Penny Ledger
530K subscribers
Doing my own taxes on a $70K salary in Chicago
Good numbers, slow openings. We rebuilt the first thirty seconds of every video around the number in the title.
Footage in
1 h 40 m, one camera and screen recordings
Runtime
14:12
Turnaround
Two days
Formats
Long-form, Shorts
Published
2 months ago
8:31
Average view duration, up from 5:20
+31%
Click-through on new uploads
Subscribers now, rolling up from the day we started
How we cut it.
Brief, changes, numbers.
The brief
Dana's videos answer one money question each, with real numbers. The answer usually arrived about four minutes in.
What we changed
We open on the number from the title and the first real cost against it, inside the first minute. Every figure is drawn on screen as she says it, and the conclusion is said once, plainly, without a recap.
What happened
Click-through on new uploads rose 31%, average view duration went from 5:20 to 8:31, and the channel passed half a million subscribers.
Footage in on Monday, scheduled for Thursday at five. I haven't opened the upload page since March.
Dana Okoye, Penny Ledger
0:48
The form, then the number, inside the first minute
4:20
A year of receipts sorted, totals drawn on screen
11:00
What's left, read off one long receipt