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Kallaway

@kallawaymarketing

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• Helping business owners scale faster with content
• 2M+ followers // 1B+ views
• Building @sandcastles.ai
• Upgrade your content systems👇🏻

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4 months ago

Here’s how to make your storytelling so addictive, it is scientifically impossible to skip.

This is called the Dopamine Addiction Loop.

It’s only 4 steps, but it uses the exact same psychology casinos use to keep you gambling.

Step 1 is the Stakes.

To have any dopamine release, the viewer has to care about the story in the first place.

To get them to care, you need stakes.

Stakes are:

1. A character someone can root for
2. Something at risk
3. Urgency

Step 2 is The Big Question.

This is where you give enough context to have a super juicy question pop in the viewer’s mind.

The stakes make them pay attention, but the big question makes them super curious and locked in.

In the casino, The Big Question when you’re playing Blackjack is which card is going to come next.

Step 3 is the Headfake.

And this is really where you hook them.

The headfake is where you contrast against what the normal viewer should believe.

Lastly, step 4 is the Rehook.

Just like a casino tries to redeal the next Blackjack hand as soon as possible, you want your stories to restart this loop again as quickly as you can.

Good stories have one addiction loop.

Great stories have many cascading throughout.

This combination of Stakes, The Big Question, The Headfake and The Rehook is all you need to tell a super addicting story.

Comment LAUNCH to get on the waitlist for my new 4 week live content program. I’m going to breakdown how I grew to 2M+ followers, 1B+ views and $3M+ in revenue in my first 3 years making content.

This will cover everything I know about storytelling, scriptwriting, hooks, ideas, formats, systems, strategy, editing and more.

Doors open October 16th. We start October 25th. This may be the only time I run this program in this way, so hop in

Follow @kallawaymarketing for more videos like this.

#storytelling #socialmedia #contentstrategy #virality #marketing by @kallawaymarketing

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3 months ago

Comment “KALLAWAY” for the direct link to the 2026 Content masterclass🎙️

This was a 2.5 hour episode with one of the most talented content strategists in the world….

A masterclass on all things content.
Jam packed with value.

Whether you’re running a business or working inside one, this episode will change how you think about it. 
Enjoy 🧠 by @kallawaymarketing

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9 months ago

This is why your content can’t hold viewer’s attention.

It’s because of something called the Hourglass Effect.

If there’s one reason why my videos have super high retention, it’s because I found a way to solve for this.

Every viewer has about 25 seconds of attention capacity in their brain.

Think of it like an hourglass that starts draining the second your video starts.

Even if you have the greatest hook of all time, the average viewer is going to leave when that 25 seconds is up.

Unless…you rehook them.

A rehook is a specific type of sentence that enables you to flip the hourglass back over.

This buys you another 25 seconds of attention, which dramatically increases watch time.

Now this seems like a little thing, but a great rehook can actually be the most valuable line in the entire script.

And the tactical method for writing them is actually very simple.

First, you want to identify the main interesting thing your viewer is thinking about.

This is usually whatever you set up in the intro of the video.

Then, you want to frame the rehook.

This is a transition from the first interesting thing to a second one.

If you can make that transition smooth, you will reset the hourglass and hold their attention for way longer.

Now the technique for writing rehooks is one of the most valuable storytelling skills you can learn.

This is one of the things I teach in the storytelling section of my new Short Form Launch program…

It’s a 4 week live content challenge that’ll breakdown everything I know about storytelling, scriptwriting and hooks.

Comment “Launch” if you want to get access.

Follow @kallawaymarketing to learn how to grow faster on social media

#marketing #contentcreator #contentstrategy #socialmedia #video by @kallawaymarketing

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8 hours ago

Comment LAUNCH to join my 4 week live content growth challenge.

Here’s how to plan your next 10 videos in literally 10 minutes.

This is called the 331 Strategy.

And this is by far the simplest content system that’ll actually work.

It’s 3 topics, 3 formats, 1 double down.

First we need to come up with 3 winning topics.

Start by writing down your niche in the center of a page

Then, pick the 3 subtopics you think your ideal viewer cares about most.

If you’re a real estate agent, that might be first-time home buying tips, mortgage calculations, and hidden home upgrades.

If you’re a tax accountant, this might be tax tips, filing tutorials, and millionaire tax secrets.

The best way to find these subtopics is to just look at what already performed best for other channels in your niche.

Next, we need formats.

There are 20 core video formats that work best on short-form.

If you want examples of all 20, comment FORMATS and I’ll send you the database.

All you need to do is pick 3 of these to start.

I recommend two easy ones like ranking or listicle, and one more ambitious one like a case study or scenario.

Now make a 3x3 grid like this, with the 3 topics across and 3 formats down.

Fill in that grid, and you’ve got your first 9 videos.

But we’re not done there…

Video #10 is still open, and that’s on purpose.

After you post the first 9, look at which topic and format combination performed best, and make your 10th video about that.

This will be the first time you stop guessing and start following your own data, which is the cheat code all top creators use.

