---
title: "Formats over ideas"
description: "A repeatable format beats a one-off story, because the audience can guess what comes next."
canonical: https://tomsharman.com/playbooks/content/formats-over-ideas/
updated: 2026-10-25
---

# Formats over ideas

> A repeatable format beats a one-off story, because the audience can guess what comes next.

Playbook 2, Content. Animation: /playbooks/content/formats-over-ideas.mp4

I think video ideas are dead. What works now is formats, because people want to guess what your next video looks like. Pick one format, rinse and repeat it every day until it's a show. Then 80% of the time you're nailing the formats that work and 20% you're testing new ones.

## How do I use it?

1. Name the format before the topic: the set, the structure and the length.
2. Run two formats that are never up for testing, every day.
3. Spend 80% of the output on formats that work and 20% testing new ones.
4. Judge a format over weeks. One video tells you very little.

## In his words

> I actually think that video ideas are dead now and that you should focus on formats.

> Tom Sharman, 2026

## Questions

### What does "Formats over ideas" mean?

Video ideas are dead. Build a format the audience can predict, then rinse and repeat it until it becomes a show.

### How do I put "Formats over ideas" into practice?

Name the format before the topic: the set, the structure and the length. Run two formats that are never up for testing, every day. Spend 80% of the output on formats that work and 20% testing new ones.

### Why does "Formats over ideas" matter?

I think video ideas are dead. What works now is formats, because people want to guess what your next video looks like.