SOME GOOD NEWS FOR “STICKY CONTENT”
During the COVID-19 pandemic in 2020, spirits were at an all-time low.
Depression and anxiety increased over 25%. People were locked inside their homes and bombarded with negative news. I remember watching the news and feeling extreme amounts of dread for family members who were immunocompromised.
I watched endless amounts of depressing content and felt completely hopeless.
That was until actor John Krasinski made his YouTube debut with the channel Some Good News.
Some Good News featured videos of positive news stories only. It brought millions of people together to learn more about the good things happening in the world. This type of content stuck with people and kept them coming back for more and sharing them with friends and family. But why?
CREATING CONTENT THAT STICKS
People love to feel. Creating content that sticks starts with audience connection and the best way to do that is to use emotion. This can be said across all content whether it’s video or web. According to Noah Kagan, when you inspire awe, laughter or amusement, content is more likely to get shared and go viral.
Some Good News tugged on the heartstrings of vulnerable people. It was a glimmer of hope in a dark time and that resonated with the audience.
I remember being bombarded with clips from the YouTube channel and sobbing tears of joy at the heartwarming news I was seeing. The combination of emotion and timing really pushed the show to be successful. But there is a more obvious reason Some Good News stuck…
WHO THE HECK IS THIS JOHN KRASINSKI GUY?
If you don’t know who John Krasinski is then perhaps you’re living under a rock OR perhaps you’re just like me and not good with names. The way I point famous people out is by saying, “Oh the dude from the movie with the aliens and everyone is quite?” Maybe that helps.
John Krasinski is a famous actor and director, known mostly for his role as Jim in the Office. He is also the one who started Some Good News and brought it to social media.
Influencers or famous people have a much easier time making content that sticks because their audience is already built and they’re seen as a trustworthy person to get content from.
There’s no doubt John’s name alone helped make his content go viral. But it was the community that gathered that really made it stick.
CREATING A COMMUNITY
Some Good News rallied people together when they were stuck at home alone.
It made people feel a strong sense of connection with a famous actor at the helm. People began to feel a purpose through this content and because of that, it stuck. Comments were filled with positive stories and people encouraging each other. It was a moment on social media that had a positive impact on many lives.
Some Good News shows the true potential content has when combining the things that can make it sticky.