Thinking

    eval READS

    What makes popular content worth watching.

    Sharp observations about the creative decisions behind videos, creator content and brand entertainment people choose to watch.

    MrBeast Escape 100 Cops analysis: contestants run from an explosion beside the words An explosion is just the opening sentence.

    MrBeast

    An explosion is just the opening sentence.

    How Narrative Arc and Stakes carried Escape 100 Cops, Win $500,000 to 71 million views in six days.

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    MKBHD concept phone analysis: Marques Brownlee holds a phone beside the words Truth turned a product demo into a story.

    MKBHD

    Truth turned a product demo into a story.

    How one word transformed The Truth About the Bezelless Concept Phone into a question the audience needed answered.

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    IShowSpeed KFC Hot Ranch analysis: IShowSpeed wears a cowboy hat beside the words The first half uses his face. The second uses his Character.

    IShowSpeed × KFC

    The first half uses his face. The second uses his Character.

    How IShowSpeed’s Character and Voice turned KFC’s Hot Ranch commercial into something worth watching.

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