Distribution Thesis

Distribution Thesis.

Be everywhere, every day.

Omnipresence is what makes your messages inescapable.

If your messages are everywhere, you control the topic, the questions people ask, and the answers they find.

Right now, we have two main ways to distribute our messages massively:

Organic short content (on social platforms)
Media Buying

Organic is perfect to start: it allows you to test messages, gather real-world data, improve your CRM and your product… all without taking major financial risks.

Of course, media buying is the best tool once you know your KPIs and have a budget to invest, because you can scale them infinitely without drastically increasing logistics.

We operate on both channels, with different methods, but always with the same goal: omnipresence with converting messages.

1 - Our Social Media Thesis: The New 'Controlled Clipping’.

Clipping is about chasing virality.
You take long-form content, cut the shocking or smart lines — anything that triggers a reaction — and flood the platforms with short videos.

It brings visibility, sometimes it drives people back to the long-form…

But the real question is:
Does it convert?

Well, when you look at the very best in clipping, yes, it converts — but the conversion-to-view ratio is weak.

You need millions of views to generate conversions because your content is not designed to convert.

Here is our strategy to increase the conversion rate:

We produce content massively, from zero raw material — no long videos, no podcasts, no livestreams.

Everything is built on Direct Response Copywriting standards, with a single goal: driving people toward an offer — whether it’s a Lead Magnet, a funnel, a product page, a VSL, whatever.

We control 100% of the messages, the hooks, the CTAs.
We publish this content massively across multiple accounts simultaneously.

We then optimize the messages that perform best, test new hooks, reuse winning patterns, and repost top-performing pieces across multiple accounts.

The key metric is conversion.

If we create 25 messages per week, and we have 1 account posting two videos per day:

♪ On TikTok, some videos will get 200 views, others 400, 500, even 1,000.

📷 On Instagram, it’s usually half that.

▶ On YouTube, we range from 0 to 250 — typically 7× fewer views than TikTok — but when it works, that’s where you really see how strong a content is.

Of course, your niche can shift these numbers.

Now, if you 15× this setup with 15 accounts posting twice a day — that’s 9,600 views per day minimum, or around
288,000 views/month minimum.

I’ll let you multiply these numbers by the CPMs in your industry to estimate the actual value of this process.

With 900 pieces of content per month, it’s likely that one or more will take off — but for demonstration purposes, we’re sticking with conservative numbers.

Also, there is absolutely no limit to the amount of content that can be created... it's only a matter of logistics, the process is infinitely scalable.

And, with our DRM Copywriting Standards, our conversion rates are around 2–10% depending on the niche, and the awareness levels.

All of this without virality, it’s pure exposure.
We are creating omnipresence.

Virality may occur as a consequence, but it is not the key. We are not dependent on the goodwill of algorithms.

The key is having messages designed to convert, and making them appear everywhere, all the time.

We can also have a main account that only reposts the best videos.

Note: We can also give access to all these shorts so they can be reposted with affiliate links.

This can even become the core of the business if your network is developed.
You create the content; your affiliate guild handles the distribution.

This system gives you all the keys to perform in the long term.

It has been created to be anti-fragile.

We’re not playing on virality:
We control traffic, omnipresence…
We try all possible messages to convert people… targeting a direct response.

At the end, you are everywhere, every day.

>> To understand more about our propaganda’s messages thesis.

About formats in organic:

We don’t A/B/C/D….. test them in organic because you can’t run proper A/B tests on social platforms.

If you post two versions of the same content on the same account,
the algorithm often suppresses the second one — or penalizes both.
The results are biased by timing, exposure, and platform behavior.
If you post the same content on two different accounts,
the difference in results could come from the content, the format… or the account itself.
There's no way to isolate the variable.

And even if one version gets more views, it usually doesn’t mean anything.

Because our strategy isn’t designed on virality.

We're not playing for 5M views vs 300K — we’re in the 100–300 views range.

