From the desk of Gideon Shalwick
Issue #4 | Jan 27, 2026
Hey Reader
If you’ve ever wondered why some creators seem to go viral over and over again while others struggle to get traction, this week’s episode uncovers a pattern most people miss. It’s not about luck, gear, or even ideas. There’s a deeper structure at play, and once you see it, you can’t unsee it.
This week’s podcast
Viral video formats with Conar Fair - EP8
In this episode, Conar Fair breaks down how viral videos are engineered, why certain formats work across almost any niche, and what creators should focus on if they want consistent reach instead of one-off spikes.
- The exact moment Conar realized virality could be repeated on demand
- Why a single format produced millions of views across TikTok, Instagram, and YouTube Shorts
- The mistake most creators make with hooks that kills watch time
- The five payoff categories Conar says every viral video fits into
- Why production quality matters far less than most people think
Click below to watch or listen to the full episode and see how these formats actually work in practice.
In case you missed it
You can access all episodes here:
Did you know?
One of the most practical takeaways from this episode is that viral success comes from designing for watch time, not engagement.
Conar explains that modern short-form algorithms are driven primarily by how long people stay watching, even if they never like, comment, or share.
He breaks viral videos into a simple structure:
- a clear hook that promises a payoff,
- a journey or value section that keeps tension alive,
- and a payoff that delivers on that promise.
When creators break this contract with the viewer, watch time drops, and distribution stops.
Conar also explains why challenge formats work so well across niches. By setting clear stakes at the beginning, viewers are naturally compelled to stay until the end to see the outcome.
This structure has worked for complete beginners, experienced creators, and even people with no prior social media experience.
Finally, he emphasizes that creators should commit to testing a single format multiple times. Running the same format at least five times provides meaningful data and helps creators refine retention instead of jumping from idea to idea.
Is that useful or what? Hit reply if you agree...
Quote of the week
Oh, and one more thing…
We're about halfway through Pat Flynn's 30-day challenge, and it's been anything but easy for me!
Even though I'm posting 2-3 times to the Vubli channels, I'm actually having quite a hard time posting daily to my personal channel.
But if you want to follow along what I'm doing for the 30 day challenge, here's my latest video about improving my productivity.
And if you haven't joined the 30-day challenge yet, it's not too late. You can still join in for the last two weeks over here.
Ok… that’s a wrap
Hit reply and let me know what you thought, or 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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