The Content Operators Playbook · 6. Formats
Principle 1 of 7
Selfie and yap videos
Phone, front camera, one argument. The spine of the content engine, five a week.
Updated 2026-10-25
The spine of the whole thing. Phone, front camera, whatever is in my head that day. Strategy, a read on the industry, an event, a piece of news, or a topic I am properly annoyed about. This is the format that is allowed to have a temperature.
Five a week, on Instagram and TikTok, turned around the next day.
What goes in it?
The arguments creators are already having with themselves. The algorithm. Whether to find a niche. Why the views dropped. Whether to go full time. And the one I care about most: a personal brand is only worth building if it turns into a media business.
What are the rules?
- Say what the viewer gets in the first four seconds, because people online are selfish.
- One argument per video.
- Land on a hard line.
- No intro.
What does it feed?
The winners become carousels. The best arguments become Creator Therapy episodes.
Questions
What is a selfie and yap video?
Phone, front camera, whatever is in your head that day: strategy, a read on the industry, an event, a piece of news or a topic you are properly annoyed about.
What are the rules?
Say what the viewer gets in the first four seconds. One argument per video. Land on a hard line. No intro.
Why does it never stop?
It needs no studio, no editor availability and no second person. When a week falls apart this is the format still standing.
