A Different Approach To Launch Videos

The Shift from Polished Launches to Constant Demos [00:00:00]

• Traditional launch strategies involving slick videos and massive spending are outdated.
• Farza Majeed's approach focuses on releasing authentic, engaging video content consistently.
• His company, Hey Clicky, regularly achieves millions of views through this method.

  "My formula is always the same. This is who I am. This is what's going on. This is what I'm working on. Let me show you. Everyone wants a story."

From eBay to AI: Farza Majeed's Journey [00:01:05]

• Majeed started his entrepreneurial journey at 13 selling on eBay.
• He later founded an online school for kids, which evolved into BuildSpace, a YC-backed company.
• Now, he's working on Hey Clicky, a new AI interface.

  "And now working on Hey Clicky, a new interface for AI."

Video as a Core Strategy [00:01:55]

• Making videos has been central to Majeed's outreach and attention-grabbing strategy for BuildSpace and Hey Clicky.
• He enjoys making online videos and finds it effective for business.

  "Doing videos has always been kind of a core strategy for you for how to reach out to people..."

The Evolution of Launch Videos [00:02:40]

• Launch strategies have dramatically changed from posting on Hacker News and Product Hunt to leveraging algorithmic platforms.
• The focus has shifted from singular "big launch moments" to continuous launching on platforms like X, LinkedIn, and YouTube.

  "The biggest change is you're not really making posts anymore. You're actually just constantly launching all the time on these, on these algorithmic platforms."

Ditching the "Big Fancy Launch" Meta [00:03:40]

• Many founders mistakenly believe a large, coordinated, high-production launch is necessary.
• Majeed argues that a simple, authentic video often outperforms expensive productions.

  "There was a time where that was the meta, you know, like you got to do like a fancy thing and make it a big deal because you got one shot."

Demos as Mini-Stories [00:04:50]

• Majeed prefers to call these "demos" rather than "launches," emphasizing continuous shipping.
• The communication of a product is as important as its development.

  "And so I, it's at every part of the process. It's not like we make it and then magically I make a hit video or something."

Showing the Process, Not Just the Product [00:06:10]

• Majeed's philosophy is to show the process of creation rather than just the final polished product.
• He contrasts this with the common founder videos featuring slick production and confident personas.

  "My philosophy on a lot of the launch stuff now is just how can we just show, like almost like the process of what I'm doing versus show the ending of what I'm doing."

The Clicky Launch: An Unplanned Success [00:07:50]

• Majeed shares the story of Clicky, an AI teacher that follows the cursor.
• He initially thought the demo was not good but posted it on a whim, leading to nearly 3 million views.

  "I recorded this video in the office five minutes before dinner and I post it. And after dinner, it's just doing numbers. And now this is my company."

Beyond Virality: User Retention Matters [00:09:10]

• Majeed prioritizes download and retention numbers over view counts.
• 7,000 downloads and 100 daily active users for Clicky inspired him to continue developing it.

  "And if you ask me why I'm working on the product today, it's not because it went viral. It's because 7,000 people downloaded it and about a hundred people of the 7,000 kept on using it every day for five days straight."

Crafting Compelling Hooks [00:10:30]

• Majeed emphasizes stopping power in video content, testing hooks by asking if he himself would stop to watch.
• The first frame and the initial seconds are crucial for capturing attention.

  "Am I going to stop on this? Am I even going to read the first sentence? Because if I don't read the first sentence, there's no way I'm going into this."

The Surprising Power of Scripting [00:12:30]

• Majeed writes scripts for his videos, which surprises many viewers who perceive him as spontaneous.
• He evaluates scripts by considering if he would enjoy reading them, ensuring they sound natural when spoken.

  "If I like reading it, then that means it will probably sound good if I say it out loud as well. Not always, but sometimes."

The First 10 Seconds: Crucial Setup [00:14:00]

• The initial 10-20% of a short video should establish what the product is and why it's important.
• This setup is critical for retaining viewers in a one-minute video format.

  "In the first kind of little bit, am I getting across what I'm doing? Why is it important? Like, you can get across so much in just 10 seconds."

Showing Your Face and Personality [00:16:00]

• Majeed advocates for founders to show their faces and personalities in videos.
• Confidence in one's work can attract others who find it interesting.

  "Who is the person making this thing? You know, like just show yourself, show your face very clearly. This is you. This is your personality."

The "Worst Video Ever" That Went Viral [00:17:50]

• Majeed shares an instance where he believed a video was terrible, but it achieved 3 million views.
• This highlights the importance of releasing content despite self-doubt and letting the audience decide its fate.

  "And I told Vikrant, the person who I make videos with. And I'm like, this is the worst video we've ever done. It's not even worth editing it."

