...

The Power of Viral Videos

In today’s digital-first world, viral videos have become a formidable force, shaping trends, igniting conversations, and propelling brands into the spotlight almost overnight. But what exactly makes a video “viral”? At its core, a viral video is one that spreads rapidly across social media platforms, gaining massive views, shares, and engagement in a short span of time. It’s the modern equivalent of word-of-mouth marketing—supercharged by technology.

Viral videos matter because they embody the essence of the digital age: connection, immediacy, and shareability. They capture attention in a crowded online landscape, offering entertainment, inspiration, or a memorable message that compels viewers to hit the “share” button.

For brands, a well-crafted viral video can be transformative. It can drive unparalleled visibility, foster brand loyalty, and even translate directly into revenue. However, the challenge lies in creating content that not only achieves virality but also aligns with brand goals and sustains audience engagement beyond the initial surge of interest.

The Origins and Evolution of Virality

The concept of virality gained momentum in the early 2010s with the rise of smartphones and the interconnectedness brought by social media platforms. Vine, for example, can be considered one of the early pioneers of virality, alongside platforms like YouTube and Tumblr. Users shared funny, original, and sometimes controversial content, which spread organically due to the novelty and shareability of such creations.

“Me at the zoo” by jawed, April 2005.
The first video to be posted (and to go viral) on youtube, going viral many times throughout the years. This video has 342 million views as of 2024.

“‘Chocolate Rain’ Original Song by Tay Zoday”, TayZonday, April 2007.
One of the first videos to go viral and get “memed” for a number of reasons including humor and double entendre lyricism speaking on race inequality. This video has 139 million views as of 2024.

“I Accidentally Became A Meme: Chocolate Rain”, BuzzFeedVideo, April 2021.
A video recounting Tay Zonday’s viral moment(s), allowing him to explain his experience and the message behind the video.

Back then, going viral often meant breaking through the noise of a less saturated internet landscape. Today, however, the competition is far more intense. Brands and individuals alike are vying for visibility, with many leveraging data-driven strategies to achieve virality. This saturation makes it harder for any single video to stand out in a meaningful, lasting way.

The definition of virality has evolved significantly over the past decade. As online viewership has grown exponentially, going viral has, in some ways, become easier—yet also more fleeting. In the early days of YouTube, reaching a million subscribers was considered a lifetime achievement; today, it’s a milestone many creators can achieve within months, given the expanded audience and diverse platforms available.

“‘Going Viral’ Is Not What It Used To Be…”, Asmongold TV, September 2024.
Recounting how virality has evolved over the years and possibly has lost its effect?

“Influencers TRYING to have a viral moment…(this is messy)”, Tea Spill, March 2024.
Some influencers desire virality so much they are willing to sacrifice their dignity.

However, this scale shift means that virality no longer guarantees widespread cultural recognition. Previously, viral content often transcended niches, becoming a shared experience across the internet. Today, the proliferation of niche communities and algorithms means that many videos go viral within specific parts of the internet without ever crossing into broader public consciousness. Success is often measured by the speed and volume of clicks, rather than universal awareness. While more videos may go viral daily, their impact tends to be fragmented and short-lived, often failing to build long-term audience loyalty.

For companies, a well-crafted viral video can be transformative. It can drive unparalleled visibility, foster brand loyalty, and even translate directly into revenue. However, the challenge lies in creating content that not only achieves virality but also aligns with brand goals and sustains audience engagement beyond the initial surge of interest.

Understanding Virality

The Science of Distribution

The success of a viral video isn’t solely about its content—it’s also deeply influenced by how effectively it’s distributed. The internet is a vast and competitive space, with millions of videos uploaded daily. To stand out and achieve virality, strategic distribution is key. The science of distribution involves understanding the platforms, algorithms, and audience behaviors that dictate how content is shared and discovered.

“What makes something go viral? | Dao Nguyen”, Ted, Jan 2018.
A TED Talk by Buzzfeed’s publisher giving insight on how her team creates viral content including quizzes, lists and videos.

Distribution starts with selecting the right platforms. Each social media platform has unique strengths, user demographics, and content preferences.
For example, TikTok excels with short, attention-grabbing videos that capitalize on trends and music. YouTube favors longer-form, evergreen content that can build a loyal subscriber base. Instagram thrives on visual storytelling and interactive features like Stories and Reels.
Understanding these dynamics allows creators to tailor content specifically for the platform, increasing the chances of widespread engagement.

Timing also plays a pivotal role in distribution. Posting at peak times when target audiences are most active can maximize initial engagement, which is often critical for triggering algorithmic boosts. Platforms like Instagram and Facebook prioritize content that performs well within the first hour, so scheduling posts strategically can be the difference between a video gaining traction or being overlooked.

