Telemundo 51 had exclusive surveillance footage of a crime in West Miami. The TV report had already aired. My job was to take it to social.

I started with one decision: which fragment to lead with. The first video got 8 million views in 8 hours and was driving traffic to the article. That result drove the next decision. I still had the full TV report unused, so instead of publishing it whole, I split it into two separate distribution circuits. Each one generated its own wave of views and sent traffic back to the article.

Three days after the initial boom, I published a fourth video from an angle I had held back. The story had cooled in the news cycle. The audience hadn't.

Each decision was a response to what the previous video showed. A process of reading what the audience kept coming back for.

Results:

• 4 videos · 56.5M views on TikTok.

• TikTok grew from 20.7% to 32.4% of referral traffic to the article.

• Each new video pushed the article back to #1 on the website in real time.

Watch the videos: #1 · #2 · #3 · #4