strategy-video-content

Installation

SKILL.md

Cross-Platform Organic Video Strategy

Use when

Generates a cross-platform organic video content strategy covering platform-by-platform video blueprints, hook writing, short-form and long-form script templates, the WILMA emotional quality test, content calendar logic, and optimisation benchmarks. Invoke when a client wants to use video as a primary organic growth driver across TikTok, Instagram Reels, YouTube, Facebook, and WhatsApp — or when video content is underperforming and needs a strategic reset.
Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.

References

Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Required Input

Before generating this strategy, collect the following:

Client name and business type (product / service / B2B / B2C)
Industry and primary offering
Country / city (default: Uganda / East Africa)
Primary goal — awareness / lead generation / sales conversion / community building / authority
Platforms in scope (TikTok, Instagram Reels, YouTube, Facebook, WhatsApp Status — select all that apply)
Content production capacity — hours per week and devices available (smartphone only, or also a camera and mic?)
On-camera talent — owner only, owner + staff, or a dedicated creator?
Existing video presence — any videos already published? What performed best?

Strategic Foundation

The Three Laws of Organic Video

Law 1 — Stop, then Hold, then Convert Every video must earn three things in sequence: (1) a pause from a scrolling thumb (the hook), (2) continued watching to the end (the hold), and (3) an action after watching (the convert). A video that stops the scroll but loses the viewer at 5 seconds has failed Laws 2 and 3. Optimise all three — not just the hook.

Law 2 — Platform-Native First A vertical video shot for TikTok may work on Reels. A horizontal YouTube tutorial cannot simply be posted to TikTok. Every piece of video content must be shot for — or adapted to — the primary platform's native format before being repurposed. Do not shoot landscape-only and expect a portrait crop to perform.

Law 3 — Share or Solve, Don't Shill Apply Handley (2012): every video must either solve a real problem the audience has or create content the audience wants to share. Videos that exist only to promote the brand get skipped. The 80/20 principle: 80% of video content solves, entertains, or educates; 20% sells. Clients who invert this ratio will see algorithmic suppression within 4–6 weeks.

The WILMA Test (Waters, 2019)

Before publishing any video, run the WILMA test. A video that triggers at least one WILMA response is worth posting. A video that triggers none should be rewritten.

Letter	Response	Prompt
W	Wow	Does this surprise or astonish the viewer?
I	Inspirational	Does this motivate the viewer to do or believe something?
L	LOL	Does this make the viewer laugh or smile?
M	Moving	Does this create emotional resonance — warmth, empathy, or feeling?
A	Agree	Does this express a view the viewer immediately endorses and wants to share?

Apply the WILMA test to the script before filming, not after editing. Emotional content is shared; informational content is saved; promotional content is scrolled past.

Platform-by-Platform Video Blueprint

TikTok

Algorithm logic: TikTok distributes based on completion rate, shares, and comments. A 70%+ completion rate gets pushed to new audiences. Completion rate matters more than follower count — a 500-follower account with 75% completion outperforms a 50,000-follower account with 20% completion.

Element	Guidance
Format	9:16 vertical, 1080×1920px
Optimal length	21–34 seconds (highest average completion) or 60–90 seconds (for educational content that commands attention)
Hook window	First 1.5 seconds must stop the scroll — start mid-action, with a bold statement, or with a surprising visual
Caption style	Bold text overlays throughout; spoken word + text captions = maximum retention
Sound	Trending audio boosts algorithmic discovery; original audio builds brand identity; use both strategically
Posting cadence	1× per day (growth) or 4–5×/week (maintenance); consistency matters more than frequency
Primary purpose	Awareness, entertainment, and virality; not the primary selling platform

EA-specific note: TikTok penetration is highest in the 16–30 demographic in Uganda. Content in English with Luganda or Swahili phrases outperforms English-only in discoverability and share rate.

Instagram Reels

Algorithm logic: Reels are distributed to non-followers (Explore tab and Reels feed). Unlike feed posts, Reels reach people who do not yet follow the account. This makes Reels the primary organic growth engine on Instagram.

