Dennis Got 409K Likes

A few days ago, I wrote about thoughtful deliberation. Specifically, how to learn lessons every single time you post on social media.

I found a guidebook of 1,000 viral hooks and got to work. This is the first one that stood out to me where I felt I could input my story into the mold:

In one example, a college student named Dennis shared his story:

“It all started when…this girl broke my heart…”

In the short vertical video, you’ll notice quick cuts, engaging shots, and a juicy hook. After his computer audibly responds to him, he spills the real story (aka the part he wants you — the viewer — to care about):

“I’m building an AI therapist that speaks Gen Z.”

Super specific. You’ll also notice this same 4-word phrase IS his bio line: “building an ai therapist.”

Then he goes on to tell us his results so far…

• 25,000 people tried the app (and broke it)

• he spent all of his money keeping the app running

• he felt over his head, overwhelmed…

• …but it was working and helping people.

Then, he took his own medicine, and started using the tool himself, following by the AI asking him why he started in the first place (which leads to a loop of the video).

The results? Dennis has only posted 11 videos total, but has over 68,000 followers and this one post got over 409,000 Likes on Instagram. Mega-viral.

In an effort to emulate what worked for Dennis, here’s what I did in a nutshell:

“It all started when…my friend Ben jumped off the third floor balcony…”

(See the results on X. See the results on YouTube.)

It’s not perfect, but that’s the whole point. It’s just a series of experiments.

Talk soon,

- Brock Swinson

P.S. I’ll be sharing more specific “how-to” advice in our filmmaker community, Buzztown. For this video, I did everything in iMovie (free) and Canva ($13/month).