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Why Every Johnny Harris Video Goes Viral
57 segments available
In this episode, I sit down with YouTube storytelling master Johnny Harris to discover how he creates his videos. Johnny Harris has proven he can make pretty much anything go viral, from breakfast and lottery tickets to bread-making and extra virgin olive oil. We look at his entire creative process, breaking down exactly what makes his storytelling so addicting to watch. We cover the complete workflow: writing, drafting, editing, visual composition, and sound design. By the end of this video, you'll walk away with practical tools to become a better visual storyteller yourself. Enjoy! Get 60 days free Readwise Reader at https://readwise.io/davidperell/ 0:00 Intro 0:35 Johnny's entire process 5:14 Notes from the field 9:18 Researching for a documentary 10:15 Marketing 101 13:15 Script vs no script 14:30 The two kinds of storytelling 15:18 The only app I use to read articles [Readwise Reader] 16:44 Johnny breaks down a 4M view video 25:06 Writing visual scripts 27:27 Is he writing or coding? 34:38 Video-first writer 38:20 Johnny's weekly schedule 40:35 New art direction 45:34 Market vs passion 50:27 Every story is a promise 51:47 Finding the paradoxes 58:56 Writing for retention 1:03:20 Johnny after Vox 1:04:26 Pillars of YouTube writing 1:05:27 Complexity, made simple 1:07:19 The art of surprise 1:11:33 The Economist style of storytelling 1:18:11 Inviting human stories 1:21:05 Craftsmanship is #1 Johnny Harris @johnnyharris https://www.patreon.com/johnnyharris https://www.instagram.com/johnny.harris/ I also made a website that helps you learn from the best writing of all-time: https://writingexamples.com/ Hey! I’m David Perell and I’m a writer, teacher, and podcaster. I believe writing online is one of the biggest opportunities in the world today. For the first time in human history, everybody can freely share their ideas with a global audience. I seek to help as many people publish their writing online as possible. Follow me Apple: https://podcasts.apple.com/us/podcast/how-i-write/id1700171470 Spotify: https://open.spotify.com/show/2DjMSboniFAeGA8v9NpoPv X: https://x.com/david_perell
Segments Timeline
The Art of Viral Storytelling
Johnny Harris, a master storyteller on YouTube, shares insights on how he crafts videos that go viral. He discusses the balance between creating beautiful content and ensuring it resonates with viewers, emphasizing the importance of every aspect of the creative process, from writing to sound design.
"Johnny Harris is one of the best storytellers on YouTube the thing about him is he can make any story go viral let's talk about breakfast lottery tickets extra virgin olive oil and what I wanted to kn..."
The Four-Month Video Process
Johnny outlines his comprehensive four-month process for creating a video, starting from story pitches to the final production. He explains how he collaborates with researchers to gather information and visuals, ensuring a well-rounded narrative.
"how does this get done how long does it take and what are the the core pillars it's about a four month process wow for each video it starts with sometimes it's a story day is and I will like roll our ..."
Scripting Week: The Heart of Creation
During scripting week, Johnny dedicates three to four days to intense writing and visual direction. He describes how this focused time allows him to immerse himself in the story, shaping it into a compelling narrative before moving into post-production.
"often I deliver a a reporting brief this is what I want to know about this thing I did this last night on an airplane a reporting brief about El Chapo's prison escape how cool like like I I want to kn..."
The Post-Production Workflow
Johnny explains the post-production phase, detailing how the initial footage is transformed through various cuts and edits. He highlights the importance of collaboration with the post-production team to bring his vision to life, ensuring every detail aligns with the original concept.
"scripting week is usually three to four dedicated days of Hardcore writing and it is me in a room completely engrossed in the story writing and Visually directing and art directing doing all the that ..."
The Power of Constraints
Johnny discusses how constraints in his video-making process enhance creativity and productivity. He reflects on the balance between maintaining a rigorous schedule and allowing flexibility, which ultimately leads to better storytelling.
"30 times a year yeah yeah so my the way that looks for me I don't ever see any of that I see what's on my calendar as the work block for scripting this we whatever this week is and when you are the mo..."
