Sep 19, 2024
This weeks newsletter includes
Background 📓
Matchbox is a web app matching algorithm that parties can use to create a fun dating experience for their next event. Hosts will pay a price-per-participant fee and in return they get access to this tool as well as the experience that comes along with it. At the start of the party, participants will answer an online quiz and towards the end of the party, a countdown will commence revealing their perfect match. Although Matchbox is really a B2B company, they have been able to create a social media strategy directed to singles that has created a viral internet storm among hopeless romantics.
Strategy overview 📚
There's currently a huge wave of fatigue with online dating apps, and people are beginning to resort back to IRL events. Companies are struggling to figure out how to stay relevant and adapt to this new wave of social interactions. One founder has been able to capitalize on this opportunity by figuring out a way to use a digital service to add to these IRL experiences vs. replacing them. This is the story of Matchbox and how they have become a hot summer sensation among singles in NYC.
Here are some of their most successful videos and how they did it 👇:
🎬 The red envelope
6.2M Views, 551K Likes, 206K Shares
Hook: ”I went to the NYC party where they give you an envelope with the name of your date”
Format: party clips + caption overlay + voice overlay
Why this video worked:
Hook creates intrigue
Image directly relates to caption
Localization in hooks → NYC
Voice overlay creates pov story telling
🎬The only party that pairs everyone
2.1M Views, 65K Likes, 57K Shares
Hook: “this is the *only* party I’ve ever heard of that pairs everyone up with a date…
Format: party clips + caption overlay + voice overlay
Why this video worked:
Emphasis on key words with asterisks = *only*
Wild guarantee → everyone gets paired
Footage of irl event = credibility
🎬 Party with a countdown timer
5.1M Views, 343K Likes, 55.6K Shares
Hook: “POV: you go to an NYC party where everyones phone gets take over by a countdown timer…”
Format: POV + party clips
Why this video worked:
Hooks piques interests..makes you cont watching
Dramatic hostile verbiage → “taken over”
Quick product demo from a first person pov
Key Takeaways from this Content Strategy ⭐
Feeding on inner desires
Matchbox is creating a promise many people want to see come true → guarantee of finding a date.
Master of story telling
Each video is like a mini movie into what these events are like. Voice overs + compelling imagery can create a mini story that hooks people in.
Seamless product demos
They’ve figured out a way to seamlessly demo their product into their videos. Sometimes they’ll do a pov shot and sometimes they’ll pop up screenshots overlaying the video.
Emphasis on sharable content
One of the key reasons their content is so viral is because their share rate per video is incredibilty high. The concept is inherently viral due to the nature of parties. Most people would rather attend parties with a friend.
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