100M View Content

The introduction chapter emphasises that attention is the most valuable currency in social media content creation. It introduces the course’s goal—to teach how to create short-form content that people want to watch, not just content that exists. Ruben Uitenweerde, the instructor, shares his experience in video creation and challenges the misconception that content creators from smaller markets (like South Africa) cannot reach global audiences.

• Key Concept: A video’s success is determined by how engaging its idea is, not its production quality.

• Core Lesson: A great idea beats a well-produced but unengaging video. Social media thrives on relatability, humor, and curiosity.

• Activity: Analyze viral low-production videos and discuss what made them successful.

• Key Concept: The more you post, the better your chances of finding what works.

• Core Lesson: Treat content creation like throwing darts at a dartboard—more attempts mean a higher chance of hitting the target. More content = more opportunities to learn and grow.

• Activity: Brainstorm 5 quick content ideas without overthinking execution.

Lesson 3: Put the Shiny Thing First

• Key Concept: The first few seconds of a video determine if people will keep watching.

• Core Lesson: Hooks matter—social media users scroll fast, so you must immediately grab attention.

• Techniques:

  • Show the best part first.

  • Use curiosity-driven statements (“I did this, and everything went wrong.”)

  • Add eye-catching text or sound design.

• Activity: Write or film an engaging 3-second hook for a video idea.

• Key Concept: If a video doesn’t deliver on its promise, viewers will leave unsatisfied and disengaged.

• Core Lesson: Avoid clickbait or incomplete videos. Ensure there’s a payoff—whether it's an answer, a reveal, or a satisfying ending.

• Activity: Review a video that “rage-baited” (cut off too soon) vs. one that provided a strong payoff. Discuss the impact on audience trust.

• Key Concept: Overthinking kills content—post before you doubt yourself.

• Core Lesson: Capture ideas immediately. The video you think is “too random” or “not good enough” might be the one that goes viral.

• Example: The Fleetwood Mac cranberry juice video—simple, spontaneous, yet massively viral.

• Activity: Rapid-fire content planning: Come up with 3 ideas and commit to filming one within 24 hours.

• Key Concept: Good content ideas are everywhere—you just need to recognize them.

• Core Lesson: The three types of content:

  1. Recycled Content – Copy-pasting existing content (bad for growth).

  2. Modified Content – Reacting, remixing, or improving viral ideas (great for quick engagement).

  3. Original Content – Creating something entirely new (the best for long-term success).

• Activity: Find one trending video you could modify and one original idea you’d like to try.

• Key Concept: Jump on trends early and add a unique spin to make them your own.

• Core Lesson: How to spot and leverage trends:

  • Watch what appears twice on your feed—it’s likely a trend.

  • Use trending sounds and hashtags to boost reach.

  • Modify trends to fit your niche:

• Activity: Take a viral trend and brainstorm three unique ways to make it fit your brand.

• Key Concept: If your style isn’t recognizable, people won’t remember you.

• Core Lesson: Build a unique brand identity using:

  • A recognizable style (editing, humor, or storytelling).

  • A strong character or persona (a catchphrase, outfit, or brand voice).

  • Cultural or niche appeal (leveraging your local or specialized knowledge).

• Example:

  • Duolingo turned an educational app into a meme powerhouse.

There are three main types of value you can provide in your content:

1. Entertainment – Funny, engaging, or surprising content

2. Education – Teaching something valuable in a simple and engaging way

3. Inspiration – Motivational, relatable, or feel-good content

• Key Concept: If you don’t grab attention immediately, people will scroll away.

• Core Lesson:

  • Put the best part first – Start with action, drama, or curiosity.

  • Use strong text & visuals – Make it clear why people should keep watching.

  • Sound matters – A well-placed sound effect can break the scroll loop.

• Activity: Write or record a 3-second hook for a video idea.

• Key Concept: Getting views is easy—keeping viewers engaged is the real challenge.

• Core Lesson:

  • Pattern Interrupts – Zooms, cuts, and movement prevent boredom.

  • Reignite Curiosity – Drop phrases like “and then everything changed…” mid-video.

  • Cut the Fluff – Remove anything that doesn’t add value.

  • Use Loops & Cliffhangers – Keep viewers watching longer or coming back for part two.

• Activity: Take an existing video (or script) and improve its retention by applying at least two of these techniques.

• Key Concept: Videos that spark conversations get pushed further by the algorithm.

• Core Lesson:

  • Ask for Engagement – Pose a question, create a debate, or use call-to-actions (“Tag a friend who needs to see this!”).