In that range, a 100-view difference is statistically irrelevant.
It could be the format — or just random exposure.

So we don’t waste energy pretending it’s meaningful.

We pick one format per message, then we move on.

Important:

We’re actually dedicating ressources to research, particularly for creating face-cam video format by using avatars of real people's faces and voices to generate unlimited content without requiring filming time.

Our goal is to be able to create an infinite number of short videos per day across dozens, even hundreds of different accounts, featuring your face and your ideas...

We believe this will be the ultimate ‘Controlled Clipping’ tool for personal brands, also usable in media buying of course.

If you are interested in this game and have mastered it, please contact us.

2 - Our Media Buying Thesis: Message first, format second.

In practice, here’s what we do:

We focus on testing messages first in our usual propaganda framework.

For example, we're going to publish only VSL documentary-like videos.

Then, we look at which ones are the best ads.

KPIs that matter depend on your industry, but you should monitor incremental results results over a period of 7 to 14 days, sometimes 30.

An ad might not get the final click, but if it consistently brings people into the awareness funnel — and those people end up converting later — that ad has value, even if it looks weak in direct attribution.

Some ‘unaware’ ads won’t convert at all upfront, but will trigger massive conversions later.

Others might show great direct results, but contribute little once you look at the full funnel impact, and could be easily replaced.

Once a message has good results, we are going to optimize by doing two things:

1 - We look at the core metrics and optimize it:

the best hooks,
the most engaging videos,
and the CTAs that get clicked.

We take the best one of each, understand how and why it works, and multiply it, duplicate with variation, we mix the best ones together to create new ads… and do it again and again.

What’s working, continue spending, and have constant A/B/C/D… test to have bestsellers of best-selling messages thanks to the massive volume.

2 - Then we test different visual formats like video, carousel, fixed image…

This is especially relevant on platforms where creative volume matters because it targets different audiences.

It also depends on what you’re selling… If you're doing e-commerce, depending on the product, the visual is sometimes even more important than the Big Idea of the ads.

Important:

We’re not a creative studio yet.

We don’t have an in-house team for video editing, design, or production.

When creative assets are needed, we have two options:

You currently have an in-house team to produce creatives → we work with them.
You're currently working with freelancers or an agency to produce your creative content → we work with them.
Or we use external teams with whom we work directly, but this is not the solution we prefer because it adds an intermediary, and therefore friction.

Long-term, we plan to internalize all the creative execution, as part of building a fully integrated production pipeline.

We’re not a Media Buying Agency yet.

We do not manage ad accounts.

No campaign setup.

No Ads Manager.

No audience structuring.

That’s why we work in full collaboration with the teams who do know this job — whether it’s your team or an external partner to.

There are two layers in our process:

On one side, we analyze the copy data as said before:

hooks, headlines, angles, performance of the message itself.
On the other side, the media buying team analyzes the logistical data: volumes, scaling, frequency, creative fatigue, formats, and technical ad types.

We adapt our production accordingly, based on your goals, your resources, and your constraints, and we build content that aligns with that reality.

Media buying logistics is something we plan to internalize fully.

It’s a priority, because we need to control the whole chain long term.

But for now, we focus on speed, volume, and quality of production — not execution logistics.

Founder Message:

We can work with any project — as long as our vision aligns.

Whether you're a funded startup, a solo founder, an e-commerce brand, a personal brand, a newsletter creator, or a mostly offline business — we tailor the system to your goals, your budget, and your audience.
What I want is to work on big projects with ambitious, smart people.

Founder Message:

We can work with any project — as long as our vision aligns.

Whether you're a funded startup, a solo founder, an e-commerce brand, a personal brand, a newsletter creator, or a mostly offline business — we tailor the system to your goals, your budget, and your audience.
What I want is to work on big projects with ambitious, smart people.

I personally reply to every message, reviewing what you do and what we could do together, always looking for long-term mutual interest.

>> Learn more about my experience, our principles and our vision.

Apply now.

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contact: apply@elpispropaganda.com