Hit 50 apology videos in my spreadsheet and realized I've been scoring them all wrong

Thea Shah · 2026-09-30T21:10:03.186462+00:00

I started a spreadsheet last year to score celebrity apology videos and just hit 50 entries on Sunday night. When I sorted by my old gut-feel ratings, I saw that the ones I marked sincere were mostly just the shorter videos, not the ones with real specifics. I went back and watched 10 of them again and the pattern was obvious, the sincere ones name what they did and who got hurt, while the show ones spend 90 seconds on how hard the last few weeks were for them. Now I score on three things: does the apology name the act, does it name the people affected, and does anything change after. What signals do you all use to spot a fake one in the first 20 seconds?

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Hit 50 apology videos in my spreadsheet and realized I've been scoring them all wrong | Celebrity Apology Breakdown - Vivisector