FORMAT IS DEAD.
That’s what I screamed into the inboxes of my non-existent audience earlier this year and for the most part, I still stand by it.

Except on short-form….

In this edition, I’m giving you the playbook I wish I had when I started.
It’s a formula for how to nail repeatable structure, and (somewhat) guarantee engagement. Oh, And I’ve built a really cool tool that will help you come up with your own ideas - for absolutely free!  

But first, why do I think format is so important on short-form?

Well, you see, short-form is a war. It’s a constant battle to stand out amongst millions of other creators all feeding into the same dead-behind-the-eyes audience we all know and love. It’s a medium where nuance, tone, and brand loyalty just don't exist.

The only way to let your audience know that you are present, promising to deliver, and worth their very valuable time - is to find a killer format and rinse it till the cows come home.

So - how do we do it? Well here’s my playbook.

P.S if you don’t have time to read the whole breakdown (dont worry i get it) and you trust that I know what i’m talking about - you can get the be scrolling right to the bottom.

The Short-form Playbook (aka how to win the scroll war with minimal budget and maximum sauce)

So I made one. Think of this as a format skeleton - the bones that support all the TikToks, Reels, and Shorts that you can start making today. If you’re building a show, a brand, or just trying to sell a product -  this is the scaffolding to wrap it around.

The Playbook:

1. Key Visual:
Your prop. Your face. Your weird little table setup.
People scroll past chaos every second - give them something visually repeatable to anchor onto. Even better if it looks a bit lo-fi or janky. It makes it feel honest. This can honestly be anything, but the key is be unique and be consistent.

2. Instant Universal Appeal:
If your hook only lands for media strategy bros with a marketing degree and an Adweek subscription, it's dead. Niche is GREAT for long-form brand brand building, but now is not the time to niche down.
Find the thing everyone can relate to. A public setting. A social tension. A shared experience. Universal = viral.

3. Intrigue + Value:
It’s an obvious one but - open a loop. Then promise you’ll close it. This could be a takeaway, a hot take, a punchline, or a trivia question. But the key is it HAS to be consistent, and it HAS to deliver. If you don’t deliver, just once - you’re going to get swiped past the next time you appear on the feed. And in contrast - if you open a loop and close it in a satisfying way, then you’re sure as hell going to get repeat business.

4. Audience Interaction:
You need a comment magnet. Ask a question that everyone has an answer to. Encourage debate. Stir a little controversy. This drives engagement, AND boosts watch time. (Comments also give you free new episode ideas, which is a plus.)

5. Scalable Setup: 

This one is more of a ‘best practice’ tip for you, rather than a format point. 

If it takes more than an afternoon and costs more than £100 , you’re setting yourself up for failure. Success in short-form is in volume, and true volume comes from many-in-a-day production footprints.
The best formats are cheap, easy, and endlessly repeatable. Think: one camera, one mic, and one guy with a strong opinion.

So how does it work in practice? Well lets look at some of the best performing short-form creators and see how they play by these rules.

1. Subway Takes

Hot Takes… on the Subway. Obviously

• Key Visual: Always the subway. Always a stranger. Always the same metrocard mic setup. The visual here is also VERY ronseal to the name. It’s a hot take, on a subway. simple.
  

• Instant Universal Appeal: Everyone’s got a take, and we can all relate to those batshit opinions we, or our friends have.
  

• Intrigue + Value: You get the set-up (“what’s your take?”), and you stay for the chaos. It’s voyeurism + validation, mixed with comedy genius from Kareem and the guest.
  

• Audience Interaction: People pile into the comments to say “this one’s actually valid” or “society is doomed.” It generates debate and has us all reading along while it loops in the background

• Scalable Setup: One mic. One camera. One guest. I’d actually argue this is the least scalable of the three we’re looking at today because Kareem using pre-cast talent, and not members of the public. So this instantly takes us from something that you can do 20 off in a day, to potentially more like 3-4. Which is still great ROI, and gives the opportunity to focus more on creating the best editorial, rather than a sheer volume

2. Career Ladder

Guessing strangers jobs in two minutes. 

• Key Visual: Tight shot. Talking head. Subway or office backdrop. Lower-thirds with job titles = recognisable structure.
  

• Instant Universal Appeal: Everyone wants to know how to level up. Especially when it’s not all polished startup founders.
  

• Intrigue + Value: "you’ll never guess my job” is how it always starts. game on, lets see max do it. Even if he doesn’t guess it we know they almost always reveal it at the end. And if they don’t? Well that takes us to the next point:

• Audience Interaction: THE COMMENTS ALWAYS HAS THE ANSWERS

  Whether it’s the actual job, or just some more detail about the job they managed to guess. Plus everyone likes to take the piss out of Max in his comment section. It’s sheer engagement heaven.

• Scalable Setup: Shoot a bunch in one day. Stack the stories. Edit light. Let the people talk.
  

3. Track Star*

The Internets Favourite Music Show.

Key Visual: This one is a little different, other than the branded mics and the headphones, the thing that makes Track Star stand out visually is the host - Jack Coyne. I this is important, because personal branding, and putting yourself as the face of the brand can be very powerful. Jack often wears a bright orange jacket too, that really helps cement identity. 

Instant Universal Appeal: Everyone thinks they know music. Everyone wants to prove it. Watching someone fail at the easiest song of all time? Winner winner.

Intrigue + Value: You’re guessing along. “Wait, I know this one.” It’s your bog standard quiz/trivia format -  but faster, cooler, and with better fits.

Audience Interaction: A format built for reaction. People love to show off with their music knowledge, or discuss niche music tastes with people. This format takes that social fact and turns it into an engagement paradise. 

Scalable Setup: Static location. Minimal gear. Endless question bank. You can shoot 10 in a day. (unless it’s celeb junkets - which he tends to do) It’s production-light, interaction-heavy, so basically a dream format.

And that’s the playbook. Let me know your thoughts - and if this works for you!

peace x