Many theories abound on ‘how to’ go viral- there are about 311,000,000 results in 0.60 seconds according to Google.
Truth is, virality is an unpredictable alignment of content reaching critical mass based on cultural references, longevity and share-ability. However, context remains King. Let’s take a look at what’s shared, where vs where in gains traction.
We’ll start with the reigning OG’s. You’ll probably spend a year or two building your profile, sharing your work before breaking through the clutter.
Twitter & Instagram- The Portfolio
Sometimes your work arrives at just the right time.
Anifa had been working on a virtual runway show 7 months prior to the rona’s arrival. And while 3D runways have been debuted before, none were as fleshed out as the Pink Label Launch. Enter critical mass.
Other times, appreciation posts make rounds when people with a decent following shared these works in everyday conversations.
Photos of The Pedestal and The Suffering of Light have been have been doing just that lately. For context, Alexandra rendered The Pedestal 5 years ago and Alex has been recognized as a pioneer of American color photography, since the 70’s.
Other times, you have to DIY your way into virality.
Kimberlie has been pretty consistent in sharing her process and DIY shoots on Twitter and Instagram where she’s established her following. This did not translate to TikTok because the audience there lacks the patience for it. Everyone is pretty much DIY.ing their way through amateur film school with endless transitions and effects.
Which leads us to the shiny new thing audiences can’t seem to get enough of.
TikTok- Everyday Life
Built for mobile, we are seeing a lot of cross posting mostly from Tiktok to Twitter and Instagram because the platform is built to encourage shares which in turns brings back more people to it who then share and on and on it goes.
Now, for context, we are very receptacle to content here because Vine walked so that TikTok could run.
For the less technically savvy, we have Challenges that just do the most think of Wipe It Down, Don’t Rush, cosplay…the list is endless. These challenges go viral because they are (a) Relatable and (b) Easy to replicate- variations emerge as they go viral and create a much needed distraction until the next challenge emerges.
While Tiktok does not have a payout structure despite signing up creators, it does have the numbers. And sometimes that’s all you need to transcend audiences and monetize elsewhere.
What are your top viral posts/finds?