6-Step Formula to a Billion Views: Adley Kinsman Viral Video Secrets

Why do some videos skyrocket to fame while others get ignored? Wondering what strategies experts use to replicate success and break through the noise? 

In this article, you’ll discover the proven tactics behind the Billion View Formula and how it can transform your content strategy.

Why Marketers Should Create Viral Organic Videos

Think of viral organic videos like billboards for your brand. As Adley Kinsman, founder of Viralish and viral video strategist, explains, “If I offered you one free billboard with your brand or your face on it in Nashville, or I offered you 100 free billboards in Nashville, which one are you going to choose?”

The answer is obvious—more visibility leads to more awareness, which leads to more leads and sales. While not every video will go viral, implementing Kinsman's proven strategies can significantly increase your batting average and help you become a better storyteller overall.

Kinsman, whose company generates over a billion organic views monthly across platforms, emphasizes that viral content isn't just about immediate conversions. When your content reaches a broader audience, it creates valuable brand awareness. Even if viewers aren't part of your target market, they might know someone who is—expanding your reach through word of mouth and shares.

Vitality is Subjective

It's important to note that what's viral for one brand doesn't match what's viral for another. Kinsman's company defines virality as 5 million views, but if your typical video gets 300 to 400 views, virality to you might mean 40k.

The Billion View Formula: A 6-Step Process

While many video strategists recommend explicitly calling out your target audience in the first seven seconds of every video, Kinsman takes a different tack. She believes 60% of your content should be top-of-funnel content designed for awareness.

“There is a place for middle and bottom-of-the-funnel content,” Kinsman notes, “but 60% plus of your content or more should be top-of-funnel content.” This approach allows your content to reach beyond your immediate audience, leveraging shares (which are heavily weighted in current algorithms) to find lookalike audiences.

Let's explore the six steps to creating viral organic videos with broad appeal.

#1: Craft a Hook to Retain 90% of Viewers for 6 Seconds

The hook is critical—nothing else matters if you don't get it right. Your goal should be achieving 90% retention in the first six seconds of your video. While this is challenging, aiming high ensures better results even if you fall slightly short.

Kinsman teaches what she calls the “combo method” for creating effective hooks. Every hook must have two non-negotiable elements:

1. A curiosity gap that won't be satisfied until the end of the video
2. An emotional response from the viewer

The combo method involves combining two things that don't usually go together. For example, Kinsman once put a rack of ribs on a car engine in her opening shot. This unusual combination creates both curiosity (“What is she doing?”) and an emotional response (“She shouldn't be doing that!”). 

Other effective hook examples include using controversial statements about polarizing topics like Bitcoin or Taylor Swift, addressing divisive issues that spark immediate emotional reactions, or combining unexpected visuals with serious topics. The key is finding combinations that make viewers stop scrolling and think, “I need to know more about this.”

For educational content creators, this might mean combining controversial statements or unexpected visuals with your message. Kinsman cites the example of Dr. Julie, who draws on her skin with Sharpies while discussing trauma, creating an unusual visual anchor for serious content.

#2: Storyboard Suspenseful Storytelling

Suspense is what separates good creators from great ones. Kinsman recommends what she calls the “Missy Elliott method”—put it down, flip it, and reverse it. Instead of starting with your end goal (like a tax-saving strategy or recipe), begin by describing your opening shots and building curiosity.

For example, if you're creating a cooking video, don't start by announcing you're making no-bake cookies. Instead, begin with an attention-grabbing scene—perhaps spooning peanut butter into a jar of oats in the middle of a grocery store while security approaches. This approach maintains viewer interest by raising questions that need answers.

When planning your video, describe it beat by beat, starting from the top, and test each segment with a focus group. Ask them, “Would you keep watching?” The moment they say they'd scroll, you need to revise that section.

#3: Deliver a the Payoff

The payoff, occurring in the final 3-10 seconds of your video, is where you finally satisfy the curiosity gap created by your hook.

This is the “defining the relationship” moment with your audience—where they decide whether to follow you, share your content, or engage further.

