How to create viral content for your brand
Viral content trends come and go, and knowing which ones your brand should pay attention to can feel overwhelming. Creating viral content isn’t just about jumping on trends but strategically leveraging the right ones to connect with your target audience. Some trends could actually harm your brand too, so it’s important when you want to create and amplify viral content successfully, consider the following key factors:
- Understand the trend: Before diving in, understand the core purpose of a trend and if it aligns with your brand. This ensures that you’re not merely participating but adding value in a meaningful way.
- Know your audience: Tailor the trend to fit the interests and needs of your target audience. A deep understanding of your viewers will help you create content that speaks directly to them.
- Choose the right platform: Select the platform that best suits the trend and your content. Different trends perform better on different platforms, so consider where your audience is most active.
- Refine your message: Your message should reflect your brand values. Originality and a fresh angle will help your content stand out and improve its visibility through algorithms.
From meme to mainstream
The origins of a trend can help to understand if it’s likely to hit. A prime example is the “Let Him Cook” rend, popularized by Lil B in 2010. Initially showcasing someone’s skills, from chefs to sports stars, it’s evolved over time. More recently, Nikolai Savic, a renowned digital creator and self-described ‘Let Him Cook Transition CEO’, utilized this phrase, creatively integrating it into video transitions and featuring Adam Mosseri, the head of Instagram himself.
At Motion Array, we know our audience are video creators, creatives, and filmmakers. Understanding their interest in new video creation techniques and what’s relevant right now, we seized the opportunity to jump on this already viral trend and provide our own point of view.
Our recent post achieved a massive 1.4M organic views in just a few days, going viral on Instagram and increasing followers by 12%. The reel shows an incredible transition in After Effects, software familiar to our audience. What you see is so impactful, yet we show how it’s also achievable. The tutorial format breaks it down so creators can learn how to replicate it and apply it to their work. By adding the trending audio, we’re amplifying the impact. The audio not only engages viewers but also creates a sense of familiarity, making the content more intriguing and shareable.
Another post reached 1M views and uses the same audio and format, this time focusing on the impact music has on the overall feeling of your video. Inspired by András Raczenböck, a renowned video creator, it shows how to edit music with a link to a full tutorial.
Why they work
Engagement through familiarity: Trending audio helps viewers connect immediately, while the creative transitions keep them engaged.
Educational value: By showing the process and the tools used, we’re providing valuable insights for video creators, to learn and apply new techniques.
Longevity of trends: Some trends have a short lifespan, while others, like effective transitions and creative effects, have enduring relevance. Aligning with trends that have a longer lifecycle ensures your content remains relevant over time.
The need for speed
When jumping on a trend, one factor to consider is how quickly your team can adapt. Trends can be incredibly fleeting, and predicting their lifespan can be tricky. Timing is crucial, if you wait too long to launch, you could miss the wave entirely. This underlines the need for an agile marketing and social team. For example, using an outdated trend can negatively harm your brand’s reputation, as seen here. Emphasizing the importance of timely execution.
One way to overcome this and launch faster is by using a product with creative assets like royalty-free music, footage, sound effects, templates, and more — all in one place. With Motion Array, you’re already halfway there.
Trends can have substantial benefits for your brand, whether you achieve millions of views, reach, or shares, the win is determined by your performance or brand metrics, and what your goals are. It can be to raise awareness, increase followers, or improve conversion.
Wisdom from the top
Adam Mosseri regularly talks about the importance of understanding how trends fit into the broader context of your user’s interests and the platform algorithms. According to Mosseri, creators and brands should focus on producing content that not only aligns with current trends but also fosters genuine engagement. Content that feels authentic and provides real value is more likely to resonate and sustain viewer interest.
The metric that Mosseri says indicates performance is the sends per reach or the total number of people who see your content and then send it to a friend. In his words, this is “one of the biggest signals we use in ranking and can help [improve] your reach over time. Plus, it is what will drive the most value for your community and users”. The short-form content is so symbiotic in connecting people and their friends. But, remember, it’s important not to force it.
Ride the right wave to long-term success
Jumping on every trend can be tempting, but the key is to choose trends that align with your brand’s message and audience. By strategically integrating viral trends with your unique content and insights, you can create videos that are not only engaging but also stand the test of time.
Remember:
- Stay true to your brand while surfing the trend wave.
- Offer real value to your audience, whether educational, entertaining, or both.
- Be quick on your feet to catch trends at their peak.
- Focus on authenticity to resonate with your viewers.
- Balance trending topics with evergreen content for lasting impact.
Ultimately, master these, and you’ll be able to move beyond following trends to setting them.
