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Jubilee’s Surrounded: The format taking over YouTube

Imagine stepping into a debate, surrounded by 20 people who fundamentally disagree with you and ready to tear apart everything you believe in.

It sounds terrifying. And that’s why people can’t help but watch.

We see an LGBTQ+ activist surrounded by 25 conservatives, Doctor Mike surrounded by 20 Anti-Vaxxers, and even Skip Bayless surrounded by 25 NBA fans.

Surrounded is Jubilee’s notorious new format, and one of the fastest growing series on YouTube. Let’s break it down and see why it works.

Built-in Virality

Surrounded taps into the power of big-name guests.

Think Doctor Mike, Skip Bayless, Charlie Kirk, Pete Buttigieg—personalities who bring their millions of fans along with them.

Every guest is built-in marketing for their episode as they share across socials and create an instant viral ripple.

Outside of podcast interviews, almost no other YouTube format can regularly unlock this kind of audience multiplier.

Instant Tension

One look at the thumbnail says it all: a lone figure trapped by an army of critics.

New viewers will instantly grasp the stakes with no further explanation needed. And for returning viewers, it’s immediately recognizable and boosts click through rate.

Will our hero survive, or crack under pressure? We can’t help but click to find out.

High Effort Yet Highly Repeatable

Coordinating 25 calendars and staging an intense face-off isn’t exactly easy (or cheap). But it’s a high barrier to entry that keeps most competitors from imitating.

And once Jubilee has nailed down the setup, it’s practically plug-and-play. Swap in a new guest every episode, and you’ve got endless possibilities without the risk of creative fatigue.

The Bigger Picture

Jubilee’s mission is to “provoke understanding and create human connection,” and Surrounded brings this to life.

By pushing guests (and viewers) into moments of extreme discomfort, the show guides everyone toward surprising moments of empathy and common ground.

It’s not just entertaining. It’s an ideal fit between brand and format.

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How I Use AI to write my YouTube Scripts

For a long time, I struggled to use AI for my YouTube scripts without them sounding robotic or impersonal.

But over the years, as a creative director and strategist for dozens of channels in different niches, I found several tips that helped me write high performing scripts.

One of my favorite tips is creating a “story bank.” Essentially, it’s a digital collection of my personal experiences, credentials, and intellectual property that AI can draw from to create more nuanced scripts.

It’s a concept that I’ve applied successfully across various apps like Notion, Tana, and Google Docs, all leveraging the power of ChatGPT or Claude.

If you want a deep dive on how I use my story bank, along with other tips for AI scriptwriting, check out our latest video here.

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See you next time,

Mike and Matty

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