By Manufacturing Viral Videos, Magicians Made a Fortune on Facebook

Sociologist Ashley Mears know the secret to making viral videos on Facebook. "It's like a magic trick," one creator explains. Literally. "Many of the most successful people in the content-creation game on Facebook are magicians," Mears explains in a video. "I think that that's not such a surprise, because magicians are extremely skilled in manipulating people's attention, which is basically what the viral video economy does." Mears recently visited the "new creative elites," a group of creators regularly getting 100 million to 200 million views, which includes former jazz singer Anna Rothfuss and her magician boyfriend Justin Flom: Rothfuss and Flom are among the 180 video-makers (or "creators" in the industry's jargon) working with a Las Vegas magician called Rick Lax. They produce short videos timed to last the precise number of seconds that Facebook requires a clip to run to be eligible for an ad (this used to be three minutes but recently went down to one). Though the clips usually look like authentic user-generated material, all are scripted. Most fall into genres: diy, crafts, hazards, adultery and proposals. Lax manages his network like a cross between a Hollywood agent and a schoolteacher. He takes a slice of the ad revenue that creators earn. In exchange, he gives them online tutorials about how to make viral content: everything from how to hold the camera to which metrics matter to Facebook. He releases new instructions every time the algorithm changes substantially, and offers feedback on people's videos. He also posts his creators' videos on his own Facebook page, which has 14m followers.... A friend was making videos for Rick Lax, and invited Rothfuss to join in 2019. A year later she bought her first mansion. Entering the viral-content game involves a certain surrendering of artistic aspirations, but Rothfuss says she doesn't care. "I do not want to be famous," she says. "I love being low-key and flying under the radar, and just getting rich...." Lax realised that appetite for these videos was insatiable: the only obstacle to earning more money was how many clips he could make in a day.... Lax wouldn't go into details of his profit-sharing arrangement but his creators are clearly flourishing. Many told me they felt like they were taking part in a 21st-century gold rush. "This doesn't happen to that many people," says Amy Boiss, a one-time Uber driver whose magician boyfriend introduced her to Lax's network. "To make more money than neurosurgeons...." Lax and his friends got rich without anyone knowing who they are.... It's perhaps no coincidence that the two most-viewed Facebook creators in 2021, Lax and Julius Dein, both started out as magicians (as did many of their affiliates). Their videos aren't magic performances as such, but they're informed by the art of magic. "Magicians start by looking for blind spots, edges, vulnerabilities and limits of people's perception," wrote a former Google employee (and amateur magician) in an essay published on Medium in 2017, "How technology hijacks your mind". Social-media companies, wrote the author, "influence what people do without them even realising it", just as magicians do: "Once you know how to push people's buttons you can play them like a piano." Ironically, the creators end up driven by "the same dopamine rush they were exploiting in us," the article points out. "If you're looking at the data, you can actually see your earnings go up as people watch your work: making viral videos can be just as addictive as watching them." One of the magicians in Lax's network even says point-blank that "It feels like a drug."

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