The Woman Behind the Man Who Won't Die

So the first thing I wanted to share is how to create viral content.

I think a lot of people don't know the space that they're operating in.

They have a really complicated relationship with the algorithm.

Mm-hmm.

And so the way I like to think about it is I imagine that I'm at a nightclub, and let's just take Instagram, for example.

Imagine you're at the Instagram nightclub.

It's the most exclusive club in town.

Inside is far few slots than what's happening on the outside, far few people on the inside than what's happening on the outside, and everyone's having the best time of their lives.

They're dancing.

It's vibing.

It's like the place to be.

Um, inside the club you can also have, you know, your posters up on the wall, and that's kind of like paid advertising.

But to really get inside the club, you need to be one of the people, and you need to be contributing-

Mm

...

in vibe to the club.

The thing between you and being inside the club is the bouncer, and the bouncer is the algorithm, and you're currently in line trying to get into the club.

And so there's a couple things to note about this.

Your only job in creating content is to understand what the bouncer needs.

You need to befriend the bouncer.

The bouncer wants the people inside to have a great time, so the bouncer never wants the people to leave.

It's d- dystopian, but it's true.

[laughs]

W- if they do leave, they want to bring their friends, come back tomorrow, and just, like, constantly be in the club.

So the bouncer's looking for highly emotional, engaging content.