Brendan Kane

I'm just curious, can you kind of go into that a little bit more context-wise?

I'm just curious, can you kind of go into that a little bit more context-wise?

Yeah, so there's different. So when we look at content, we're looking at what we call performance drivers. So these are contextual elements that either increase the virality or decrease the virality. So there's over 200 of these performance drivers that we break down. So these can be things like pacing, tonality, facial expressions, body cues, the environment, what's happening.

Yeah, so there's different. So when we look at content, we're looking at what we call performance drivers. So these are contextual elements that either increase the virality or decrease the virality. So there's over 200 of these performance drivers that we break down. So these can be things like pacing, tonality, facial expressions, body cues, the environment, what's happening.

So I'll give you some examples. Like one of the big mistakes people make with their content is happening in the first three seconds.

So I'll give you some examples. Like one of the big mistakes people make with their content is happening in the first three seconds.

So if you think about short form content on TikTok, Instagram, Instagram Reels, or YouTube Shorts, when you're scrolling through content, one of the biggest mistakes people will make is they'll have like a little meme card, title card at the top, they'll have captions below, somebody talking and potentially moving.

So if you think about short form content on TikTok, Instagram, Instagram Reels, or YouTube Shorts, when you're scrolling through content, one of the biggest mistakes people will make is they'll have like a little meme card, title card at the top, they'll have captions below, somebody talking and potentially moving.

What's happening there from a subconscious level is you don't know what to focus on. Am I supposed to be focusing on the title card, the caption, or the person speaking? And the subconscious feels like it's being left behind, so it all already moves on to the next piece of content or scrolls to the next video.

What's happening there from a subconscious level is you don't know what to focus on. Am I supposed to be focusing on the title card, the caption, or the person speaking? And the subconscious feels like it's being left behind, so it all already moves on to the next piece of content or scrolls to the next video.

So in that instance, it's not the content of what the person's saying or what's written on the top or written on the bottom. It's the context of how it's being delivered. So having a clear visual hierarchy of how it's being delivered is critically important. Now, I'll give you another example. There's an amazing content creator called Dr. Julie Smith.

So in that instance, it's not the content of what the person's saying or what's written on the top or written on the bottom. It's the context of how it's being delivered. So having a clear visual hierarchy of how it's being delivered is critically important. Now, I'll give you another example. There's an amazing content creator called Dr. Julie Smith.

She's a clinical psychologist, millions of followers on TikTok and Instagram, and she uses a format called a visual metaphor where she's breaking down complex topics like PTSD, anxiety, panic attacks, things that typically you wouldn't want to consume, but she has millions of people viewing that content.

She's a clinical psychologist, millions of followers on TikTok and Instagram, and she uses a format called a visual metaphor where she's breaking down complex topics like PTSD, anxiety, panic attacks, things that typically you wouldn't want to consume, but she has millions of people viewing that content.

So the way that she's doing it from a contextual element is she, one of her most viewed videos, there's a waste paper basket on the desk and it's filled with paper. It's overflowing.

So the way that she's doing it from a contextual element is she, one of her most viewed videos, there's a waste paper basket on the desk and it's filled with paper. It's overflowing.

So with that visual metaphor, automatically within the first few seconds from a contextual element, it's showing that there's going to be an implied interaction with this waste paper basket and there's some issue with it. So automatically in the first few seconds, subconsciously, it's getting people to stop.

So with that visual metaphor, automatically within the first few seconds from a contextual element, it's showing that there's going to be an implied interaction with this waste paper basket and there's some issue with it. So automatically in the first few seconds, subconsciously, it's getting people to stop.

Now, the way that she explains anxiety through this is it's the waste paper basket overflowing with paper. So how do you do that? You go through trauma therapy. You take each piece of paper out at a time, which is a painful memory or an experience. You fold it up nicely. You put it on the side of the table here until all the papers are folded up.

Now, the way that she explains anxiety through this is it's the waste paper basket overflowing with paper. So how do you do that? You go through trauma therapy. You take each piece of paper out at a time, which is a painful memory or an experience. You fold it up nicely. You put it on the side of the table here until all the papers are folded up.