Want to go viral? Try this.
My weekend was spent answering comments and notifications.
The BILLY Tik Tok account was going nuts.
For context, I’ve been working with Cody for a couple months.
We’ve been making creative content for his young startup that helps customers compare medical costs.
Medical bills suck. BILLY makes it better.
Let me show you how 165 k people saw our video.
Can’t promise the same results, but this was our exact process:
1. Tested 18 videos over the last month. Each one spoke to consumer's pain about medical bills, pricing, how people can fight back etc. Most of them were shot in this ‘founder’s story’ style—Cody in a chair or on a couch talking about his experiences.
2. There was one clear winner. This one was about the price variation of MRIs. In a couple days it had 6 k views.
3. Spent $33 for a 24 hour promotion. It was our first time spending any money on Tik Tok for the account.
4. Results? 6 k additional views, 124 followers, 39 profile views.
When the promotion ended, we were sitting on 12k views. Not bad.
Then things got interesting. People started sharing their healthcare horror stories.
"I paid $5,800 in August for an MIR for my doggie."
"Finally! Someone talking about this absurdity."
"They are supposed to be transparent, that is the law, they just refuse to do it!"
Leading up to this moment, we had decent engagment. People were definitely connecting to the feeling of helplessness when up against the healthcare system and how BILLY is trying to help them fight back.
But it was through our testing we found a great one.
I also think that viewers enjoyed the length (22 seconds), captions, no music, a very personal interviewing format, shot in 4k, and the fact that it had ONE idea.
The 'founder's story' format is a winner. Stratus has had awesome success doing this too. Check out some of their videos on LinkedIn and their new website. 👀
The lesson?
Keep it short, keep it simple, keep making content.
Have a great week,
Morgan
PS—if you want to talk shop around your creative content, LMK. 👋
