Pivoting from Short-Form Content Agency to New Direction

The content agency shifts focus from short-form video editing to holistic brand growth, emphasizing marketing and lead generation for clients.

### Pivoting a Short-Form Content Agency in 2024: Strategies and Challenges
* 💼 Started in **2021**, the agency specialized in editing videos for YouTubers, leveraging the **initial high demand** and charging **premium prices**.
* 📉 Over time, the market became saturated with editors and AI tools, leading to **short-form content losing its perceived value** and becoming a **commodity**.
* 🔄 To address this challenge, the agency decided to pivot in 2024 towards offering **end-to-end solutions** that not only include video editing but also help clients **grow their business using organic videos**.
* 🎯 The new direction focuses on providing services that deliver **tangible results**, such as **generating leads and acquiring customers** through video content.
* 🧠 According to the "big cycle" concept by Ray Dalio, successful agencies in 2024 need to either become "**artists**" by creating highly unique and valuable content or "**capitalists**" by mastering skills like marketing, sales, and team management.
* 📹 When starting a content agency in 2024, it's crucial to find clients who don't already have a **library of videos** and offer a comprehensive set of services beyond just editing, such as **idea generation, scripting, and account management**.

hey guys, so I'm officially shutting down my short-form content agency in 2024. We are pivoting to a completely new direction. So, in this video, I'm going to be telling you why I'm doing it, what are the reasons for doing it, and why if you are thinking to start a generic short-form content agency, you should basically just not start one. Okay, and if you want to start one, what are the things that you should keep in mind and which direction that you should actually go towards. That's what I'm going to be talking about with you today. So, the idea is that in 2021, we started a short-form content agency where we basically used to just edit videos for YouTubers. Okay, so what we'll do is we'll go to YouTubers, we'll be like, Okay, you have a long-form video. We'll save your time and will help you distribute a lot of content on all the social media platforms. Right, and people basically everybody basically wanted to work with

us right any email that I used to send to anyone in the world people will reply back to it, and a lot of people would agree to work on it. Okay, and people were ready to pay a humongous amount of money for just repurposing their Clips, right? But as the market has matured, as a lot of editors have entered the market, a lot of AI tools, and also our audience have realized that, okay, if you're just posting the short form content and even if it is getting 4 million views, 5 million views, probably it is of no real importance, okay? And that is why in 2024 we have started to Pivot. Uh, we are moving in a completely new Direction, and I'm going to get back to it in a while on, uh, you know which direction we are going towards. And before I get into it, I just quickly want to explain you a concept, cept by R Dalo, right here on my whiteboard, so you get a lot of clarity about it. So basically the idea and the

concept is uh of the big cycle. Okay, so this is the concept by Ra ALU from one of his books, uh, called Changing World Orders. And the idea is that there is this reverse Parabola. Okay, so whenever a new trends come in, okay, it looks like this, basically, and it starts over here. Now, in the initial phase of any trend, uh, the demand is always greater than supply. Okay, and because of that, these suppliers established their Monopoly in the market, like we did with Content Flow when we started in 2021. Okay, since there was not a lot of supply and demand was massive, we were able to charge a lot of money for doing simple things like editing videos. Okay, and people were happily ready to pay that to us, right? So now what happens is as Market progress, as time passes by, at this particular point, which is the inflection point, a lot of other editors, a lot of other people see, okay, there is an opportunity in the market, people are making a lot of money, so they start to become suppliers as well. Okay, so at this

Point Supply basically equates the demand. There are a lot of people supply, okay. So at this particular point, this is the Maximus of this particular trend. Right after this, what happens is people just keep entering the market, right, and people keep entering the market. Supply just always go high, right, and demand still maybe remains the same or even if it go high, the supply is so much, right, that people have to cut out on their prices, okay. And if people do not cut out on the prices, it is almost impossible to compete in the market. It's always editor in the market, okay. So now after this cycle is complete, this particular opportunity has become a commodity, okay. And as soon as you become the commodity, you cannot charge high prices. And if you cannot charge high prices, it is almost worthless to actually stay in the market because now you're only competing on the price. You cannot compete on the value. That's one thing. Another thing, what happens is as the time pass by and as the cycle proceeds, market mature, right.

so people understand, I'm posting 20 short-form videos on my YouTube, Instagram, and all over the place. But what is the value of it? Okay, at this particular point, they do not know what the value of it is, so they are ready to pay a lot of money, right? They're not worrying about ROI because they want to get on the trend. Okay, but after a point of time, they realize, okay, maybe there is no real ROI of the short-form clips that I'm posting on my channel because even if a creator is getting 2 million views on a particular video, what's the real ROI of it? Okay, so that's the question then the market asks with itself and with the suppliers, right? And point now ROI is not making sense, so people stop investing money, and they start running towards people who are cheap, right, who would basically create a video for 500 rupees. Okay, and still there are a lot of people who happily does it, okay, but for me, for my team, that doesn't make sense.

