Yannis Chaouche - The NEW Short Form Strategy Dominating For App Growth

So the first part is like the formats, and the second part is like, how do you scale that? Would it make sense to start with the, um, like the finding formats? Like, how do you make a video that actually goes viral and converts?

The goal is to really get, uh, be one with, uh, the target market.

You understand there are two things.

One, who is your audience? How do they talk, uh, et cetera.

But especially, how do they talk on the platform? And so it's very different how people communicate, uh, with creative viral post, and they communicate in real life.

And the-- there is this real language and trend and way of structuring the ideas inside the post that people know they're on TikTok.

People know they are-- like someone is gonna talk about finance, or someone is gonna talk about health, or someone is gonna talk, you know, about any of those things.

There's like this whole language going on in the post.

And so what I s- usually do is just spend a lot of time looking at post where I know-- I mean, on SpyTok, I know they have some kind of engagement, so usually this is basically what I do, right? I just go and look most likely at the most saved or something like that, filter by industry.

I'm just gonna look at what are the core foundational ideas in terms of angles.

So here you can look like trying to save ten k by June, so maybe the saving angle.

Try-- I wanna have ten k that, uh, right, or a news angle.

So all those things are important, yes, so the angles, but then you can look at more in detail.

So that means maybe when it's a news, people want it to be read, and maybe they want, you know, those screenshots overlay, which are very common on TikTok, right? But when it's trying to save, it's maybe more organic, it's a bit more, you know, with a face hook, et cetera.

So I just look holistically at the creatives and try to integrate, yes, the message.

Like, okay, trying to save something or, uh, talking about the news that is important to know about, but also like how it's communicated through the creatives.

So I wouldn't do a news of, uh, you know, post with this type of, uh, you know, face, uh, type of communication, right, uh, visual communication.

So I try to understand the visual language, the angles that people are talking about, and then I go more into details where basically the mechanism are always intertwined, but you can transfer the ideas, so that's the difficult part.

Say I have a financial app, I cannot just use the same format of another financial app.

I need to think about what is the idea that was viral that I can transfer.

So sometimes it's not possible, right? Like, I wanna have ten k saved.

If I have a trading app, I cannot say directly I wanna have ten k saved without thinking about how it translates to a trading app, right? And so maybe this is not the right angle in terms of just the messaging.

But maybe the visual of someone trying to say, "I wanna earn ten k by May," is interesting, right? So this is where the subtlety lies, is that you cannot directly copy, but I'm really big on mapping exactly the format, right? I wanna communicate exactly like everyone is communicating and have this kind of very deep understanding of the structure, but I wanna understand the variables that I'm gonna have to iterate on within this canvas, right? So I don't know if it's clear, but basically, I'm trying to understand the underlying structures of the best post in my audience and in my, uh, you know, niche, and then figure out the right dimensions to where I can play with within those constraints, yeah.

So what are we looking at here? So that post had like, you know, ten million views, and then like you click on it, and then it kind of breaks down all those variables that you're mentioning.

Like, what is the gist of it? Okay, it's a high-stakes financial goal prompt that leverages crowdsourcing to drive engagement.