Evoke
Content Strategy · Q3 Pre-Production

Built on
what already works.

We scraped your Instagram and the accounts you admire. The data is clear: your best videos already follow a winning pattern. This is the plan to run it on purpose — 36 short-form reels for reach, plus 12 long-form YouTube videos that turn views into an email list.

36 · Reels 12 · YouTube long-form Lead magnets + nurture
See the data ↓
Where the account is right now
◉ Instagram · @drjmarr

Your Instagram reach is sliding — and here's the proof.

We pulled your last 42 Instagram reels and split them in half: your most recent 21 against the 21 before that. The trend isn't flat. It's heading the wrong way.

390
Median views — prior 21 reels
Mar 30 – May 15
210
Median views — last 21 reels
May 18 – Jul 1
−46%
Drop in median reach
last 90 days, and still falling
Instagram views per reel — last 42 posts, oldest to newest
500 1,000 1,500 11.3K 2.9K 2.5K median 390 median 210 PRIOR 21 REELS 03-30 to 05-15 LAST 21 REELS 05-18 to 07-01
Each bar is one reel. Dashed lines mark the median for each half. A few reels still spike, but the baseline keeps dropping — the newest run of reels is landing under 200 views, with the last couple still fresh and climbing.
The takeaway: this isn't a credibility problem or a topic problem — you cover exactly what the big accounts cover. It's a system problem. Posting without a repeatable format, a hook engine, or an engagement loop, the algorithm slowly stops showing your work. The decline is what "no system" looks like on a graph. The fix is a system — and for context, the accounts you admire run in the hundreds of thousands of views on the same topics (Huberman's median reel clears 200K, his top hit 1.9M).
The good news

You already have the winning vein.

Here's the part that matters: your five best reels are all the same move — a contrarian, myth-busting hook on a topic people are already searching. That's not luck. That's the pattern. We just need to run it every time instead of once in a while.

Your own outliers (proof it works for you)

@drjmarr1,194 views · 46 comments
"You've hyperfocused for 6 hours and forgotten to eat. Tell me again that's an attention deficit."
Why it hit: reframes a label everyone accepts. Highest comment-to-view ratio on your whole account.
@drjmarr1,004 views
"The gut health industry is worth $50 billion — and most of it is built on a condition you probably don't even have."
Why it hit: a big number + calls out the industry. Positions you as the one telling the truth.
@drjmarr878 views
"The taurine-cancer study got hijacked by influencers — and they got it completely wrong."
Why it hit: hijacks a trending headline and corrects it. You're the adult in the room.
@drjmarr848 views
"They told you Ozempic would change your body. Nobody told you 40% of the weight coming off is muscle."
Why it hit: "They told you X / nobody told you Y" on the hottest topic in health right now.

The same move at scale (the accounts you admire)

@hubermanlab1.9M views
Bold, single declarative claim as the on-screen hook + "comment [WORD] and I'll DM you the link."
Steal: one surprising claim per reel, and a comment-to-DM CTA that builds his list on autopilot.
@peterattiamd960K views
"There's a sharp increase in AI-generated videos using the likeness of public figures to sell…" (a PSA + myth correction)
Steal: trending-topic corrections and "the metric that actually matters" framing.
@thediaryofaceopodcast773K views
"Menopause is a castration event." — a provocative expert quote, women's-health forward.
Steal: one sharp, quotable line up front. Perimenopause / hormones are their #1 driver — and your patients.
@foundmyfitness224K views
"Omega-3s reduce aggressive behavior across randomized controlled trials." One study, translated simply.
Steal: take one study, give people one thing to do. Your zone of genius.
The formula behind every winner above

Six hook patterns. That's the whole game.

Every reel we shoot leads with one of these. No more "5 tips for better sleep." Every hook picks a fight or breaks a belief in the first 3 seconds.

01

The Myth-Bust

"They told you X. Nobody told you Y." Take a belief everyone holds and flip it. Your #1 proven move.

02

The Industry Call-Out

"The [X] industry is worth $[big number] and it's built on a lie." Big number + you telling the truth.

03

The Trend Hijack

Whatever's blowing up this week (Ozempic, taurine, cortisol) — correct the influencer version of it.

04

The Reframe

Rename something they've accepted. "That's not ADHD, that's blood sugar." Instant re-think.

05

The One-Study Translation

One piece of real research, one thing to do about it today. Simple, credible, shareable.

06

The Comment-to-DM

"Comment [WORD] and I'll send it." Turns views into a list and feeds the ManyChat engine.

The production system

Three formats. Twelve reels each.

Same winning hooks, three different vehicles — so we can shoot in batches, keep the feed varied, and learn fast which mechanic your audience rewards.

12 reels

Cloning

An AI-cloned second "you" on screen. Skeptic-Jason states the myth; Dr. Jason corrects it. A two-person debate, one person.