Demo-Driven Development and "Check This Out" Moments [00:20:00]

• Majeed practices "demo-driven development," working backward from a shareable demo.
• He emphasizes capturing authentic "check this out" moments with the team as potential video content.

  "The most important thing in my company that I tried to always, and every company I've ever run, is you know that feeling when you're working with someone often on the team or a co-founder and you're like, yo, check this out?"

Standing Out in a Crowded Content Landscape [00:22:00]

• Majeed doesn't focus on standing out through production value but by sharing interesting ideas.
• His goal is to create content he finds interesting, assuming at least one other person will too.

  "I never think about it like that. I always just think about like, I want to talk about something. I think it's interesting. And there's got to be one of the person out there that thinks it's interesting."

The Power of Showing Your Work Daily [00:24:00]

• Founders should embrace showing their work daily, similar to how they would post on TechCrunch or New York Times, but continuously.
• This consistent sharing builds an audience over time.

  "In 2026, you show your, you can show your work every day and you can actually get an audience just by showing your work every day."

Reaching Niche Audiences on Mainstream Platforms [00:26:00]

• Majeed argues that niche customers (e.g., design agencies) can be found on platforms like TikTok and Instagram.
• Targeted content, even without going viral, can generate significant leads.

  "Do you think a design agency founder is on TikTok or Instagram or YouTube? The answer is probably yes. It's probably a lot of them."

Channel Performance: Instagram Dominates, Twitter Lags [00:28:00]

• Majeed analyzes channel performance, noting Instagram as his best conversion channel, while Twitter has historically performed poorly.
• YouTube offers long-term value as a content library, while Twitter provides a fleeting moment.

  "Twitter is our worst, is in historically, I've been making stuff on Twitter for like 10 years, the worst conversion of any channel."

Adapting Content for Different Platforms [00:30:00]

• Content is often optimized for specific platforms (e.g., horizontal for Twitter, vertical for Instagram).
• However, sometimes content intended for one platform performs unexpectedly well on another.

  "So then this, for example, we have this drawing video. So we built a system that can draw directly on your screen. It can draw polygons, arrows. This is super optimized for Twitter."

Developing "Beats" in Videos [00:32:00]

• Majeed emphasizes creating "beats" or narrative shifts within videos to maintain viewer engagement, rather than relying solely on fast cuts.
• He uses a "no hands" hook and sequential actions to keep viewers watching.

  "I'm not trying to keep your attention. That's actually the wrong way to look at it. I'm always trying to, I'm always like, all right, where is this going? Come on."

Investing in a Video Team [00:34:00]

• Majeed hired a filmmaker early on, recognizing the difficulty founders face in consistently producing high-quality video content.
• This allows him to focus on product and growth while his team handles video production.

  "I don't want to put a ton of attention every day on making videos. I mean, any founder watching, any founder YC, like nobody wants to do that every day."

The "Cringe" Factor and Getting Started [00:36:00]

• Majeed encourages founders to embrace being "cringe" initially to learn and improve.
• He advises starting with simple phone videos and posting them consistently, even if imperfect.

  "You got to be cringe for a little while actually to learn how to not be cringe."

Essential Gear and Tools [00:38:00]

• Screen recording software like Screen Studio for demos.
• iPhone for native-style videos, with editing on the phone itself.
• Sony FX3/FX30 and DJI mic for more cinematic productions.
• DaVinci Resolve for editing on a computer.

  "The most important thing in any video you make, it doesn't matter if it's a shitty loom or a shitty like little video or your iPhone is audio quality."

The Founder's Role in Video Creation [00:40:00]

• Founders should focus on their strengths (e.g., writing, music) and collaborate with skilled individuals for other aspects.
• Majeed works closely with his filmmaker, Vikrant, who handles shooting and editing.

  "So for me, I find I'm really good at writing and I'm really good at the music. And then Vikrant is good at literally everything else from shooting to picking the set to editing after..."

The 30-Day Video Challenge [00:42:00]

• Majeed challenges viewers to record and post a video about their work every day for 30 days.
• The goal is to build consistency, learn from performance, and overcome the fear of posting.

  "Every day, just spend 10 minutes, take your phone out, iPhone or Android. It's okay. And then just record yourself talking about what you were doing to what you did that day."

Writing as a Foundation for Video [00:43:30]

• Majeed emphasizes the importance of writing scripts before recording videos.
• Using tools like FreeWrite can help structure thoughts and catch bad ideas early.

  "Spend as much time possible before the video, uh, writing it. So before you get in front of the camera and maybe record it..."

Never Easier to Get Your Message Out [00:44:00]

• The current digital landscape offers unprecedented ease for founders to share their message and work.
• Consistency and authenticity are key to leveraging these opportunities.

  "And it's never been easier to do this, right? To get that message out. It's never been easier."