Architected a single video concept that became a clear outlier on their channel. 24K views vs. a 1–2K average.
A podcast with solid long-form content was posting short-form clips that averaged 1–2K views. The clips existed, but they weren't architected for discovery. Wrong moments selected, weak hooks, no platform-native concept development.
I focused on concept-level strategy rather than just clip selection. Instead of pulling "interesting" moments from episodes, I identified the single highest-potential concept in the content library and built a clip around it with a specific hook structure, editing direction, and packaging designed for short-form discovery.
The clip I architected hit 24K views, a clear outlier on a channel where typical videos were getting 1–2K. It continues to outperform their standard content, proving that the difference between a 2K-view clip and a 24K-view clip isn't production quality. It's concept strategy.
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Mercury Media