Three rules for creating the best performing content
If you want best performing content, start by telling the viewer what the video is about within seconds. That hook, paired with a clear expectation and a tidy conclusion, is the simplest way to build trust and keep people watching.
Why these three things matter
When people doom scroll they expect either something flashy or something that provokes curiosity. The problem with clickbait is it breaks trust. The best performing content does the opposite: it says what it will do and then delivers.
“The best performing content on the internet has three things in common.”
That promise-and-deliver structure is what makes viewers stay and come back. It is not magic. It is clarity.
The framework (use this as your template)
Explain fast: Lead with context and a one-line answer.
Manage expectations: Tell viewers what to expect and how deep you will go.
Conclude where you began: Return to the promise and close the loop.
“If you go through Tik Tok, if you go through Instagram, it doesn’t really matter the platform.”
This works across platforms. The platform is secondary to the structure. You can apply this to shorts longform interviews and everything between.
Why this beats clickbait
It builds trust because you deliver on your promise.
It reduces comment backlash and churn.
It makes repurposing easy because each piece has a tidy start middle and end.
Two short insights
Clarity wins
Promise then deliver
5 quick templates to publish today
🎯 One-line hook then the answer: “This video shows how to…” then three quick bullets.
🧭 Expectation box: “In 90 seconds I will cover…” and then deliver.
🔁 Reuse loop: say the answer, explain two examples, repeat the answer.
🗳️ POV post: state a claim, explain why, invite disagreement.
🧾 Checklist clip: promise the result then read a three item checklist.
How we would do this — 3 practical steps founders can do this week
Draft a 15 second hook: On Monday write one sentence that explains the video. Record it 5 times until it feels natural.
Set expectations on camera: Add a one line timestamp or verbal “I will explain X in 90 seconds” near the start. This reduces drop off.
Close the loop: At the end, restate the hook and the one action to take next. Post and measure retention for two weeks.
I say this from having tested formats across clients. I have re-recorded videos with the same content and seen retention jump simply by clarifying the promise up front. That felt like a small production miracle.
Actionable checklist before you publish
Is the one line explanation in the first 10 seconds?
Did you manage expectations for length or depth?
Does the ending restate the exact promise?
Can this be split into one short and one long version?
Is there a clear next step for the viewer?
Pull quotes from the transcript
“They explain really quickly what the video is about. They manage your expectations. And the third thing is that they conclude where they’ve begun.”
“So, the content that keeps you watching for a long amount of time is the content that tells you exactly what’s going to happen and you feel that they’ve kind of fulfilled on that promise.”
Quick FAQ (likely reader questions)
How long should videos be? Short enough to keep a promise. If you promise 90 seconds keep it near there.
Is this clickbait? No. Clickbait promises and underdelivers. This framework promises and delivers.
How often should I post? Start weekly then increase once you can sustain quality.
Can this work for written posts? Yes. Use the same hook expectation conclusion sequence.