Element	Guidance
Format	9:16 vertical, 1080×1920px; safe zone for UI overlays: keep key text within central 1080×1350px
Optimal length	15–30 seconds for maximum reach; up to 90 seconds for educational value
Hook window	First 2 seconds; begin speaking or showing action before the audio kicks in
Caption	Write the Reel caption for the non-follower who discovers the account through Reels — treat it as a first impression
Posting cadence	3–5 Reels per week for growth; combine with Stories (daily) and feed posts (3×/week)
Hashtags	3–5 targeted hashtags; mix: 1 broad (1M+), 2 niche (50K–500K), 2 local (#KampalaFashion, #UgandaBusiness)

YouTube (Long-form and Shorts)

Algorithm logic: YouTube is a search engine. Long-form video ranks on YouTube Search and Google Search — this is the highest-value SEO opportunity available without paid advertising. Shorts have a separate, TikTok-like discovery algorithm.

Long-form (5–15 minutes):

Element	Guidance
Format	16:9 horizontal, 1080p minimum
Title formula	[Keyword] + [Benefit or Intrigue]: "How to Start a Business in Uganda in 2025 (Without Capital)"
Thumbnail rule	80% of clicks come from the thumbnail — include a face, a bold number or word, and high contrast. No busy text.
Structure	Hook (0–30 sec) → promise what they'll get → deliver in chapters → CTA at end
Chapters	Add timestamps in the description for every main section; chapters boost retention and improve search ranking
Description	First 200 characters appear in search results — lead with keywords, then the value proposition
Posting cadence	1× per week minimum for growth; 2× per week if production capacity allows

Shorts (under 60 seconds): Shorts have a separate algorithm. Post Shorts in addition to long-form — they do not cannibalise long-form views. Repurpose the strongest 45–60 second clip from each long-form video as a Short.

Facebook Video

Algorithm logic: Facebook deprioritises most organic reach, but native video (uploaded directly, not linked from YouTube) performs significantly better than links. Facebook Watch rewards watch time and meaningful interactions (comments over likes).

Element	Guidance
Format	Square (1:1, 1080×1080px) for feed; 9:16 for Stories and Reels
Optimal length	1–3 minutes for feed video; under 30 seconds for Stories
Captions	Essential — 85% of Facebook video is watched without sound (Waters, 2019)
Hook	First 3 seconds must work without audio — bold title card or action visible from the start
Posting cadence	3–4 videos per week on Facebook; supplement with non-video posts on remaining days

WhatsApp Status

Element	Guidance
Format	9:16 vertical; under 16MB per clip for reliable delivery on mobile data
Maximum length	30 seconds per clip; link to longer video in the accompanying text
Purpose	Warm, personal, behind-the-scenes; the most intimate video format in the EA toolkit
Cadence	Daily or near-daily Status posting keeps the brand top-of-mind without the algorithm
Conversion	Always include a reply invitation: "Reply YES to get the full guide" or "WhatsApp us [number] to order"

Hook Writing Framework

The hook is the most important sentence in any video. Apply this three-part structure.

Hook formula:

[Pattern Interrupt] + [Specific Promise] + [Urgency or Curiosity Trigger]

Pattern interrupt options:

Start mid-sentence or mid-action
Open with a bold, controversial statement
Show the end result first ("By the end of this video, you'll know exactly how to...")
Ask a question that the viewer immediately answers in their head
State a number ("3 things most people get wrong about...")

Specific promise: name exactly what the viewer will learn, gain, or feel Urgency / curiosity trigger: "before you do X", "most people don't know this", "this is why X isn't working"

Hook examples by content type:

Content type	Hook example
Tutorial	"Stop doing this with your cooking oil — it's costing you money every week."
Business insight	"I interviewed 50 Kampala business owners. Here's the one thing every profitable one does."
Product demonstration	"This is what happens when you add [ingredient] to [product] — we didn't expect this."
Behind-the-scenes	"Here's what our first week of business actually looked like — not what we planned."
Opinion	"Hot take: your social media manager is not the reason you're not getting clients."

Video Script Templates

Short-Form Script (15–60 seconds)

[HOOK — 0–3 seconds]
Bold statement, question, or surprising visual. No intro. No "Hey guys, welcome back."

[BRIDGE — 3–8 seconds]
One sentence expanding on the hook. Why this matters to the viewer right now.

