Digital Social Hour Podcast – Episode Summary: "Viral Video Secrets: 100M Views Twice (FOMO) | Adley Kinsman Part 2 DSH #985"

Release Date: December 16, 2024

Introduction

In the second part of the episode titled "Viral Video Secrets: 100M Views Twice (FOMO)", host Sean Kelly continues his in-depth conversation with Adley Kinsman, a renowned expert in creating viral content. The episode delves deeper into Adley's journey from producing seemingly "trash videos" to mastering the science of virality, exploring the psychological underpinnings that make content irresistible and the strategic pivot towards helping brands and creators amplify their reach.

From Cringe Content to Viral Mastery

Adley begins by reflecting on his early days of creating content that many would dismiss as low quality or "trash videos." Despite their initial reception, these videos inadvertently laid the groundwork for understanding what makes content go viral.

Adley Kinsman [02:48]: "We have this unique superpower of being able to make pretty much anything go viral and get attention, whether it's on a roofer or a plumber or a thought leader."

He shares his obsession with deciphering the formula behind virality, leading to a pivotal moment where he tested the effectiveness of his methods on what he considered his worst video ever. This experiment paid off spectacularly, achieving 100 million views twice, thereby validating his approach.

Adley Kinsman [10:19]: "But this formula is damn good. It did 100 million views twice."

The Science Behind Virality

Adley emphasizes that virality isn't just about content quality but about compelling storytelling rooted in human psychology. He outlines key elements that contribute to a video's viral potential:

1. Sense of Urgency and Scarcity: Creating a compelling reason for viewers to engage immediately.
2. Attention Retention: Holding the audience's attention, especially in the crucial first six seconds.
3. Curiosity Gap: Building intrigue that keeps viewers hooked throughout the video.

Adley Kinsman [10:23]: "It's about a sense of urgency, sense of scarcity, and holding people's attention on a singular thought."

He likens the ability to retain attention to the skills of magicians, who maintain suspense and engagement over extended periods.

Case Studies and Success Stories

Adley provides concrete examples of how these principles have been successfully applied:

• Pizza Guy Transformation Video: A deliberately awkward video where a girl dressed as a pizza delivery person undergoes a transformation, retaining viewers' attention for minutes with minimal movement, showcasing the power of suspense and curiosity.

  Adley Kinsman [10:22]: "They stood still for 12 minutes… people thought something was going to happen any second."

• YouTube Short Sensation: A simple prank video featuring someone walking down a beach gained 1.4 million subscribers from a single short, demonstrating the effectiveness of perfect timing and psychological hooks.

  Adley Kinsman [11:10]: "One short gained us 1.4 million subscribers on YouTube."

Business Model and Monetization Strategies

Transitioning from content creation to business, Adley discusses the evolution of his team and their focus on branded content. Recognizing the shifting landscape where platforms like Facebook and Snapchat reduced payouts to creators, Adley highlights the necessity of diversifying revenue streams.

1. Viralish Services: Offering tailored services to brands, celebrities, and individuals to craft viral content that aligns with their unique goals and messaging.

2. TikTok Shop Integration: Leveraging the burgeoning TikTok Shop economy to create shoppable content, enabling creators to earn commissions from conversions rather than relying solely on views.

   Adley Kinsman [15:20]: "TikTok Shop is going to be the next gold rush. ... we've seen six-figure payouts from a single 12-second video."

3. Affiliate Model Evolution: Moving towards performance-based partnerships where creators earn based on the sales their content generates, making advertising more cost-effective for brands.

   Adley Kinsman [17:11]: "It's 2.0 of the affiliate model because they don't have to pay break the bank money upfront."

Community Building and Creator Sustainability

Adley underscores the importance of community in the creator economy. While virality can amplify reach, fostering a loyal community ensures long-term sustainability and engagement. He advises creators to:

• Go Wide Before Niching: Initially casting a broad net to build a diverse audience before focusing on specific niches.

  Adley Kinsman [19:53]: "The key to success is unleashing yourself. I do not think you should pick a niche. ... go wide first and then you can do whatever the heck you want."

• Avoid Commoditization: Encouraging creators, especially those with significant reach, to offer value beyond superficial metrics like likes and follows.

  Adley Kinsman [27:21]: "I want to be an example of family-friendly values and that you don't have to do that to have a successful career in entertainment."

Ethical Considerations and Content Responsibility

Adley touches on the ethical responsibilities of content creators, particularly the impact of their content on younger audiences. He advocates for family-friendly content and steering clear of platforms or content types that could perpetuate harmful narratives or exploitative practices.

Adley Kinsman [26:30]: "We steer pretty clear from only fans because we're family-friendly. ... you don't have to sacrifice your dignity for money."

Future Outlook and Scaling Up

Looking ahead, Adley envisions expanding his offerings to include mentorship and training for creators and brands. He aims to scale Viralish by focusing on high-retention content and further integrating shoppable features.

Adley Kinsman [29:51]: "Doubling down on the work for brands, doubling down on TikTok Shop, and then personal brand trying to build community back."

He remains committed to helping others achieve viral success, emphasizing the fulfillment derived from transforming lives through his expertise.

Adley Kinsman [30:22]: "It's the most rewarding thing that I've ever done. You're changing lives because ... it absolutely changes their lives, changes their business."

Key Takeaways

1. Understanding Virality: Success isn't accidental; it stems from a deep understanding of psychology and strategic content creation.
2. Adaptability is Crucial: As platforms evolve and payouts shift, diversifying revenue streams and adapting business models is essential.
3. Community Over Numbers: Building a loyal community ensures long-term sustainability beyond fleeting viral moments.
4. Ethical Responsibility: Content creators have a duty to produce responsible, family-friendly content that adds genuine value.
5. Education and Mentorship: Sharing knowledge and empowering others amplifies success and fosters a thriving creator ecosystem.

Notable Quotes with Timestamps

• Adley Kinsman [02:48]: "We have this unique superpower of being able to make pretty much anything go viral and get attention, whether it's on a roofer or a plumber or a thought leader."

• Adley Kinsman [10:19]: "But this formula is damn good. It did 100 million views twice."

• Adley Kinsman [15:20]: "TikTok Shop is going to be the next gold rush. ... we've seen six-figure payouts from a single 12-second video."

• Adley Kinsman [19:53]: "The key to success is unleashing yourself. I do not think you should pick a niche. ... go wide first and then you can do whatever the heck you want."

• Adley Kinsman [27:21]: "I want to be an example of family-friendly values and that you don't have to do that to have a successful career in entertainment."

• Adley Kinsman [30:22]: "It's the most rewarding thing that I've ever done. You're changing lives because ... it absolutely changes their lives, changes their business."

Conclusion

This episode of Digital Social Hour provides invaluable insights into the art and science of creating viral content. Adley Kinsman’s journey from producing unconventional videos to mastering virality offers a roadmap for creators and brands aiming to amplify their digital presence. By combining psychological principles with strategic execution, Adley not only achieved remarkable personal success but also built a platform dedicated to empowering others to navigate and thrive in the ever-evolving digital landscape.

For those looking to delve deeper into these strategies or seeking mentorship, Adley directs listeners to visit his resources on Instagram and Viralish.com.

Connect with Adley Kinsman:

• Website: www.viralish.com
• Instagram: @AdleyKinsman

Thank you for reading the summary of Digital Social Hour Podcast’s episode “Viral Video Secrets: 100M Views Twice (FOMO) | Adley Kinsman Part 2 DSH #985.” Stay tuned for more insightful episodes designed to fuel your personal and professional growth in the digital age.