For example, a 30-second promo video for a company doesn’t produce a very captivating headline. What is going to catch someone’s eye and make them stop in the middle of their social feed to watch your video instead of scrolling right on by? If you can think about this headline in advance, you’ll naturally steer away from creating general, boring content. When you are creating content, you want to think about what your headline is going to be. That banner is the video’s headline, no different than the headline of an article. Most viral videos nowadays are paired with some sort of title banner letting the viewer know what they’re about to watch. Do what hasn’t been done before and would make for a good headline. The worst thing you could create is a piece of content that lives in the gray area.Ģ. You want your content's mission to be answered by a simple "yes" or "no" question. This focused approach is what forces an audience member to make a decision: Either the video caters to their interests and they’re on board for the adventure, or they’re not. He lets you know the outcome from the beginning and then keeps the video focused on seeing that outcome through to the end. They throw professionalism and quality out the window in order to preserve the thing that moves the needle: a surprising outcome.Īt the start of each video, Dein tells the viewer exactly what he’s about to go do, and then he does it. Sure, it’s well-shot, it looks great and it’s professional, but nothing happens.Ĭontent creators like Dein take the opposite approach. They create a promo video showing the product, but the video lacks a narrative. Too often, agencies and digital marketers try to create general, all-encompassing content for their clients. Make the purpose of each video focused on one thing - and have that thing be an outcome. So, what can digital marketers and marketing agencies learn from this?ġ. And the more unique the idea, the more he deliberately creates a situation that normally doesn’t happen in real life - and the better his content performs. He comes up with things that will get a reaction out of people, turns on the camera, and then goes and captures that reaction. The digital marketing lesson here, however, has little to do with the details of the video, but rather the equation Dein seems to follow with all of his content. You can’t help but watch the video for one reason and one reason only: It’s normal people’s candid reactions to something you don’t see every day – a 22-year-old YouTuber picking up strangers in an exotic car. One woman screams as he floors the gas pedal another tells the camera how awesome it is to be riding around in “Mark Zuckerberg’s Lamborghini” (with whom Dein does share a striking resemblance). The video has amassed over 8.7 million views just on Facebook and shows the reactions of a handful of strangers riding around in his convertible sports car. His strategy? It’s pretty simple, actually: Do things in real life that warrant an unexpected reaction, capture it on video and then share it online.įor example, one of his videos shows him picking up strangers in a Lamborghini.
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