short form video you first think of

probably  Tick Tock right the the endless scroll those 60 second short videos uh that are are posted  there but they're also on Instagram reels and and all the rest right so that's that's what I  help companies with I help them systematize it I help them start getting there so they can post  every day build a following build an audience and then convert that following into business and  and all of that so organic social media awesome well first of all thank you so much for sharing  your your awe

some stories uh really great story um now there are some people listening right now  lots of people listening right now who might be a little skeptical on uh why they should pay  attention to tick tock um and specifically creating the short form content on Tick Tock  what do you want to say to those who have not yet um jumped into the deep end of tick tock or  those that have tried it and it hasn't worked yeah I like that though if you've tried it and  it doesn't work uh today will be helpful sh

ort answer is in 2023 short form video is the best  way to do social media it's the most effective way and I'm not just saying that I read a Blog this  morning that said that short form video has more growth this year than any other type of content so  that's that's the short answer the long answer is each platform is seeing more watch time from  short form video what does that mean it means people would rather get on their phone and  scroll watching 45 minutes of tick tock videos then turning o

n a Netflix show right they'd rather  just do this endless scroll it's by demand by the the people who are using social media they are  wanting more short form and so they are putting their attention there because it's captivating  and it's short and it's quick and it's good and so that means that because there's more watch time  all the other social media platforms Facebook YouTube Twitter all of them have now allowed  for short form to be on their platform so when I was in college I had this j

ob as a social media  marketer and we had to repurpose to every platform and it's a square photo for Twitter and it's a  horizontal video for Youtube and it's a vertical story for Instagram and it was a nightmare to do  all keep track of all this but because Tick Tock was stealing so much traffic every platform has  now allowed for this type of content so now as a marketer it's it's simplified our life if we  can just learn short form video it can go to Every platform with one piece of content a

nd it's  more likely to get more views than any other type of content than I do because it's just getting  more watch time and so it's it's a dream come true for a lot of marketers right now very cool  um I would love to learn from you today and this is what I think is so exciting about this because  I think there's going to be a lot of people who are either a already creating short form content  and are going to learn some really cruel stuff with the way that you your system is in place and  th

ere's also people like me who are more uh not creating we're creating video content but not  necessarily short form content that might get inspired by what we're going to talk about today  so let's break down the first part of your system uh sure what's the what's the first thing we  need to focus on the first thing is is scripting it's it's really a scripting because before  you most people will approach social media like this they get on their phone in the  morning their social media manager a

nd like what should we post today and then they've got  to come up with an idea and they got to do the whole thing and that's what we want to step away  from and we want to systematize this right so we're all putting on our producer hats and we're  thinking what's what's the way that we can post 30 videos this month not what's my next post  what how are we going to make a batch of 30. and to do that we start with scripting and and  uh it this is really it's the simplest part for a lot of your au

dience because they're marketers  they know how to come up with ideas and and so I don't want to over complicate it but um you  don't have to write a full script in a lot of cases for a lot of Brands you're going to have  some sort of a brand expert a brand face someone it might be your listeners that they might  be the expert who speaks to this all the time and all you really have to do is come up with  a type of video that you can film in a batch and a video hook and that and that's really as 

simple as it gets so so let's go through this so I have these seven viral video types for  for tick tock brands that I like to use and let's say that Mike you've got to uh you've  got to have 30 videos by the end of the month and I'm going to give you a couple categories  would you rather do Niche News videos which are sharing news in your industry or would you rather  do FAQ videos which it's a question that you get or the third one green screen videos where you  screenshot an article and then

you just talk about the article pointing to it what sounds like  the easiest one to start with uh to be honest the green screening of the article sounds the easiest  I'm not gonna lie yeah well lucky for you that's one of the best performing videos this year and  it also uh is very easy to make very quickly so what you're going to do for this this is one of  the viral video types that I love to use you go and you find you look up the news for the day  or you look up some influencer what they po

sted and you screenshot that and you get a bunch of  screenshots on your phone and if you're posting natively um you can you can go ahead and post  this but that would defeat the whole system that we have going on here right and so you need to  avoid the temptation to screenshot and go and post instead you screenshot all of these and then you  you make a list okay for this one my hook is this so what's an article you you've read recently I  guess today we're talking about short form video well I

