The idea for this social video sprang from an off-the-cuff conversation between a Daily Show producer and Daily Show correspondent Roy Wood Jr. in the studio's kitchen. The idea was so funny that we decided to flesh it out and have Roy record it as a selfie video.
When considering the content format, we didn't want to "overproduce" and strip the video of its off-the-cuff energy, which often brings out the best in Roy and draws the most engagement from our social followers. So, we decided to have Roy shoot it as a selfie video, preserving the intimacy and ultimately making the content feel more organic in feed. Coupling this with lots of jump-cut editing gave the video its rant-like energy, which brought out even more of the comedy and urgency.
Fans loved Roy's hot take: the video drove 7M videos, 476k engagements, and more than 10M impressions across Facebook, Twitter, Instagram, TikTok, and YouTube, with 6.2M views coming from Instagram alone.
