# Video ladder

URL: /workflows/plays/video-ladder · Id: `play:video-ladder`

> Video ladder renders fact-bound video in every format, screens each cut on organic posts, and promotes only winners to paid Ads.

Video ladder renders fact-bound [Video](/business/nouns/video) in every format and screens each cut on organic posts. Only winners climb to paid [Ads](/business/nouns/ad).

## Ratings
| Dimension | Rating | Reads |
| --- | --- | --- |
| Scalability | 4 of 5 | high: higher grows further with spend or automation |
| Cost | 2 of 5 | low: lower costs less per Customer |
| Latency | 2 of 5 | low: lower answers sooner |

## Budget
| Property | Value |
| --- | --- |
| Tier | $0 |
| Minimum effective budget | $0 a month |

| Monthly spend | Yields |
| --- | --- |
| $0 | Rendered cuts posted on shared and dedicated accounts, scored on hold rate. |
| $1,000 | The winning cut promoted on Facebook and Instagram above the minimum budget. |
| $10,000 | Promotion on TikTok and YouTube with fresh variants as the winner fatigues. |

## How it runs
One brief compiles to vertical, horizontal with chapters, square and six-second formats, and every on-screen claim names its fact. Rung 0 posts on the [Studio](/business/nouns/studio)’s shared accounts and rung 1 on dedicated accounts. Rung 2 promotes the winner at or above the minimum budget, and voice cloning never runs on its own.

## Processes
Runs as [Experimentation](/workflows/processes/experimentation), accountable to the [Marketing Team](/agents/marketing).

Also sold as a Service: [Demand generation](/systems/integrations/upstreams#demand-generation).

## Fits
| Fits | Value |
| --- | --- |
| Family | demand |
| Shelf | Compound: builds an engine that keeps growing (Grow) |
| Moves | [Organic share](/agents/marketing#organic-share) |
| Motions | [b2c](/business/motions/b2c), [b2b](/business/motions/b2b) |
| Venues | [YouTube](/workflows/plays#youtube), [Instagram](/workflows/plays#instagram), [TikTok](/workflows/plays#tiktok), [LinkedIn](/workflows/plays#linkedin), [X](/workflows/plays#x), [Facebook](/workflows/plays#facebook) |
| States | [Live](/business/lifecycle/states/live), [Repeatable](/business/lifecycle/states/repeatable), [Scale](/business/lifecycle/states/scale) |

## Loop
| Step | Value |
| --- | --- |
| Hypothesis | Cuts screened on organic posts earn more organic first touches than cuts promoted unscreened. |
| Measure | [Organic share](/agents/marketing#organic-share) over 30d, at least 50 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |

## Example
A [Startup](/business/nouns/startup) selling a language-tutor app renders 12 cuts from one brief. The cut that opens on a mispronounced word holds viewers for three seconds 40 percent more often than the median. It alone gets $1,000 on Instagram.