Perfect for myth-busts · scroll-stopping novelty · cheap to produce (we cover the tooling).
12 reels

Blind Ranking

You rank things live, S-tier to F — supplements, "healthy" foods, biohacks, blood tests. The authority who judges.

High retention · built-in comment bait ("what would you rank differently?") · endlessly repeatable.
12 reels

Talking Head

Classic you, to camera, HEIT structure — leading with the contrarian hook. Your bread and butter, leveled up.

Fastest to shoot · most "you" · the format your current best reels already are.

Splitting 12/12/12 isn't arbitrary — it lets us A/B the formats over the quarter. Whichever mechanic outperforms, we lean the next batch into it.

The starting slate

The 36 reels.

A first-draft slate to react to — every hook is grounded in either your proven outliers or a topic winning in your niche right now. Gold-tagged topics are ones you've already proven. Bring your own topics to the table too; this is the starting point, not the final cut.

Format 01

Cloning — two-Jason myth-busts

Skeptic-Jason says the belief → Dr. Jason corrects it
1
"I can't focus — I think I have ADHD." / "You hyperfocused for 6 hours. That's not a deficit — let's talk about your blood sugar and dopamine."
ADHD / dopamine · proven
2
"Ozempic melted the weight right off me." / "Sure — and 40% of what you lost was muscle. Here's how to keep it."
Ozempic / GLP-1 · proven
3
"I'm buying the $200 gut cleanse." / "Save your money. Most 'gut issues' aren't what that cleanse treats."
Gut health · proven
4
"My bloodwork came back normal, so I'm fine." / "Normal isn't optimal. Normal is the average of a sick population."
"Normal" labs
5
"I've got adrenal fatigue, my cortisol is shot." / "Adrenal fatigue isn't a real diagnosis. Here's what's actually happening."
Cortisol / stress
6
"Low testosterone is just aging — I need TRT." / "Maybe. But here's what tanks your T years before age does."
Testosterone
7
"My thyroid's fine, my TSH was normal." / "One marker isn't a thyroid panel. Here's what your doctor didn't run."
Thyroid
8
"I take magnesium for sleep." / "Which form? Because the cheap one barely crosses into your brain."
Supplements / magnesium
9
"Seed oils are poisoning me." / "It's more nuanced than the internet told you. Here's the actual risk."
Seed oils · niche-proven
10
"My cold plunge fixed my inflammation." / "It feels great — but here's what actually moves inflammation."
Biohacks
11
"My multivitamin covers my bases." / "It covers almost none of them. There are only 3 that matter for you."
Multivitamins
12
"I'm doing a 3-day detox." / "Your liver already detoxes 24/7. Do this instead — it's free."
Detox myth
Format 02

Blind Ranking — tier lists, S to F

You judge it live; the comments fight about it
1
Ranking 7 supplements everyone takes — from "worth it" to "flushing money down the toilet."
Supplements
2
Ranking "healthy" breakfasts: oatmeal, granola, smoothie bowls, eggs. Most of these spike you like candy.
Nutrition
3
Ranking trending biohacks: cold plunge, red light, grounding, mouth tape. Which are real, which are Instagram.
Biohacks
4
Ranking the "healthy" grocery snacks that aren't: protein bars, flavored yogurt, veggie chips, kombucha.
Nutrition
5
Ranking the blood tests actually worth paying for — and the ones your annual physical skips.
"Normal" labs
6
Ranking sleep hacks: magnesium, mouth tape, blue-light glasses, melatonin. Only two make my S-tier.
Sleep
7
Ranking protein sources for building muscle after 40 — not all "high protein" is high quality.
Muscle / aging
8
Ranking the longevity trends: rapamycin, NAD, metformin, fasting. What the evidence actually says.
Longevity · niche-proven
9
Ranking gut-health products: probiotics, kimchi, kefir, glutamine. Which fix your gut, which just cost money.
Gut health · proven
10
Ranking the "energy" fixes: caffeine, B12 shots, adrenal cocktails, iron. Most treat a symptom, not the cause.
Energy / fatigue
11
Ranking the hormone advice all over your feed: seed cycling, cortisol cocktails, "balancing" teas.
Hormones
12
Ranking cortisol / stress trends: ashwagandha, the cortisol cocktail, magnesium, breathwork.
Cortisol / stress
Format 03