Capturing Ideas on the Go
While on the road, Johnny shares his method for capturing thoughts and ideas through voice memos and notes. He emphasizes the chaotic nature of fieldwork and how interviews can shift his perspective on the story.
"flexibility and so some weeks are longer and I'm able to push it and that's nice that I've had to do that a couple times this year already and so that's sort of relieved that frustration okay so your ..."
Evolving Storytelling Techniques
Johnny reflects on his evolution as a storyteller, moving from a reactive approach to a more structured pre-production process. He discusses the importance of balancing preparation with spontaneity to create authentic narratives.
"fast constraints constraints sharpen you and like so much of our skill as a team is because we we have that those constraints and that urgency we can't be precious and so the constraints are they've a..."
The Role of Research in Storytelling
Johnny explains how he approaches research for his videos, using his knowledge of a subject to guide his storytelling. He contrasts his preparation for different locations, emphasizing the need for a solid grounding in context.
"but like when you're in the field talking to humans everything is chaos and to into something meaningful which always leaves so much complexity on the ground and so my notes are often just a sort of l..."
Marketing and Clickable Content
Discussing the marketing aspect of his videos, Johnny highlights the importance of crafting compelling thumbnails and titles. He explains how these elements serve as promises to the audience, drawing them into the story.
"scaffold and so now I'm in this I'm the pendulum is swinging back now I'm going to Finland in a couple weeks weeks and I'm intentionally just not not like deciding what I want to say or even a framing..."
The Promise of the Story
Johnny elaborates on the concept of storytelling as a promise to the audience. He discusses how he aims to satisfy viewer curiosity while also expanding their understanding of broader topics related to the initial hook.
"a lot about what's going on up there and so I I I'm I'm I'm kind of not int I'm intentionally not going too deep so tell me this with Saudi Arabia that was a thumbnail you designed in advance right ye..."
Balancing Scripted and Unscripted Content
Johnny shares his approach to balancing scripted and unscripted elements in his videos. He explains how he allows for spontaneity during fieldwork while ensuring that the narrative is cohesively constructed in post-production.
"answer to this question how do you think about if this is a promise to answer the question how do you think about the payoff MH of that question there's two answers to that one is the the the more con..."
Experiential Storytelling
Focusing on experiential storytelling, Johnny discusses the value of being present in the moment while filming. He emphasizes the importance of capturing genuine interactions and experiences rather than relying solely on scripted content.
"those who who don't have that first experience and um I don't answer it in the first 10 seconds or the first minute but by the end of the video I have to what I do have to do is promise that I'm going..."
The Only App I Use: Reader
Johnny introduces Reader, the app he uses to manage articles and notes. He explains how it helps him organize information and highlights, making it easier to reference during the writing process.
"pressure to do that when I'm on the ground cuz what what ended up happening when I'm on the ground is I'm thinking more about where am I going to go do a standup meaning like a I'm going to set the ca..."
Designing a Video from Scratch
Johnny discusses the initial stages of video creation, detailing how he collaborates with a research producer to gather information and begins writing. He explains the importance of coordinating visuals with the script to create a cohesive narrative that engages viewers.
"episode and look I got to love a product in order to promote it and I can tell you that I use reader every single day so this what I did dip I called up the CEO and I said yo will you give how I write..."
The Backbone of History Videos
In this segment, Johnny elaborates on the structure of history videos, noting how a chronological backbone simplifies the storytelling process. He shares insights on curating and explaining historical events in a compelling way, highlighting the importance of clarity in narrative flow.
"producer I'm given a big info do and I start to write and I start to think about story and I start to think about visuals and as I'm writing I am writing words and then I'm immediately going over to t..."
Engaging First Lines
Johnny emphasizes the significance of captivating first lines in storytelling. He explains how starting with action or surprising visuals can immediately engage viewers, using the example of a murder to draw the audience into the narrative.
"always the the tricky one um I like first lines that drop you into action that enliven the viewers kind of Senses with a surprising usually a surprising action or Visual and often times that starts wi..."
