The answer format
Why a sixty-second answer to a real question outperforms every product post we have ever made.
Bloom's dermatologists answered 94,000 questions in two quarters. Not in DMs. On camera, in the feed, one question at a time.
The format is rigid on purpose. The question appears in text on frame one, verbatim, spelling mistakes included. The doctor answers in under sixty seconds. There is no product in shot unless the answer needs it.
It converts at three times the rate of product posts because it is the only content in the category that does not want anything from the viewer. That is also why it gets saved.
The comments section is the editorial calendar. Every Monday, community pulls the twenty most-asked questions. By Friday, ten of them are answered and posted. The other ten wait a week to see if they persist.