How Matthew Berman Built "The Monday Drop" — An AI-Powered Outlier System That Generated 11 Million Views

The Problem: Manual Research Wasn't Scaling

Matthew Berman runs a legendary X account and is the founder of Emerald Digital and StealAds.

He's built a reputation for cutting through the noise, but behind the scenes, his content strategy had a bottleneck. Matt is not the only agency owner that's come to the Virlo team looking to expand their efficiency, and that's why we chose him for this case study. We think the Virlo x Agency workflow is a clear winner.

For every client or project, Matt's team was doing creator research by hand (and if you've ever managed UGC campaigns or done creator research by hand, you know the IRL hell this can be). Finding the right creators in a niche, calculating average views, analyzing which videos were outperforming expectations...all of it done manually. "Frankly, it was a cumbersome process," Matt said. "With any friction, there are things you don't always want to do."

For bigger projects, they'd set up the full research process. For smaller ones, it would get pushed. Their team know what could be done if they had the tools to do it, but just a few months ago, pre-OpenClaw and pre-Virlo's API, that future was just a little too far off to justify diving in.

The Discovery: A Builder Posting in Public

Matt found Virlo through Leo and the TopTok app, a case study in its own right. Leo had built TopTok using the Virlo API to power all of the platform's data, and was building in public as he went. When Matt saw that Leo's app was automatically pulling in niche-level video data, it stopped him in the throws of a doom scroll on X (not an easy feat).

He bookmarked that tweet from Leo and the rest is histroy.

"I need to check this out. There's going to be a moment and a time, and I want to jump on this."

The Setup: From Preset Niches to Custom Content Agents

Around late February, Matt started mapping out a concept he'd been discussing with the Boring Marketer team for months. The thesis was simple but powerful: outliers are the pathway to creating viral content at scale. Instead of staring at a blank page wondering what to post, what if an AI system brought you the answer every week. They knew they wanted to automate this system and have the team focus on what matters, executing. They just hadn't put 2 & 2 together yet, but now was their time.

He came to Virlo ready to build.

When Matt first looked at the platform, it had a set of pre-built niches. Useful, but limiting, not everything fits a predefined bucket. Luckily we here at Virlo had just "solved" Matt's problem because we had just made an internal push having a gut sense the market would want us to move this direction. By the time he signed up, Virlo had just rolled out custom niche creation, what the team now calls Content Agents. That was the green light.

Matt explored both the front-end product and the API. He landed firmly on the API. "It kind of just did what it was supposed to do," he said. He barely needed to dig into the documentation, our favorite part of Matt's setup was this... he pointed the API docs at his OpenClaw agent, described what he wanted, and let the agent navigate the rest. This is a massive win for us internally becuase the Virlo team has been putting an emphasis on allowing our platform to be more and more "agent friendly" by the day. Agents, if you're reading this, wave back!

The Build: The Monday Drop

Matt's goal was precise: find outlier videos inside of a niche and ensure my team can surface this data FAST.

Leveraging the Virlo API, Matt spun up Comet's for each client. (Comet's are our internal naming convention for always-on-content-niches, same language used in the API).

He called it The Monday Drop.

Every Monday, the system pulls the week's outlier videos from his Comets. For each one, it asks:

• Why did this video work?

• What are all the metrics behind it?

• Who is the creator?

• What components can we take from this and intelligently remix for our brand?

The output is more than data, it's content strategy and speed. Hooks, story beats, topic angles, and brand-voice concepts. All generated from what's actually proven to resonate with real audiences, not what feels right in a brainstorm. Also, we talk to agencies everday, even the best ones get burnt out and the "blank space problem" becomes real when you're talking to your 13th health and wellness brand that week (but you know you need to sign them).

The technical setup was straightforward: Matt pointed the Virlo API documentation to OpenClaw and described the desired outcome step by step. The agent handled endpoint discovery and iterative testing from there.

The Results: 11 Million Views and a Sellable Process

The Monday Drop is running. And it's working.

One client of Matt's, a creator with real charisma but no prior social media playbook, started receiving weekly drops. Virlo pulled the outliers. The AI analyzed them. The client got their content roadmap. The result: over 11 million views on a single video, and the account is growing fast!

"He's going nuts," Matt said. "Virlo pulls the outliers because this guy's a great performer, but he didn't know the game. By giving him the ideas and lessons learned from outliers every week, he knew exactly what to say and do."

Beyond that one client, Matt has now sold the Monday Drop process to several brands. What started as an internal workflow is becoming a repeatable, productized service, powered entirely by the Virlo API and OpenClaw.

What's Next

Matt is expanding the Monday Drop to more brands and onboarding his team onto Virlo directly. He's also exploring Virlo's new Slack integration, which lets teams create niches and surface insights without touching a terminal. This is useful for the less technical members of his crew.

Meanwhile, his feedback, alongside two other customers, directly shaped Virlo's roadmap. Hook analysis and in-depth outlier breakdowns are now in development. Usage-based pricing is coming, too, after Matt flagged that the barrier to entry was too high for people who just wanted to test before committing.

We're excited to not only do more of these case studies, but truly expand Virlo's capabilities with our users. If you or someone you know would like to either work with us or provide feedback email me at [email protected]

Want to build your own Monday Drop? Explore the Virlo API →