“It wasn't until after 40 posts that I finally found a hook that worked and I knew I just needed to spam that in both TikTok and Instagram. When you start seeing that a format starts to work, put all your energies into that.”

Find one format that converts then flood every platform with it

Matt treated early content as a search process, not a performance — volume was the mechanism for finding what resonated. Once he identified the winning format (a UGC reaction video with a phone demo), he stopped experimenting and doubled down ruthlessly, posting the same formula repeatedly. The goal of the first 40 pieces is discovery, not results.