“The Secret Science Of Creating Viral Videos”, Myron Golden, April 2024.
A livestream deepdive on virality from an anthropological and psychological standpoint.

Equally important is optimizing content for algorithms.
Social media platforms use sophisticated algorithms to determine what users see, prioritizing content that encourages likes, shares, and comments.

By incorporating elements that prompt engagement—such as asking viewers a direct question, using trending hashtags, or encouraging a specific call to action—creators can increase the likelihood of their video being promoted to a wider audience.

Lastly, partnering with influencers, brands, or creators with established audiences can amplify a video’s reach exponentially. Influencers can act as trusted ambassadors, sharing content with their followers and giving it a stamp of approval that resonates with their community. This network effect often provides the initial push that catapults a video into the viral stratosphere.

The Role of Humor, Shock and Surprise

Humor, shock, and surprise are the cornerstone emotions that fuel virality, cutting through the noise of endless online content. These elements are powerful because they tap into our most primal instincts—laughter, curiosity, and a thirst for the unexpected. When used strategically in video production, they create an immediate connection with viewers, compelling them to react, engage, and share.

Humor is an ever-reliable tool for sparking virality. A well-timed joke, a clever parody, or a relatable skit has the potential to resonate universally, transcending cultural and language barriers. The key to using humor effectively lies in its authenticity and relevance. Audiences gravitate toward content that feels fresh and genuine, avoiding overused memes or forced punchlines. Moreover, humor often works best when it aligns naturally with the tone and identity of the brand or creator. A well-executed comedic element can humanize a brand, making it memorable and approachable.

“David After Dentist”, Booba1234, January 2009.
A video of a 7 year old boy recovering from dental surgery and having philosophical thoughts on medicine. Filmed by his father in 2008. This video has over 142 million views as of 2024.

“Susan Boyle – Britains Got Talent 2009 Episode 1 – Saturday 11th April | HD High Quality”, Davy Leland, April 2009.
Susan’s life changed forever when she wowed the crowd with her unexpectedly strong and beautiful voice.
This video has 263 million views as of 2024

In contrast, shock thrives on the element of the unexpected. Shocking moments—whether they’re jaw-dropping stunts, plot twists, or unconventional ideas—command immediate attention. They disrupt expectations, prompting viewers to pause and focus.

However, the use of shock requires balance; it must feel intentional rather than gratuitous. Misjudged shock tactics can backfire, alienating audiences instead of captivating them.

The most successful examples use shock to add depth or intrigue, leaving viewers eager to share their astonishment with others.

“Evolution of Dance”, Judson Laipply, April 2006.
A talent show performance that gained a huge audience online, referenced in many TV shows and movies today, This video ahs 313 million views as of 2024.

Finally, surprise combines elements of humor and shock to create a sense of delight or wonder. Videos that include surprising reveals or hidden layers keep audiences engaged and invested.

Whether it’s a storyline that takes an unexpected turn or a visual effect that defies expectations, surprise sparks curiosity and ensures a lasting impression.

This element is particularly effective in encouraging repeat views, as audiences often want to revisit the content to catch details they may have missed.

These elements should not overshadow the core message but rather enhance it. By leveraging these emotional triggers thoughtfully, creators can craft content that not only grabs attention but also builds a lasting connection with viewers—turning casual clicks into shares and sparking the chain reaction that defines virality.

Storytelling as a Core of Virality

At the heart of every viral video lies a compelling story. Storytelling is the thread that ties together the visuals, emotions, and message, creating a narrative that resonates with viewers on a deeper level. While flashy visuals and clever editing can draw initial attention, it’s the story that keeps audiences hooked, inspires them to share, and leaves a lasting impression. Storytelling is not just a tool but a foundation for creating meaningful and memorable content. It transforms videos from fleeting distractions into impactful experiences that resonate, spread, and elevate a brand’s presence in the digital world.

“Viral Marketing Examples: 4 Campains Explained!”, Marketing Explained, February 2022.
An educational video by Cyberclick on what makes a campaign go viral.

A great story doesn’t need to be overly complex; in fact, simplicity often works best in the fast-paced world of social media. The most shareable videos often revolve around universal themes—love, triumph, humor, or even vulnerability—that transcend cultural and demographic boundaries. These themes create an emotional connection, inviting viewers to see themselves reflected in the narrative.

For brands, storytelling is particularly powerful because it humanizes their message. Instead of delivering a direct pitch, stories subtly weave in the brand’s values or products, making them relatable and memorable. Take, for example, a video that follows the journey of an underdog overcoming obstacles, only to reveal a subtle brand tie-in at the climax. This approach not only entertains but also fosters a sense of trust and emotional engagement with the audience.

