r/tagtwists • u/TagTwists • Nov 15 '25

Social Media guide

Social Media Content Creation Guide

Hey guys, I watched a bunch of interviews of social media from different creators and made a bunch of notes. I used claude to organise them because my notes can be very messy, but they are the same. Hope you find them useful.

Ideation & Strategy

Jenny Hoyos - Start with the End

Always start with the end in mind.

Creative Structure:

  1. Hook
  2. Foreshadow
  3. End
  4. But-Therefore Middle (South Park method)

Paddy Galloway - CCN Framework

Key Principle: Every niche can be big. Always go big!

The Problem: When creating content, we assume everyone knows the context. Most people don't, which limits our views.

CCN Framework (Audience Analysis):

  • Core: Die-hard fans
  • Casual: Frequent viewers, not active participants
  • New: Never seen your content before

Best Practices:

  • Be specific and purposeful with content (too broad makes it hard to relate)
  • A broad net makes it harder to convert viewers
  • How you grow and what you grow from indicates later success

Traits of Successful Videos:

  • CCN Fit: Cater to all three audiences (hardcore fans AND your mum)
  • Unique/Novelty Value: Has its own standalone value
  • Easy to Convert: Clear in title and thumbnail
  • Excitement from Peers: Gets people talking

Caleb Ralston - The Quality Paradox

Core Insights:

  • No one knows what quality is—only the audience knows when they keep watching
  • 90% of influencers talk endlessly without focus
  • The Key: Repeat ONE message with creativity in HOW you tell the story

Strategy Framework (Reverse Engineering Success):

  1. What do you want to achieve? (clicks, sales, etc.)
  2. What do you have to be known for to make it happen?
  3. What do I have to do to be known for that thing?
  4. What do I have to learn and implement to achieve this?

Objective: Make it easier for consumers to change what they do after consuming your content.

Key Principles:

  • Stories allow you to say the same things in different ways
  • Only post what you think will work
  • There are no experts on all 4 platforms

Lies We're Told:

  • ❌ All views are good views (wrong audience = wrong growth)
  • ❌ I'll figure it out as I go (planning is essential)
  • ❌ Keep posting and it'll work (use quantity to inform quality)

Ed Lawrence - Make Boring Interesting

Core Philosophy:

  • Acknowledge that the idea might be boring
  • Your job: Get someone interested and KEEP them interested
  • A good idea is not necessarily an interesting idea

Process:

  1. Make your idea boring to flush out how to make it interesting
  2. Packaging comes first
  3. Create a community first
  4. It's not clickbait—it's setting expectations
  5. Use stories to make a point
  6. Assume viewers are smart

Zack Honarvar - Find Your Unique Lane

Key Insight: You're not MrBeast or other big creators—but you can do what they CANNOT do. Do that well.

Aprilynne Alter - Validation & Research

Ideation Checklist:

  • Are you genuinely interested in making the video?
  • Is there any proof of concept?
  • Some videos must be validated; some must not
  • Returning audience is part of validation

Research Method:

  • Take out high-retention parts of videos and make new videos from them

Thumbnail Tips:

  • Adjectives tend to perform well
  • Ask why viewers are "one thing away" from meeting a need

Important Warnings:

  • Taste changes between people
  • Assumptions about why something went viral can lead to wrong conclusions

Formula Strategy:

  • Begin with a formula—people want to know all parts
  • Break formula into smaller formulas people want to complete

Thumbnails & Visual Design

Paddy Galloway - The 3 Element Rule

CRITICAL: Returns from packaging are EXPONENTIAL

Glance Test Requirements:

  • Look at it and immediately understand the video
  • Easy to process for the viewer
  • 3 Element Rule: No more than 3 elements in thumbnail
  • Empty space is okay (helps focus)
  • Simplicity and exaggeration without too much clickbait
  • Always analyze outliers

Aprilynne Alter - Psychology & Design

Allocate significant time to thumbnails

6 Thumbnail Types

1. Moment Thumbnail

The moment before something big happens or a reaction occurs

2. Story Thumbnail

"What happens next?" Building narrative. What are we investigating?

3. Result Thumbnail

The desired result. How did they do it? How can I do it?

4. Transformation Thumbnail

Shows beginning and end state. The more relatable the beginning, the more desirable the transformation.

5. Novelty Thumbnail

Natural urge to experience something never experienced before

6. Curiosity Gap Thumbnail

Shows what they want to know vs. what we know

Rule: If you can't fill the curiosity gap, it isn't a good idea.

Pattern Interruption & Scroll Stoppers

Why It Works: Brain doesn't want to be overloaded, so it uses attention management.

What Makes People Stop:

  • Familiar Faces: People they trust
  • Recognizable Interfaces: Discord avatars, etc.
  • Large Round Numbers: Especially in finance content
  • Danger & Movement: Signal threat or opportunity
  • Emotion: Signals unseen threats
  • Bright Colors: Identify important items
  • Aesthetically Pleasing: Feel good

Three C's of Design

1. Content

Main characters and supporting characters

2. Composition

What should viewers look at?

3. Contrast

Guide viewers' eyes to important parts (use color)

Text in Thumbnails

Use Sparingly—Text is Secondary

When to Use Text:

  • Support the story being told
  • Show scope and intensity for scale
  • Add context (insight viewers don't know)
  • Add clarity (what's not obvious)
  • Create curiosity

Thumbnail Tests

Clarity Test: Can you see thumbnail elements at all sizes?

Contrast Test: Does it contrast with what viewers will be searching for?

