RULE FOURUltimately, It’s All About Humanity

We want to look at them because they’re different from us, but we keep looking at them because they’re the same as us.


More than TV or film, online video has an ability to create a direct, personal connection with its audience, and that intimacy is powerful.

Yes, show us something spectacular. Show us something unforgettable. But above all, show us something human.

The top viral videos all put simple humanity front and center. Greyson Chance Singing Paparazzi, Numa Numa, and Charlie Bit My Finger just point their cameras at people. We humans seem to like watching other humans like that. It creates an emotional connection that’s contagious.

Just about all the successful ...

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