BREAKING NEWS: Happiness Sells! MARKETING TIP Marketing Tips From the ‘Some Good News’ YouTube Show
Here’s a pop quiz: What does the horror movie “A Quiet Place” have in common with a YouTube channel that shares positive news stories, shouts out medical workers, and once hosted a virtual prom night? The answer is John Krasinski, the award-winning actor who created them both. Famous for his role as Jim Halpert on the sitcom “The Office,” Krasinski now addresses viewers as the anchor of his cheesy homemade YouTube channel “Some Good News.” The idea behind “Some Good News” was simple. When the first episode aired on March 29, Krasinski wanted to bring some light to the darkness of lockdown. But what made the show successful wasn’t just the actor’s magnetic personality or celebrity guests (although those certainly helped). The show also made smart content moves that every business owner can learn from. Here are just three strategies that helped the show score its 2.58 million subscribers.
the show feel down-to-earth and relatable. 3. CHOOSE SUBSTANCE OVER STYLE. We called “Some Good News” cheesy because it is — but that’s one of its strengths! Yes, the show’s logo is a hand-drawn sign taped to a wall, but people are there for the stories, not the special effects. As Content Marketing Institute puts it, “The phenomenal audience reaction shows that people don’t care more about production quality than they do about the powerful and hopeful message.” So don’t spend hours crafting your next social media post. Instead, take a page out of Krasinski’s book and remember that it doesn’t have to be perfect to do the job. Check out the show for yourself by searching for “Some Good News” on YouTube!
1. GIVE THE PEOPLE WHAT THEY WANT. No one wants to read more doom and gloom right now. People want to laugh and smile, so use that! Just because your company deals with serious issues doesn’t mean your content has to be serious all the time. Happiness sells. By injecting some fun into your copy (a la the show’s surprise Zoom rendition of “Hamilton”), you’ll keep viewers or readers engaged, entertained, and coming back for more. 2. USE YOUR CONTENT TO BUILD RELATIONSHIPS. Your content is worth nothing without your audience, so make sure they know it. To keep things fresh, encourage them to get involved. On “Some Good News,” Krasinski regularly features news stories sent in by viewers and even gets them on the phone to grant wishes. This makes
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