The video “Is sustainability worth the extra cost?” aimed to create a real conversation around the how far people would go out of their own comfort zones to live a more sustainable lifestyle. This was the most successful video the “The Optimist” TikTok channel which was created to start positive and practical conversations focused on sustainable living as a means to fight the global climate crisis. The goal of this video and the channel as a whole was to highlight real questions on the solutions and lifestyles choices we as consumers have to make with the goal of trying to live more sustainable lives. We do not focus on the “doom and gloom” aspect of climate change or any form of lifestyle “shaming” when it comes to decreasing your carbon footprint. We aim to enlighten our audiences with options they likely did not know about with regards to sustainability and hope to start a productive discussion.
In this video, our approach was to take our audience on a journey through the eyes of our creator “The Optimist”. In this example, the audience is along for the ride in determining how can an individual be more sustainable when it comes to doing their laundry, and are those changes worth it. The video starts with a relevant question “Is living sustainably worth the extra cost?” and seeks to answer that question throughout the piece. The piece is shot from a POV (point-of-view) perspective to enhance the inclusion of audiences with “The Optimist” on his journey.
This video achieved tremendous success for “The Optimist” TikTok account in terms of both views and more importantly engagement. It has been viewed over 3.8 million times and has accrued 534,600 likes, 3,736 comments and 1,814 shares.