The Ingredients of a Great Internet Show
How short social shows are outplaying late-night at their own game
Ness is about making and thinking about content—strategy, storytelling, and the creative life. It’s free for now. Someday, it will earn its keep.
How the Best New Shows Are Made
A few weeks ago, I wrote about why every brand or organization needs a show - a repeatable video series with a unique concept that grabs attention and builds repeat viewing habits.
Today, I want to break down what makes a show great, especially in light of this nice New Yorker interview with Kareem Rahma, the creator of Subway Takes.
As the name suggests, Subway Takes is an interview show filmed on the subway. Rahma also has another gem I love called Keep the Meter Running, where he flags down a cab, asks the driver to keep the meter running, and takes him to their favorite place. The result is a candid glimpse into the lives of quintessential New York characters. And they really do keep the meter running too, Kareem pays the drivers for their time.
Still, Subway Takes has blown up more. It’s easy to see why: It’s accessible, quick, punchy, tightly formatted, and celebrities occasionally pop in as well.
Another breakout show I’ve written about before is Track Stars, which has also grown significantly in the past year.
Together, shows like these highlight a shift we’ve seen over the last 12–18 months: the rise of short-form social interview shows, and the decline of traditional TV talk shows. The reasons aren’t hard to spot.
People are watching on their phones whenever they want, not on their couches at a set time. The popular new shows on social are the media empires of tomorrow. So, with Subway Takes and Track Stars in mind, here are the core ingredients of a few great new shows.
Short, strong format with a repeatable “game” or “question.”
Both shows make their premise instantly clear. Within the first ten seconds, you know exactly what you’re watching. With Subway Takes it’s So, what’s your take? With Track Stars it’s Name the song, win five bucks. That clarity hooks viewers fast.Portable production.
These shows are shot in public spaces, which keeps costs low (anyone who has ever produced a photo shoot in New York knows that the city can be the best backdrop for this reason) and makes the world itself the set. In New York, especially, the city becomes both a set and a casting pool. If you need people to appear on your show, just step outside.An easy hook that works with regular people and celebrity guests.
Most of these shows start with everyday folks, but once they gain momentum, celebrities are folded in, often with the help of PR teams looking for fresh ways to reach audiences. It’s the same playbook that once powered late-night talk shows, but adapted for social.A charismatic host.
This part can’t be overstated. The host carries the format, sets the tone, and makes guests shine. It shouldn’t be surprising that the hosts of both shows have deep media and video experience. Kareem Rahma worked at Vice and then The New York Times. Jack Coyne cut his teeth making videos with Casey Neistat. These guys didn’t come out of nowhere. Both have been working in this space for a long time. The hosts only need 90 great seconds per guest, but pulling that off repeatedly—sometimes across multiple shoots in a single day—is a real skill. Hosting can be draining for some, but energizing for others. Either way, a good show needs a great host, and the best hosts make it look effortless.
The best thing about these shows, which is also great for content marketers, is that smart creative strategy beats premium production every time. You can shoot a show on your iPhone, and as long as you have a clever idea and execute well, you have a better chance of getting viewers than if you had tons of money and mediocre ideas.
Go forth and make a show.
Looks Legit
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Just Because
One of the original great shows of today’s internet now feels a bit stilted, doesn't it?