Why we cut every short to loop

A rewatch counts as a view. On every app we post to, a short that plays twice is worth more than two shorts that play once, so the last frame matters as much as the first.

End where you began

We pick the first frame, then look for a moment later in the footage that matches it: the same hand position, the same empty cup, the same light. The cut between them should be invisible. If you notice the loop, we missed.

This changes how we shoot. On set we ask for the action to be reset at the end of each take, so the ending is always available.

What it does to the numbers

Across the fourteen shorts on this site, the looped ones were watched 2.4 times on average. The two we posted without a clean loop sat at 1.3. Same clients, same month, same captions.