Sharing what I know about making great videos:
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I Fixed the Video!
I recently went full perfectionist and criticized how my lack of planning and exploration before filming left me with a dud of a video.
Well, that same perfectionism led me to completely redo the effect (above).
Context is Powerful
I previously wrote a lengthy post about viral videos and shareability. In it, I mention how important context is for any picture or video on the internet. I give the example of how a photo of a healthy dog can turn viral if given the context that the dog was previously near-death and loved back to health.
In the case of remaking my video, context applies to how it's filmed. In the first version, I'm performing to the camera like a silent film clown and hoping that my presentation explains the illusion set up well enough to give it a surprising twist. Even just that sentence is a lot.
In the second version, I'm using the story of previously failing to explain what the illusion should be, which allows me to play with the audience. I ditch the silent presentation for speaking to the camera like a normal, social media-using person typically would.
For reference, here's the first version:
How This Applies to You
For a non-magical example, I return to my favorite online salesmen Craighill Company.
They're masters at draping what are essentially product ads in a cloak of problem solving context. Want to sell a pen? Tell your potential customers how every existing pen has been hastily designed and terribly manufactured.
There are a lot of guides floating around on how to write viral video hooks. I'm not crazy about them, as they too closely follow trends and essentially feel like drag-and-drop templates.
I think a better approach is to consider the context in which your punchline can be best delivered.
Want to sneakily transition a magical cube? First, set up the context of what the illusion should be so that you can properly misdirect the audience. And bonus points for not making it a performance, as that breaks the context of simply explaining something to camera.
Want to sell an expensive pen? First, set up the context that every other pen (including the one sitting on your desk) won't stand up to the wear and tear of every day usage. You're not someone who uses terribly designed products, are you?
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