Surprises can transform even the most mundane events into remarkable and unforgettable experiences. From a minor gesture, like an unexpected cupcake on your desk from a kind co-worker, to the extravagant jaw dropper, like an anniversary trip to Paris with your partner, surprise has the power to leave a lasting impression.
To create shareable content using surprise, it’s important to set expectations and then add a twist. One way to do this is through rare combinations, taking two familiar concepts and putting them together in an unexpected and clever way.
Beauty experts have found a unique way to bring together skin care and storytelling to create a captivating format. This format involves makeup artists and skincare enthusiasts narrating a story as they apply makeup or use products for their skin care routine. This combination of visuals and storytelling provides a stimulating experience for viewers that does not take away from the story.
In Hitchhiker Girl, creator Caradowntonn garnered 10 million views telling a suspenseful and scary ghost story while exfoliating:
Another way to generate surprise is through perspective shifts. To stand out from the crowd on social media, some creators are choosing to re-frame the content creation process by showing the journey of each project. Rather than simply presenting the end product, these artists are sharing the process of taking a concept from idea to reality, thereby introducing a surprise element to their work.
For example, Grace Wells makes “epic commercials for random objects,” taking viewers behind-the-scenes of her videography process. Revealing the messy, labor-intensive techniques required to film commercials provides a fascinating perspective shift for the audience. Her “Crumb” commercial has collected 22 million views!
Often we’re so eager to be creative that we overlook opportunities for surprise by taking what already works and reframing it in a clever and unexpected way. Rare combinations and perspective shifts are two avenues to step outside the ordinary, spark curiosity and engage your audience.
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