Active Language in Storytelling
Johnny discusses the importance of using active language in writing to create vivid imagery and engage the audience. He contrasts vague concepts with clear actions, advocating for a style that focuses on who did what to whom, enhancing the viewer's understanding and connection to the story.
"action Visual and what we're looking at on the screen here is left side is the writing what you're going to say yep and right side is the feeling in the visuals of what's going on yes and I have all t..."
Loading Icons with Motives
In this segment, Johnny explains how he visually represents characters and their motivations in storytelling. He describes the process of creating icons for the Mormons and the federal government, emphasizing the importance of establishing tension and anticipation in the narrative.
"say husband to 40 wives because it's a it's a very known sort of anti-mormon Trope to purely focus on polygamy and what I didn't want to do is immediately turn off the believing viewers the Mormons wh..."
Simplifying Complex Events
Johnny shares his technique of using simplified dialogue to convey complex historical events. He illustrates how this approach makes the narrative more relatable and engaging for viewers, ensuring that the essence of the story is communicated effectively.
"Concepts when we write and for me the way that people actually want to be communicated to is with very clear who did what to whom what happened what is the who who is acting and what are they acting t..."
The Relationship Between Writing and Visuals
Johnny discusses the interplay between scriptwriting and visual direction in his videos. He explains how he codes visuals alongside the script, ensuring that every word corresponds with a visual action, creating a seamless integration of narrative and imagery.
"see so that's a core tenant throughout all writing for me so the story is these Mormons leave and they go to what was Mexico yeah right it was Mexico at the time to escape the federal government and i..."
The Shame Draft Process
Johnny introduces the concept of the 'shame draft,' where he translates his script onto a timeline to visualize the final product. He explains how this process allows for feedback on flow and clarity, ensuring that the video aligns with his original vision.
"little icon called the Mormons and it represents this community and I'm going to load them up with motivation and intentions and worry I'm basically going to tell the viewer this is their agenda this ..."
Fact-Checking for Accuracy
In this segment, Johnny highlights the importance of fact-checking in his videos. He explains how every assertion is verified and documented, ensuring that the content is accurate and credible, which has become a crucial part of his production process.
"interpretation of what was really a four-year process of the Mormons lobbying for their own State and what I see that's going on here is a few things so my question is going to be how are you thinking..."
Contemplative Storytelling
Johnny shares his technique of incorporating reflective moments in his storytelling, often towards the end of his videos. He describes how these sections allow for emotional contemplation and a deeper understanding of the narrative, blending personal experiences with broader themes to engage viewers on a more profound level.
"fact checked and yeah it's a lot it's it's it is and then we we published these as a source dock that people can go look and scrutinize our sources a lot of my videos history or explainer videos follo..."
Juxtaposition in Narrative
In this segment, Johnny discusses the art of juxtaposition in storytelling, where he contrasts beauty with complexity in his narratives. He explains how he weaves unexpected praise into criticisms to create a balanced perspective, making his storytelling more relatable and nuanced.
"this one because this one was personal I say my wife and I went to school right here in the heart of it in this beautiful Valley surrounded by these massive mountains feeling close to the specific sug..."
Writing for the Ear
Johnny reflects on his unique writing style, which is tailored for video rather than traditional text. He emphasizes the importance of rhythm and cadence in his scripts, ensuring they resonate with viewers who may be multitasking while watching. This approach enhances the auditory experience of his storytelling.
"conclusion but again it's next to an understanding that it has Beauty to it as well I'm wondering what your Inspirations are for writing and writing style and just the vibe because as I see the way yo..."
The Creative Process and Team Dynamics
Johnny elaborates on the structure of his production team and the collaborative nature of his creative process. He discusses how he communicates his vision to a diverse group of talented individuals, fostering an environment where creativity thrives and innovative ideas can flourish.
"which is like I don't know someday maybe I'll write a book or something and have to Grapple with that but like for now this is the format that I love for most of my career I made stuff on my own and i..."
Sacred Writing Blocks
In this segment, Johnny reveals his disciplined writing schedule, which he treats as sacred time dedicated solely to creativity. He describes the rituals and mindset that prepare him for these writing blocks, emphasizing the importance of focus and urgency in producing high-quality content.