[CONTENT — 8–50 seconds]
The actual value: 3 tips, a demonstration, a result, or a short story. One idea per video.
No tangents. No padding. If it does not serve the hook, cut it.

[CTA — final 3–5 seconds]
One action only. "Follow for more", "Comment [WORD] and I'll DM you the guide",
or "WhatsApp us [number] to order."

Long-Form Script (5–15 minutes)

[HOOK — 0–30 seconds]
State the problem and the promise. Tell the viewer exactly what they'll have by the end.

[CREDIBILITY — 30–60 seconds]
One sentence establishing why this person is qualified to speak on this topic.
Not a lengthy bio — one specific credential or result.

[CONTENT BLOCK 1 — ~3 minutes]
First major point with example, demonstration, or story.

[PATTERN INTERRUPT — between blocks]
A visual change, B-roll clip, or question to the camera: keeps the viewer re-engaged.

[CONTENT BLOCK 2 — ~3 minutes]
Second major point.

[CONTENT BLOCK 3 — ~3 minutes]
Third major point, or the "here's how to apply this" practical section.

[CTA + CLOSE — final 1–2 minutes]
Restate what was covered. One CTA (subscribe / WhatsApp / book a call / link in description).
Do not add a second CTA — one action, clearly stated.

The Selling 7 — Sales-Enabling Video Framework (Sheridan, 2019)

Beyond organic content, every business needs a set of videos that actively enable the sales process. These seven types answer the questions that salespeople answer repeatedly in conversations and meetings — freeing sales staff and pre-qualifying prospects before they ever speak to the business.

Video 1 — The 80 Percent Video One video that answers the 70–80% of questions every sales conversation covers. Produced by filming a real sales person explaining what they would say to a new prospect. Length: 5–8 minutes. Benefit: prospects who watch this before the first meeting arrive already informed, shortening the sales cycle by 30–50%. Distribute via email before discovery calls and on the website's homepage.

Video 2 — Bio Videos for Email Signatures A 30–60 second personal introduction video for every team member's email signature. "Hi, I'm [Name] at [Company]. I look forward to speaking with you about [topic]." Every email becomes a handshake. Average result: 25–30 additional profile views per month per email address. Particularly effective in B2B and professional services.

Video 3 — Product/Service Fit Videos Short videos (2–3 minutes) answering "Is this the right fit for me?" — covering who the product or service is for, who it is NOT for, and under what circumstances. Reduces mismatched enquiries; increases the close rate on qualified enquiries. Place prominently on service pages.

Video 4 — Landing Page Videos A 60–90 second video on any page with a form or conversion point. A human face and voice explaining what the visitor will receive by signing up, booking, or enquiring. Documented to increase form conversion rates by up to 80% (Sheridan, 2019). The video should specifically address hesitation — "You might be wondering if..." — before the viewer types it into their search bar.

Video 5 — Cost and Pricing Videos A 2–3 minute video explaining pricing honestly — ranges, what drives the price up or down, and what is not included. Companion to any written pricing content. Positions the business as the transparent authority in the category. Reduces the "how much does this cost?" question in every subsequent sales call.

Video 6 — Customer Journey Videos Testimonials filmed as a narrative journey: what the customer's situation was before, what they experienced during, and the outcome achieved. Three minutes maximum. The customer speaks to camera — not a quote displayed on screen. These are the most powerful social proof assets a business can possess and should be placed at every decision-stage touchpoint.

Video 7 — "Claims We Make" Videos Every business claims to be "experienced", "trusted", "passionate", or "the best". These claims are invisible on paper. A video that shows evidence — behind-the-scenes processes, quality checks, certifications, team expertise — turns abstract claims into visible proof. Use on the "About Us" page and in proposal emails.

The Selling 7 prioritisation order for most EA businesses: Start with Video 1 (highest sales leverage), then Video 6 (social proof drives decision), then Video 3 and 4 (reduce friction on website). Videos 2, 5, and 7 follow once the core set is in place.

On-Camera Performance Rules (Sheridan, 2019)

The biggest barrier to video content is on-camera anxiety. Apply these three rules to every filming session.

The Don't Stop Rule: Never stop filming mid-sentence because of a mistake. Finish the thought, pause, breathe, and repeat the sentence from the beginning of that thought. Stopping constantly kills momentum and makes editing extremely difficult. Treat the camera like a conversation.

