A shared goal among influencers, broadcasters, brands, and producers alike, “going viral” is essential if you want to reach and impact global audiences—but what makes a video viral, and how do you plan to make viral videos in the first place?
Storyful has been at the forefront of user-generated content for over a decade. As global media’s #1 trusted source for verified content that tells the stories behind the headlines, we’ve broken down our top tips and tricks for identifying viral UGC, knowing how to sell viral video content, and being able to utilize it for your benefit.
What is a Viral Video?
Viral videos are any online clips, short- or long-form, that achieve sudden and widespread popularity on global platforms.
Three major characteristics of viral videos include:
- Widespread Sharing
Viral videos are rapid-fire shared across various online platforms, including social media, email, messaging apps, and more.
- Rapid Engagement
Viral videos elicit strong and immediate engagement from viewers, often in the form of likes, comments, shares, and discussions. They tend to capture the attention and emotions of global audiences quickly and unforgettably—at least for the moment.
- Extensive Reach
Viral videos have the potential to reach a massive global audience. They transcend geographical and cultural boundaries, sparking discussion from people all over the world.
Generally, viral videos often tap into universal themes or emotions that resonate with people worldwide. Whether it’s humor, heartwarming stories, or moments of human connection, a strong viral video consistently holds the power to engage diverse audiences. Social media platforms like YouTube, Facebook, Instagram, Twitter, and TikTok play a significant role in the creation and distribution of viral videos, which tend to have lasting cultural power.
The Anatomy of Viral Videos
Creating a viral video is a dream for most content creators and marketers, but how is it actually accomplished? A.k.a., what makes a video viral?
- Emotional Appeal
Emotions play a significant role in making a video go viral. Content that elicits strong reactions tends to be shared because it connects with viewers on a more personal level.
- Relatability
Videos that address universal experiences or tap into shared cultural or societal references are also more likely to spread. People share content that mirrors their own experiences; it makes them feel like part of a larger community.
- Shareability
No matter the topic, viral videos should be difficult to scroll past. And the easier a clip is to share, the better its chances are of going viral. Using relevant hashtags and tapping into trending topics or challenges can also help, as they expose your video to a larger and more engaged audience.
The Science Behind Viral Videos
If you’re wondering about finding viral videos, you should first understand what makes a video viral.
Viral videos have become an essential part of our online culture, spreading like wildfire across social media platforms and captivating the attention of millions. But when a video goes viral, it isn’t just coincidence; it’s a well-crafted combination of elements that make it inherently shareable.
One of the key factors in the success of viral videos is their ability to give people something to talk about. These videos often tap into current trends, cultural phenomena, or controversial topics that are on the tip of everyone’s tongue. They provide a common ground for people to engage in discussions, share their opinions, and connect with others who are equally captivated by the content. For instance, the “Ice Bucket Challenge” went viral not only because it was entertaining but also because it raised awareness about ALS, giving people a purpose to share and talk about the cause.
Emotions also play a central role in making videos shareable. People are more likely to share content that evokes strong emotional responses, whether it’s laughter, awe, anger, or empathy. Heartwarming stories of acts of kindness or adorable animal videos often go viral because they tug at our heartstrings, eliciting positive emotions that people are eager to share with their friends and followers.
Timing and triggers used in viral videos can also impact their success. Timely videos that coincide with major events or trends have a higher chance of going viral, as they become part of the ongoing conversation. Memorable catchphrases or challenges—like “Gangnam Style’s” horse dance or the “Mannequin Challenge”—serve as triggers that encourage imitation and participation. People love to mimic and be part of something bigger than themselves, which fuels the spread of these videos.
When does a video go viral?
Some viral videos are the result of calculated efforts by influencers and marketers who leverage algorithms and platforms for commercial purposes. This might include posting at optimal engagement times, marketing to specific demographics, or coming up with a powerful, irrefutable call-to-action.
These popular clips are usually a result of a mix of strategic planning and genuine relatability. While some go viral by chance, most are designed and promoted to maximize their reach.
What Makes a Viral Video?
Creating viral content is no easy task. It requires strong storytelling skills, emotional triggers, and some form of inspiration or motivation. If a clip is authentic, humorous, relatable, or a triple-threat combo, it has a much greater chance of being widely shared.
