Loading…
25
Appreciation post: a 2 second caption beat our 40 second edit and I still can't figure out why
Last month my friend and I posted a video for a local coffee shop here in Sacramento. We spent two full days cutting it, adding captions, music, the whole thing. It got around 600 views and died. Then on a whim we threw up a clip of the owner just saying "we ran out of croissants by 9am again" with no music and no edits. That one hit 400k views in 3 days and the shop got slammed the next morning. I've been turning it over since. My best guess is the short one felt like a real post from a person and not an ad, so people shared it instead of scrolling past. We tried it again on a taco place with a one line clip and it got 8k, so it's not a magic trick either. Feels like the boring stuff wins when it looks like it wasn't made to win. Has anyone tracked this on their own accounts, where the low effort post beat the one you worked hardest on? What did the comments look like on yours?
1 comments
Log in to join the discussion
Log In1 Comment
brian_rivera591mo ago
Remember how the best photos of your life are usually the blurry ones someone snapped by accident? Same thing happens with birthday videos and wedding toasts. The polished stuff screams "look at me" and people put their guard up. A plain clip of a real person saying a real thing just feels like a friend talking, so folks lean in and hit share. Your croissant line worked because it was news, not an ad, and it gave people a reason to show up early the next day.
3