If you want to learn how to put this into practice, I’m running a 4 week content growth challenge where I’ll teach you exactly how to implement this system with all the tips and tricks I use to make my content outperform.

Comment LAUNCH and I’ll add you to the waitlist by @kallawaymarketing

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16 hours ago

The reason your videos don’t hold attention, it’s because you’re making one of these 5 storytelling mistakes.

And these are all pretty nonobvious unless you really know what you’re doing.

Over the last 3 years, I’ve spent thousands of hours building my storytelling system that solves for these 5 things and works for every niche and format.

This is the secret sauce I’ve been using to scale this channel from 0 to 150,000 followers in less than 6 months…

And not only did these videos drive tons of followers, but they also drove 50,000 emails, and over $250K in attributable revenue…

All because of this one storytelling system.

This Friday, I’m kicking off a 4 week content growth challenge where you can learn this entire storytelling system and post your next 10 videos using it.

The challenge is called Short Form Launch.

If you want to improve your storytelling in content and really unlock more growth over the next few months, this is designed specifically for you.

Doors open this Friday, October 16, and the waitlist is gonna access first.

Comment LAUNCH and I’ll put you on the waitlist.

Follow @kallawaymarketing to learn how to grow faster on social media

#socialmedia #contentstrategy #contentcreator #marketing #video by @kallawaymarketing

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a day ago

This is the most important hook framework you’ll ever learn.

Comment LAUNCH to join the waitlist for my 4 week live content growth program.

Every video technically has 3 hooks:
* What you write on screen
* What you say outloud
* What you show visually

When all 3 of those hooks are aligned, the viewer’s understanding goes way up and the retention metrics are much higher.

But when the 3 hooks don’t align, the viewer gets confused and usually scrolls away.

It sounds simple but hook alignment is a major issue in most of the bad videos I review.

Now the best way to improve at your hook alignment is to run the Sound Off and Eyes Closed tests.

Watch the video without sound first and guess what the video is about based on what you see in the visual and text hook.

Then, listen back to the video with your eyes closed and see if what you say matches up.

If it’s misaligned, you’ve got a hook alignment problem that you need to fix before you post.

If you want to learn how to build better hooks that actually hold attention, I’m running a 4 week content growth program that goes through my entire content system and workflow.

It covers everything you need to know about hooks, as well as storytelling, ideation, and AI systems.

Comment “Launch” and I’ll add you to the waitlist.

Follow @kallawaymarketing to learn how to grow faster on social media

#marketing #socialmedia #contentcreator #contentstrategy #video by @kallawaymarketing

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2 days ago

Comment LAUNCH to learn how to scale faster in my 4 week live content growth challenge.

This is the #1 social media strategy working right now for top channels.

Hormozi, Greg Lav, Codie Sanchez…

They’re all posting way more content but spending less time actually making each piece.

So this is the perfect content strategy for business owners that don’t have tons of time to make videos.

It’s a 4 step workflow.

And btw this is also what I’ve been running on this account, to go from 0 to 150K followers, working just 5 hours per week.

Step one is to find targeted outliers.

Step two is to remix the outlier with an authentic perspective.

Step three is to post aggressively even if the video doesn’t feel finished.

Step 4 is data-driven iteration.

And this is the most important piece in the cycle.

This is where you evaluate what is working best and selectively double down.

I’m telling you, all of the top channels have people on their team that are obsessive over their own channel’s data.

My entire channel was scaled, studying the weekly data and letting that guide me on every single new rep.

150 videos later, this account is at 150K+ followers, with 50,000 emails collected and over $250,000K in directly attributable revenue.

What you’re missing isn’t a cheat code, it’s a system for scaling volume without spending 40 hours per week.

If you want to learn how to execute this exact system from start to finish, I’m teaching live in my new content growth challenge program.

This will cover literally everything I know about content and help you post your next 10 videos using my methods.

Comment LAUNCH and I’ll put you on the waitlist.

Follow @kallawaymarketing to learn how to scale faster on social media

#marketing #socialmedia #contentstrategy #contentcreator by @kallawaymarketing

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2 days ago

Comment LAUNCH to join the waitlist for my new content growth challenge.

Here’s how to plan your next 10 videos in literally 10 minutes.

This is called the 331 Strategy.

And this is by far the simplest content system that’ll actually work.

It’s 3 topics, 3 formats, 1 double down.

First we need to come up with 3 winning topics.

Start by writing down your niche in the center of a page

Then, pick the 3 subtopics you think your ideal viewer cares about most.

If you’re a real estate agent, that might be first-time home buying tips, mortgage calculations, and hidden home upgrades.

If you’re a tax accountant, this might be tax tips, filing tutorials, and millionaire tax secrets.

The best way to find these subtopics is to just look at what already performed best for other channels in your niche.

Next, we need formats.

There are 20 core video formats that work best on short-form.

If you want examples of all 20, comment FORMATS and I’ll send you the database.

All you need to do is pick 3 of these to start.

I recommend two easy ones like ranking or listicle, and one more ambitious one like a case study or scenario.

