• This article shares two examples showing how surprising audiences can drive engagement. YouTuber Nikocado Avocado, known for mukbang videos, revealed his 250-pound weight loss after two years of pre-recording content. This surprise sparked debate, as some enjoyed the reveal, while others felt deceived. Another example involves the Cleveland Guardians Hot Dogs, whose social media team embedded Taylor Swift lyrics in 396 tweets over a year, leading fans to uncover the hidden message. Both cases illustrate how long-term planning and surprises can drive engagement through curiosity and the thrill of discovery.