“And authenticity…staged content just doesn’t work.” So, what critical elements work together to create a viral video? “A visually shocking first 5 seconds to pull them in, then creating a knowledge gap, which is a question the audience can only find the answer for by watching the full video, and a short enough video that requires the audience to watch multiple times to catch all the details,” Cooley points out. Injecting Humor, Commonality, and the Unexpected into TikTok Videos Pays Off Cooley invited Bari Rosenstein, a leading TikTok brand creator, to lead “Anatomy of a TikTok” and share insight to flatten the learning curve. The objective?Īpply class lessons and try to create a video that goes viral. She created a class TikTok account and assembled 27 groups to work for 27 days. Tapping into her 15 years in consumer packaged goods and expertise in brand positioning for such notable names as Honest, Gold Peak, Coca-Cola, and Lavva, Cooley pivoted the class’s direction to what she dubs “a crazy experiment.” “There wasn’t enough of a direct cause and effect,” she recalls. She recruited start-up brands and had students build content strategy and create deliverables. “Not enough real-world application,” she says. To maximize student experience, she ruled out working with a failing company and creating a new content strategy and content. Cooley evolved her popular class by “looking for a way to effectively teach the science of sticky ideas in the context of a world where we are exposed to 10,000 messages a day,” she shares.
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