Lean into people hating your category to drive comments

… for a new brand and it's all 10 minute videos and the average watch time of one of his videos was 16 and he drops the cta at the ninth minute and somehow this is working now we need to have a whole section in this interview just about like emerging formats because i think like a lot of people are sort of getting used to the hook and demo and like text on screen and all that stuff like 10 minute long yapping videos is kind of insane so i want to

dig into more of that too but um so you said snag it's like the getting free stuff basically that sounds inherently viral are there any other like interesting examples of like features that inherently go viral that make you see easier yeah so things that like rage bait so like for example like ai stuff if you if you have an ai product you should actually lean into the fact that people hate ai so like suno's done this well if you look at their comment section on their tiktok videos It's all people are like, I hate this, like AI music, like this is so unfair to artists.

You want to get under people's skin a little bit, but also show value. That's like the easiest way to go viral. If you look at like, you don't want to put other brands down, but you want to make it obvious that, you know, like that there's something like peptide companies are doing this too, where it's like, you know, like this is so bad for you, but like you want to make people feel something. The peptide example is interesting because that's like an emerging, what are they like rallying against? Is it just like food industry and like stuff like that? food industry i mean you see all the scanning apps like whether that's you know like olive or like just any food scanning app supplement scanning app there's a thousand of them you look

them up on the app store they're all just doing so well they're leaning into trends all we see so many glp1 companies on side shift now it's like the new biggest probably the most common signups you see is glp1 companies and they're all just doing the same thing just leaning into like i mean the younger generations now are just obsessed with health i'm just gonna google like you don't have to out anyone but i'm just gonna google glp1 apps and …