Tyler Webb

I've never seen anything like this...

Evidently, traffic at Gillette Stadium gets so bad that they'll literally pay you $50 to park if you promise not to leave until 75 minutes after the game ends.

Here's how it works:

‣ Enter a "Delayed Exit" lot
‣ Receive a $50 Visa gift card upon entry
‣ Gate is locked until 75 minutes after the game
‣ You have to pay $50 if you want to leave early

Honestly, if you have nowhere to be after the game, I highly recommend it.

On the surface, this video shouldn't have worked:

‣ I'm not an F1 creator
‣ Shot on an iPhone
‣ Not my normal editing style

So then how did it get almost half a million views?

Reason #1: Strong Hook

I came into this interview with a list of questions that doubled as good hooks specifically for a casual F1 audience. "How do they get the data from the car to the broadcast?" works because it:

‣ Introduces an interesting topic
‣ Confirms its validity (by showing the "data")
‣ Opens a curiosity gap

Reason #2: Information Density + Logical Progression

This full clip with Michael Aghataher was actually closer to three minutes. He did a great job walking through the entire process step by step, clearly and concisely. My job was to condense the information even more, without losing the story he told.

Reason #3: Visual Aids

This isn't editing like a normal video of mine, but it still includes visual confirmations of what Michael is talking about. So even if the audience doesn't understand it from what he's saying, they might understand it by watching.

Reason #4: Who's It For?

Huge credit to Rachel Darata, Toni Setaro, and the team at @MWW_PR and @awscloud for trusting me to know my audience. It would have been easy for them to throw a bunch of unrelated talking points at me, but they understood I would know the questions my audience wants answered. And it paid off big time with this video!

Maybe more F1 content is in my future 🤔

For those curious how the A/B/C test netted out:

YouTube hasn't been able to select a clear winner.

Version 3 has maintained a consistent lead since publishing, but it never pulled ahead enough to declare a "true winner."

A few lessons for my next upload:

‣ More obvious scenery differences
‣ Play with different compositions + angles
‣ Test at least "proven" YT format

TL;DR - at a glance, both base variations I tested are too visually similar. In my defense, it was a proven winner a few months ago.

First-5 Day CTR: 3.3%

Last month, I saw a Reel of a college football player wearing an interesting-looking ankle brace.

Unfortunately, there wasn't much earned media on the brand, so I decided to reach out and gather it myself.

It turns out @TaycoBrace has an incredibly unique founding story, which I explored with their CEO on my podcast and newsletter.

I then turned what I learned into a LinkedIn post about the brand, which earned over 200,000 impressions.

That signal was strong enough to turn the post into a TikTok script, which now has hundreds of thousands of views in the first 24 hours.

Sometimes the best stories require a little extra work 🤏

When I posted this TikTok, it objectively flopped. But then I noticed something interesting hiding in the analytics…

For context, here are the stats from another recent video I posted:

‣ 244,000 views
‣ 6.11% watched full video
‣ 243 new followers

To put an even finer point on it, here’s another example from last week:

‣ 40,900 views
‣ 10.3% watched full video
‣ 80 new followers

So what’s the difference?

While this “about me” video didn’t reach a wide audience, it did earn me over 600 new followers. Far outpacing even my most popular videos from the same week.

I’m taking it as a reminder to let the audience in to see my personality every once and a while.

Because in a world of recommendation based algorithms, how can we as creators expect anyone to get to know us if we never put ourselves out there?