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“Too obscure,” Lenny said.

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The internet is overflowing with libraries of old content, but it is desperately thirsty for what is happening right now . By mastering the art of , you stop being a static resource and start being a daily destination. “Too obscure,” Lenny said

“We’re losing the 2 AM slot to a teleshopping channel for orthopedic sandals,” his boss, a pockmarked executive named Carla, had snarled that morning. “You have four weeks to double your ratings, or you’re done. I don’t care if you have to review a video of a dog riding a Roomba. Make it viral. Make it special .” By mastering the art of , you stop

Viewers often only see part of a title at first glance. Keep your primary message under 70 characters (5–7 words) to ensure it doesn't get cut off.