Nutrition brand
fake-podcast style edits.
Conversational, character-led short-form edits in the fake-podcast format, built to slow the scroll for a nutrition brand on Instagram, TikTok and Meta paid.
The brief.
A nutrition brand wanted to lean into a format that's been quietly eating the feed: the fake-podcast cut. Two-person, talking-head, conversational delivery, repurposed into short-form social. The job was to take longer-form brand conversations and edit them into snackable, scroll-stopping cuts that felt native to TikTok and Reels, not like adverts.
The challenges.
- The format has to feel like a podcast, not a sales pitch. Heavy-handed branding kills it instantly.
- Editing for retention in a format built on long pauses, tangents and natural pacing.
- Pulling the strongest 30-to-60 second beats out of much longer source conversations.
The approach.
Edited for the hook-first, mute-friendly grammar of short-form. Captions baked in, b-roll cut tight to the dialogue, jump-cuts to remove dead air without breaking the conversational rhythm. Brand callouts placed where they earned attention rather than where they interrupted it.
Delivered as a recurring series of 9:16 cuts for Reels and TikTok, plus 1:1 versions for feed and Meta paid, so the same source could work organic-first then carry weight in paid placements.
The work.
The result.
A repeatable, feed-native format for the brand that reads as conversation, not advertising. Edits cut for a hook-first, mute-friendly rhythm, built to slot cleanly into both organic posting and paid testing.