Jenny Hoyos short-form video playbook

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Jenny Hoyos averages 10M views per YouTube Short. Let that sink in.

Last month, I reached 1M people on IG and posted 20+ videos. Not an apples-to-apples comparison.

But my goodness.. So, today I’m sharing her formula for how she goes viral over and over again…

And as always, thank you to our partner Ahrefs.

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With 3 million subscribers and an average of 10 million views per YouTube Short, Hoyos is dominating the short-form game.

And with ad dollars moving from long-form to short-form creators - she’s onto something big.

So, what's her secret sauce? Hoyos has developed a tried-and-true structure for creating viral short-form content.

Stop the Scroll: Master the Hook

The first few seconds determine if someone stops to watch or swipes away.

Hoyos would even change the idea of the entire video for a strong hook.

To craft a magnetic hook, Hoyos suggests it needs to be:

• Concise

• No more than 3 seconds

• Visually pleasing

And one of her go-to tricks? Power words.

Words like "banned," "free," "one dollar," "secret," or "cheap." These attention-grabbing terms instantly pique curiosity.

They encourage viewers to stick around to discover more.

For instance, a hook like "$1 chicken sandwich"

It immediately sparks interest and prompts viewers to continue to watch the video.

Retain the View: Foreshadow, Transition, But/Then

Hoyos aims for a retention rate of 90% or higher.

So, how does she keep viewers glued to the screen?

Foreshadowing.

Right after the hook, Hoyos lets viewers know:

• What's coming

• What the conflict is

• What they can expect by the end of the video

Take this example: "Chick-fil-A has the best chicken sandwiches, but I am not paying $6. So, I am gonna make it with $1 then compare them."

Viewers want to see how the $1 version stacks up to the real deal.

It sets an expectation and gives them a reason to keep watching.

Next, transitions.

Hoyos uses transitions to progress the video, to move the story forward without breaking the pace.

A simple "Let's get cooking" takes viewers to the next step.

But transitions aren't just about moving from A to B. They also set up the mechanism to reach the end.

Throughout the video, Hoyos wants to make sure viewers are building towards something so it's not stagnant.

• Imply the higher quality of the ingredient to build up this expectation that it will win.

• Show how the sandwich is assembled while the price adds up to $1.

• Hoyos uses the "but/then" storytelling tactic to keep viewers on the edge of their seats. "But is that enough to beat Chick-fil-A?"

How to Improve Rewatchability and Get Return Viewers

Focus on the close to ensure viewer satisfaction.

You want to end on a high.

The viewer will decide how they felt about the video based on the intensity of the emotion at the end. .

The funniest punchline.

The most heartwarming moment.

The biggest twist.

Leave them satisfied, but surprised.

• AI Help: GrowthSchool is helping marketers master 20+ AI Tools to 10x their marketing efforts for free. (LINK)

• Want more of Jenny Hoyos? Check out her Interview on My First Million. (LINK)

• Notion: Scales its Ambassador program to reach tens of millions of new users. (LINK)

• 10x Content: Learn how to get the most content out of a small team. (LINK)

• SEO: This company specializes in SEO that generates sales in months, not years.  (LINK)