Will Parilla, cofounder and CEO of Griddy, is building a content engine around the first rule of Excel: if you are good at Excel, people will just give you more work.
Griddy is an AI spreadsheet tool that makes spreadsheet work feel more conversational. Think of it as a ChatGPT style experience for Excel tasks.
On Instagram, that idea is spreading through a simple and repeatable format.
Posting under @willworktips, Parilla has pulled in more than 6.5 million views in about two months across only 55 videos.
The interesting part is not how much the content stays the same.
Most videos start with one of two visual hooks: cutting a banana or mixing bright, colorful drinks. Those visuals keep people watching for a few extra seconds. Then he moves into one of two familiar hooks:
“The first rule of Excel:” or “Work websites you won’t believe exist, part 67.”
After that, the video usually ends up in the same place: a quick Griddy tutorial that shows how the tool works like ChatGPT for spreadsheets.
The best performing video reached 3.7 million views on April 2.
That video uses the Excel angle, which seems to be the strongest lane. He starts with a simple joke: if you are good at Excel, do not let anyone at work find out. Once they know, your workload instantly grows.
It is a relatable problem for office workers, and it creates an easy path into the product.
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