Authenticity is a crucial ingredient in storytelling for virality. Viewers are adept at spotting insincerity, and overly polished or contrived narratives often fail to gain traction. Stories that feel genuine—whether they’re based on real events, showcase behind-the-scenes moments, or highlight relatable struggles—are more likely to resonate. People don’t just share videos; they share how those videos made them feel.

Additionally, structure plays a significant role in viral storytelling. A clear beginning, middle, and end provides a sense of progression and resolution, even in short-form content. Starting with a strong hook—something unexpected, intriguing, or emotionally charged—ensures viewers stay engaged long enough to experience the full narrative. A satisfying conclusion, especially one that includes a twist or call to action, makes the story stick in viewers’ minds and compels them to share it with others.

The Importance of High-Quality Video Production

In the competitive world of online content, high-quality video production is often seen as the cornerstone of successful videos. A professionally crafted video—with sharp visuals, clear audio, and seamless editing—instills a sense of credibility and sophistication. It allows brands to present themselves as polished and trustworthy, while also ensuring that the content is visually engaging and easy to consume.

“Old Spice | The Man Your Man Could Smell Like”, Old Spice, February 2010.
An advertisement for Old Spice bodywash that went viral for its humor. This video has 62 million views as of 2024.

High-quality production also supports storytelling. Well-lit shots, high-end equipment, dynamic camera angles, and smooth transitions enhance the emotional impact of a narrative, helping it resonate with viewers.

Moreover, professional editing ensures that pacing aligns with the story’s tone, keeping audiences captivated from start to finish. For brands aiming to build a consistent image, investing in quality production can significantly elevate their content’s appeal and impact.

However, the viral video landscape isn’t always dominated by slick, studio-level production. Some of the most widely shared videos are shot on smartphones, in low resolution, and with minimal editing. So why do these “rough-around-the-edges” videos often outperform high-budget productions?

The answer lies in relatability and the raw, unfiltered nature of such content. Low-quality videos often feel authentic and spontaneous, breaking down the barrier between creator and viewer. They exude an energy that’s difficult to replicate in meticulously crafted projects—what some might call “chaotic charm.” These videos often capture genuine moments of humor, surprise, or emotion that resonate on a deeply personal level with audiences.

“Keyboard Cat! THE ORIGINAL!”, Keyboard Cat!, June 2007.
This viral video of a cat “playing” the keyboard went viral, along with many other cat videos in that time. This video has over 78 milion views as of 2024.

Take, for example, a blurry clip of someone’s pet doing something hilariously unexpected. It may lack professional framing or audio clarity, and seem like it was “filmed on a potato”, but its charm lies in its authenticity. Viewers see themselves in such content and feel compelled to share it as part of their own social identity.

This relatability is what drives virality in these cases, not production value.

So where does that leave high-quality production? While raw, unpolished videos can succeed in certain contexts, brands often need to strike a balance. Incorporating elements of spontaneity and relatability into professionally produced content can deliver the best of both worlds. For instance, brands can create polished videos that mimic the off-the-cuff style of viral clips while maintaining a level of quality that aligns with their image.

Ultimately, the type of production needed depends on the video’s purpose and audience. High-quality production lends itself well to brand campaigns and storytelling, while low-fi content thrives on platforms where authenticity and humor reign supreme. The true key to virality lies not in the tools used but in the emotional connection a video fosters with its audience.

Analyzing Successful Viral Campaigns

Case Study 1: A commercial that sparked a global movement

Apple’s “Shot on iPhone” campaign is a prime example of a commercial that not only garnered massive views but also sparked a global movement. This long-running campaign showcases user-generated content filmed on iPhones, highlighting the power of everyday consumers to create stunning visuals with their phones. The campaign encourages the sharing of high-quality photos and videos, creating a sense of community among iPhone users.

“Original ‘Shot on iPhone’ Commercial (REUPLOAD)”, Pedro TheGamer, April 2021.
A reupload of one of the first videos kickstarting the iPhone campaign, which was recreated many times.

“Shot on iPhone meme compilation”, Peak Polls, January 2021.
A compilation of user-made meme videos referencing the Apple campaign. This video has over 3.5 million views as of 2024.

“Why ‘Shot On iPhone’ Commercials Look So Good! Ft. Claudio Miranda”, Potato Jet, February 2024.
An interview and how-to video on Aple’s high quality campaign videos, showing the attention it still garners today.
This video has 1.7 million views as of december 2024, which is considerable!

