Brief Summary
This video is a mini-course on how to create viral Reels for SaaS businesses. The creator, Desmond Ho, shares his insights and strategies based on his own successful Reels experience. He emphasizes the importance of understanding the cultural context of short-form video platforms like Instagram Reels, TikTok, and YouTube Shorts. He also explains the Reels algorithm, how to find the right content approach for your SaaS, and how to create engaging Reels that resonate with your target audience.
- Understanding the cultural context of short-form video platforms: Reels are about attention and resonating with the culture and subcultures of your target audience.
- The Reels algorithm: The algorithm prioritizes watch time and engagement metrics like likes, shares, comments, and saves.
- Finding the right content approach: Test different content approaches to find what works best for your SaaS.
- Creating engaging Reels: Focus on creating high-quality videos that are relevant to your target audience and optimize for watch time.
Intro & Basic Concepts
Desmond Ho introduces the mini-course and highlights the importance of understanding the similarities and differences between Instagram Reels, TikTok, and YouTube Shorts. He emphasizes that while content can be repurposed across platforms, it's crucial to tailor it to the specific platform's audience and algorithm. He explains that Instagram Reels have a more diverse algorithm, accepting various content types like entertainment, educational, and other short-form videos. He also notes that TikTok is more US-centric, making it harder for non-US creators to go viral, while YouTube Shorts are more localized, favoring content from local influencers.
Shorts = Culture
This chapter delves into the concept of "culture" in the context of short-form videos. Desmond explains that "culture" refers to the shared experiences, values, and perspectives of a target audience. He emphasizes that short-form videos are about capturing attention and resonating with the culture and subcultures of the audience. He highlights the difficulty in engineering culture, making it challenging to predict what will go viral. He concludes that short-form videos are not about supply and demand but about attention and resonation with the masses.
How Reels Work ("4% rule")
This chapter explains the mechanics of the Reels algorithm and how to increase the chances of going viral. Desmond introduces the "4% rule," which suggests that only about 4% of your Reels have the potential to go viral. He emphasizes the importance of testing different content approaches to find what resonates with your audience. He explains that once you achieve your first viral Reel, the algorithm recognizes your ability to create engaging content and pushes your future Reels to a wider audience. However, he cautions that even with a successful track record, there's still a degree of luck involved in going viral.
The Reels Algorithm, Explained
This chapter dives deeper into the Reels algorithm, explaining the factors that influence Reel distribution. Desmond identifies two key categories: content variables and performance metrics. Content variables include elements like the video itself, caption, audio, and hashtags, while performance metrics encompass watch time, replays, likes, shares, comments, saves, and impressions. He emphasizes that watch time is the most crucial performance metric, as it directly correlates with the algorithm's decision to distribute a Reel to a wider audience.
Finding the Right Content Approach for your SaaS
This chapter focuses on identifying the right content approach for your SaaS. Desmond emphasizes the importance of organic growth and discourages buying followers or relying solely on friends for engagement. He explains that the algorithm analyzes engagement levels to determine whether a Reel should be distributed further. He also highlights the "beginner bonus," where new accounts with limited followers can sometimes achieve organic traction based on the quality of their content. He then introduces the concept of "content approach," which refers to different types of short-form video content, such as memes, POV videos, and daily series.
Finding Content Ideas
This chapter provides strategies for finding content ideas. Desmond suggests immersing yourself in the culture of your target audience and observing what content is performing well for competitors or other accounts in your niche. He encourages viewers to create a list of 20 accounts their target audience might be following and identify 10 content approaches to test. He emphasizes the importance of keeping Reels relevant to your product and brand, even when using memes or other popular formats.
Making your First Reel
This chapter provides practical steps for creating your first Reel. Desmond encourages viewers to choose a content idea that directly plugs their product or showcases their brand. He recommends using a good camera, especially for mobile apps, and utilizing the free video editing tool CapCut. He emphasizes the importance of taking action and creating your first Reel as soon as possible.
Your Instagram Profile Setup
This chapter focuses on Instagram profile setup. Desmond acknowledges that while profile setup is not as crucial as content strategy and idea generation, it's still an area for optimization. He emphasizes the importance of establishing a clear "vibe" for your profile, reflecting your brand and target audience. He suggests testing different vibes, such as chill and goofy, motivational, or serious, to determine what resonates best with your audience. He also recommends keeping your bio concise, using your tagline and website link.
How to Post the Reel
This chapter provides guidance on posting your Reel. Desmond encourages viewers to simply post their Reels without overthinking it. He shares his experience with a viral Kung Fu Panda meme that he hesitated to post for two weeks due to concerns about brand alignment. He emphasizes the importance of consistency and posting daily until you achieve your first viral Reel. He also suggests that after achieving a viral Reel, you may not need to post daily, as it could potentially negatively impact your distribution.
When Will I go Viral?
This chapter addresses the common question of when a Reel will go viral. Desmond acknowledges that there's no guaranteed answer, as the algorithm is unpredictable. He shares his own experience of achieving his first viral Reel after 10 weeks of consistent effort, testing different content approaches and posting almost daily. He emphasizes that while focusing on Reels can be effective, diversifying your content strategy across other platforms can also be beneficial.
What More Can I do?
This final chapter provides additional tips for increasing your chances of going viral. Desmond emphasizes the importance of cultural immersion, encouraging viewers to actively observe and understand the cultural trends and subcultures prevalent on Instagram. He also suggests exploring other marketing channels beyond Reels, as it can take time to achieve a breakthrough. He briefly mentions engagement groups and Reel boosting as potential strategies but cautions against relying heavily on them. He concludes by encouraging viewers to join his waitlist for his upcoming marketing AI project.
