Here is a simple rule of content creation:
If you spend a long time filming something, trying to perfect something, working on every little detail… perfect angle, perfect hook, perfect caption, perfect audio, hitting all the right notes…
It will completely flop.
It’s like the social media gods say, “Oh, he/she worked hard on this? Let’s have it be the worst performing post all month and completely destroy their confidence.”
On the other side of the rule, if you just pick up the camera and film something in one take, spur of the moment, something that feels like it should probably just live in your story…
It will crush.
This is exactly what happened to two videos posted to The Broke Agent account this week.
Video #1: The AI Rant
The first was an in-car rant I did about how I’m sick of the saying, “AI won’t replace real estate agents, but agents who use AI will replace those who don’t.”
View this post on Instagram
As of writing this, it’s at 250,000 views and 750 comments.
Here is why it worked:
The Text Hook Created Immediate Curiosity
First, the text-based hook: “The most overused phrase in real estate right now” with an eye roll emoji.
Before you even watch the video, you’re intrigued. The text on the screen creates curiosity and makes you want to hear what the phrase is. The emoji helps too, as it conveys that I am about to rant about something that really annoys me.
Real Passion Beats Perfect Content
Second, you could tell I was actually passionate about it.
Obviously, the humor helped, but when you make content about something you genuinely care about or have been thinking about for a while, you’d be surprised how many other people feel the exact same way.
Elite Setting
Third, the setting.
Good lighting (yes, this matters). Car lighting is always elite. As I’ve said before, the car is the most relatable setting. There’s something about filming in the car that makes people stop the scroll. It feels like something I had to get off my chest, and that’s more interesting to the audience than something overly produced or predetermined.
No Script
Also, no AI slop or script.
Talking head videos with AI-written scripts and forced “algorithm-first” content are going to get less and less interesting as they flood our feeds. There is already a growing appetite for human, raw, authentic content, and that will only become more valuable.
Tapping into a Trending Topic
The final touch was that it touched on a trending topic. AI is on everyone’s mind right now, and a lot of people do have that fear of being replaced. So the video struck a nerve because it tapped into something already sitting in everyone’s consciousness.
The Real Reason it Performed
BUT the real reason it did well is because it was a one-take rant that I barely thought about. I didn’t even post the video for a week because I thought it was trash, and it ended up being one of my most impactful videos of the year.
Video #2: Matt Lionetti’s Satire Video
The second video is Matt Lionetti’s satire video that we collabed on, currently sitting at 380,000 views and 800 comments.
View this post on Instagram
*Note that this was a collab between The Broke Agent and Matt, and Matt was in the comments responding (as he should), so technically it didn’t necessarily beat mine…
JK, love Matt. Just some friendly competition.
Success Factors
Anyway, it performed well for many of the same reasons mine did. He even added the FaceTime-style strategy of setting up the camera as a visual hook, with the video not starting on him right away.
All of the other success factors that applied to my video applied to this one as well.
Two videos filmed in the car. Over 600,000 views combined. No budget. No script. Just casual, funny observations.
Final Takeaways
- Film videos in the car and post about something you’re passionate about or something you’ve been thinking about for a while.
- Use text hooks. Emojis are a bonus to show emotion.
- Post the rant that feels like it belongs in your story.
- Don’t use a script. Just wing it.
- Keep it under 60 seconds.
- Be human. People love it.
By the way, I’m hosting a free training this Tuesday on hyperlocal content that actually converts for real estate agents.
I’ll be breaking down strategies like this with Alyssa Curnutt, Tessabella Jelten, and Krys Benyamein, and showing you how to create simple, authentic content that positions you as the go-to account to follow in your market.
If you want to join (you should), you can register here.