mean I'll tell you there was one recently  by Business Insider that said social media is dead so um that was a great article um that uh  for sure I could create some videos out of social media is dead that's already a hook we  could probably borrow that right what's another hook we could we could use for that uh social  media is not dead yeah okay there you go you've got two videos there you go okay and so you'll go  through this and you'll come up with 10. let's say 10 for this green screen no

w you've you've already  got that right just just to be Crystal Clear yeah I've taken a screenshot of the article on my phone  yeah and it's gonna help people understand what the heck is that just gonna be a background I  mean like it will be a background okay that's later right now we're just coming up with the idea  okay all right so um I see what you're saying so how could this one thing well if it's you know it  could be an article it could be anything right how could this one thing spur a b

unch of different  videos like in this case it could be My Views on um Doom scroll right which is a phrase that a  lot of people think about in the world of social media it could be My Views on long-form content  as an alternative to short form content those are just like now we got a bunch of ideas right so  that's from one article right and you might wanna you might want to do a couple videos on that and  that's fine but you might also your your video type here that we're working with 10 video

s we're  coming up with for the videotype green screen so find 10 articles that's just as easy to do as  coming out with 10 ideas 10 articles 10 hooks you're done with part one part two pick another  video type you're gonna test out this month and in in some cases I have e-commerce Brands who  they have to really show their product rather than just talking about stuff and so their 10 videos  might be demonstrating the product or like will it blend right uh yeah or I have a a company who  was doi

ng body armor and so it's like make a list of all the things you can do to destroy that body  armor that's another 10 videos okay so just just you're picking a category you come up with 10  ideas and then 10 hooks which a hook is just that first sentence that really connects with the  audience captures attention and this is all I do for most scripting real quick can we briefly list  out those categories because you hinted that there were seven sure let's just list them out so people  can and jus

t briefly say what each one is yeah we don't have to go into death but you mentioned  frequently asked questions already right yep and you mentioned this green screen so that's two what  were the other spots uh Niche news one I've had the most success with probably is because there's  always something trending in the industry or even in the world I've seen people they'll take some  world event and make a really interesting it's better than a Netflix documentary 60 second video  about that thing

has nothing to do with their brand but they're building an audience of people  who love them and so if your brand is authenticity you can you can kind of stretch it but Niche  news is is fantastic um faq's green screen listicles is another one three yoga poses  that are gonna help with your back pain right um tutorials this one takes a little bit more  time later on in the edit or whatever but it can be extremely helpful depending on your your niche  repurposed content and here's the trick I put

this in my PDF just to teach people how to do it right  because a lot of people they'll see a podcast like this and be like oh great that can that 45  minutes can become 45 60 second Tick Tock videos and then they all flop right because you're taking  something out of context and so if you're going to repurpose you either a need to dig through that  whole video to find a hook or B when you go to film the content you actually film with short  form in mind and you place hooks within put hot butto

n questions or put you know moments and then  save those there's plenty of software as you're filming where you can say oh that was a moment and  you save that and so you know if you're going to repurpose long form just make sure there's still  a hook there's still some context there well and I can imagine you could create the hooks like you  said intentionally like when when you create the long form like we used to have people come in  studio and then we would after everything was filmed we wou

ld record a bunch of hooks and  we would just yes this one's the best one you can do that and you can also uh come up with your  hook later and just say I was talking to this guy about this thing you know give it some comment so  share a hook and then share the context and then share the clip and that works just as well okay  then the reaction category you and I talked about um kind of sounds like what we just talked  about where I read an article and I created a reaction video to it is that kin

d of what we're  talking about or is there something different um I I look at it differently I find the I go to  tick tock I go to the search bar I look at the videos in the in the last three months that have  gone viral in certain keywords it's really easy to do that with the filters and honestly Tick Tock  is way better than YouTube for this because it'll show current stuff instead of Evergreen stuff  so you find trending videos that have worked recently about that you could talk to about and 

then you film yourself reacting to that video now again you have to look at these and say oh okay  that's great I can do that but later that might require more editing and I might not be doing more  editing so you have to pick ones that work for you but once you find that uh this is definitely a  batchable type of video and that's why I like it Okay so we've come up with uh uh inspiration  sources of inspiration how does all this tie back to scripting so this really for a lot of  people this ca