Talking Head — you, to camera, contrarian hook

HEIT structure; the hook picks a fight in 3 seconds
1
"The gut health industry is worth $50 billion — and it's built on a condition most of you don't have."
Gut health · proven
2
"The taurine study got hijacked by influencers — here's what the research actually found." (swap in the week's viral study)
Trend hijack · proven
3
"They told you Ozempic changes your body. Nobody told you 40% of the loss is muscle — here's the fix."
Ozempic / GLP-1 · proven
4
"Your perfume, your candles, your 'unscented' lotion — they're quietly disrupting your hormones."
Hormone disruptors · niche-proven
5
"There are randomized trials showing omega-3s reduce aggression and stabilize mood. Most people take the wrong dose."
One-study · niche-proven
6
"You're not failing at fitness in your 40s. Your hormones changed and nobody updated the playbook."
Perimenopause · niche-proven
7
"Forget the number on the scale. The one metric that predicts how long you'll live is this."
Longevity · niche-proven
8
"Your labs are 'normal' and you still feel like garbage. Here's what normal is actually hiding."
"Normal" labs · core offer
9
"Before you touch melatonin, fix the one thing that's actually keeping you up — and it's free."
Sleep
10
"That 3pm crash isn't normal and it isn't caffeine withdrawal. It's your blood sugar — here's the pattern."
Blood sugar / energy · proven vein
11
"The supplement you're spending the most on is probably the one doing the least. Let's talk about it."
Supplements
12
"If you can't sit on the floor and get up without your hands, we need to talk about the next 30 years."
Mobility / aging · niche-proven

Every hook here is a starting draft. At the shoot we lock the exact wording, but the topics and angles are chosen from data, not vibes.

You don't have to guess the topics

Your audience is already handing them to you.

We read the comments on your last 42 reels. Buried in them are dozens of real questions from real people. Every one is a video waiting to be made — on Instagram and YouTube.

“I wish the medical profession would alert the public about Lipoprotein(a). No one talks about this.”
The heart-risk number your doctor isn't checking.
“So why is taking the combo product stupid?”
Why combo supplements are usually a waste of money.
“Salmon vs krill oil. Which one is better?”
The omega-3 showdown: which fish oil actually works.
“Do you support greens powders, as most don't?”
Are greens powders worth it? A doctor's honest verdict.
“Will a GP typically agree to these tests?”
How to get your doctor to run the tests that matter.
“Why do some clinics do drips vs intramuscular?”
IV vs injection: what your body actually absorbs.
“You should supplement daily with NMN…”
NAD+ and NMN: the hype versus what the science says.
“What's your take on water?”
How much water you actually need (and the myths).
72
real questions sitting in your Instagram comments — free topic ideas you've already earned.
1
comment on your flagship YouTube video. YouTube is wide open. That's not a problem — that's the opportunity.
The second engine

YouTube turns views into an email list.

Reels are how new people find you. YouTube is how they come to trust you — and it's where we actually capture them. Twelve long-form videos a quarter, each built to hand the viewer a free resource, collect their email, and drop them into your follow-up. Here's the high-level plan to talk through with the team.

1

Long-form video

10 to 20 minutes. Answers one real question deeply. Builds authority and ranks in search.

→
2

Free lead magnet

A downloadable guide tied to the video. QR code on screen, link in the description.

→
3

Email captured

They trade an email for the guide. Now they're on your list, not just a view.

→
4

Nurtured & booked

Your 14-day email sequence, already built, warms them toward a consult.

The script structure, the lead magnets, and the nurture sequence are all part of the system we're building. You just record the videos.

12 videos

The YouTube long-form slate

Each video pairs with a free download that captures the email
1
Your Bloodwork Is "Normal" But You Still Feel Terrible. Here's Why.
Free: Optimal Lab Ranges Cheat Sheet
2
How to Read Your Own Bloodwork: A Doctor's Full Walkthrough
Free: Bloodwork Decoder PDF ◉ from your comments
3
Everything They Didn't Tell You About Ozempic
Free: GLP-1 Muscle-Protection Protocol
4
The Only 5 Supplements Worth Your Money (From a Doctor)
Free: 5-Supplement Starter Guide ◉ from your comments
5
Why You're Tired All the Time (It's Not "Adrenal Fatigue")
Free: The 7-Day Energy Reset
6
Fix Your Gut for Good, Without the $200 Cleanse
Free: Gut Reset Grocery List
7
Optimize Your Testosterone Naturally, Before You Try TRT
Free: Natural T Optimization Checklist
8
Perimenopause: The Playbook No One Gave You
Free: Perimenopause Nutrition & Training Guide
9
The RESILIENCE Method: Using Your DNA to Build Your Health Plan
Free: "Am I a Candidate?" DNA Health Quiz
10
Longevity: What Actually Works vs. What's a Waste of Money
Free: The Longevity Priorities Checklist
11
IV Therapy & NAD+: What's Legit and What's Hype
Free: IV Therapy Buyer's Guide ◉ from your comments
12
My Exact Daily Routine for Optimized Health
Free: Dr. Marr's Daily Protocol PDF

High-level on purpose. Titles and lead magnets are drafts to react to. Lock them with Jason, then we write the full YouTube scripts and design each download.

Before we shoot

What we need from you.

A few quick things and we're rolling. Bring these to the pre-production call.

The bottom line

You're not starting from zero — you're sitting on a proven pattern that you've run by accident four times. This is the plan to run it on purpose: 36 reels for reach, 12 YouTube videos to capture the list, all feeding one funnel. Let's go build the machine.