In this episode of the Social PR Secrets with host Lisa Buyer, author and social video expert Matt Johnston discuss the importance of infusing empathy within video content to create a connection with people online. Johnston had an original TikTok video about his struggle with small appendages go viral and reemphasize the importance of being organic online to create viral content. 

During the episode, Johnston discusses the scope of video content during the coronavirus pandemic and its projected continued success through the years. He advises both personal and business brands to create content with the idea of it being shared in mind because then empathy will always come forward. 

“Empathy runs the world if you let it, and it’s good if you do,” - Matt Johnston