A Different Approach To Launch Videos

In this conversation, Farza Majeed, founder of Hey Clicky, challenges the traditional startup launch paradigm. Rather than investing heavily in single, polished launch videos coordinated with press coverage, Farza advocates for continuous shipping of demo videos to algorithmic platforms like Twitter, Instagram, YouTube, and TikTok. He explains that the media landscape has fundamentally shifted—traditional channels like TechCrunch and The New York Times no longer drive the same traffic as authentic, founder-led content.

Farza's core methodology involves working backward from the launch moment during product development. Before building a feature, he considers the hook, the copy, and the narrative arc that will accompany its announcement. His formula remains consistent: establishing who he is, what's happening, what he's working on, and showing it in action. He emphasizes that every product demo is fundamentally a mini-story that should capture attention within the first 3 seconds of a scroll.

Throughout the conversation, Farza deconstructs several viral videos, revealing deliberate choices: specific camera angles, audio quality prioritization, pacing with intentional "beats," and hooks designed to make viewers pause mid-scroll. Notably, he tracks conversion metrics beyond vanity views—one video achieved 3 million Twitter views but only 7,000 downloads, with just 100 users retaining after 5 days. These 100 users inspired him to continue because they represented genuine product-market fit signals.

Farza acknowledges that early attempts felt forced and often underperformed, citing his old ZipSchool videos that received minimal engagement. However, he argues that accumulating reps is essential—the more content created, the better intuition develops. He discusses how he initially thought his breakthrough Clicky video was subpar but posted it anyway, only to see it generate millions of views and ultimately become the foundation of his current company.

Practically, Farza uses simple tools: Screen Studio for demos, iPhone selfie recording, DJI microphones for audio quality, and DaVinci for editing. He emphasizes that audio quality matters more than production value. Critically, he hired a filmmaker (Vikrant) as one of his first two employees, recognizing that storytelling and visual presentation are now core business functions, not afterthoughts. However, he stresses that early-stage founders should start with whatever tools they have—even simple iPhone videos—and improve gradually.

The conversation also covers channel-specific optimization. Twitter has the lowest conversion rate despite high view counts; YouTube, despite lower subscriber counts, achieves 20% conversion rates; and Instagram drives 70% of Hey Clicky's traffic. This data-driven approach contrasts with vanity metrics obsession and reinforces that sustainable growth comes from understanding audience behavior per platform.

Farza concludes by challenging viewers to post one short video daily for 30 days without worrying about virality, focusing instead on consistency and gradual learning from what resonates.