Here's the thing I don't understand.

@gritcapital

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Why it worked

The video uses a high-authority, nostalgic clip of a famous founder to provide social proof and educational value, subtly associating the brand with the success of Amazon.

Summary

This video features a vintage clip of Jay Leno interviewing Jeff Bezos about Amazon's lack of profitability in 1999. The clip is used by the account Grit to illustrate the concept of long-term investment and business growth.

Structure

1Jay Leno questions Jeff Bezos about Amazon's losses
2Bezos explains the strategy of reinvesting for future growth
3Leno expresses skepticism about the business model
4Grit branding appears at the end to frame the clip

Product placement

The brand 'GRIT' is displayed as a logo overlay at the end of the video, and the caption links to their disclaimer policy.

On-screen text

Jeff Bezos gets laughed at in 1999 because Amazon is unprofitable 1999: young Bezos combats early Amazon skeptics GRIT

Original caption

Watching Amazon's journey from a non-profitable entity to a trillion-dollar tech titan has been a remarkable experience for stock market investors.💰📊 #Amazon #jeffbezos #moneymindset #stockmarket Grit is a publisher of financial information, not an investment advisor. Grit does not provide personalized or individualized investment advice or information that is tailored to the needs of any particular recipient. For GRIT’s full disclaimer, please visit https://gritcap.io/disclaimer-policy/

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Transcript

Here's the thing I don't understand. The company is worth billions. Yes. And every time I pick up the paper, each year it loses more money than it lost the year before. The company's never made a profit. That's right. Now why, how does that, why, how does that, why? Seems like a new math, doesn't it? It does. I mean it's to someone who doesn't know anything about this stuff. It's amazing, you know we lost 12 million last year and we're doing great. Well, there are a whole series of Doonesbury cartoons about this. This is, this is not a new phenomenon. We are a famously unprofitable company and we are investing in the future. It's not, which isn't unusual, companies have done this before. What's a little surprising about Amazon.com is the scale to which we're doing it. We're doing it in a big way. I see. So you just keep reinvesting. We're reinvesting.