n be your script a video hook you share that hook and then you speak for 60  seconds on something if you as a marketer can't speak for 60 seconds about that thing I don't know  man this is a tough industry for you right like that's what we do and all your audience members  I'm sure can speak to their expertise in a lot of Brands I find that it's helpful to have one  face of the brand and this goes into filming a little bit but basically if you have an expert  then you don't have to script everyt

hing you're just making an outline you're making the ideas  and you can write a couple ideas if you want um you now I have when I did those 90 videos  I didn't know anything about cryptocurrency and so I did have to go and script it line  for line every word and you can do that too um but I for most your listeners I don't think  that's the way that they'll approach this okay is there anything else specifically in the scripting  side of things that we have not addressed you'll notice that I didn'

t include any sort of skits  or booty shaking or lip syncing in these scripts and so the last thing I'll say is that I prefer  the type of content that is just talking to the camera I think a it's batchable B it really helps  build a personal brand and see it doesn't require the CEO to go and shake their booty and and you  know I I think that that's beneficial now if your brand is fun and you got a fun team I've seen a  going back to e-commerce a candy company on Tick Tock that has just a ton of

fun with what they  do and all their stuff is kit skits and ASMR and this and that those video types work great for  them but it's just those are batchable for them but it's not for most of the brands I work with so  you can think outside the box of these the reason I use these are because they're batchable and you  don't have to shake your booty or lip sync so okay so the first part of your process is scripting and  you strongly encourage people to pick one of these um categories like the news

in your Niche  frequently asked questions listicles which is three tips or whatever some sort of tutorials  green screens reaction or repurposed videos and what I what I um what I'm grappling with is are  they just grabbing screenshots and putting them on their phone and then throwing them into like  a Google doc I mean like let's systematize this a little bit what do you do when you're capturing  all this information sure well for most of the text for most of the text videos you can actually 

or most of the videos you can actually just start with text just write down a hook and and you can  throw it up on a teleprompter or just look at it and then turn to the camera you're doing it like  one sentence at a time so it shouldn't be too hard um just write down the text for the reaction  videos you're going to want to save that video for the edit later and for the green screen  videos we're going to want to save the article for the edit later got it but for the most part  if we're batchin

g this part of the process right which is sitting down for a couple of hours and  looking at these different categories and grabbing screenshots and maybe like adding hooks to a  Google Document that's kind of all we're doing in this first part of the process am I right yep  okay what comes next so next is filming and you don't want to start this Pro there's a Temptation  every time you're doing this to oh I got three ideas let's let's go and you can do that but I  like to at least at least give

me ten you know do a batch of 10 and see how much it's going to help  your life save you time systematize everything uh 30 is even better I've done 90 in two and a  half hours and let me tell you it is a good day when you can knock out 90 pieces of content in two  and a half hours so do the work beforehand to make your film day easier and a lot of times this this  is a really practical just human thing like I get tired I get drained filming in front of the camera  it's different than talking to

to you on a podcast it's I get super drained when it's just me staring  at a camera and so knock it out in one session and then I'm done for the month I don't have to worry  about that creative burnout or any of that so um wait wait till you have scripts once you have  scripts we get to filming and a lot the Temptation here again is to ask yourself oh what camera do I  need what gear do I need but I'm here to tell you that stuff does not matter nearly as much as the  connection and the content

you've already figured out the content with your script the connection  let's talk about that when you're talking to when you're filming these videos you really  want to connect one-on-one with your audience so I'm not talking to a screen I'm not  talking to the lens I'm looking in the lens because behind it there's a person that  I'm speaking to and I'm using the word you in a lot of my Hooks and so if you need to rework  Your Hooks to really bring that connection here great take a couple minut

es to do that because  your job when you're filming is just to connect and in my case it's with educational content  it's to teach something it's to really connect and drive home and so connection it matters  you have people filming on their smartphone in front of a mirror all of their content and  it'll get hundreds of thousands of views on every video like it's been proven that the  camera does not matter what matters is the connection the emotion that they get from the  video which depends on

the content so connection real quick uh the the tip about in front of  a mirror um that's kind of fascinating so I think the reason they would film in front of a  mirror is because they're using the better camera on the other side of the camera and they're using  the mirror to see what they look like or why do they film in front of them that's part of it  and part of it is because that Vibe of video again it's connecting it just feels it's kind of a  tick tock cliche at this point it just feels

