You’ve seen these everywhere. A creator posts a short clip with a text overlay like “Before and after learning the IPM Blueprint,” showing a funny skit or relatable transition tied to their course or coaching program.
It’s simple. It’s cheap to make.
Here’s why info product sellers are using this format to drive sales right now.
Why The ‘Before and After’ Trend Matters
Info product buyers need to see themselves in the transformation before they buy.
That’s the whole psychology behind this format. You show the struggle (before), you show the win (after), and your product is the bridge between the two.
No hard sell. No long pitch. Just a visual story that does the convincing for you.
According to Sprout Social, viewers retain 95% of a message when watching a video, compared to just 10% when reading text.
And short-form video delivers the highest ROI of any content format right now, with 89% of businesses using video as a core marketing tool in 2025.
Before-and-after videos also tend to get shared. People tag friends, save the video for later, and comment, “I need this.” That’s free distribution for your offer.
How To Do The ‘Before and After’ Trend
Here’s how to create before/after content that actually sells your info product.
Step 1: Identify Your Core Transformation
Write down the specific result your product delivers. What does your customer look like before they buy? What do they look like after?
Be specific. “Become more confident” is weak. “Go from spending 4 hours editing one video to finishing in 20 minutes” is strong. Pick one transformation per video.
Step 2: Write Your Text Overlay First
The text overlay is what stops the scroll. Keep it short and name your actual product.
“Before and after buying [Your Product Name]” is the proven format.
Put it at the top of the screen so it’s visible the entire time the video plays.
Step 3: Film The ‘Before’ Clip
Show the struggle. Look confused, frustrated, and overwhelmed – ham it up a little.
The more relatable and slightly exaggerated, the better.
If you sell a productivity course, show someone drowning in sticky notes and 47 open browser tabs.
If you sell a fitness program, show the morning drag, no motivation, skipping the workout, etc.
Step 4: Film The ‘After’ Clip
Now show the win: Confidence, results, and calm. Make it feel almost satisfyingly obvious that your product made the difference.
If your product teaches sales funnels, show a clean dashboard with conversions ticking up. If it’s a fitness program, show the energy, the discipline, the transformation in body language.
Step 5: Use A Clean Transition
You don’t need fancy editing. A jump cut, a spin, a clap. Keep it simple.
Both TikTok and Instagram have built-in transition effects that work perfectly.
The audio matters more than the visual effect. Use a trending sound.
TikTok’s algorithm favors videos using popular audio, so check the trending page before you film.
Step 6: Post With A Simple CTA
End your caption with something that points to your link in bio, such as “The IPM Blueprint changed everything. Click the link in the bio.” Keep it simple; don’t overthink it.
Use hashtags like #BeforeAndAfter, #Transformation, and niche-specific tags for your audience.
Step 7: Post Consistently And Rotate The ‘Before’ Scenarios
One before/after video won’t move the needle. Aim for 2 to 3 per week.
Your audience has multiple pain points. Rotate through them. One week it’s the time struggle, next week it’s the money struggle, then the confidence struggle.
Keep the format, change the angle.
Our Key Takeaways
Before-and-after content works because it shows the transformation without selling.
It taps into social proof and aspiration simultaneously, and it’s one of the cheapest, fastest videos an info product seller can make. Start with one transformation, film it this week, and post it.
- Name your actual product in the text overlay, like “Before and after buying [Your Product Name]”. Specificity outperforms generic transformation content.
- The “before” clip needs to feel relatable and specific. Generic struggle doesn’t convert. Name the exact pain your buyer feels.
- Consistency beats perfection. Post 2-3 before/after videos per week, rotating pain points, compounds fast over time.
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