Why awkwardness can increase watchability

In this episode, Chris Do sits down with Brendan Kane to break down the psychology and structure behind engineering viral content. Brendan explains why most creators fail—not because virality is impossible, but because their intentions and creative frameworks are misaligned with how audiences actually behave.

Together, they unpack the mechanics of “man on the street” videos, the role of tension, conflict, and perspective shifts, and the storytelling patterns that have worked consistently for decades. Chris reflects on trying the format himself, sharing what felt awkward, what unexpectedly succeeded, and what he learned about audience emotional response.

Timestamps

(00:00) — Intro (05:12) — Built-in tension explained (10:04) — Know-like-trust strategy breakdown (15:01) — Awkward moments create tension (20:03) — Predictable storytelling patterns (25:07) — Emotion and viewer intention (30:11) — Designing stories for impact (35:34) — Brendan’s pivot to social (40:48) — Perspective-shift questioning style (45:55) — Letting stories create tension (50:58) — Why predictable formats work (55:59) — History of story structures (01:01:10) — Viral success versus intention (01:06:22) — Emotional resonance through storytelling (01:11:40) — Global creators and influence

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Check out today's guest, Brendan Kane:

LinkedIn: ⁠⁠⁠https://www.linkedin.com/in/brendanjkane?original_referer=https%3A%2F%2Fwww.google.com%2F

YouTube: ⁠⁠⁠https://www.youtube.com/c/brendankane

Website: ⁠⁠⁠https://brendanjkane.com/

Instagram: ⁠⁠⁠https://www.instagram.com/brendankane/?hl=en

Check out The Futur:

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Podcasts: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thefutur.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Check out Chris Do:

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