like a normal person talking to you about something a  lot of times they're actually filming the mirror itself they're not they're filming the mirror  they don't care what it looks like ah they're connecting to the audience and sharing a hot take  and and again camera doesn't matter okay so here's where I here's where I thought it was going I  thought it was they were flipping the phone had a little tripod no they were using the mirror to be  able to see what they their frame looked like in the

actual phone itself but what you're saying is  they're using the phone to frame up themselves but they're pointed at the subject which is reflected  so when I say that you immediately think my tip is about the camera again right we need to just  people are taking selfie videos in their car and and those are doing just as well as the studio  videos and so connection content over camera okay what else that's rule number one okay and people  are going to get really mad if I leave it at that and so

some camera tips if you do feel the need  because I do like having a studio I mean you see my camera my lights my setup here it's part of my  brand it's consistent and it's somewhere I can sit down and film a batch and feel comfortable and so  if you do want that the three the three L's here lapel mic is my preferred mic of choice I mean  you can go with a podcast mic too but I usually film my short form content with the lapel lens  matters more than camera I can get this same blurred backgroun

d with a nice lens on a 600  camera or on a four thousand dollar camera the lens is what makes that blur it's what makes it  look high quality and then uh lighting just just look up a couple videos about three-point lighting  it's this key light right here that's big and soft and makes giving me this nice shadow it's that  yellow backlight right there that gives me this rim and Separates Me from the background it's not  doing a great job on my hair and then it's that background light there that'

s giving me a brand  color or you can use a fill so that's three-point lighting and that really adds a nice Studio effect  I like this because this is what a lot of people in my Niche use this nice lighting this nice  blurred background and so even if people don't know my face they recognize high quality video and  I can kind of blend in with that a little bit but it doesn't work for every Niche like if I were  to do this with some of my Brands who again that that Safe Life defense body armor br

and I worked  with they needed to be man on the street vibes you know shaky camera shooting stuff blowing stuff  up that's a lot different but for those sitting down talking to the camera lapel lens and lighting  okay a couple other questions related to filming um acknowledging that you're a film guy but we're  not you know for the sake of this discussion we're assuming the people that are doing this are not  film people so um the idea of having to change your clothes every video um what's your

thoughts  on that yeah I I don't I don't think it matters I think again we focus so much on all the the little  things that we think we need to do to make a video better and what matters is the content and the  connection and when it comes to changing clothes I'll go several sessions where I forget to do that  just because like I was planning on doing it and I don't it doesn't make a difference in the content  people don't care okay when you are actually filming do you have any tips on other tha

n looking  into the lens sure that will help it feel help people feel a little bit more authentic yeah I do  want to repeat using the word you it really does matter it really does matter because it's not just  using that word it's not like it's a magic word but it helps me rephrase the hook to to provide  the benefit for the user here's what it's going to do for you not here's something I read recently  right and so it really just sets the whole stage um the other thing that can help if you're 

kind of boring on camera and you feel like uh this isn't working bring someone in the room you  know it there's a huge difference when you've got someone there and you're laughing at your own mess  up and and you're joking with them and then you're back to the camera and all of a sudden you've got  bloopers because you don't just go silent between takes you're like reacting and it's just it just  adds energy um stand up if that helps you get more energy go on a run and then come come back you  k

now bring the energy and bring the connection very cool um when you're actually dealing with  someone who has a script and maybe doesn't have the sophistication to have a teleprompter  because maybe they're holding their phone in their hand you know any tips on like how to  take multiple should we take multiple takes yeah um you know should we have another something in  our other hand or a piece of sticky note on the front of the phone like what's your thoughts on  that I'm really glad you asked

this one because one thing that I learned early on is that you  can take these videos one sentence at a time and sometimes that's better and part of the  reason it's better is because it prevents you from Rambling right a lot of us are prone to  ramble these are 60 second videos they can be 15 second videos if you want them to be and so read  your hook and then pause think about what you're going to say next and say that one sentence at a  time and that's totally fine because we'll get to editi

ng we'll clean this up later your job is to  film 30 videos in a sitting your job isn't to film a perfect take of every single video that's going  to burn you out film 30 blow through them and then if you delete one later because you were that's  fine what about the fact that it's 60 seconds um yes you recommend people have a timer running in  the background or do you recommend that they just kind of like try to get it done in a reasonable  amount of time and they can always edit stuff out later