Now make a 3x3 grid like this, with the 3 topics across and 3 formats down.

Fill in that grid, and you’ve got your first 9 videos.

But we’re not done there…

Video #10 is still open, and that’s on purpose.

After you post the first 9, look at which topic and format combination performed best, and make your 10th video about that.

This will be the first time you stop guessing and start following your own data, which is the cheat code all top creators use.

If you want to learn how to put this into practice, I’m running a 4 week content growth challenge where I’ll teach you exactly how to implement this system with all the tips and tricks I use to make my content outperform.

Comment LAUNCH and I’ll add you to the waitlist

Follow @kallawaymarketing to learn how to grow faster on social media

#marketing #contentstrategy #contentcreator #video by @kallawaymarketing

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2 days ago

Comment LAUNCH to join my 4 week live content growth challenge.

It’ll cover everything I know about storytelling, scriptwriting, hooks, ideas, formats, AI systems, strategy, editing and more.

This is the ultimate storytelling format for short-form content.

It’s called the Triple Loop Method.

We all know most stories have a Hook, a Body, and a Payoff.

And there are tons of ways to write your script tactically…

Single Body format, Double Body format, Listicle, Tutorial

But the real secret sauce behind the best stories in the world is how they use open loops.

There are 3 main types of loops in all great stories.

1. Hook Loops
2. Intensifier Loops
3. Rehook Loops

Now the Hook Loop is designed to open the initial curiosity in the first 5 seconds.

And of course if this one doesn’t hit, the rest of the video is gonna flop.

But most people know about how to structure a good hook.

It’s the Intensifier Loop that most people ignore.

Intensifier loops are designed to double down or intensify the intrigue from the hook.

Think of it like a curiosity magnet that literally pulls the interested viewer through the first 15 seconds.

Now the final one is called the Rehook Loop.

And this is really what separates good and great storytelling.

The Rehook Loop is meant to retrigger curiosity about halfway through the video, just as the initial intrigue from the first two loops is starting to fade.

The truth is, all great storytellers think more about loops than they do about structures.

And that really is the secret to telling addicting stories.

If you want to learn my entire storytelling system for short-form, including how to build these loops so your videos perform better, I’m running a content growth challenge starting this Friday.

It’s only 4 weeks long, and you’ll leave with everything you need to scale on short-form content using my methods.

Comment “Launch” and I’ll add you to the waitlist.

Follow @kallawaymarketing to learn how to grow faster on social media by @kallawaymarketing

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3 days ago

Comment LAUNCH to join my content growth challenge.

One of these hooks got 14 million views, and the other only got 40,000.

They’re both my videos, posted on the same channel, using the same strategy.

But one did 350x better than the other.

The main difference…comes down to one thing…Triple Hook Alignment.

Every video technically has 3 hooks:

When all 3 of those hooks are aligned, the viewer’s understanding goes way up and the retention metrics are much higher.

But when the 3 hooks don’t align, the viewer gets confused and usually scrolls away.

It sounds simple but hook alignment is a major issue in most of the bad videos I review.

Now the best way to improve at your hook alignment is to run the Sound Off and Eyes Closed tests.

Watch the video without sound first and guess what the video is about based on what you see in the visual and text hook.

Then, listen back to the video with your eyes closed and see if what you say matches up.

If it’s misaligned, you’ve got a hook alignment problem that you need to fix before you post.

If you want to learn how to build better hooks that actually hold attention, I’m running a 4 week content growth program that goes through my entire content system and workflow.

It covers everything you need to know about hooks, as well as storytelling, ideation, and AI systems.

Comment “Launch” and I’ll add you to the waitlist.

Follow @kallawaymarketing to learn how to grow faster on social media

#marketing #contentstrategy #contentcreator #socialmedia #video by @kallawaymarketing

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3 days ago

This retention chart hack will get you more views.

Comment LAUNCH to join the waitlist for my new content growth program. You’ll learn everything I know about content systems and storytelling.

Every organic video is gonna look something like this...

Big drop off in the first 5 seconds and then a smooth level off.

If your video is really bad, that cliff will be much sharper and go much lower.

If your video is really good, you’ll still have a cliff, but it won’t be as sharp and will level off much higher.

The steepness of that cliff corresponds to skip rate.

Anything above 50% is bad, between 30-50% is good, less than 30% is elite.

But none of that is really that actionable.

Here’s the magic tip.

Occasionally, you will get a retention chart that has a spike somewhere along the graph.

And that spike is gold.

What the spike means that less people dropped off than should have because of whatever you said or showed at the time.

You wanna look at exactly where in the video that spike happened, and extract that point, that sentence, that concept, or those visuals out…and use it in the hook on a future video.

This is called Retention Hunting.

These are little hidden gems that you accidentally buried too late in the video, but that the data is showing people liked.

If you go through your videos and find these hidden gems, I guarantee these will make for winning videos on their own.

Follow @kallawaymarketing to learn how to grow faster on social media

#socialmedia #content #creator #video #marketing by @kallawaymarketing

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4 days ago