Make videos siding with students against pointless school busywork

Daniel KwonAnd so I basically merged those clips together, and that one video did well over 100 million, 150 million views across platforms. I remember that specific day. Like, I made the video, posted it, and 30 minutes later, I looked over at my co-founder and said, "That's it. That video is going to hit at least 10 million views." And by the end of the day, that video on the TikTok account alone was at like 15 or 16 million views.

Daniel KwonAnd then it started getting reposted on X by random accounts. I didn't even know about X or know about, uh, like Twitter personal branding and what not, um, at that point. But, yeah, that's that one video, the one with 30 million views. We were really leaning into the emotion that I myself, as a student, felt at the time, and and many students, um, that we were assigned so much busywork during school, and

Daniel Kwonnone of it really even led to a good job. And I mean, we're we're even seeing that right now with how many 16 to 24-year-olds are are unemployed. Even now, I think this sort of style of storytelling would work incredibly well for any B2C edtech SaaS. I'm just kind of out of it because most of those, uh, or most of that ICP is pretty pretty hard to deal with.

Joseph ChoiThere was this video already going viral. Do you remember how many views, like the original hook video had?

Joseph ChoiIt's kind of like "us versus them" positioning. Do you do that with a lot of your marketing?

Daniel KwonDepends on the company. But yeah, I mean, this is just standard human desire. Like, humans love to gossip. Humans love taking sides. Um, so anything that's going viral online is often outraging one group. So if you can either lean into the outrage and act kind of as one of those people in that crowd, in the angry crowd, in the sad crowd, whatever it is, or lean into the opposing side, whichever side has the larger or louder emotion is what I'd say about that.

Daniel KwonFor example, like when I was working on TikTok Shop products, it was more about the small business factor and building a cult around one person.