Oct 15, 2024
This weeks newsletter includes
Background 📓
Youlearn.ai's content strategy focuses on two core formats. The first features two friends studying together, with one explaining how he's using an advanced study tool from the future. The second is a faceless format showing clips of a student cramming hundreds of pages of notes in minutes. While these concepts may seem simple, it's the expression and language that will drive millions of views and funnel users directly to their web product.
Strategy overview 📚
Youlearn.ai is a web app that has built their marketing on three core pillars,
1) the ability to study 100’s of pages within minutes,
2) a custom AI tutor that is always at your disposal, and
3) a tool made for the procrastinator. They’ve then used these 3 core pillars to create messaging that resonates with the modern college kid.
If you’re a productivity app aimed towards college students this is a great example of how to create engaging resonating content.
Here are some of their most successful videos and how they did it 👇:
🎬 Living in 2025
5.9M+ Views, 515K+ Likes, 69K+ Shares
Hook: “Bros is living in 2025 🤯” and “But wait you’re telling me I could’ve studied 700 pages in 10 min??”
Format: iPhone shot + product demo
Why this video worked:
Multiple hooks being used within the first 5 sec → Facial expression + text overlay + voice script
Caption creates intrigue about future forward tools
school setting → adds to credibility
🎬 My friend is a genius
1.5M+ Views, 140K Likes, 13.7K+ Shares
Hook: “My friend is a GENIUS” and “Show them how you study for Chem”
Format: iPhone shot + product demo
Why this video worked:
Letter capitalization = emphasis on key words
Selfie video shot is a familiar angle among gen z
Hyper targeting a demographic with clear problem area → chem students
🎬 1 hour and 15min
144K+ Views, 9K Likes, 300+ Shares
Hook: “I dont have 1 hour and 15 minutes 😣”
Format: iPhone shot of YouTube video + text overlay
Why this video worked:
hook that relates with direct emotions of target user
familiar scenario → watching lectures
Quick clips with constant motion to keep people engaged.
Key Takeaways from this Content Strategy ⭐
Effort isn’t always directly tied to a videos success
Sometimes it’s the videos that feel the most natural low effort that engages the targeted audience.
Tap into your users emotions
Use those scenarios and emotions to create engaging hooks that drive people to want to watch more. What is the exact problem you’re solving.Leverage what others have created.
Most of these video concepts and captions aren’t novel. If you check out some of their direct competitors you can see a lot of similarities in their content language.
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