This campaign is viral because it harnesses the appeal of showcasing real, raw moments captured by people just like the viewers. It also effectively taps into the growing trend of user-generated content, emphasizing the power of social proof and authenticity. Apple’s high-quality production value helps elevate the message, but it is the inclusivity and empowerment behind the campaign that fuels its virality.

Case Study 2: A low-budget production that broke the internet

The ALS Ice Bucket Challenge is one of the most well-known examples of a viral campaign that exploded across social media, despite its humble beginnings. The challenge, which asked participants to pour ice water over their heads and nominate others to do the same, was a simple idea that spread like wildfire. Celebrities, athletes, and ordinary people alike participated, all sharing their videos to raise awareness for ALS (Amyotrophic Lateral Sclerosis).

“How the ALS Ice Bucket Challenge Started”, The Telegraph, August 2014.
This video explains the origins and goals of the campaign to raise money and awareness for ALS (Amyotrophic Lateral Sclerosis).

“Bill Gates ALS Ice Bucket Challenge”, Bill Gates, August 2014.
Bill Gates accepting Mark Zuckerberg’s nomination to partake in the ALS Ice Bucket Challenge, proving its reach and virality. This video has 38 million views as of 2024.

“38 Celebs Do the ALS Ice Bucket Challenge #1 – Bieber, Niall Horan, Selena Gomez, Taylor Swift”, Shine On Media, August 2014.
A compilation video of celebrities doing the ALS Ice Bucket Challenge, again showing how this trend took the world by storm. Truth be told, I even did it at the ripe age of 13.

What made this campaign so effective was the low-budget, DIY feel of the videos. Many of the viral clips were shot on smartphones, featuring spontaneous, fun moments, and often chaotic energy. It wasn’t the production value that made the campaign spread—it was the sense of community, humor, and the viral call-to-action that resonated with people. The Ice Bucket Challenge harnessed the power of social media, where relatability and the thrill of participating in a global challenge propelled it to become a movement that raised millions for charity.

Case Study 3: A marketing campaign turned cultural phenomenon

Coca-Cola’s “Share a Coke” campaign, launched in 2011, is a great example of a corporate campaign that transformed into a cultural phenomenon. By replacing its signature logo with popular names on Coke bottles, Coca-Cola invited consumers to find and share a Coke with friends, family, or loved ones. The personal touch created a sense of connection and encouraged people to share photos of their customized bottles on social media.

“Share a Coke”, The Coca-Cola Co. , June 2014.
Coca-Cola’s campaign video for the release of 250 exclusive bottles with names on them.

“The Brilliant Story of Coca-Cola ‘Share a Coke'”, BC Productions, June 2023.
An after-the-fact study on Coca-Cola’s viral campaign.

“‘Share a Coke’ campaign… Coca Cola, a marketing genius!!!” rahul ingole, March 2012.
A commentary video studying Coca-Cola’s marketing strategies.

The beauty of this campaign was in its ability to create an emotional connection while still remaining entirely rooted in Coca-Cola’s brand. The campaign invited consumers to participate, sparking social sharing and word-of-mouth marketing. It wasn’t just about selling soda—it was about creating personal, shareable experiences. The success of this campaign turned into a viral movement, with people around the world eagerly searching for their names on Coke bottles, driving millions of social media posts and organic engagement.

Tapping Into Trends and Timeliness

In the fast-paced world of digital content, staying relevant means understanding and tapping into trends. Successful viral videos often ride the wave of what’s currently capturing attention in the online world. Whether it’s a meme, a social cause, or a trending hashtag, aligning your video with what’s hot can give it the boost it needs to go viral. But even more important than following trends is knowing when to release your content. Timing plays a critical role in amplifying the impact of a video. Let’s explore how to identify trends and use timing to your advantage in the video production process.

How to Identify and Leverage Current Trends

To create a viral video that resonates with today’s audience, it’s crucial to stay on top of emerging trends across social media platforms and popular culture. Identifying trends early gives you the opportunity to capitalize on them before they saturate the market, making your content stand out. Here are a few strategies for spotting and leveraging trends:

  • Monitor Social Media: Platforms like Twitter, Instagram, TikTok, and YouTube are key sources for tracking viral trends. Using trend-tracking tools (like Google Trends or Twitter’s trending topics) can help you spot the next big thing. By engaging with what people are talking about, you can create content that aligns with those conversations. For example, memes, viral challenges, or trending songs can serve as perfect tools to create engaging video content.
  • Follow Influencers and Pop Culture: Influencers, celebrities, and pop culture often drive trends. By following thought leaders and trendsetters within your industry, you can tap into conversations that are gaining traction. If you’re in the video production space, for example, look out for innovations in filmmaking or viral content from creators who are breaking new ground. You can then adapt these trends to fit your brand’s message.
  • Use Hashtags and Challenges: Hashtags are a great way to tap into trends, especially on platforms like Twitter and TikTok. Participating in or starting a viral challenge can exponentially increase the visibility of your content. For instance, if a challenge is gaining traction, creating a video that both participates in and promotes that challenge will likely increase its chances of going viral.

