Tools
Story is the emotional engine of every video—the container that complex information gets layered into. Nailing it for maximum clarity and impact is our principal job, and we approach it with high craft and rigor. That means using proprietary tools to prototype and test stories before anything has been shot, iterating until we have quantitative proof that a story is compelling, clear, and persuasive.
EDART
Our main testing tool is EDART—the Engagement Diagnostic and Reporting Tool. It allows us to collect engagement feedback from a distributed panel of viewers drawn from the target demographic, and surface patterns in engagement and drop-off to identify exactly where a story is working and where it isn't.
We also deploy EDART in post-production to consolidate client feedback—allowing any number of stakeholders to weigh in without requiring anyone client-side to do the work of synthesizing feedback.
EDART mobile viewer interface
EDART desktop results dashboard
Scroll Stopper
We've developed a proprietary tool called Scroll Stopper to test video openings against benchmark videos in a simulated social media feed—because hooks are so crucial to a video's success that their performance shouldn't be left to chance or gut instinct. We test different opens, collect user feedback, and iterate until we're confident our video will stop the scroll.
Average retention is compared against benchmark averages and medians to get meaningful signals from even small sample sizes. Results are shown here from a real video that had above-average retention on its first rough cut.
Scroll Stopper results dashboard