Guilty Pleasures or Messaging Masterpieces?
Mark Calaway crushing it as The Undertaker ©WWE
The Undertaker is back! This is big news for millions of fans around the world, many of whom would be more than happy to talk it up among friends … and many others who might prefer to keep their joy to themselves.
That’s the nature of the WWE, and any number of other events and entertainment formats that might be considered lowbrow by some. Yet, when we consider both the scope of entertainment that might fit that description and the ongoing popularity of these formats, it’s worth a pause to consider: they are doing something right. And if you look a bit deeper, there are lessons to be learned for those of us in the events and attractions business.
The love triangle of Randy Savage, Miss Elizabeth, & Hulk Hogan ©WWE
In the case of the Undertaker’s WWE, it’s a brand that continues to grow based on an intoxicating combination of intensely serialized storytelling and over-the-top drama. Who can forget the ‘Taker’s epic WrestleMania win streak, or when Randy “Macho Man” Savage turned on Hulk Hogan after a months-long-building romantic drama over Miss Elizabeth? Serial storyline with over-the-top drama? Oh yeah. Running wild.
The Undertaker’s comeback has trended over the past few weeks even though he’s not actually returning to the ring; his new appearance is in an interactive film on Netflix. While the media experiment is interesting in and of itself, it continues to follow the broader approach of the WWE and other media masters, which boils down to this: know your audience and push the envelope to deliver what they want.
Credit: YouTube - https://www.youtube.com/watch?v=fnkorm4_WJA
Whether it’s Bachelorette Katie head-faking a rose for double-crossing Thomas,
©MonsterJam
or aerial specialist monster truck Max-D going for a seemingly impossible double back flip, or General Hospital’s Laura choosing between Luke and Scotty … audiences crave big personalities and high-stakes drama. There may not be much overlap between fans of the WWE and General Hospital, but they both use the same formula to keep their audiences engaged for the long haul.
Some YouTube and TikTok influencers also fit this mold. They use the same general recipe to keep audiences engaged, though their ingredients are slightly different. For most social influencers, drawn-out backstories are thrown out the door in favor of quick-hitting videos that get straight to the action, drama, or fun.
©Smithfield Foods
Whether it’s YouTuber MrBeast using his fame to encourage food pantry donations,
Credit: Twitter @imbigsowhat
or Tin incisively breaking down the depth of racial and sexual equity challenges in 42 seconds flat, social influencers get straight to it.
This approach is far afield from the complex storylines of the WWE or soap operas, but social influencers are still reaching the same end: creating compelling characters and ongoing storylines. By default, influencers are building storylines around themselves, playing out in snippets over video posts over the course of time – and keeping followers on the edges of their seats as they wait to see what the influencer might do or say next.
For entertainment creators, each of these examples provides potential best practices to consider. Social media influencers show us that we can dive right in and use direct language when tackling even challenging topics. The WWE shows us that compelling, over-the-top characters and serialized storylines draw people in and keep them engaged over time. Monster trucks show us that those storylines can be centered on objects every bit as much as people.
Of course, deciding which of these techniques might work best for a given event or attraction starts with a good understanding of your audience and what might motivate them most. Whatever the answers, don’t hesitate to borrow from these proven formulas to build interest and engagement. Whether you choose to admit these influences is entirely up to you.
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