The Hot Script Video Formula for Creating Video
Sunny has developed a proven formula for producing videos that work. The formula breaks down into three phases:
- Phase 1: delivering the hook, outcome, and testimonial
- Phase 2: delivering the value
- Phase 3: delivering the calls to action
This formula can be used to create videos for any stage of the funnel discussed above. Below is an example of a video from the bottom of the funnel.
Phase 1: Hook, Outcome, Testimonial
Start your bottom-of-funnel video with a hook that reassures people that your video is actually about what you say it’s about. Then provide the outcome of what the video is going to teach so viewers know they’re in the right spot and keep watching. Then follow up with a testimonial to establish your credibility. To visualize this, “I helped my client go from 0 to 100,000 subscribers in less than 10 months.” Together, it should take you no more than 45 seconds to deliver the hook, the outcome, and the testimonial.
Phase 2: Value
Next, go into the value and get through it as quickly and succinctly as possible. Don’t put in fluff or filler and don’t tell people why they need to watch the video.
Why? If somebody is searching for how to build a brand and you spend the first 3 minutes of your video talking about yourself and why people need to build a brand, people are going to tune out. They know they need to build a brand. That’s why they clicked on your video. They need to know what to do. Get right to the meat of the topic so people come away from your video feeling like, “Oh my gosh, this is so valuable. I’m getting so much out of this. This person is the expert.”
Phase 3: Calls to Action
Finally, at the end of the video, deliver two calls to action.
The first CTA is for engagement. “If you like this video, hit that like button, be sure to subscribe, and share this with somebody who needs to hear it!” Those engagements essentially signal to YouTube that this is a quality piece of content the algorithm should push to more people who are similar to the viewers engaging with it.
The second CTA is for conversion. “Okay, great. Now you understand how to generate leads from YouTube. How do you actually convert those into sales? I would love to talk to you about this. Make sure you book a call below and we’ll get on a strategy session.” Then use your description, end cards, and a pinned comment to share the URL of that landing page.
Leveraging The Sunny System Scaling Funnel for YouTube Growth
A huge key to growth on YouTube is making sure that you’re not relying solely on the YouTube algorithm to work for you. You need engagement to show the algorithm that you have quality content. When you’re starting out, that’s difficult because you don’t have the audience or subscribers to give you that engagement.
That’s why The Sunny System recommends building your audience on several different platforms that will all work together to drive traffic and viewers back to your YouTube videos.
Additionally, because social media algorithms are unpredictable and you don’t own those platforms, Sunny strongly recommends owning your audience via your email list. In some way, shape, or form, you should always try to drive people to join your email list.
Then, when you do release a new video—whether it’s top, middle, or bottom of the funnel—you can send that video to people you know will be interested in it. Which then gives that video a ton of engagement and tells the algorithm to give it more visibility and a higher rank in search.
What you end up with is an ecosystem built of diversified lead sources and audiences so you’re not relying on one platform or one audience.
Tips for Distributing Videos on Other Social Media Platforms
Sunny’s biggest tip for distribution is to be mindful of using features that are native to each social media platform when you share your content.
On Facebook, for instance, simply sharing the YouTube link to your video is a mistake. Facebook doesn’t want people going off the platform so your reach on that post will be reduced.
Instead, use clips of your original video to create a 30- to 60-second teaser to upload to Facebook. Then you have some options for driving traffic back to the original video on YouTube. You place the link to the video in the first comment on the post and verbally tell people where to find it.
Alternatively, you can use the first comment to tell people to search for the title on YouTube to find the video. When those people search that title, they’ll click on your video, which sends more beneficial signals to the YouTube algorithm.
On Instagram, Sunny suggests a feed post that uses storytelling to share micro-value points without giving away the whole video. Then use the description to tell people to search the title of your video on YouTube.
For Instagram stories, you can create a graphic that fits Instagram Stories parameters. You can then drive traffic to your video with the swipe-up feature (if you have it), with text in the story that tells viewers to search the title on YouTube or by directing viewers to the link in your bio.
Extracted from the publication of Michael Stelzner on Social Media Examiner