"head I've done that now for a few years but what it looks like is this art ingredients uh page which every which is now a tab in Google Docs and this is just page one of like dozens um but the idea is..."
Art Direction and Visual Storytelling
Johnny discusses the significance of art direction in his videos, explaining how each project has its own unique visual style. He shares insights into the collaborative process of creating mood boards and articulating visual concepts that enhance the storytelling experience.
"he makes for us which is amazing sometimes it's like synth wave mixes on YouTube like it's tons of music and it's very wired in locked in obsessive I think I'm people tell me I'm talking to myself and..."
Embracing Creative Freedom
In this segment, Johnny emphasizes the importance of creative freedom in his work. He discusses how his team produces a high volume of content while maintaining a flexible approach to storytelling, allowing for experimentation and innovation without being overly precious about each project.
"this is an art direction for a future video the one I was just talking about actually uh oh this one's about why you're so board so you can see there's a color palette there are some of these title te..."
Balancing Passion and Responsibility
Johnny reflects on the balance between his creative passions and the responsibilities of managing a large team. He discusses the challenges of aligning his vision with the expectations of his audience and employees, highlighting the importance of staying true to his artistic integrity while meeting practical demands.
"just to ground this 30 videos a year average video is probably 20 minutes you average video is yeah 28 minutes probably so you're producing like 15 minutes of video a week yeah well wellow if that's h..."
The Importance of Marketable Titles
In this segment, Johnny emphasizes the significance of creating marketable titles for his videos. He explains how titles often start with 'how' or 'why' to attract viewers' curiosity, and discusses the process of brainstorming multiple title options to ensure they resonate with the audience.
"people want or something yeah um we learned a few years ago when we were scaling the business and you know is built basically organization around what I was doing and really elevated it to become a pr..."
Utilizing Data for Content Strategy
Johnny shares insights on using data tools to analyze video performance and optimize content strategy. He discusses how tools like 'one of 10' help identify successful video packaging and how A/B testing different directions can enhance viewer engagement and interest.
"put a ceiling on how much we can make and we've sort of accepted that and now what we're doing is we're bottling what is is built which is this organization and we're now launching other channels unde..."
Curating Historical Narratives
In this segment, Johnny explains his approach to curating historical narratives for his videos. He discusses the importance of structuring content chronologically and ensuring that the promise of the story aligns with the audience's expectations, enhancing the overall viewing experience.
"there's thumb thoughts and this has been updated a little bit since uh this video we have a little bit more sophisticated kind of packaging sometimes we'll check comps on one of 10 which is like a you..."
Every Story is a Promise
Johnny articulates the concept that every story is a promise to the audience. He explains how anticipation plays a crucial role in storytelling, and how fulfilling that promise is essential to maintaining viewer interest and engagement throughout the video.
"has to get done social description like what's going to how we're going to post this all the all this stuff this feels less like you need to be doing it I I don't do any of this okay um and then s the..."
The Art of Complex Storytelling
In this segment, Johnny discusses his unique storytelling style that blends technical information with human experiences. He emphasizes the importance of highlighting paradoxes and complexities in narratives, making them relatable and engaging for the audience.
"disconnected from the the what is fulfilled in the video that like people feel betrayed now again I do have this secret belief that like with enough enthusiasm and Beauty you can enliven curiosity in ..."
Engaging Through Emotion
Johnny shares his philosophy on engaging viewers through emotional storytelling. He explains how using evocative language and visuals can create a deeper connection with the audience, making complex topics more accessible and memorable.
"stories and it leads into what you're saying here which is history has been B born by the people who live on these islands the human wall that protected the country and might have to do so again the p..."
Inviting Curiosity in Storytelling
In this segment, Johnny reflects on the importance of inviting curiosity in storytelling. He discusses how framing narratives in a way that encourages viewers to explore and learn together fosters a more engaging and enriching experience.
"this other tone that is softer less precise and people get something out of that as well and and switching between the two from like a cognitive or thinky is tone to a fey tone is in music with visual..."
