marketingskills/skills/social-content/references/reverse-engineering.md

Reverse Engineering Viral Content

Instead of guessing what works, systematically analyze top-performing content in your niche and extract proven patterns.

The 6-Step Framework

1. NICHE ID — Find Top Creators

Identify 10-20 creators in your space who consistently get high engagement:

Selection criteria:

• Posting consistently (3+ times/week)
• High engagement rate relative to follower count
• Audience overlap with your target market
• Mix of established and rising creators

Where to find them:

• LinkedIn: Search by industry keywords, check "People also viewed"
• Twitter/X: Check who your target audience follows and engages with
• Use tools like SparkToro, Followerwonk, or manual research
• Look at who gets featured in industry newsletters

2. SCRAPE — Collect Posts at Scale

Gather 500-1000+ posts from your identified creators for analysis:

Tools:

• Apify — LinkedIn scraper, Twitter scraper actors
• Phantom Buster — Multi-platform automation
• Export tools — Platform-specific export features
• Manual collection — For smaller datasets, copy/paste into spreadsheet

Data to collect:

• Post text/content
• Engagement metrics (likes, comments, shares, saves)
• Post format (text-only, carousel, video, image)
• Posting time/day
• Hook/first line
• CTA used
• Topic/theme

3. ANALYZE — Extract What Actually Works

Sort and analyze the data to find patterns:

Quantitative analysis:

• Rank posts by engagement rate
• Identify top 10% performers
• Look for format patterns (do carousels outperform?)
• Check timing patterns (best days/times)
• Compare topic performance

Qualitative analysis:

• What hooks do top posts use?
• How long are high-performing posts?
• What emotional triggers appear?
• What formats repeat?
• What topics consistently perform?

Questions to answer:

• What's the average length of top posts?
• Which hook types appear most in top 10%?
• What CTAs drive most comments?
• What topics get saved/shared most?

4. PLAYBOOK — Codify Patterns

Document repeatable patterns you can use:

Hook patterns to codify:

Pattern: "I [unexpected action] and [surprising result]"
Example: "I stopped posting daily and my engagement doubled"
Why it works: Curiosity gap + contrarian

Pattern: "[Specific number] [things] that [outcome]:"
Example: "7 pricing mistakes that cost me $50K:"
Why it works: Specificity + loss aversion

Pattern: "[Controversial take]"
Example: "Cold outreach is dead."
Why it works: Pattern interrupt + invites debate

Format patterns:

• Carousel: Hook slide → Problem → Solution steps → CTA
• Thread: Hook → Promise → Deliver → Recap → CTA
• Story post: Hook → Setup → Conflict → Resolution → Lesson

CTA patterns:

• Question: "What would you add?"
• Agreement: "Agree or disagree?"
• Share: "Tag someone who needs this"
• Save: "Save this for later"

5. LAYER VOICE — Apply Direct Response Principles

Take proven patterns and make them yours with these voice principles:

"Smart friend who figured something out"

• Write like you're texting advice to a friend
• Share discoveries, not lectures
• Use "I found that..." not "You should..."
• Be helpful, not preachy

Specific > Vague

❌ "I made good revenue"
✅ "I made $47,329"

❌ "It took a while"
✅ "It took 47 days"

❌ "A lot of people"
✅ "2,847 people"

Short. Breathe. Land.

• One idea per sentence
• Use line breaks liberally
• Let important points stand alone
• Create rhythm: short, short, longer explanation

❌ "I spent three years building my business the wrong way before I finally realized that the key to success was focusing on fewer things and doing them exceptionally well."

✅ "I built wrong for 3 years.

Then I figured it out.

Focus on less.
Do it exceptionally well.

Everything changed."

Write from emotion

• Start with how you felt, not what you did
• Use emotional words: frustrated, excited, terrified, obsessed
• Show vulnerability when authentic
• Connect the feeling to the lesson

❌ "Here's what I learned about pricing"

✅ "I was terrified to raise my prices.

My hands were shaking when I sent the email.

Here's what happened..."

6. CONVERT — Turn Attention into Action

Bridge from engagement to business results:

Soft conversions:

• Newsletter signups in bio/comments
• Free resource offers in follow-up comments
• DM triggers ("Comment X and I'll send you...")
• Profile visits → optimized profile with clear CTA

Direct conversions:

• Link in comments (not post body on LinkedIn)
• Contextual product mentions within valuable content
• Case study posts that naturally showcase your work
• "If you want help with this, DM me" (sparingly)

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The Formula

1. Find what's already working (don't guess)
2. Extract the patterns (hooks, formats, CTAs)
3. Layer your authentic voice on top
4. Test and iterate based on your own data

Reverse Engineering Checklist

• Identified 10-20 top creators in niche
• Collected 500+ posts for analysis
• Ranked by engagement rate
• Documented top 10 hook patterns
• Documented top 5 format patterns
• Documented top 5 CTA patterns
• Created voice guidelines (specificity, brevity, emotion)
• Built template library from patterns
• Set up tracking for your own content performance