Most creators treat their niche like a problem to deal with. Something to translate or broaden before it's safe to post. The assumption is that being too specific limits reach because 'the more niche the content, the smaller the audience.’

But this week’s data says the opposite.

The videos that travel furthest are rarely the ones trying to reach everyone. They're the ones that speak so precisely to the right people that those people feel compelled to pull everyone else in. The people inside the joke share it to feel seen. The people outside it share it because they want to understand what they're missing. Both groups move the algorithm in the same direction.

Each week my team and I dive deep into the algorithms to pull the sauce for you.

Here’s a snapshot of what's trending this week:

In order to access the links to the top performing videos and my analysis on what makes them work, you must be a premium subscriber for just $14 per month.

(The download link to the full 8-page PDF report can be found at the bottom of this email).

14.1M views, 2.6M likes, 12.3K comments, 153.1K saves, 152K shares.