How we build a format library for a founder led brand

The shape of the problem

This is the most common brief we get. The product is genuinely good. The founder is comfortable on camera. Posting happens maybe twice a month, with no through line, and every video starts from zero.

The ask is almost never “make us go viral.” It is closer to: build something repeatable that does not depend on any single video landing.

What we build

We stop treating posts as one offs and design a format library instead. A small set of repeatable video shapes that can be refilled every week without reinventing anything. For a founder led brand that usually looks like:

• Ingredient teardowns. The founder explains what is actually in a category product. High saves, high shares.
• Before and after, dated. Real customers, unedited, with dates on screen.
• The unglamorous stuff. Fulfilment mistakes, batch rejections, a supplier falling through.
• Reply to comment videos. The cheapest format to produce, and consistently among the strongest on reach.
• Founder point of view. Short, unpolished, shot on a phone.

Then we set a floor for weekly output and hold it. Because the formats already exist, filming a week of content becomes a scheduling problem rather than a creative one.

Why the reply format matters

Reply to comment videos tend to do the heavy lifting. They give you an endless supply of prompts that are already proven to interest the audience, and they make the comment section somewhere worth showing up.

Where it should end up

The goal is that the brand runs the system in house. We keep strategy and the monthly format review. The day to day belongs to the team who already work there.