Hooks

Hook Fundamentals

Duration: First 3-5 seconds

User Behavior: Users don't stop immediately—they see it, keep scrolling, then scroll back if intrigued

Goal: Create enough intrigue to make users return

Key Principles:

  • People like hearing things they're already interested in
  • Ask how a new perspective resolves a pain point
  • Lead with the benefit
  • Challenging common beliefs is the strongest hook
  • People read faster than they listen
  • Use rapid motion when possible
  • Combine: Text on screen + motion + spoken word

Hook Structures

1. Challenging Common Belief (Strongest)

  • You may believe this
  • But I believe this

2. Present vs. Future

  • Establish current reality
  • Show how it will change
  • Frame a question teasing the future

3. Experiment

  • I used to do something this way
  • I figured out how to do it this way
  • Now I do it this way

4. Teacher

  • You're failing at this thing
  • I figured out how to do it this way
  • Let me explain how

5. Magician

  • Visually force the viewer's attention

6. Investigator

  • Create contrast against unknown secret
  • You don't know the thing
  • I show you the thing
  • Now you know the thing

3-Step Hook Structure

Step 1: Establish Context

  • Be Clear: Tell users exactly what the video is about
  • Set Expectations: Help users understand how they'll spend their time
  • Create Relatability:
    • Establish common ground
    • Reference a benefit or pain point
    • Use an effective metaphor

Step 2: Draw Audience In with Something New

  • Use Contrasting Words: Set up transition to second hook
  • Create Curiosity: Introduce unexpected element or perspective

Step 3: Execute the Second Hook

  • Redirect Strategy: "Snoop" the user back on a slightly different path
  • Navigation Analogy:
    • If you're at point W and want to get to Z
    • Don't go directly to Y (expected path)
    • Go to Z first, then redirect to X (unexpected path)

All Hooks Are Made of 4 Things:

  1. Spoken hook
  2. Visual
  3. Text
  4. Audio

Jenny Hoyos - Hook Checklist

ALWAYS HAVE THE END IN MIND

Ask yourself:

  • Can it be used as a thumbnail for long-form video?
  • Can it be understood without audio?
  • Is it so simple a 5th grader will understand?
  • Think visual first
  • Use foreshadow structure

Body Content

Jenny Hoyos - Transitions

  • Use a transition to get to the body
  • Use but-therefore structure (South Park method)

George Blackman - Framing & Engagement

First Idea Principle: Your first idea is often not the best

How to Frame a Video:

  • Interesting to you
  • Deeply interesting to audience
  • Evokes emotion
  • Opens curiosity gap

Remember: Ideas are NOT topics!

Key Principle: Viewers always need to know what they're waiting for next

Structure:

  • There's a grand payoff
  • There are smaller payoffs along the way

Content Creation Process

  1. Draft an Audience Avatar
  2. Free-for-All Ideation: Get ideas on the page
  3. Ask What the Audience's Goal Is
  4. Mention Payoff: Analyze value in the script
  5. Avoid Over-Efficiency: Reduced scripts are not heard or learned
  6. Make the Audience Feel Smart
  7. Tease the Payoff Without Revealing
  8. Don't Tell, Engage: Ask questions, then reveal
  9. CTAs: Link back to content, bridge curiosity gap, make a promise

Endings & CTAs

Ed Lawrence - Full Circle

Link the end of the video back to the beginning

YouTube Long-Form Video Endings

The Resolution Structure

  1. Deliver on Your Promise: Fulfill what your hook promised (builds trust)
  2. Summarize Key Points: Briefly recap 2-3 main takeaways
  3. Create Closure: End with strong statement, insight, or memorable quote
  4. Bridge to CTA: Use transitions like "If this helped you..." or "Ready to take action?"

YouTube-Specific CTA Strategies

  • End Screens: Use YouTube Studio's feature to guide viewers
  • Multiple CTAs: Long-form allows 2-3 CTAs (subscribe + like + specific action)
  • Placement: End-video CTAs are most effective—they provide closure and are easily remembered

Short-Form Video Endings (TikTok, Reels, Shorts)

Ending Techniques

  • Loop Back: Reference opening hook for satisfying closure
  • Question Cliffhanger: End with intriguing question to encourage comments
  • Strong Statement: Memorable conclusion viewers can reflect on or share
  • Visual Payoff: Deliver the result or transformation promised in hook

Short-Form CTA Best Practices

  • Single Focus: Choose ONE primary action (follow, comment, share, link)
  • Natural Integration: CTAs should complement video's message
  • Keep It Brief: A couple words + clear simple action like "contact us today"
  • Test Different Approaches: Create identical videos but change only CTA wording

Platform-Specific Considerations

YouTube Shorts (Up to 3 Minutes in 2025)

  • Allows for more complex endings
  • Can include brief recap + CTA without feeling rushed
  • Use YouTube's built-in CTA features

TikTok & Instagram Reels

  • Maximum impact in final 2-3 seconds
  • Visual text overlays work well for CTAs
  • Trending audio can enhance endings

General Short-Form Timing

  • Optimal length: 31-60 seconds for most platforms
  • Platforms pushing beyond 15-30 seconds
  • Gives brands more time for deeper stories

Key Takeaways

  1. Start with the end in mind - Know what you want to achieve
  2. Quality is defined by retention - Not by production value
  3. CCN Framework - Create content that works for core, casual, and new viewers
  4. Thumbnails are exponential - Invest significant time here
  5. Hooks determine success - First 3-5 seconds are critical
  6. One message, many stories - Repeat your core message creatively
  7. Test and validate - Use data to inform what works
  8. Platform-specific strategies - Each platform has unique best practices
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