Field notes
The BEAST blog
Packaging, retention, giveaways and the business behind the videos — written the way we actually talk internally. Blunt, specific, one number per idea.
Packaging
Packaging first: we design the thumbnail before we film
Every video begins as a title and a cover image. Production exists to deliver on that promise — not the other way around.
Retention
The first 30 seconds are the whole video
No intro. No logo. The opener proves the thumbnail promise within seconds — or you've already lost.
GiveawaysHow to run a giveaway that's actually legal
"No purchase necessary" is not a vibe. It's the line that keeps your sweepstakes from being an illegal lottery.
BusinessContent loses money. That's the plan.
The videos are the loss-leading distribution. The chocolate is the business. Here's how the flywheel actually works.