From the desk of Gideon Shalwick
Issue #5 | Feb 11, 2026
Hey Reader
If short-form video has ever felt like a mix of magic and mystery, this issue is for you. This week’s episode unpacks what “viral” can really look like behind the scenes - and why the simplest moments can sometimes create the biggest momentum.
This week’s podcast
Viral Short Form Video Playbooks with Jordana Grace - EP10
Ever had a video unexpectedly explode - and then realised you couldn’t recreate it if you tried?
In this episode, Jordana Grace breaks down what actually made her biggest videos take off, what quietly kills momentum, and how to build a repeatable “viral playbook” you can stick to even when life is chaotic.
Inside this episode, you will learn...
- The tiny “puzzle” video that hit 7.6M views - and the surprisingly simple reason the comments exploded
- The hidden ingredient that makes viewers feel like they’re part of the video (without you begging for comments)
- The telltale signs a video is doomed before it starts - and what Jordana checks for before she posts
- Why TikTok still has the easiest path to “viral” - and what most creators misunderstand about why
- The fast TikTok search trick Jordana uses to reverse-engineer repeatable viral formats in any niche
Click the links below to watch or listen to the full episode.
In case you missed it
You can access all episodes here:
Tip of the day
The goal isn’t to go viral once. The goal is to find a format you can repeat 100 times without burning out.
Jordana’s biggest breakthrough wasn’t a high-production sketch. It was a simple, repeatable structure she could film anywhere - on a walk, in the car, in her bedroom, even propped up on a pile of laundry.
Here’s the playbook:
- Start with a recognisable hook line that stays the same every time. Familiarity builds anticipation.
- Introduce a clear, specific problem or observation within the first few seconds. No confusion. No slow build.
- Make the viewer feel involved. Design the video so they want to comment, solve, correct, or add to it.
- Remove friction. If your format requires travel, props, scripts, or perfect lighting, it will eventually break.
- Study your insights. When something performs, don’t just celebrate it - reverse engineer it.
The sweet spot is where three things overlap: 1) It performs. 2) It’s easy to produce. 3) You actually enjoy making it.
That’s your repeatable viral engine.
Quote of the week
“Your first video will suck.” - Jordana's friend.
Oh, and one more thing…
Sometimes you just don't know which video is going to hit and when.
As you know I've been doing Pat Flynn's 30-day video challenge and some of my videos did okay and some did better.
But yesterday something interesting happened...
I was talking to one of our Vubli users and we tried a feature on Instagram where you could share your reel as a story.
Then...
Accidentally... I posted the videos to my personal profile so all my personal followers saw my video and I got the most engagement ever!
It was a productivity video that helps you create new habits. Here's the link to the video if you want to watch it:
https://www.instagram.com/reel/DUIfy1iD8wn/
Moral of the story: just keep on posting, you never quite know who you might reach!
Ok… that’s a wrap...
Hit reply and let me know what you’d like to see covered in future issues.
Until next time,
Gideon Shalwick
Founder, Vubli
PS: If you’re not using Vubli yet, you can start your free trial here.
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