What I’m about to say may come as a surprise to a lot of people.
There is no such thing as a boring industry.
And, there is no industry that is too boring to succeed on digital platforms.
Don’t get me wrong, there are definitely a lot of cool and exciting industries that do great on digital platforms because they’re cool and exciting. Sports, music, travel, recreation, to name a few.
But, it’s always possible, no matter what you do, to make your business exciting to customers.
All it takes is a good hook point.
The YouTube channel Veritasium is a great example. A lot of people consider science to be mundane, yet a channel about science is one of the most popular in the world, with millions of subscribers and views.
One of its videos has 62 million views compared to 7.8 million subscribers. What is that telling us?
That people who have no idea who this person is or what this channel is about are clicking and watching this content, and they’re probably watching a lot of it.
Why is this happening?
Because Veritasium understands how to use hook points to bring people into the subject matter of science, and make science hook-worthy.
Here’s a look at a few of its video titles:
Why are 96 million black balls in this reservoir?
World’s roundest object
I waterproofed myself with Aerogel
All have over 20 million views!
Where most scientists turn people off is that they get too heady with the subject matter, or they get too scientific right away. Veritasium is successful because it understands how to make science interesting to someone that doesn’t care about science. The host’s great insight and personality takes it from there.
Success on digital platforms doesn’t always mean you’ve got to have an exciting topic. You just need to know how to make the subject matter you offer interesting, and that’s your hook point.
If you can get an audience that may not care about a topic to take notice, you’ll be sure to get those who are passionate about it.