The Friendly Journalist Approach
Johnny contrasts traditional journalism with his approach, which emphasizes a friendly and accessible tone. He explains how this method helps to break down barriers between the journalist and the audience, making complex subjects more relatable.
"when we think of journalists we often think of this sort of detached Observer who's almost even adversarial to whatever it is that they're covering and they're distanced from it and you see that dista..."
Challenging the Audience's Intelligence
In this segment, Johnny discusses the importance of respecting the audience's intelligence while providing context. He emphasizes the need to challenge viewers with engaging content that encourages them to think critically and explore new ideas.
"genuine by the way it's an enthusiasm that that comes from how I relate to my friends and how I relate to the world but I've funneled it into my writing and my presentation because I think that it's h..."
Creating a Learning Environment
Johnny shares insights on fostering a learning environment through storytelling. He explains how inviting viewers to learn together creates a more engaging experience, allowing for better retention and understanding of complex topics.
"smart people and and journalists often will use language that is meant for their peers not for Their audience they will they will say look at how much I know I'm really smart and I need my peers at th..."
The Role of Visuals in Storytelling
In this segment, Johnny highlights the significance of visuals in storytelling. He discusses how visuals can enhance the narrative by directing the viewer's attention and making complex information more digestible and engaging.
"going on with this map I'm going to show it to you that that's a promise yeah I mean that is Absol absolutely one of the themes of your writing is you are constantly saying there's a lot more going on..."
Active Engagement with the Audience
Johnny explains the importance of actively engaging with the audience through his storytelling style. He emphasizes the need to direct viewers' attention to key elements in the narrative, creating a more immersive and interactive viewing experience.
"pretty strong resentment towards uh the kind of know- it all this is the way it is and these big words signal that you're smart and I wasn't that and I was a visual person and I wanted to understand a..."
The Vox Influence
Reflecting on his time at Vox, Johnny Harris shares how the innovative explainer style influenced his own work. He recalls the creative freedom he experienced and how it shaped his approach to visual storytelling, allowing him to blend rigorous journalism with engaging visuals.
"to things there's a lot going on on a screen and so you say look at this and it goes over and it circles like a little Zoom type thing yes or it shines or something little subtle thing to be like this..."
Freedom vs. Structure in Storytelling
Harris contrasts his early experiences at Vox with the later, more structured environment. He discusses how the initial creative freedom allowed him to flourish, but as the organization became more centralized, he felt constrained, leading him to seek more autonomy in his storytelling.
"the Vox explainer style oh my goodness I mean I remember vividly Vox did an interview with Barack Obama like 2015 2016 it's got this black black room and then it's got these animations and it fell lik..."
Pillars of YouTube Writing
Johnny Harris outlines key principles of effective YouTube writing, emphasizing the need for clear, relatable language that resonates with viewers. He argues that YouTube's informal nature rewards conversational storytelling, making it essential to empathize with the audience.
"completely like that was my boot camp and and the the people on that team really taught me how to do this how was writing at Vox with a team under an institution different from then writing on your ow..."
Balancing Complexity and Simplicity
Harris addresses the challenge of simplifying complex topics while maintaining their depth. He shares his approach to storytelling, which involves surfacing intricate narratives in an accessible way, ensuring that audiences engage with the underlying complexities.
"people on the platform who come to YouTube for a more democratized experience mhm and tell me about specifics we've talked a lot about specific data points specific stories how do you balance specific..."
The Power of Surprise in Storytelling
Discussing the role of surprise in his videos, Harris explains how unexpected elements can enhance viewer engagement. He emphasizes the importance of using fresh language and unique perspectives to make familiar topics feel new and exciting.
"in this way that does include little tidbits of rigor and Humanity to it and that's why I do these these contemplative emot moment to be like hey there's a deeper like more complex going on here I'm n..."
Crafting Unique Narratives
Harris shares his creative process for writing videos, rejecting traditional storytelling formulas. He emphasizes the intuitive nature of his approach, allowing for flexibility in pacing and structure, which is essential for engaging storytelling on YouTube.
