The Hidden Formula Behind Viral Videos

Have you had any videos go viral? I actually have. Three of my TikTok videos have been watched more than 500K times. I am not a full-time content creator, but apparently, I’ve hit some milestones in terms of virality. So how did this happen? The truth is — I didn’t plan it… When I think about the reason behind it, it leads me to some insights about viral videos.

You might think that there must be a special formula to go viral. There are some key points that increase the chances. Some marketing campaigns go viral, but others do not. So, what makes videos viral?

Hook & Algorithm

Have you ever felt hypnotized by a video within just a few seconds? That is because of the hook – it happens at the very beginning and keeps you watching. If you can capture people within those first seconds, they tend to watch until the end. At that point, the algorithm comes into play. The longer the audience stays, the more the video is boosted.

According to Sprout Social’s 2024 Social Media Content Strategy Report, the ideal length of video varies. On Instagram and X, videos under 15 seconds do well; on TikTok, videos of 15-60 seconds are preferred; and on YouTube, longer videos over 60 seconds are most popular.

Relatability & Emotions

Another strong reason is relatability. People are more likely to share videos about something familiar. Videos that reflect daily life and common emotions reach a larger audience with less effort. Everyone shares a video saying, ‘This looks like us.’ That feeling is what truly makes a video viral.

“Going viral is not about luck—it is about how you connect with others. It happens through relatability and emotions such as happiness, sadness, or even jealousy.”

From a Marketer’s Perspective

Marketers need to understand the psychological reasons and the algorithm before trying to go viral. The recent Katseye × Gap… is a stellar example of this. From this campaign and my own experience, I’ve drawn some key takeaways:

• Connect deeply. This campaign connects not only with fans but also with people from diverse backgrounds. The campaign song – Milkshake – reminds people of 90s-00s denim fashion and connects with everyone in terms of nostalgia.
  
  
• Give inspiration and encouragement. The campaign’s dance went viral within a day on TikTok. People learned the moves, created their own videos, and repeatedly engaged with the brand.

Final Thoughts

In conclusion, viral videos are a great way to connect, engage, and raise awareness. Virality has no secret formula, but it is also not just about luck. Creating relatable, emotional, and platform-fit content can boost your brand awareness and customer engagement.

The key lesson is simple:

“Virality is not measured by views only – it is measured by how deeply people need to share your story and be part of it. Don’t chase virality, connect deeply, and the algorithm will play its role.”