The Content Framework Turning Viewers Into Superfans

Key Takeaways

A social first show isn't just posting the same type of content. There's a structure to it and if you miss any piece, it won't work. Great social shows are built on reoccurring elements that form habits. Here's a framework. Element one, reoccurring format. Every episode feels familiar. Even though the content changes, the format [music] stays consistent. The moments don't. Element two, reoccurring theme. What's the central idea connecting all the stories? For Ramen on the street, it's the connection over food. For Cava's Bullmates, it's dating through food. The theme is the threat. Element three, reoccurring characters. People need to recognize who's in the show. This could be the host. This could be the reoccurring personalities, but there needs to be a face people trust and expect. Element four, recurring set. This is the biggest thing people miss. You need a location you can film repeatably without setup. For example, Brooklyn Coffee Shop has over 200,000 followers on Instagram. Every single episode follows the same exact structure. The set is a counter at Brooklyn's Coffee Shop. The characters are two baristas with distinct personalities. The changing element is a customer who walks in. The format is a 1.5 to 2 minute sitcom style [music] skit. And the hook pattern, either the customer walks in or their bristes are doing an action as customers enter. You know it's a Brooklyn coffee shop video within 3 seconds. That's the power of reoccurring elements. If you want to build a show that people actually [music] watch, you need to make it recognizable. The second someone sees your content, they should know it's yours [music] and should know what value they're about to