"the best example how did we get this a map so detailed so precise that guys like this would have thought it was magic an impossibility made manifest by superhumans in the future one of their fellow ex..."
Learning from The Economist
Reflecting on the influence of The Economist, Harris discusses how their clear and engaging writing style has shaped his own. He highlights the importance of presenting complex topics in relatable terms, using vivid details to create a deeper understanding for the audience.
"language the intro kind of does that but as the piece goes on I I think the analogy here I don't know if this will work but like is a canal and most of us want to communicate in the bottom of the cana..."
Breathing Life into Stories
Harris concludes by emphasizing the belief that any topic can be made interesting through good writing and storytelling. He shares his mission to model curiosity and enthusiasm in his work, demonstrating that everything has a story waiting to be told.
"people actually want to know which is a lot more work and surfacing those what's an example of that the economist just did an interview the first interview actually with the the new Syrian leader the ..."
The Challenge of Curiosity
In this segment, Johnny reflects on the importance of maintaining curiosity throughout the storytelling process. He shares the struggle of balancing initial excitement with the realities of research and fact-finding, emphasizing the need to hold onto that initial sense of wonder even as the project evolves. This insight is crucial for anyone looking to create compelling narratives.
"beautiful about that is that there is endless subject matter yeah because everything is interesting everything is interesting everything has a story it just needs to have that life breathed into it an..."
Inviting Human Stories
Johnny Harris reveals his desire to incorporate more human stories into his work. He discusses the limitations of a singular perspective and expresses a yearning to emphasize the experiences of others in his storytelling. This segment highlights the evolution of his craft and the importance of empathy in creating relatable narratives.
"a it's a contemplative beauty that then becomes craftsmanship and there's like this my senses from studying your process hearing you today is there's this moment this almost transition where something..."
The Balance of Understanding and Empathy
In this thought-provoking segment, Johnny explores the balance between conceptual understanding and human stories in his work. He acknowledges his tendency to focus on how things work rather than the human experience, expressing a desire to deepen his empathy in storytelling. This reflection is vital for creators aiming to connect with their audience on a personal level.
"what this could be like the vibe of it the actual video very very rough and Broad but that has to exist and then you start to descend into reality where where where you actually have to find the facts..."
Craftsmanship vs. Retention
Johnny discusses the importance of craftsmanship in storytelling, contrasting it with the common focus on retention metrics in the YouTube landscape. He emphasizes that while optimization is valuable, the heart of his strategy lies in creating authentic, high-quality content that resonates with viewers. This segment is a reminder of the value of passion over data-driven decisions.
"gets to the end where that where that Curiosity stays but it but it always is there at the beginning for me what do you feel like you're working on what is it the frontier of your skills where your se..."
The Human Element in Storytelling
In this segment, Johnny reflects on the enduring appeal of human storytelling in an increasingly AI-driven world. He draws parallels to the chess world, where human competition remains valued despite advancements in technology. This insight underscores the importance of human connection in journalism and storytelling, suggesting that audiences will always seek authentic human experiences.
"that that control is really nice because you get to really craft something but after a while you think well I'm just one brain like what what would happen if I brought this person who was a really int..."
Teaching Storytelling Skills
Johnny shares his thoughts on structuring a curriculum for aspiring storytellers. He emphasizes the importance of hands-on experience with visual technical skills and the necessity of putting in the reps to improve. This segment provides valuable insights for educators and creators looking to cultivate storytelling talent in others.
"undersell like I do emphasize human stories and like that that is an important part of it but I think I have a lot of room to grow there and I'm excited about that that's an exciting challenge for me ..."
The Heart of Passionate Storytelling
In the closing segment, Johnny reflects on the importance of caring deeply about one's work. He encourages aspiring creators to find their passion and invest in the stories they tell. This heartfelt conclusion serves as a powerful reminder of the impact that genuine enthusiasm can have on storytelling and audience engagement.
"building out this Media company that that helps launch journalists with individual Brands MH because yes we can optimize but in especially in a world of AI like human excitement and enthusiasm and pas..."