“What Are Memes and Virality? | Mashable Explains”, Mashable, July 2014.
What is a Meme and why do we share them? What are the consequences?

“The Death of Going ‘Viral'”, Tommy NFG, September 2024.
Another video on the downfall of the importance of virality, proving how times are a-changin’.

“We tracked what happens after TikTok songs go viral”, Vox, May 2022.
A study on the long term effects of virality on short-form social media platforms such as TikTok.

By staying alert and adaptable, you can incorporate current trends into your video production, creating content that feels fresh, relevant, and shareable.

The Importance of Timing in a Video’s Release

Timing is just as important as the content itself. A well-executed video that is released at the right time can have a far greater impact than one that simply follows trends without consideration for timing. Here’s why timing is crucial:

  • Leveraging Relevant Moments: Certain times of year—such as holidays, global events, or cultural milestones—are inherently linked to specific themes and emotions. A video that is released around a relevant event, like the Super Bowl or the launch of a new tech product, can capitalize on the existing buzz. For example, a Christmas-themed commercial or a New Year’s Eve campaign will naturally gain more attention during the holiday season. Timing your video to coincide with such events gives your content a better chance of being noticed and shared.
  • Real-Time Relevance: Releasing a video in response to current events, breaking news, or trending topics can generate buzz and make your content feel more timely and engaging. For example, when a major news event or social movement gains attention, creating content that aligns with that moment can generate massive traction. A brand that quickly responds to real-time trends shows its relevance and cultural awareness, which can resonate with audiences looking for content that reflects their world.
  • Avoiding Saturation: Timing is also important when it comes to avoiding oversaturation. If you wait too long to release your video around a trend, you risk the content losing its novelty. By monitoring when a trend is at its peak and releasing your video during that time, you can ensure that it rides the wave before it becomes old news.
  • Understanding Algorithms: Platforms like Instagram, TikTok, and YouTube each have their own algorithms that reward timely engagement. Posting during peak activity times (e.g., during prime hours of the day when your audience is most active) will improve the chances that your video is seen by more users. Additionally, consistent posting during periods of high engagement (e.g., events or holidays) increases the likelihood that your content will be shared and recommended.

“TIKTOK ALGORITH EXPLAINED FOR DECEMBER 2024 (How To Get Followers On TikTok FAST”, Robert Benjamin, November 2024.
An example of the desire to go viral and be catapulted into fame fast by learning the ways of the algorithm.

“The Youtube Algorithm DOESN’T WORK how we thought (2024 Update)”, vidIQ, November 2024.
Evidence of the complex nature of algorithms, and how people must adjust their content to fit it if they want more views.

“How the NEW Facebook Algorithm Works (2024)”, Lester Diaz, May 2024.
A guide on the Meta algorithm, showing the complexities in algorithm evolution.

In the digital age, influencers have become one of the most effective ways for brands to extend their reach and create viral content. By partnering with influencers who have already established a strong online presence and a dedicated following, companies can amplify their message to a targeted audience. Collaborations with influencers take viral video marketing to the next level, creating authentic connections with viewers and increasing the chances of content going viral. Let’s dive into how influencers amplify reach and explore a few successful examples of influencer partnerships in video campaigns.

Collaborations and Influencer Power

How Influencers Amplify Reach

  • Built-in Trust and Authority: Influencers have already built a trusted relationship with their audience. When they recommend a product, service, or campaign, their followers are more likely to engage, share, and trust the message. This organic form of endorsement increases the likelihood that the video will resonate with audiences, particularly if the influencer aligns with the brand’s values or niche. The credibility influencers hold is crucial in the context of social media’s oversaturated content landscape. Their followers are more receptive to their content, which leads to higher engagement rates.
  • Targeted Audiences: Influencers often have niche audiences with highly specific interests. By partnering with influencers whose followers match your brand’s target demographic, you can ensure that your video reaches the right people. For example, partnering with a fitness influencer for a health-related campaign ensures that the video is seen by those who are already interested in fitness. This targeted approach increases the chances of viral spread since the content is being shared within communities that are more likely to engage with it.
  • Social Proof and FOMO (Fear of Missing Out): Influencer endorsements provide a form of social proof—showing that people like the content and trust the brand. When a popular influencer shares a video, it encourages their followers to engage, creating a cycle of social validation. Additionally, the more people see their favorite influencers participating in a campaign or challenge, the more likely they are to want to join in, leading to a phenomenon called FOMO. This can help a video gain traction quickly as more and more people jump on the bandwagon.
  • Cross-Platform Promotion: Influencers are active on multiple platforms, from Instagram to TikTok to YouTube. When they share a campaign video across several channels, they create a ripple effect that amplifies the video’s reach. By collaborating with influencers who have a strong presence across various platforms, brands can leverage these multiple channels to maximize visibility and engagement.

