---
title: "Selfie and yap videos"
description: "Phone, front camera, one argument. The spine of the content engine, five a week."
canonical: https://tomsharman.com/playbooks/formats/selfie-and-yap-videos/
updated: 2026-10-25
---

# Selfie and yap videos

> Phone, front camera, one argument. The spine of the content engine, five a week.

Playbook 6, Formats. Animation: /playbooks/formats/selfie-and-yap-videos.mp4

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?

1. Say what the viewer gets in the first four seconds, because people online are selfish.
2. One argument per video.
3. Land on a hard line.
4. 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.