we cannot continue doing you know these cheap uh videos for all the clients that we work with so it doesn't make sense for us right and that is why we are like okay now we need to Pivot okay and so we decided to Pivot in a completely new Direction where now we not only just handle the editing for people but we handle a lot of other things right so we'll handle the front end as well and we'll also handle the back end to up because we are unable to justify the roif of just editing the videos we need to find something else okay so I was like okay my for has been marketing it has been sales it has been persuasion okay and it has been lead generation and I have had had a lot of experience in the last two years after editing the videos so now I'll fuse marketing and video editing okay so now we are moving in a direction where we'll help people with everything that they would need to actually grow their brand using organic videos right so we not only just edit

videos for you. But we essentially take your videos and structure them in a way where you and also set up the backend automations in a way that you get leads, you get call bookings, and you get customers on autopilot every day using the organic content we post for you. Now, this is an instantly valuable offer because people are like, Okay, I need to post videos, but this person over here is also helping me grow my business with the organic videos. So why would I go with this another person who is just editing good-looking videos? I do not care about good-looking videos at this point. I want to grow my business. That's the whole point of any video that anyone will ever post on the internet. They either want to grow their following or they want to grow their business, right? So I was like, Okay, I'll also help you grow your business, right? I'll also help you generate leads, and I'll also help you get paying customers on autopilot using the organic videos that we'll be creating for you, right? So that becomes very valuable for people, right? So at

this point getting clients is not even hard. You know, like the easiest part of any agency is to get clients, right? So before I end the video, there are two major things that I want to talk to you about if you're trying to get yourself into this entire content agency thing in 2024. Okay, so there are few things that you need to understand right now. Think about it this way. At the start, when short form content just came to the market, people just wanted to give it a shot and see how it is going to be working for them or not. Okay, so basically, there were a lot of YouTubers who already had a lot of YouTube videos, and for these people, we actually created a lot of short form content and made a lot of money, right? We charged $3,000 for actually repurposing this content. Now, doing this is almost impossible unless you have leverage or you have a lot of connection in the market, right? So you can't do this. Okay, so basically, people who already are creating videos

repurposing videos for them is very hard. Okay, so it's hard for you to do that. So what you need to do is you need to find people. Okay, my marker is not working, but it's fine. Uh, I think you can see it. So now you need to find people in the market who do not have videos in their library, and you need to help them produce videos. Okay, produce videos from scratch. Okay, you cannot go to these people and be like, Okay, you can send me the raw video, and I can edit the video for you, because there is a lot that goes behind recording a video. Okay, so now you need to provide a set of services where you not only just edit the videos for them, but you also, you know, generate ideas for these people. Oh, God, you generate ideas for these people. You know, you script for these people, you do research for these people, and you also edit the videos for these people, and maybe you also manage their accounts, accounts, right? If you can offer this to a person who wants to start videos in 2024 but doesn't have

anything or any resource to start the videos. This is valuable. Okay, you need to understand this. Number one, number two is that, yeah. So consider this horizontal line over here. And on the left side of this particular line, there are let's say artists. Artists, okay. Right side, let's say there are capitalists. The reason why you're unable to make money is that, right. So you have two options. Either you as a solo preneur freelancer or with your team move in the direction of being an artist or the group of artists where your videos are so good and so unique that people cannot find those videos anywhere else on the Internet or videos cheap, right. So you either become an artist. When you become an artist, you can basically sell your art at whatever price you want considering your art is good, right. That's simple. And these are the people who are into the art, right. So I was talking to one of my Creator friends, Seno, right. Shout out Seno. His YouTube videos are basically art, right. Great visual storytelling, right. But for the majority of

you call yourself video editors, and you stand over here, where your videos look like okay. And also, you have no skills of sales marketing, how to actually deliver the value, how to get the results. You don't know anything, right? So either you move in this direction of being an artist, or you become a capitalist. Right up capitalist B, you need a lot of skills, okay? You need to learn marketing, you need to learn sales, you need to learn how a funnel works, you need to learn how to actually get the results, how to build a team, how to lead a team, how to optimize, etc., etc., etc. Okay, so in 2024, if you are trying to start your own agency, you need to make a decision. Are you going to move towards being an artist, or are you going to move towards being a capitalist? Because if you remain in between, you will always stay mediocre, and you will not be able to charge the money that you wish to charge from the market because the market only cares about ROI. From your skills would determine how much money you make in 2024. If you

cannot do that, my bro. Do not start a short from agency. That's all for this video. I hope, please smash the like button, subscribe to the channel. I'll see you guys in the next video.

I am shutting down my short-form content agency!

Akshat Tongia

Pivoting from a Short-Form Content Agency: Reasons and New Direction

The agency started in 2021, offering video editing for YouTubers and experiencing high demand and profitability.

However, with the market becoming saturated with editors and AI tools, the demand for their services decreased, leading to the decision to pivot in 2024.

The founder plans to discuss the new direction of the agency and explains the concept of the "big cycle" as a reason for the pivot.

The Impact of Market Saturation on Pricing and Business Strategy

As the market becomes saturated with suppliers, competition drives prices down, making it difficult to compete on value.

The oversaturation eventually turns the opportunity into a commodity, leading to price-based competition.

As the market matures, the focus shifts to the ROI of investments, causing a shift towards cheaper alternatives.

This leads businesses to pivot towards offering a wider range of services to justify their value and differentiate themselves from the competition.

Offering Value Through Video Content for Business Growth

A company provides a service that not only edits videos but also creates backend automations to generate leads and bookings.

The focus is on using organic content to help clients grow their business, making the offer more valuable.

In 2024, the key to success in the content agency industry is to understand the importance of providing business growth opportunities through short form content and having leverage in the market.

Providing Comprehensive Video Production Services

It's challenging to repurpose videos, so the focus should be on finding clients without an existing video library and helping them create videos from start to finish.

The key is to offer a range of services including idea generation, scripting, research, video editing, and account management.

To be profitable, the approach should either focus on creating unique, high-quality videos as an artist or providing affordable, high-volume video production for a wider audience.

Building a reputation for artistic, unique videos can allow for greater pricing flexibility and profitability.

Choosing Between Being an Artist and a Capitalist in the Video Editing Industry

Video editors are advised to choose between focusing on their artistic skills or developing business and marketing abilities.

In 2024, success in the industry will depend on the editor's ability to deliver results and demonstrate a strong return on investment.

Straddling the line between artistry and capitalism may result in mediocrity and financial struggle in the market.