or what's your thoughts on that it kind of  depends on the the content I have a medical client right now where sometimes it's really hard to cut  something out because then it lacks context or um the bedside Banner that you would expect from  a doctor you know it and so I prefer to get it right the first time so you know if it takes a few  times for you to get into the groove that's fine um I would I'm forgetting the question 60  seconds yes the reason we need 60 seconds is because that is what

can go to Every platform  if you're just focusing on Tick Tock you can have it over 60. if you're just focusing on  Instagram I think you can go to 90 right now um and so it kind of depends on I'm  publishing uh uh nine and ten minute content on Instagram that's getting categorized  oh okay thing and I don't know if that's just me um but right now you only have one option which  is to upload reels on Instagram interesting so I don't think that the limit there is there anymore  on Instagram as I

have done stuff over 10 minutes believe it or not and it's been classified under  reels yeah but obviously not everyone's going to watch a video that's that long right it's true  and and um there are platforms that do limit it and so it's it's helpful uh for that reason  but yeah 60 seconds also lets you spend less time on each individual piece of content and it  doesn't necessarily affect how well that performs now you know this um and maybe this is going to  be resolved in the next part of yo

ur process but um we're not we haven't really touched on like the  basic elements of a good video outside of lighting and audio as far as composition I mean not  composition but the words that come out here sure you talked about the hook but is there any other  recommendations that you include specifically for tick tock to increase the retention on the video  yeah that is a great question and again this is hard because it depends on industry and it  depends on video type in experimenting and fig

uring out what video type works well for you  you're going to see other people who do that type of content and just take notes you know each of  these video types I've made it's from looking at all the other people doing it and being like okay  here's what works for that type of content and and it's helpful for me to categorize it so that  it's not this what's a good Tick Tock video it's like no what's a good reaction video right that's  different that's a lot different and so you know look at t

he categories pick a beginning middle  end I like to start with a good hook that that connects and I'd like to at some point in the  video my purpose is not a call to action it's a call to emotion what can I help them feel  in this video because if they feel something they're more likely to do something if I give a  video that's so valuable it shares all my secrets and they're just blown away by the amount of work  that went into it people I don't have to tell them go click my link they are goin

g to go to my  comments they're gonna comment they're gonna share it with their friends and then they're gonna  go dig around my profile to find what I'm selling and how they can buy it right it the emotion  matters a lot more and they've actually done studies about this I love nerding out about this  they've done studies about viral videos what makes them go viral and they've connected High arousal  emotions these are emotions like anger surprise um uh versus boredom tired or even just  being p

leased about a video High arousal emotions With viral videos and so make  them feel something that's the purpose okay so I've got a crazy ask of you yes not  part of what we agreed to do but I'm gonna have confidence you can answer this I want  you to pick a topic okay and I want you to actually act like you are making a 60-second  video okay and just pick something it could be it could be what we're talking about today it  could be the benefits of having a good system and here's three points or

whatever but just do  it on the Fly and I'm talking so I'm giving you time to think just do it on the fly so that people  can hear what something like this how simple or how complex this might need to be okay my wife  is a yoga instructor and so the hook would be here are now it would be doesn't need to be perfect just go yeah I know  you're if your back is hurting here are three yoga poses that are going to help with your back pain  I'm gonna go through the first one show the pose and then pro

bably talk over it and and so I can  record it all in one sitting and then all I add is the b-roll so the first pose is the cat and cow  I don't know what any of these are called this one helps with this the second pose very simple  it's called the tree pose and the third these again don't help at all the third pose is the  crane and then I'm gonna end with some sort of a make your partner do this with you and see if  it helps your back pain or some sort of a you know joke about their partner if

