What I can't say because it's not ...

@people

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Promoted product

People App

3 videos

Why it worked

The video leverages a high-profile, exclusive interview with a sitting president to drive traffic to the publisher's proprietary app, using a compelling and controversial hook to capture attention.

Summary

Joe Biden discusses his decision to run for president and his reflections on his capacity to lead in an exclusive interview with People Magazine. The video serves as a promotional clip for the full interview available on the People app.

Structure

1Biden reflects on his health and decision to run for president
2Biden discusses his international relationships and capacity to lead
3Jill Biden comments on the decision-making process
4Biden addresses the 2023 midterms and his motivation to continue
5

Original caption

#JoeBiden says he “would have not gone forward” with running for President again if he knew he had cancer. Watch #ThePeopleInterview on the #PeopleApp (link in bio).

More from @people

Product placement

People Magazine (a) acts: the video is an exclusive interview produced by them, and the CTA directs viewers to the People app to watch the full interview. Removing this would change the video's purpose as it is a promotional clip for their content. People App (a) acts: it is the destination for the CTA and the platform where the content is hosted. Removing this would remove the CTA.

Call to action

WATCH ON THE People APP

On-screen text

EXCLUSIVE Joe Biden Says He ‘Would Have Not Gone Forward’ with Running for President Again If He Knew He Had Cancer WATCH ON THE People APP THE People INTERVIEW

Transcript

What I can't say because it's not ... There's no evidence of it. If I had known that I was feeling lousy because I had cancer, I would have resigned. I would have not gone forward because I don't think an 80-year-old man with cancer should be running for, you know ... But that wasn't the case. It was a circumstance where I thought that I had the capacity, I think I did, to bring a wider array of support for the United States and our positions around the world. I had very good relationships with all the major leaders in the world. And so I believe that on an objective basis, I was the best-equipped person to do the job. I mean, Joe had gotten older, I had gotten older. Joe had thought, you know, 'I'll get out.' But in 2023, after the Democrats had won the midterms, everybody kept saying, 'No, you won the midterms. You're doing so great. Look at all we're doing. We have work to continue.' And I'm going to continue to move until we get the total ban on the total initiative ... Look, I don't know anybody who hadn't made a mistake in debate. To me, it was not very consequential. I thought there would be another debate, which there wasn't. But notwithstanding the fact that there wasn't another debate, it didn't disturb me because it wasn't consequential.