“The Influencer Bubble – How Money Works”, How Money Works, May 2022.
A video recording how the downfall of trust in influencers began a few years ago.

“How Influencers Break The Law (me included)”, Benn Jordan, May 2023.
How do influencers make so much money and live the life they do? This video exposes their ways.

“How to Tell If an Influencer REALLY Likes a Product”, Extranet Shaquille, April 2023
Studying influencer’s mannuerisms in sponsorships and brand collaborations, when are they being truthful?

Examples of Successful Influencer Partnerships in Video Campaigns

  • Gymshark x Influencers
    Gymshark, a fitness apparel brand, has had enormous success through influencer collaborations. They’ve partnered with fitness influencers like Bradley Martyn, Nikki Blackketter, and others to promote their clothing line through workout videos, lifestyle content, and sponsored posts. These influencers, who have dedicated followings in the fitness community, create content that highlights the brand in an authentic, relatable way. By showcasing Gymshark products in workout environments or fitness challenges, these influencers effectively turn a clothing brand into part of a lifestyle, resulting in viral campaigns that spread across social media. Gymshark’s influencer strategy has helped them grow their brand globally and engage millions of potential customers.
  • Nike x Colin Kaepernick – “Believe in Something”
    Nike’s collaboration with former NFL player Colin Kaepernick for their “Believe in Something” campaign is a prime example of how an influencer partnership can become a cultural touchstone. Kaepernick, known for his activism, played a central role in promoting Nike’s stance on social justice issues. The video, which featured Kaepernick’s message of standing up for what you believe in, struck a chord with viewers worldwide. The video went viral not just because of Kaepernick’s presence but because it tied into a broader societal conversation about activism and equality. Nike was able to amplify its reach by leveraging Kaepernick’s influence to send a bold message that resonated with millions, ultimately driving both engagement and sales.

“Keke Palmer shakes-up breakfast, lunch and dinner with HelloFresh” HelloFresh US, December 2023.
An example of how celebrities endorse brands, and how this helps campaigns move into pop culture through virality.

“How Nike Turns Controversy Into Dollars”, CNBC, September 2018.
Nike decided to endorse Colin Kaepernic after he caused an “outrage” when kneeling during the NFL National Anthem. By featuring him in their 30th anniversary “Just Do It” Campaign, they flipped the narrative around.

“GYMSHARK BLACK FRIDAY TRY ON HAUL | My top picks”, Jessica Bickling, November 2024.
An example oh how influencer endorsement and sponsored content drives sales and most importantly, views.

  • Daniel Wellington x Social Media Influencers
    The Swedish watch brand Daniel Wellington grew its global presence significantly by partnering with influencers across Instagram and YouTube. The brand’s campaign strategy involved sending free watches to influencers with the ask to share photos and videos showcasing the product. Influencers created personalized, lifestyle-driven content around wearing the watches, which sparked mass interest. With the use of hashtags like #DWPickoftheDay, the campaign generated thousands of posts from both micro and macro-influencers. This strategy led to massive brand awareness, making Daniel Wellington a household name in the fashion accessory space. The success of the campaign was rooted in the influencer’s ability to create authentic, shareable content that fit seamlessly into their followers’ lives.
  • HelloFresh x YouTubers
    Meal kit delivery service HelloFresh has seen great success partnering with YouTubers for viral video campaigns. YouTubers like Tana Mongeau and James Charles have featured HelloFresh in their content, integrating the brand into their everyday routines. These YouTubers often share cooking tutorials or “unboxing” videos, showing how simple it is to prepare a meal with HelloFresh. By working with influencers who have large, engaged audiences, HelloFresh gains both visibility and trust. The appeal of these influencer videos lies in the entertaining, often humorous, or relatable way the meal kits are presented, making them shareable and engaging.

Metrics and Lessons Learned

While creating viral content is a thrilling achievement, it’s equally important to analyze the data behind its success. Understanding how your content performed can offer valuable insights that shape future campaigns and help convert short-lived viral moments into long-term brand growth. By measuring virality and extracting key lessons, brands can refine their strategies and build lasting relationships with their audience. Let’s explore how data analysis can help you measure virality and how to turn viral hits into sustainable brand loyalty.