The Can Do It Again Rule: For every shot, immediately film a second take. Not because the first was bad — because two takes give the editor a choice and the presenter a chance to improve a detail. The second take is almost always better than the first.

The 3-Second Smile Rule: Before speaking to camera, pause for exactly three seconds and smile. This eliminates the "frozen startled face" that appears in the first second of most amateur video. It gives the editor a natural in-point and settles the presenter before they begin.

Personalised Video for Email: Short personalised videos (60–90 seconds) recorded for a specific prospect before sending a follow-up email increases open rates by 20–40% when the subject line reads "I recorded a quick video for you, [Name]" (Sheridan, 2019). Use free tools like Vidyard Goboard or Loom. One personalised video replaces three follow-up emails in relationship-building effectiveness.

Video Content Calendar Logic

Apply the Hero / Hub / Hygiene model (YouTube / Google) across the video calendar:

Tier	Type	Frequency	Purpose
Hero	Campaign video, product launch, brand film	1× per quarter	Maximum effort; maximum reach; designed to be shared
Hub	Weekly series, recurring format (e.g. "Monday tip")	1–2× per week	Builds habitual viewing; the core of the content calendar
Hygiene	FAQs, how-tos, product explainers, evergreen tutorials	2–3× per month	Searchable; drives traffic independently of posting schedule

Repurposing chain (Nemo, 2017): Every long-form video becomes:

A YouTube video (full length)
A YouTube Short (best 45–60 second clip)
An Instagram Reel (same clip, adapted caption)
A TikTok video (same clip or slightly adapted)
A WhatsApp Status clip (30-second highlight)
A quote graphic (strongest single line from the script)
A blog post or LinkedIn article (transcript adapted to text)
An email newsletter section (summary with link to full video)

One filming session → 8 content pieces → 3–4 weeks of cross-platform posting.

Analytics and Optimisation

Track these video-specific metrics monthly. Use platform-native analytics (YouTube Studio, TikTok Analytics, Meta Business Suite).

Metric	What it tells you	Target
Average view duration	Whether the content holds attention after the hook	50%+ for short-form; 40%+ for long-form
Completion rate	Whether the video fully delivered on its promise	60–70% for short-form
Shares per view	Whether the content passed the WILMA test	Track trend; shares > likes signals viral potential
Comments (not likes)	Depth of engagement; audience relationship quality	Any real question or conversation counts
Click-through rate (CTR) on thumbnails	Whether title + thumbnail are compelling	YouTube: 4–8% is good; under 2% = rewrite the title
Profile/page visits from video	Whether video is converting viewers to followers	Track alongside follower growth rate

Optimisation rule: Run every video for 14 days before assessing performance. The first 48 hours are the algorithm test; days 3–14 show the sustained performance. Only pull a video from the calendar if it fails to reach 30% of the account's average views after 14 days.

Six Story Characteristics (Handley, 2012)

Apply to video scripts before filming. A great video script is always:

True — grounded in real experience, real data, or real client stories
Relevant — speaks to a specific problem the audience recognises as their own
Human — has a real person at the centre; audiences connect with people, not brands
Passionate — the creator visibly cares about the topic; flatness on camera kills credibility
Original — a distinct perspective, not a rephrase of what three other accounts already posted
Surprising — contains at least one moment the viewer did not expect

Quality Criteria

Output from this skill meets the standard when it:

Includes a platform-by-platform video blueprint covering all platforms in the client's scope — no platform is covered with generic advice; each section is specific to that platform's algorithm, format, and EA audience behaviour
Applies the WILMA test explicitly — the strategy document includes the test and instructs the client to apply it to each piece of content before publishing
Provides at least three complete hook examples specific to the client's industry and product/service type
Includes at least one worked repurposing chain showing how a single video becomes 6–8 cross-platform outputs
Assigns the Hero / Hub / Hygiene tier to every video type recommended, with realistic production frequency matched to the client's stated capacity
Includes the video analytics table with the five key metrics, labelled as organic benchmarks
All content defaults to Uganda / East Africa market context — equipment recommendations reference local prices, posting times reference EAT, and audience behaviour notes reflect the EA platform landscape
British English is used throughout — no American spellings

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