5d • Weekend Build
The week in the lab: comments are not applause
This week's three.
Comments are not applause. I spent time this week studying a brand positioning coach on Instagram. 1,862 followers, 66 posts. Her median post earns 30 comments against 37.5 likes. The industry average is roughly 0.02 to 0.05 comments per like. She achieves 0.81 by ending every caption with "comment [keyword] and I will send you my [resource]". Comments are how the post gets delivered to people, and they are how she captures every lead.
Her best-reaching post (949 likes) was her worst-converting (22 comments). She treats reach and revenue as separate instruments, and builds for the one that pays.
AI video briefing: remove the ambiguous state. I rebuilt a video clip three times this week. It showed a rolled scroll of paper unrolling. First attempt: paper paid out of both ends of the roll. Second: the roll resized itself mid-motion. Both caused by the same thing: I left the model to decide the starting geometry.
The fix was starting the clip mid-unroll. No opening state, no wrong choice. The instruction that finally held named one thing moving, one thing still, and named the impossible moves so they could not happen.
Stop photographing the product. An audit of fine-jewellery Instagram accounts this week produced one line I have not stopped thinking about. "Stop photographing the product, start photographing the world it belongs in." Three named visual environments set up for the brand: a Persian miniature interior, a calligraphy ground, a textile. The piece enters the world. The world is what people return to see.
This is the last one of these before Wednesday. The free session is 19 August, seven in the evening UK time, online, at no cost, nothing to sign up for beyond turning up. I will build on a real attendee's business live and take questions, not a pitch with a demo bolted on.
If you are coming Wednesday, what is the one thing about your own business you would want built on, live, if it came up?
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The week in the lab: comments are not applause
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