The Best Live Content Captures the Stories No One Expects

When you’re producing content around live events, it’s natural to focus on the big, expected moments—game-winning plays, MVP speeches, emotional celebrations. But the most viral, shareable content? More often than not, it comes from the unexpected storylines that unfold in real time.

This year’s Super Bowl was a perfect example. One of the biggest social media hits of the night didn’t come from a game highlight or a player interview—it came from bknown agency owner Brendan Kaminsky, who happened to capture a totally unique perspective: the confetti guy loading the machine before it blasted onto the field.

The result? A viral sensation:
📈 78.2M views
❤️ 3.5M likes
🔄 46.9K shares
💬 15.4K comments

The video was picked up by ESPN, Overtime, Barstool Sports, The Score, Pubity, and Good Morning Football, proving that great social content isn’t always about the main event—it’s about finding the moments that surprise and captivate.

Why Did This Work?

Brendan’s confetti video wasn’t just an interesting behind-the-scenes clip—it was great editorial social content. It took something ordinary, something that’s part of every championship celebration, and made people see it in a new way.

It tapped into curiosity. Most people don’t think about how confetti gets on the field, but seeing it in action was oddly fascinating. That’s what makes a moment shareable—it sparks engagement because it shows people something they didn’t even know they wanted to see.

This is something we see play out over and over in live event coverage. If you look at the Brandwatch minute-by-minute data from the Super Bowl, it’s clear that the biggest online engagement spikes didn’t just come from touchdowns.

Some of the most talked-about moments were completely separate from the game itself:
📌 Taylor Swift getting booed on the big screen
📌 President Trump’s attendance sparking debate
📌 Kendrick Lamar’s halftime performance stealing the show

Yes, touchdowns like Jalen Hurts’ score (7-0) and DeVonta Smith’s touchdown (34-0) generated conversation, but cultural moments off the field drove just as much—if not more—engagement.

Editorial vs. Expected Content

Think about an iconic Super Bowl image, like Jalen Hurts walking through the confetti. It’s a powerful photo and one that will live on in sports history. But as a piece of social content, its reach is limited. It’s a great moment, but it’s static.

Compare that to Brendan’s confetti video. It’s remixable, surprising, and infinitely shareable. It doesn’t just capture a moment—it tells a small story within the larger event.

That’s the difference between expected content and editorial content.

• Expected content is what every camera crew is capturing.
• Editorial content is what no one else is thinking about.

Brendan’s video falls into that second category. It’s why it got picked up everywhere.

The Takeaway for Live Event Producers

If you’re producing live content, don’t just focus on the obvious. Yes, the game matters. Yes, the key plays are important. But the real magic happens in the details that others overlook.

Ask yourself:
🔍 What’s happening behind the scenes that people would find fascinating?
🎥 What’s a perspective that no one else is capturing?
🤔 What’s a moment that will still be interesting after the event is over?

In a world where content is being created at an insane volume, the best way to stand out is to capture what others miss.

Brendan’s confetti video is a masterclass in live event content. It wasn’t planned, it wasn’t scripted—but it was a moment that people connected with instantly.

That’s the mindset every live event producer should have. Look beyond the scoreboard. The best stories are often the ones no one expects.