Analyzing Data to Measure Virality Success

The first step in understanding a viral video’s performance is to dive into the metrics that determine its success. These numbers not only tell you how far your content has traveled but also reveal how engaged your audience is. Here are the key metrics to focus on when evaluating the success of a viral video:

“How social media can make history – Clay Shirky”, TED-Ed, November 2012.
A TED Talk on the power of virality and the power of the internet zeitgeist.

“My Video Went Viral. Heres Why”, Veritasium, May 2019.
A proposed hypothesis on how a youtuber can gain a large audience on a particular video.

“17 Social Media Metrics to Track (& Free Reporting Template)”, Sprout Social, September 2014.
A few tips on understanding social media analytics.

  • View Count: While views alone aren’t a guarantee of virality, they’re a strong initial indicator of success. Tracking how quickly your video accumulates views and identifying where those views are coming from (e.g., organic search, shares, paid ads) can show you which platforms and demographics are engaging most with your content.
  • Engagement Rates: Likes, shares, comments, and reactions are crucial indicators of how your audience is interacting with your content. Engagement rates help determine whether the video is just being watched or whether viewers are compelled to take action. A high engagement rate often correlates with virality and indicates that the content resonates deeply with the audience.
  • Social Shares: The more people share your video, the further it spreads. Social shares are one of the strongest indicators of a video’s virality because they demonstrate that the audience finds your content compelling enough to share with their own networks. Analyzing the share-to-view ratio can give you a clear picture of how likely your audience is to spread your message.
  • Watch Time: On platforms like YouTube, watch time is a key metric in determining the success of a video. The longer people stay engaged with your video, the more likely the platform’s algorithm is to recommend it to others. High watch time also signals that your content is valuable enough to hold the attention of viewers.
  • Sentiment Analysis: Beyond raw numbers, analyzing the sentiment of comments and social media mentions can provide context for how your video is being received. Are people laughing, sharing emotional stories, or engaging with your brand message? Positive sentiment can indicate that your video resonates well with the audience, while negative sentiment may reveal areas for improvement.

By tracking these metrics and drawing insights from them, you can better understand what makes your video successful and use this data to inform future content strategies.

Turning Viral Hits into Long-Term Brand Loyalty

While going viral can bring a surge of attention and engagement, the real challenge is turning that fleeting popularity into long-term brand loyalty. Viral videos are often momentary bursts of attention, but if leveraged properly, they can establish a strong foundation for enduring relationships with your audience. Here are some strategies to ensure that viral content drives sustained brand growth:

“Dumb Ways to Die – Metro Trains Melbourne Ad”, BAE Made, June 2013.
A viral marketing campaign by the Metro Trains Melbourne to raise awareness on safety. The original video posted in November 2012 has over 321 million views as of 2024.

“Metro Dumb Ways To Die Campaign” ariceptaustralia, June 2016.
A study on the “Dumb Ways to Die” campaign and the meaning behind it.

“Deck the Halls (Dumb Ways to Die)”, Dumb Ways to Die, December 2014.
A christmas version of the original campaign video, showing its longevity and relevance over time.

  • Consistency is Key: One viral hit does not guarantee ongoing success. Brands need to consistently deliver high-quality content that aligns with the message of their viral videos. Consistency in tone, theme, and values will help reinforce your brand identity and make your audience feel connected to your long-term mission. Following up a viral video with related content ensures that the audience remains engaged over time.
  • Engage with Your Audience: After a viral video takes off, it’s important to maintain engagement by actively participating in the conversation. Respond to comments, repost user-generated content, and encourage continued interaction. By maintaining an ongoing dialogue with your audience, you build a community around your brand, which increases the likelihood of retaining those viewers as loyal followers.
  • Leverage Data to Personalize Content: The data gathered from viral videos—such as audience demographics, preferences, and behaviors—can help you create more personalized and targeted content in the future. Tailoring content to specific audience segments increases the likelihood of deeper engagement and fosters long-term loyalty.
  • Create a Series or Follow-up Campaign: If your viral video hits a specific theme or narrative, creating a series of videos or follow-up campaigns can keep the momentum going. By continuing the story or expanding on the concept, you can turn a one-off viral moment into an ongoing conversation that keeps your brand in front of your audience over time.
  • Capitalize on Brand Partnerships: After going viral, use the exposure to secure long-term partnerships with other brands or influencers. Strategic partnerships help you tap into new audiences and add value to your brand, while leveraging the momentum of the viral success.
  • Track Long-Term Impact: Success isn’t measured by just immediate views or likes. Tracking how the viral video impacts key business metrics like sales, customer retention, and brand awareness over time is crucial for understanding the long-term value of your content. Consistently monitoring these metrics ensures that you can pivot and adjust your strategy as needed, and align future videos with your broader marketing goals.