I can think of  one which I can't um the call to emotion is it that last part the call to emotion in this case  it was a listicle and I didn't do a very good job at it to be honest so I mean it's a piece  of content but that wasn't my that wasn't my Focus um I guess that's the that's the higher law  that I always think of it's like how can I make this more emotional that's likely to to do better  so this is where it's really important maybe in your scripting process to come up with something  s

ome sort of angle you know like not everybody obviously is able to just on the Fly come up with  some sort of a call to emotion right yeah so for example I'll just share like I do these unscripted  direct camera videos on all the platforms except for tick tock because I'm just not there yet um  and they tend to be like six to ten minutes long and I go in there with um what I know I'm going  to talk about and and I've thought about some stories that I can tell because these are longer  videos rig

ht and then um I have some morals that I'm trying to share and then by the end of it I  ask people to engage with me with their particular thoughts so if I was doing a shorter form version  of this let's say I was speaking about disruption right I would say something like today is um  perhaps one of the most disruptive times for marketers we've got artificial intelligence social  platforms that are are changing and you might feel like your whole world is in disarray I'm going to  share with you

three tips that by the end of this video you will have more clarity you don't even  have to say it here's three ways to address this change number one number two and number three  and then I might close with some sort of a um give it a shot let me know what you think I  mean is that what we're talking about I think so and and I did catch an emotion in there and it's  in the hook you you planted at the beginning right I don't love the idea of using fear in marketing  when it's like you leave some

one afraid right I don't like that but at the beginning people are  afraid and connecting with them with that fear of yeah you're freaking out and then calming  them down right that's great and so you used it with fear in the back pain video If I was  a little better I could have been like feeling this back time all the back pain all the time and  this video is not for the bikini babes and the gym Bros this is for everyday people right it creates  it creates a little bit of anger or common enemy

right and there's there's some emotion there that  can okay perfect all right so the first part of your process is scripting the second part of your  process is the filming process right what's the next part next part would be editing and this is  the part that varies the most from from honestly from client to client and also just everyone  I see doing it if you're doing it yourself uh it's going to look a lot different than me  and my team doing it but the biggest thing to keep in mind is numb

er one batch your edits just  like anything else it's going to save you so much time and instead of filming posting editing like  all that in one day you're knocking out 30 in a couple weeks and then you can do your job for  the rest of time without having to always think oh what's my social media strategy or this or  that so you've got to batch when you're actually editing there's so many levels of edits mine are  crazy involved because that's what I do and so I kind of have to have this higher

standard but the  three rules I would say for pretty much everyone number one is cut the Dead Space have you have  you heard of the millennial pause do you know what that term is uh well I can tell you that my  daughter said dad you take long breaths in between uh okay yeah I'm sure that's what it is yeah the  millennial pause is what a term gen Z came up with to make us feel self-conscious about being on the  internet right so when you start a video and you um okay so today right all of that c

ut it right  got all of it and in between sentences you can cut it you have some creators who will cut the  beginning and end of words and it's just like have sentences everywhere because it's just just  keep it tight so that's that's number one is is cut cut stuff and keep it tight number two is  add captions a lot of these people you know this and and your listeners too they watch it without  the audio and so add captions and the other thing is in which to clarify when you say captions you  me

an baked in I mean open captions burn in because you're going to be using this one piece of content  on every platform and so you don't want to have to go in and add the captions and add that do this  in the edit because then you can you can get it out everywhere it's way more effective so adding  captions and number three is don't edit natively inside the app and this is when people hate me  for well doesn't it help performance if you're editing natively it does it does it optimizes  performanc

e for that app however you can't do it in a batch because now you've got all these  other buttons you gotta hit it's it's slower on a phone than it is a computer and it might work  better on Tick Tock if I'm using the tick tock app they know that and they push it a little more but  then it won't work as good on Instagram and all these other ones and so make a piece of content  that can be an asset for you across platform and as soon as you systematize this you're going  to see growth on multiple

platforms and so why would you why would you give that up when you've  got plenty of people who are still over on these other platforms why would you give that up just  to optimize for tick tock I think optimization is killing so many people with social media they just  need to build something that works good enough consistently and show up every day versus  over optimizing and doing all this secret SEO hacks for this and that and then they  post once a week instead of once a day I love that yo

u're talking about this and  and everybody it is a trade-off right you've got obviously this desire to want to like batch  yeah and um get a lot of content produced versus creating this perfect video specifically  optimized for tick tock or Instagram reels um for those that are not like Adobe Premiere Pro  experts like you and some of the people that work for me do you have any specific apps that would  help people sure yeah going from simplest to use if you're just on your phone and you don't r

