![]() ![]() Rothfuss and Flom are among the 180 video-makers (or “creators” in the industry’s jargon) working with a Las Vegas magician called Rick Lax. And that method is designed by magicians. Though that formula isn’t perfect – you never quite know what the algorithms of the different platforms will favour or what will strike a chord with viewers – a group of people have come as close as anyone to creating a method for going viral. ![]() But it turns out that there’s a formula to getting people to watch you on social media. On a good day, one of these short clips could earn Rothfuss enough to buy a Tesla.īefore I started looking into this corner of the content economy I assumed that the videos that went viral were made by Gen Z-ers playing around and occasionally surfing a serendipitous wave. Each element of the video had been tested for its effectiveness in getting people to keep watching. It was that they were making so much money doing them. It wasn’t just that people were doing ridiculous things with toilet bowls. But hanging out in this content factory was, well, extra. As a cultural sociologist, I’ve embedded myself in some strange situations.
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