NotebookPublished at irregular intervals
Notebook.
What we watch while no one’s looking. Published at irregular intervals. On purpose.
Observation 014
Everyone wants authentic content. Nobody mentions that authenticity is edited too.
EvidenceEven the most natural-looking video has a shot list.
Observation 027
A campaign’s real premiere isn’t on TV; it’s in the family WhatsApp group.
EvidenceNobody watches ads during the ad break. They watch when someone drops one in the group.
Observation 031
In a video watched on mute, the subtitles matter more than the script.
EvidenceMost videos in the feed start with the sound off.
Observation 042
A brand’s voice isn’t heard in its ads but in how it answers the comments.
EvidenceAn agency writes the ad. The brand writes the replies. People know which one is real.
Observation 055
There’s no such thing as "the young audience". There are hundreds of small audiences that never see each other.
EvidencePut two nineteen-year-olds’ Explore pages side by side.
Observation 061
People don’t share the ad; they share the moment the ad breaks.
EvidenceThe coffee cup left on the table in Game of Thrones.