Subway Surfers, happiness and a simple switch to hold attention 👀

Hey Hey,

Let’s be real, holding attention online is harder than holding a toddler in a toy store.

But in this edition of the bright spot we look at how Subway Surfers, Swifties, and a simple switch when editing can help you hold attention and make content that connects.

running the economy… literally

Watch it → The NZ Nationals running the economy

NZ PM Christopher Luxon delivers a message about new cost of living support, while a Subway Surfers run plays on his laptop.

Why it works:

• The Subway Surfers run keeps your audience’s attention with movement, while the PM delivers a piece to camera message.

• The Subway Surfers and almost split screen format is a wink to TikTokers and meme culture.

• By acknowledging its a blatant play to hold attention, Luxon breaks the fourth wall suggesting it’s not a regular political video, but a fun political video.

And then there’s this: NZ Labor’s version of the same reel shows how both sides can play.

Hot tip: If your talking head videos aren’t landing but you can’t get away from your desk, try pairing your message with gameplay, memes or even dashcam-style footage.

now trending: “you look happier”

This TikTok trend pairs the phrase “You look happier” with a wide range of responses, to point out a glow-up or change.

Many of the reels use the bridge in Taylor Swift’s You Belong With Me to share an inspirational message, while others are more humorous.

See it in action →

• Josh Burns is happier back at parliament.
  

• Katy Gallagher shows how her constituents are happier while highlighting a policy initiative.
  

Why it works:

• Trending audio = potentially more eyeballs on your reel.

• This is easy content to make! You only need one short video clip and a clever caption.

• There is lots of flexibility with this trend. You can be clever, a bit cheeky, funny or get serious. Play with how you can make it your own.

your move: start with a story not a summary

Check out the difference between these two clips:
Clip One vs Clip Two.

One is about a major cost-of-living change that could help thousands of Australians. The other is about housework. The first is arguably more important, but it’s the second that keeps you watching.

Why? It leads with real reactions, everyday voices and a relaxed, story-first delivery. The casual tone, the humour, the little digs… it’s all part of what makes it feel human and worth engaging with.

Even serious or emotional content (like this) can benefit from this approach. Don’t default to facts first. Start with a moment, a feeling, a quote; anything that draws people in.

Next time you create content, ask yourself: What’s the story here? Lead with that. The facts can follow.

See you next time and remember, if you try one of these tips or trends, send it to me at @katewilson.au

Cheers,

Kate