Developing a Viral Video
An interview with our in-house Creative Video Strategist, Austin Bailey
What is a viral video?
A viral video is one that can effectively engage viewers and foster interactions between your brand and its audience. Virality itself is more about the rapid accumulation of views within a short time frame rather than the total views over the video's lifetime. While a video can certainly gain viral status even after being online for some time, the key factor is how quickly it generates a large number of views. Generally, I’d say a video that reaches between 500,000 and 1 million would be considered viral.
What are some key elements that contribute to the success of viral video content on TikTok, and how can brands incorporate these elements into their own content? What is the “formula” or things to consider to create a viral video?
There are many factors that can contribute to a video going viral. These might include having a distinct personality, using emotionally engaging content, tapping into current trends, or employing humor. A great example that comes to mind is Scrub Daddy. Although it's just a sponge, they’ve perfected the art of creating quick, funny, viral content that resonates with their audience.
Can you share some examples of recent viral trends or challenges on TikTok, and what made them so popular among users?
I recall coming across the coconut cutting splash trend and thinking it was brilliantly clever. The concept is straightforward: a video shows someone cutting open a coconut and water splashing out, then it quickly cuts to someone—often affiliated with a brand—getting drenched with water before discussing their product and why it's worth purchasing. It's a simple yet humorous approach that can be adapted for nearly any brand. Similarly, the ice bucket challenge and the one chip challenge are memorable examples where participants undergo discomfort, creating a connection with the audience through their shared experience of unease.
What other brands have gone viral on TikTok?
I’ve already spoken about Scrub Daddy but in a similar vein, Duolingo has blown up. One because of their use of the mascot but also their ability to intertwine humor into their approach. Additionally, Werenotreallystrangers stands out for its authenticity and distinct personality as a card game brand. It engages with its users through genuine content and storytelling, creating a meaningful connection.
How important is authenticity and relatability in viral TikTok content, and how can brands ensure their content resonates with the platform's audience?
Absolutely! Being relatable and authentic is crucial for connecting your brand with audiences. Achieving this can pave the way to viral success. The brands I've mentioned excel in this area; they have a clear sense of their identity, understand their offerings, and communicate them in a way that genuinely resonates with people.
Should brands strive for all videos to be viral? Or focus on an evergreen/storytelling brand approach?
This can be challenging, but I've worked with brands that are solely focused on achieving a viral hit, as well as those aiming for genuine growth with the hope that their content might eventually go viral. In my view, it ultimately depends on your brand's goals. If your primary objective is to gain visibility quickly, focus on creating content that is viral or trending. However, for long-term success, it’s better to balance viral content with consistent, thoughtfully crafted material that reflects your brand's personality.
What role does creativity play in capturing users' attention and driving engagement on TikTok, and how can brands foster a culture of creativity within their content creation process?
Creativity is essential in everything we do, particularly as creators. To nurture that creativity, it's important to have an environment where ideas are welcomed and everyone can contribute to what might be enjoyable for the brand. Experiment with various approaches and push beyond your comfort zone to explore new possibilities.
How can brands leverage user-generated content and collaborations with influencers or creators to amplify their presence and reach on TikTok?
A key strategy is to find the right creators. While having a large following is beneficial, it's even more important to choose collaborators who can authentically represent your brand in a way that feels genuine rather than overly promotional.
How important is timing and frequency of posting when it comes to maximizing visibility and engagement on TikTok?
Consistency plays a crucial role in boosting your brand awareness. Regularly posting demonstrates your active engagement with your community and shows that you're consistently experimenting with new ideas.
Finally, what advice would you give to brands looking to develop their own viral concepts for TikTok and stand out in a crowded content landscape?
Stay true to yourself while following trends, but make sure to put your own unique spin on them and assess how well they align with your brand. The more information you have that can connect through viral content is always beneficial. Enjoy the process and keep experimenting. In a constantly evolving world, you never know which trend might catch on.
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