  • Comment Baiting – Say something vague or controversial (“This is the best way, prove me wrong.”).

  • Make It Shareable – Create content that makes people want to send it to their friends (relatable, funny, or surprising).

• Activity: Write a comment-baiting caption for a video idea.

• Key Concept: Engagement snowballs—more comments lead to even more reach.

• Core Lesson:

  • Reply to Comments – Engaging with viewers increases visibility.

  • Use Comments for More Content – Turn top comments into new video ideas.

  • Encourage Debates or Challenges – When people argue (respectfully), the algorithm boosts your post.

• Activity: Find a comment from one of your past videos (or another creator’s) and create a video response to it.

• Core Lesson: How to cultivate a strong community:

  1. Engage with Viewers – Reply to comments, ask questions, and interact.

  2. Create Inside Jokes & Catchphrases – Give fans something to recognize and repeat

  3. Encourage User-Generated Content – Get followers to participate in trends, challenges, or duets/stitches.

  4. Reward Loyalty – Shout out top commenters, create exclusive content, or feature fans in videos.

  5. Give Your Audience a "Mission" –

More Platforms = More Chances to Go Viral

Each Platform Has Unique Audiences & Algorithms –

TikTok → Fast engagement, but videos die quickly.

YouTube Shorts → Slower growth, but long-term visibility.

Instagram Reels → Great for brands & collabs.

Facebook Reels → Underrated, but huge potential.

Work Smarter, Not Harder – Repurpose the same video

Avoid Watermarks & Compression – Always upload clean, high-quality versions directly.

More Platforms = More Monetization Options

• Key Concept: Trends bring fast growth, but evergreen content keeps you relevant long-term.

• Core Lesson:

  1. Trends = Quick Wins – Jumping on trends gives you fast visibility, but they die out quickly.

  2. Evergreen Content = Long-Term Growth – Tutorials, storytelling, and valuable insights stay relevant for months or years.

  3. Smart Creators Mix Both – Use trends to bring people in, and evergreen content to keep them engaged.

• Activity: Identify one trend-based and one evergreen video idea for your content.

• Key Concept: Posting consistently beats chasing perfection.

• Core Lesson:

  1. Use Analytics to Improve – Watch time, drop-off points, and engagement rates tell you what works.

  2. Batch Filming & Scheduling – Create multiple videos at once so you’re not scrambling to post.

  3. Repost & Repurpose Old Content – Your best videos deserve a second chance!

  4. Have a Sustainable Workflow – If you’re burned out, you’ll stop posting. Find a pace that works for you.

1. Reposting = Free Views – The algorithm is inconsistent; posting the same video again can lead to new engagement.

2. The Algorithm Doesn’t Care

3. When to Repost a Video:

   • If it performed well, repost after a few months.

   • If it flopped but was a good idea, tweak it and repost.

   • If it’s seasonal or event-based, reschedule it yearly.

4. How to Refresh Old Content:

   • Change the thumbnail or caption.

   • Edit the hook to make it stronger.

   • Add new text, effects, or sounds.

   • Repurpose it for a different platform.

DuoLingo – The Power of Personality & Internet Culture

• Embraced chaos & humor instead of corporate polish.

• Used inside jokes & memes to fuel engagement.

• Prioritized entertainment over direct promotion.

Khaby Lame – Viral Simplicity

• Focused on idea over production quality.

• Mocked trends instead of copying them.

• Created a recognizable, consistent format.

MrBeast – The Retention & Storytelling King

• Immediate hooks

• Micro-stories to keep viewers engaged.

• Reinvested into better content constantly.

Key Concept: You don’t need to be a global creator—local brands and pages are using the same strategies to dominate.

Case Study: Boerboel Wear – Owning a Niche & Building a Community

• Leaned into local humor & cultural identity.

• Refined their content over time (Boerboel models & “thirsty tannies”).

• Made engagement a priority—comment sections feel like a real community.

Activity: Think about your niche—what cultural or community elements can you lean into?

• Why quality matters but idea is king

• Camera doesn’t matter

• WIPE YOUR LENS!!!!!!

• Lighting essentials (natural vs. artificial)

• Why audio is often VERY important

• Microphone options (lavalier, shotgun, built-in, etc.)

• Reducing background noise & improving clarity

• Recording setups for different environments

You have made it to the end of this course. WHAT. A. LEGEND! You already have everything you need to succeed. It’s been an honour having you here. Thank you. Go out there, get posting, I want to see you go VIRAL!