profile

Make Scroll-Stopping Content

Practical tips for creating scroll-stopping content and mastering the business of social media, delivered weekly.

There are no rules (pt. 2)

I think we have a new series! Building on my first There Are No Rules post, I'm again featuring work that's successfully doing things differently. Spotlight Today, we're looking at a post from brand designer extraordinaire Cj Cawley. What I find fresh about Cj's videos is how he blends storytelling with design. Instead of just showcasing his artwork, he builds a narrative around the entire process - one that anyone can understand. He's even found a creative way to incorporate client emails!...

Cracking a posting strategy

This week, I want to break down how I transformed my Facebook posting strategy from aimless to intentional. It’s a peek into how I approach content as a business, not just an artist sharing work. What Hasn't Worked I've increasingly dismissed posting on Facebook. However, I've occasionally been pulled back in due to their claim of 3 billion (!!) monthly active users. I have the content, so why not? Even though I've slowly grown my Facebook page to 645k followers, my posting strategy there has...

Anticipation = Engagement

This week, I'm sharing a video from a creator friend of mine Phil Cohen. It's a POV of him pressing a BMW logo that initiates a self-building car. On Instagram, it took off immediately - and now has 87M views. First, let's admire Phil's creativity and technical ability. He's wildly talented and has mastered integrating CG elements into real-world environments. But there's something simpler going on with this video that I think you can learn from and apply to your own: ANTICIPATION. Within the...

The shareability formula

This is a modified version of an original post from February 22, 2024 The Dinner Table Test In my years of making videos and analyzing which were the most shared, I've found there's pretty much one major factor in determining the shareability of any post: the dinner table test. A cousin to the elevator pitch, it basically asks if a picture/video is simple enough to describe that you'd be inclined to bring it up in discussion at the dinner table. "Hey, did you see that video where the cat...

The product anyone can sell

When I was working with Studio to develop my Scroll-Stopping Shorts course, they put a huge emphasis on showing my unique process - how I personally approach crafting concepts and editing videos. The experience completely changed my opinion on what it means to offer online classes and digital products. I used to think being an expert on the internet meant providing the answer for 2+2, when it actually means showing how to arrive at the number 4. There are infinite ways - especially in...

Why I make videos alone

With AI's sudden rise, there's been a lot of discussion about how important 'narrative' is to artists and businesses online. Simply put, what's the story behind your content? For example, Wendy's has notoriously leaned into sounding like a snarky social media manager gone rogue from corporate headquarters. Given that my content is all about realistic magical effects and tedious stop-motion animation, I've specifically chosen to present a narrative of: a wizard casually filming himself on his...

My 2024 YouTube Revenue Breakdown

In my quest to shine a light on being an artist making a living on social media, I thought I’d pull back the curtain on my YouTube revenue. My 2024 on YouTube My revenue = $30,000.67 USD - 10% to agency x 1.37 exchange rate = ~$37,000.00 CAD (I live in Canada) Daily average of $82.00 USD or $112.00 CAD January has notoriously low ad rates December typically brings a holiday spike 319.9M views = 6.1M video views + 313.8M Shorts views (much lower ad rates) The Power of Evergreen Videos Out of...

There are no rules

Today, a great example of how a digital artist can tell a compelling process story while also advertising their work. I attended film school when social media was first appearing. My grad film was printed onto tape and snail-mailed to film festivals. Posting video online was still a bit radical. To this day, I still feel bound to my traditional film background. I have outdated ideas about how to approach visual storytelling. Almost like there are certain ways to film specific shots because...

Teach people who don't want to learn

One of my most popular YouTube Shorts, at 117M views, is this quick tutorial breaking down how I magically (through editing) grab Thomas the Tank Engine from my TV and throw him into a picture book. Does that sound like a video that would go viral? Absolutely not. I think what's happening is that I'm tapping into a sweet spot of what I call teaching people who don't want to learn. It's the perfect blend of sharing expertise on a really niche topic in a way that's dumbed down just enough to...

Revenue breakdown of a viral video

People have asked me to share more about the business side of being a full-time artist on the internet. So this week, let's take a look at the revenue generated from my 10 Types of Magic video (and my surprising conclusion). Three important factors: This video is an outlier and its success isn't repeatable. I posted these videos in March 2023, so this revenue spans two years. I'm Canadian and don't make ad revenue on platforms like TikTok or Instagram. YouTube Shorts: $9,792 USD Shorts don't...

Practical tips for creating scroll-stopping content and mastering the business of social media, delivered weekly.