Analyzing the success of a viral video is essential to understanding its impact. By monitoring metrics such as views, engagement, shares, and sentiment, you can gain valuable insights into what makes your content effective. Turning a viral hit into long-term brand loyalty requires consistency, audience engagement, personalized content, and ongoing measurement. By carefully crafting your strategy and maintaining a connection with your audience, you can transform a fleeting viral moment into a lasting, loyal following.

Conclusion

Creating a viral video isn’t just about luck—it’s about understanding the elements that make content resonate, spread, and engage in the digital ecosystem. By studying successful campaigns, learning from both high-budget and low-budget examples, and tapping into powerful trends, you can create videos that don’t just go viral but also leave a lasting impact on your brand and audience.

  • Embrace Emotion and Relatability: Successful viral videos tap into human emotions—whether it’s laughter, awe, empathy, or surprise. Content that speaks to universal feelings often has the greatest potential to be shared. Relatable videos that feel authentic have the power to break through the noise and encourage viral spread.
  • Leverage Timing and Trends: Being aware of current trends and the right time to release content is essential for virality. Trending topics or viral challenges are great opportunities for video production teams to create timely and relevant content that aligns with the conversation happening in the digital world. Timing is everything, and being first to hop on a trend can give your video the competitive edge it needs to go viral.
  • Harness the Power of Influencers: Collaborating with influencers is one of the most effective ways to give your video a wider reach. These influencers bring with them dedicated, loyal audiences who trust their opinions. When influencers genuinely connect with your brand, their endorsement can push your video into viral territory.
  • Creativity and Storytelling Are Key: The best viral videos don’t just showcase a product—they tell a story. Whether it’s through humor, surprise, or a heartwarming message, storytelling is what makes content memorable. A captivating narrative can turn an ordinary video into an extraordinary one that people are eager to share.
  • The Importance of Quality (But Not Always Perfection): While high-quality production values certainly help, many viral hits have been shot on low-budget devices, proving that relatability and the energy behind the content matter just as much as visual quality. Sometimes, chaotic, unpolished, or raw content feels more genuine, making it more likely to connect with viewers.

“Brutally honest car dealership ad goes viral”, FOX 13 Tampa Bay, February 2017.
Title says it all, sometimes honesty and humor are the way to go when it comes to standing out amongst the others. This video has over 6 million views as of 2024.

“Ed’s Heinz Ad”, Heinz, June 2019.
A ketchup commercial featuring and allegedly based on Ed Sheeran and his own experience. This video has over 9 million views as of 2024.

DollarShaveClub.com – Our Blades are F***ing Great”, Dollar Shave Club, March 2012.
A funny and original advertisement for razor blades. This video has 28 million views as of 2024.

Creating a viral video requires stepping outside the comfort zone and taking creative risks. Boldness is essential in the digital world—content that pushes boundaries, challenges conventions, or presents something new is more likely to attract attention. It’s important to foster a culture of experimentation in video production, encouraging teams to think outside the box and explore new formats, storytelling techniques, and ideas.

Whether it’s a quirky concept, an unexpected twist, or an out-of-the-box collaboration, viral videos often succeed because they break the mold of traditional advertising. Being creative and brave in your approach can lead to unforgettable content that sparks conversation, ignites engagement, and puts your brand front and center.

In conclusion, while virality may seem like a fleeting phenomenon, the principles behind it can be applied time and again to create videos that not only go viral but resonate long after. By embracing emotion, seizing trends, collaborating with influencers, and remaining bold in your creative efforts, you can craft content that captures the digital zeitgeist and propels your brand into the spotlight. So, take the lessons learned from past successes and start working on your next viral hit—it could be just a click away.

Fullframe Creative provides a cutting-edge creative communication service: original concepts; clear, creative and concise content delivered competently.
In other words, we help you get your message across through the following tools and services: 

An image of a woman recording people on social media for the fullframe blog on viral video production, image by s-o-c-i-a-l-c-u-t on unsplash

Fullframe has 15+ years of experience, 100+ satisfied customers and 1,000+ successful productions.

Let’s talk!

Spark up your Image!

Stand out for all the right reasons.

We help you communicate in a clear, creative and comprehensive manner.

Get in touch now!

Back to the top

× Let's talk. Available from 07:00 to 22:00 Available on SundayMondayTuesdayWednesdayThursdayFridaySaturday