The PP Format — Personality and Perspective — means showing who you actually are on camera instead of sticking to a script. If you're funny, lean funny. If you're serious, lean serious. The format isn't a style choice on top of your content; it's the thing that makes viewers feel like they're getting to know you at all.
What the PP Format is: showing who you are, not sticking to a script
Most on-camera advice pushes toward polish — the right words, the right pacing, a version of yourself that sounds professional. The PP Format goes the other direction on purpose. It's built around really showing who you are on camera rather than trying to stick to a specific script or sound like somebody else.
That distinction matters because polish and authenticity trade off against each other past a certain point. The more a delivery sounds rehearsed, the less it sounds like an actual person — and it's the person, not the polish, that a viewer ends up trusting.
Personality: leaning into funny, serious, blunt, or reserved — whatever is real
The "personality" half of the format is simple in principle and hard to actually do: if you're somebody who's funny, lean into the funny. If you're serious, lean into the serious. Don't average yourself out toward some neutral, safe-sounding tone that doesn't offend anyone — and also doesn't sound like anyone in particular.
One of our most-shared client videos demonstrates this directly. You can genuinely see the client's personality when he describes his aesthetic as "half minimal, half industrial, half boho, a little bit of maximalist" — the delivery is emotive, visible in his body language, and clearly something he means. That specificity of personality is what creates an emotional bond with the viewer, because they feel like they're actually getting to know him through the content, not watching a generic pitch.
Perspective: giving an opinion, not just information
The second half of the format is perspective — an actual opinion, not a neutral recitation of information. This is the same mechanism behind why an opinion beats a fact every time: information alone rarely moves anyone, but a clearly held professional opinion does.
Perspective and personality reinforce each other. A strong opinion delivered in a flat, generic tone underperforms. The same opinion delivered with real personality — visibly, audibly yours — is what actually lands.
The problem-to-solution structure inside PP Format videos
The strongest PP Format videos aren't just personality and opinion in isolation — they're built around naming a real problem and then giving an exact solution. In the same architect video referenced above, the pain point comes first, and then, toward the middle and end, an exact, easy solution is given. That structure is what positions the speaker as an expert who solved the problem, not someone who's just complaining about it online. See problem, then solution: the structure of expert content for the full breakdown of that pattern.
Naming who the video is for in the first three seconds
PP Format videos also tend to open by naming exactly who the content is for. In the architect example, the opening line — "every architect and interior designer knows this moment" — makes it immediately clear who should keep watching. That single sentence filters for the right audience and makes the video far more likely to be shared specifically among people in that industry. For more on this mechanic on its own, see hook the right audience in the first 3 seconds.
Examples from Behind the Scroll case breakdowns
This format is one of the core patterns we break down in our Behind the Scroll series, where we take a client video that performed exceptionally well and walk through exactly why. The architect video referenced throughout this piece — shared across more than 6,000 accounts and liked by more than 8,000 people, filmed in under 90 seconds — is a direct case study in the PP Format working as designed: a named audience, real personality, a clear opinion, and a problem paired with a solution, all inside one short video.