You can choose between a satisfying or unsatisfying payoff depending on your goals. An unsatisfying payoff might lead viewers to part two, while a satisfying one could prompt shares and comments.

#4: Proactively Engineer Engagement

Rather than hoping for engagement, design it intentionally. Kinsman recommends planning your comment section in reverse—envision what you want people to say and create content that inspires those responses.

This can be done through several methods:

• Including subtle “Easter eggs” in your video that viewers will notice and comment about
• Creating relatable moments that prompt viewers to share their own experiences
• Adding elements that spark natural discussion or debate

For example, Kinsman once included tampons next to condiments in a refrigerator during a cooking video, sparking a massive comment thread about whether tampons should be refrigerated—all without directly mentioning it in the video. Other proven engagement tactics include:

• Intentionally wearing something unusual to spark natural comments
• Strategically misspelling common words to prompt corrections
• Using unique accessories (like a paperclip in your beard or wearing just one earring)
• Making relatable statements that invite viewers to share their experiences (“I don't know if any other moms do this, but…”)
• Creating opportunities for viewers to demonstrate their expertise by leaving intentional gaps in your content

The key is making these elements subtle enough that they don't overshadow your main message while still prompting organic engagement.

#5: Raise the Stakes

Stakes determine whether or not people care enough about your content to watch. The higher the stakes, the more invested viewers become, even in niches they wouldn't usually watch.

Kinsman identifies four main ways to raise the stakes.

Location: Moving out of expected settings immediately increases interest. Instead of filming a quick recipe in your kitchen, shoot it in your car during a lunch break. This not only makes the content more interesting but communicates additional benefits – showing viewers the recipe is truly quick, easy, and approachable. The unusual location both captures attention and demonstrates value.

Props: The right props can dramatically increase tension and viewer investment. Kinsman gives the example of a simple magic trick – balancing a quarter on a marker over a water bottle isn't particularly exciting. But replace the quarter with a wedding ring and the water with acid, and suddenly, viewers are intensely invested in the outcome. The same action with higher-stakes props creates more compelling content.

Wardrobe: The wardrobe helps tell your story without explicit explanation, and strategic wardrobe choices instantly establish character and context. When Kinsman's company gave away a car during COVID, they ensured the recipient wore their medical scrubs on camera. This simple wardrobe choice immediately identified them as a first responder, adding emotional weight to the giveaway. 

Casting: Who performs your content can radically change its impact. A staged prank between two young people might get decent views, but the same prank performed by a couple in their seventies creates an entirely different emotional response. Similarly, when giving away $100, featuring Grant Cardone as the recipient doesn't create much of an impact, but giving it to someone experiencing homelessness immediately raises the stakes. Children also naturally increase engagement – viewers connect more deeply with content featuring kids.

The key is combining these elements strategically. For example, a proposal video shot in someone's living room might be sweet, but stage it at Dodger Stadium in front of thousands of people, and the public setting dramatically raises the stakes. The potential for public celebration or humiliation makes viewers more invested in the outcome.

#6: Split Test Your Content

Before posting to your primary channel or page, test different versions of your video using small ad budgets ($5-6 per variation). Test different:

• Hooks and opening shots
• Video lengths
• Captions
• Thumbnails

Run these tests to a random audience with the aim of getting 1000 views so you can see the retention data. When analyzing results, consider these variables:

• Retention lines showing where viewers drop off
• Specific segments (like seconds 17-21) where you might lose 40% or more of viewers
• Impact of different characters or scene transitions
• Effects of editing choices like whip pans or quick cuts
• Performance differences between 30-second and 60-second versions

For example, if you notice a significant drop between seconds 17-21, examine what happened in that segment. Did you introduce a new character? Did something in the edit feel like a natural endpoint? Did you reveal too much too soon? Make adjustments and test again until you optimize the retention curve.

Look for at least 75% retention in the first 12 seconds as a strong indicator of potential viral success. This methodical testing approach helps ensure you're only posting your highest-performing content.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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