There’s always time for lateral thinking.

If you’ve been paying attention to Content Marketing World 2014, you know they got one hell of a keynote speaker: Kevin Spacey. Yeah, the Kevin Spacey. Keyser Söze himself.

(Note from 2018: Wow, did this keynote speaker choice not age well.)

But that got me thinking about one of my favorite storytelling techniques — the plot twist. Oh ye gods, I love a good plot twist. If I don’t see it coming, if like the finest stage magician you distract me with sleight of hand and then spring the surprise on me with a flourish? I am all sorts of into it.

What sort of plot twists can work in your advertising? And how can you make them work on social media? 140 characters isn’t a lot of room, so you’ll have to be clever. But it can be done.

Why would I ask this?

Because you, buddy, should start thinking about how to play with and delight your audience.

Give it a think. See what your inner magician can pull off.