eally  have the editing skills there's an app called captions you do have to pay for it but it's it's  purple it's really easy it'll help bake in the captions uh it even has a teleprompter built in so  if it helps with your filming process it's great um cap cut is the next one up and you can  do a desktop version or a phone version it's built by Tick Tock for short form video  and you can make short form and then post to other places so it is it's not natively  editing like I mentioned earlier i

t's actually using an editor exporting the  video that you can then use everywhere and there might be a pro version but I don't know  I use Premiere Pro and that's the one I pay for um if I'm you know I obviously I'm doing  more in-depth edits and I find that to be the way that I can save all my presets and  do everything the quickest is in Premiere Pro okay so let's talk about the next part of your  process okay next part is uh posting so again this is the only time that we can actually do it o

ne  at a time and what's great about this for social media managers posting is a nightmare because  you got to go to every single platform normally it's just awful and you've got to come up with the  idea and by the time you film edit post your day's done and so you've already done all the work all  you have to do is log in and hit that post button and what's great is I actually  post to tick tock and YouTube only and then I have a tool I use repurpose.io there's  plenty out there but I love tha

t one a tool that will take it take off The Tick Tock Watermark and  post it to Instagram Facebook Twitter Pinterest anywhere else that you LinkedIn X it goes It goes  everywhere and so I really only have to post to those two and it I need to check to see if YouTube  has been resolved because for a while they just didn't like repurpose IO and maybe they do now  but uh fantastic tool that saves me so much time just to be Crystal Clear uh you are exporting once  out of your software you are native

ly posting on Tick Tock first and then you're going to YouTube  and putting it on shorts and then you are using a repurpose.io which is essentially grabbing  The Tick Tock video stripping the logo off of it and republishing it is that am I hearing that  right yeah it just it does all that work for me and again people like oh but what about the  captions and the differences and the optimization doesn't matter doesn't matter Instagram doesn't  even care about uh hashtags as much anymore they just

change their thing again and they they don't  care they care more about the caption you can go in and change it later if you want but get it  out there it's better to get out there I I that client I talked to about earlier with the 150 000  week right um we posted on Twitter Facebook Tick Tock Instagram YouTube all summer and guess what  Instagram Facebook didn't didn't take off at all and I don't care because Twitter Tick Tock  and YouTube did and those will catch up at some point and we'll go

and we can optimize for  that later but I'd rather have it out on every platform and then focus on making more content  then again optimizing and wasting all my time um I know YouTube lets you schedule shorts  does tick tock let you schedule uh or no I believe they let you do drafts it gets tricky when  you're with a company because then it's saved on your phone and so then someone else can't if you  uploaded it they can't see your drafts so you got to be careful of that but um you can save it 

as a draft and then just hit the post button later if you need to and does but the draft is  going to stay on your phone it's not going to be necessarily accessible to someone else who has  access to the account right correct and there are I think there's one app now that is approved as an  API so that you can post to tick tock without but I've never tried it and so I I don't  know if I can recommend anything um the last thing I'd say is if you Outsource  this it needs to we so I give you contex

t I've outsourced every part of this process I've  outsourced the scripting when I didn't know it I've outsourced the filming and hired  a spokesperson to read the scripts that we wrote right and then I've outsourced the  editing and I've outsourced the posting and posting if you're going to Outsource this  make sure that it has the same SIM card as the country you're trying to reach it makes a big  difference on a few platforms and um even when you say location here it just knows so just make 

sure you're doing it I hire someone from the US to post if it's going to the US if you're not yeah  okay that's very good to know um Austin this has been really fascinating I I love the Simplicity  of the system I like the idea of batching lots of videos and not getting caught up and just doing  one or two at a time and and just like er you know but having a whole process and system is super  valuable if people want to discover more about all the great work you're doing in Austin first  what's y

our preferred platform you want to reach out to you on sure platform and then secondly um  where do you want them to go if they want to learn more about you and your business yeah Instagram  I talk a lot about Tick Tock but I am usually on Instagram more so if you want to reach me you  can follow my content anywhere faltermania but um message me there and that that's fine and  then um it's falter.media SME that's the page I made for your audience where I actually have my  PDF for The Seven video

types and you can go to get it for free for your listeners so falter  that's f as in Frank a l t e r dot media SME Austin falter thank you so much for coming on the  show and sharing your insights with us thank you