Girl, you do not know this man.

This week, Maddie explores how Dancing With The Stars (DWTS) gets viewers emotionally invested in a story before asking them to take action, and why we should take notes.

Enjoy 👇

Guys, this is a safe space, right?

Because I think it is time for me to come clean.

I have been losing sleep due to being so excited for Dancing With the Stars to air.

I know, I know.

Maddie, it’s just a TV show.

But it’s not just that!

You guys know how I get with these shows.

So naturally, I have been thinking about DWTS on a constant loop for like... uhhhh... two weeks now. Which means I have had a LOT of time to think about this season.

Specifically, the two men I am willing to be on the front lines for:

First, Harry Shum Jr., obviously.

I am a #gleek. This was never going to go any other way.

And then there is my dear, close, personal friend Connor Wood, aka Fibula.

We did meet at a bar once, not to brag.

But I also watch his podcast every week, so obviously we are basically best friends.

And I mean I am emotionally invested in these people and have strong opinions and waves of nausea about who deserves to stay invested.

Which is kind of crazy when you think about it.

Because I don't actually know these people.

And yet, somehow, DWTS has convinced me that their journey is my business.

And honestly?

That is really, really good marketing.

Think about how the show introduces these celebrities.

It could simply say:

“Here are some celebrities. Watch them dance.”

But no.

We're getting:

Suddenly, we're not watching someone learn a foxtrot.

We're watching their journey.

And after you've watched that journey for a few weeks, something very dangerous happens.

And before you know it, you're sitting on your couch saying:

“Oh come on. Why did Carrie Ann give him a 6? That was SO an 8 performance.”

Girl.

You do not know this man.

You do not know a single rule of dance.

But DWTS made you care.

And that is the whole point.

This is where I think DWTS gets really smart.

The show doesn't spend all this time making you emotionally invested in someone and then just say, “Thanks for watching! See you next week!”

It gives you something to do.

You vote.

And suddenly, all that storytelling has somewhere to go.

I'm not just watching this person anymore.

I'm participating in what happens to them.

Because I've already watched them tell their stories, get nervous, celebrate, cry, and pour their entire souls into a dance, suddenly my vote feels like it matters.

I have a vested interest.

I have a team.

I have, apparently, a responsibility.

I am no longer a viewer.

I am a voter.

And also... a recruiter.

I actually am embarrassed to admit how many people I have texted this week something along the lines of:

“Everyone text CONNOR W TO 21523 to vote for my close personal friend.”

I would like everyone to take a moment to process the level of propaganda happening here.

This is what DWTS has done to me.

I have become a grassroots campaign.

Because getting someone's attention is only half the battle.

A TikTok can get millions of views.

A campaign can get people talking.

A post can rack up thousands of likes.

But then what?

DWTS has figured out how to take you from:

“Oh, this is fun.”

to

“Wait, I actually like this person.”

to

“EVERYONE TEXT CONNOR W TO 21523 RIGHT NOW.”

And that progression is the whole game.

Story → Emotion → Action

First, give me a story.

Then, give me a reason to care.

Then, give me somewhere to put all those feelings.

And that last part doesn't have to be voting.

This is basically the idea behind participation marketing, which is a whole thing and apparently I have been accidentally experiencing it from my couch.

For a brand, it could mean:

The point is that I need a reason to participate.

Because people don't necessarily take action just because you asked them to.

They take action because they care about the outcome.

And I think brands sometimes forget that part.

You can't just throw a “SHOP NOW” button at someone and expect them to care.

Give me a reason to want the thing first.

Give me a story. Give me a character. Give me a reason to root for someone.

Then ask me to do something.

The dancing gets you in the door.

The storytelling keeps you there.

And the voting makes you feel like you're part of the story.

That is the part I think brands can learn from.

DWTS doesn't just give us something to watch every week.

It gives us someone to root for.

And once we care about someone, suddenly we're willing to do things we would normally find completely insane.

Like texting everyone I know to vote for my “close personal friend.”

So maybe that's the real marketing lesson:

Then give them somewhere to put that feeling.

Because if you can turn a viewer into a fan...

And a fan into a participant...

Well, congratulations.

You've got me doing your marketing for you.

Anyway, I'm off to vote.

I have a job to do.

— Maddie

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