How do you go from juggling soccer balls on Britain’s Got Talent to generating 10 billion views a year as a comedy duo?
Welcome to the Forbes Top Creator Show! This week, host Steven Bertoni sits down with Paul “Woody” Wood, one half of the legendary UK creator duo, Woody & Kleiny, recorded live from the World Government Summit in Dubai.
In this episode, Woody breaks down their 13-year journey from the early days of Instagram to building an audience of 50 million followers. He shares the brutal reality of their come-up—working day jobs and filming until 1 AM for five years before making a single penny. He also reveals why they turned down their first lucrative brand deals to strategically pivot away from sports content and into mainstream comedy.
Expect a masterclass in virality as Woody explains their “T.H.I.S. A.E.” framework (Trends, Humor, Inspiration, Surprise, Adventure, Emotion) and how they use the “Disney Effect” to craft compelling narratives in short-form video. Finally, Woody gives a behind-the-scenes look at their content house, their high-volume production schedule, and their upcoming 140-lesson social media course.
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0:00 Meet Paul “Woody” Wood
1:07 From Soccer Jugglers to 50 Million Followers
4:34 The 5-Year Unpaid Grind
7:17 Turning Down Money to Rebrand
10:00 Virality is the Super Bowl Trophy
11:24 The “T.H.I.S. A.E.” Viral Formula
14:24 The Disney Effect
19:54 Surviving Algorithm Whiplash
22:47 Inside the Woody & Kleiny Content House
26:51 High-Volume Production (8 Videos in a Day)
28:56 The 140-Lesson Creator Course
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