**Content structure: Proof, Promise, Plan (PPP) **

Successful content, particularly on platforms like YouTube, follows a structure of Proof, Promise, and Plan, with proof being the most critical element. High-engagement creators show immediate congruence between thumbnails and video content to confirm viewer expectations right from the start. For entertainment, visual confirmation of the promised action, such as showcasing both the cliff and the car in a stunt, is essential. In educational contexts, proof must establish credibility through authoritative evidence, like showcasing a speaker’s expertise before delivering advice. Viewers respond more favorably to established credentials, making the messenger's background crucial to content consumption. The concept of the 'big obvious' emphasizes that creators often overlook simple, foundational truths that would significantly enhance credibility and engagement, opting for complex shortcuts instead. Overall, both the substance of the content and the perceived authority of the messenger intertwine to influence viewer acceptance and attention.