Today, we’re looking at a hit from NowThis, a social-based and video-focused publisher. Over a variety of pages on all the major platforms, they tackle everything from breaking news to fine cocktails. They recently published a video about a unique new gym in San Francisco on their Facebook page NowThis Weed that proved to be a success, racking up over 5,500 shares and more than 1,700 comments. Let’s watch:

A very unique angle for a gym…but let’s focus on the finely tuned video!

This piece clocks in at 47 seconds, right in that sweet spot between 30 seconds and 1 minute that does best on Facebook. And while the video moves along quickly, it never feels rushed. The groovy soundtrack sets a steady pace and matches the counter-culture content.

The video doesn’t just sound great, it looks great, too. The text overlay is laid out cleanly and large enough to be read even on small screens. The creators smartly use color to highlight key phrases in each block short text. The overlay is kept concise, too, so viewers don’t feel rushed by huge blocks of text.

Like any successful video, the visuals are high-quality and engaging. NowThis combines stock footage with story-specific clips effectively here, jumping between the two to maintain a consistent flow.

Perhaps the biggest takeaway from this video is the power of an interesting story. It’s not every day you hear about a gym that will actively promote marijuana use among its clients, and that novelty clearly drew viewers in.

Finding a way to pique the interest of users on social is the first big step to having a successful video. One of the best ways to do that is offering up an interesting story or a unique take on a trending topic. Originality – in content as well as style – is your best bet for reeling in viewers.