A creator breaks down why one video got 40 times more views than an identical concept. The difference: using visually disturbing or morbidly curious elements to hook viewers, backed by 18 years of social media research.
These videos have the exact same concept, but the one on the left got 40 times more views due to a simple strategy that anyone can do, even you. The first video pulls grass onto the road, which is pretty boring. But the viral video uses a technique that makes it super hard for viewers to look away, leaving viewers hooked. Think of horror movies and those grotesque scene with disgusting looking monsters or lots of gore that are really difficult to look at, yet it almost feels impossible to look away. Don't just take my word for it. A study done by the American Psychological association shows that negative and obscure events activate our brains more than positive ones. In the viral video, we watched the creator pull out something that looks like it came from the toilet, creating morbid curiosity. Viewers can't look away because of how disgusting it looks. So how can you apply a similar strategy to get even more views? Feature a visual problem to keep viewers hooked, like cleaning a super disgusting bathroom, resulting in 14 million views. I know this because I've spent the past 18 years studying social media. If you'd like to learn the blueprint of virality, check out the connected video below.
