We have been posting content under the previous style (e.g., “get rid of your old vapes, switch to Puffpaw because it tracks your puffs, pays you back, and helps you quit”). Engagement on this style has remained low, with averages between 0.50–0.70% engagement rate despite consistent viewership. On average, videos are receiving around 2,000 views, with one notable exception that performed over 5x the median of its respective account.

To address performance issues, we will now be shifting focus from the older style to the new content strategy. The new approach uses strong hooks over UGC-style videos and positions the product as a higher-end, more luxury option. The optimal video length continues to hold steady at approximately 16.5 seconds, and with the current posting pace, we are still projected to reach a total of 2M views without difficulty. The primary goal, however, is not just views but improving engagement toward the 5–7% range, we will be using the UGC videos provided by you and these hooks https://docs.google.com/spreadsheets/d/1ig6LmbJJHLtSzspAcx4f_TWAV44AdwI2qCYhbv4Gqo4/edit?usp=sharing to generate content that resonates with a more older maturer luxury style of people. the goal is to up engagements and get at least 5 viral videos (200k+)

The current style in testing does not appear to be resonating with the right audience, so we will move forward with additional iterations. One of our creators will also be uploading a version of the best-performing style we have identified so far https://raindrop.io/Virality/puff-paw-59359836, allowing us to measure and compare its effectiveness in landing on a winning direction. Once we confirm a style that generates consistently strong results, we can amplify production and scale significantly.

I’d like to further align on this during a call. Please use this link to schedule:
https://cal.com/team/viral/partners