From Trend to Triumph: A Marketer’s Guide to Viral Video Success

Image Credit: Luis Gonzalez-Zuniga

In our current digital age, there is one truth that cannot be denied: virality is not an accident. When videos blow up, there is a pretty good chance that the creator/brand behind said video understood their audience enough to cater to them. Virality is not luck, it is engineered emotion.

In varying campaigns centered around music, influencer lifestyles, and fashion there are constants to be noticed. Relatability, timing, and consistency. Often times trending videos are the result of audiences connecting with the vibe of the video on their own terms, rather than feeling like something is being pushed onto them. Crafting this distinction is key when determining a success and a flop.

Testimony in Consistency and Relatability

Very early in my marketing career, I was tasked with managing a school’s TikTok account. This was a task split amongst a group of 7, all which I led. Within a couple of months, we were able to grow the account to over 10,000 followers and 1 million collective likes. Our strategy was not complicated, but rather disciplined. The main advantage we had was knowing our audience. Since we were all student marketers, we knew exactly what our audience wanted and how we could cultivate content to their liking. We stayed consistent, posting regularly to remain on the algorithm. Additionally, we would post at times we knew students were online, either right after school or during lunch breaks. Most importantly, we created content that students could see themselves in, not only selling the school as a brand but the student culture along with it.

The experience taught me that viral content isn’t just about creativity, you have to understand your audience as well. People share what they see themselves reflected in, engaging in content that is tailored to their individual identities. This is how we found success in our passion project.

Key Points to Virality

• Stay Current: Audience behavior is ever changing. A lot of viral content centers around the trends and ideas the masses deem attractive. Keep up with your audience to know what they want.

• Consistency: Build on your reputation, keep yourself at the top of your audience’s mind.

• Timing: Study when your audience is the most active. The earlier on you receive engagement the most the algorithm will push your videos to audiences you are unfamiliar with.

• Relatability: The most viral videos are the ones that people can see themselves in.

Takeaways

For any brand regardless of the industry they’re in a general consensus can be agreed upon, that virality leads to currency. A single trend can launch an artist or business, or sell out a fashion line or show. Regardless, the blueprint remains the same. Understanding your audience is key to potential viralness and success in future business endeavors.

Click here to learn more about TikTok’s most trending hashtag: https://newsroom.tiktok.com/enus/how-tiktok-recommends-videos-for-you