1 of 10

Harris studies past videos' packaging in 1 of 10 before choosing a title. Johnny Harris's team uses 1 of 10 to see how earlier videos on a topic were titled and thumbnailed. He drafts seven or more titles, usually starting with how or why, and checks comparable videos on tools like 1 of 10 or ViewStats before trying two or three packagings.

Marketability is treated as a constraint, so packaging is checked against past winners. The package fixes only the promise to answer, not the story itself. For the Saudi Arabia city video he set the headline 'why is Saudi Arabia building a futuristic city in the desert' before filming. In his words: "the marketing which is what this is this is why should you click is defined early on".

How I Write▶ 10:15