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How to Be Convincing on Social Media to Maximize Profit

Andrew Bullock, aka Drew Comments, whose vaccination video has been viewed millions of times on TikTok, YouTube, and Twitter.

The key is to make it clear. Make it understandable. If you can, make it funny. I believe that the things that gain the most traction online are those that originate with ordinary people. I just happen to be the one who knows what I’m on about.

What you see on TikTok is my true self. I wore the durag and the bandanna on the day I recorded the viral video because I was supposed to get my hair cut but hadn’t yet.

I started researching vaccines because I wanted to be well-informed enough to have meaningful conversations with my parents, family, old college football teammates, and some friends.

But I was also aware that I had an online following, and once I noticed the misinformation, I felt compelled to respond.

As a viewer, you might not realize it, but my degree is in journalism and communications, and I had a fantastic teacher: DeWayne Wickham, who is now at Morgan State.

That training has influenced the techniques I use in making these videos. During my research, I spent a lot of time on the app Clubhouse, listening to discussions with both doctors and skeptics, learning medical information and understanding regular people’s concerns and hang-ups.

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Then I supplemented it with research from peer-reviewed journals such as the New England Journal of Medicine and Nature.

The videos appear to be spontaneous, but everything is scripted. I’ll jot down everything—the metaphors I want to use, the tone, the wording of the jokes, and the expressions I give the camera. It’s all about predicting how your words will make the audience feel.

Bloomberg News

For clarity, this interview has been edited and condensed.

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