When Is a Video Considered Viral?
Determining when a video achieves “viral” status can be somewhat subjective and may vary depending on the platform, audience, and context. However, there are several key metrics that can help identify when a video has gone viral, like view counts, shares and engagement rates, media coverage, or cultural impact.
Over time, the criteria for viral videos have evolved to keep up with changes in technology, platforms, and audience behavior. This includes platform diversity, the rise of short-form content, the desire for audience participation, the influence of algorithms, and more.
TikTok and YouTube: Viral Video Platforms
Social media platforms are designed for sharing, so when one person posts a video, it leads to a chain reaction among their followers and their followers’ followers. The “Ice Bucket Challenge” is a classic example of a video challenge that went viral because of peer influence.
Videos may also go viral because they resonate with specific communities or subcultures, like gymtok, foodstagram, or history-focused YouTube channels. Platforms like YouTube, Facebook, and TikTok use complex algorithms that prioritize content based on engagement metrics, which means the more you like, share, and comment, the more likely you are to see similar content in your future feed.
Wondering how to make your videos go viral? Social media platforms like TikTok and YouTube play a significant role in the viral world.
TikTok employs a “For You Page” (FYP) algorithm that customizes content for each user based on their preferences and history, and YouTube’s recommendation algorithm also suggests videos to users based on their viewing history and user behavior. The algorithm considers factors like watch time, click-through rate, engagement, and relevance.
How Do Videos Go Viral on TikTok?
If you want to achieve viral TikTok videos on your account, you’ll want to start out by familiarizing yourself with the platform’s algorithms and guidelines. Then, focus on the content itself.
Capture viewers’ attention quickly and maintain it throughout your video. You should also make sure to stay updated with platform trends, challenges, and hashtags, and use thumbnails that make users want to click.
How Do Videos Go Viral on YouTube?
Going viral on YouTube is pretty similar, as long as you focus on making high-quality content and understanding the platform’s unique algorithms. While TikTok’s culture heavily revolves around trends, challenges, and user interaction, YouTube has a broader array of content, and trends might not have the same instant and widespread impact.
Most viral YouTube videos offer value, entertainment, or information that really engages viewers. YouTube’s algorithm also values watch time—a.k.a., the total amount of time viewers spend watching a video. Longer videos that maintain high audience retention can have an advantage.
As a leader in UGC verification, Storyful is home to some of the Internet’s most sought-after viral social media video clips—a.k.a., anything that was widely shared across various platforms in a short period of time. We’ve rounded up a few popular UGC moments you’re sure to recognize so you can get an idea of what viral videos tend to look like.
- Taylor Swift and Travis Kelce Halloween decor
A major trend for this year’s Halloween season is decorations that resemble the famous singer Taylor Swift and her NFL boyfriend—at least, as far as social media is concerned. Although the seasonal footage was filmed in places like Indiana, Ohio, and Wisconsin, it dominated the global web due to the fact that T-Swift has continued to dominate billboard charts, as well as entertainment media headlines.
- Denys Karachevtsev
Ukrainian cello player Denys Karachevstev went viral in 2022 for performing haunting solos in the midst of backdrops damaged by Russian attacks. His content evoked powerful emotions—most notably collective hope, which it instilled during a time of darkness and uncertainty.
- TikTok Recipes
Few can resist a good viral recipe—especially the “quarantini” Nana taught us to make in April 2020. This type of content makes its rounds because of its irresistible call-to-action: it expects viewers to get involved and create too, and that in turn has proven a strong engagement tactic in enticing the viewer to return to your page/ account too.
Storyful’s Approach to Finding & Verifying Viral Videos
If you’re wondering how to make content go viral, you should first remember that seeing isn’t always believing. Fake viral videos are rampant online, and you should know how to identify them so you can bolster your own content against mis- and disinformation.
Storyful helps teams directly combat this, working 24/7 to identify and verify the authenticity of global clips that are making viral rounds. Our work has supported worldwide coverage of viral videos in the news, global weather, and much more.
When it comes to knowing how to find viral videos, how to make sense of them, and how to avoid falling for fake viral videos, ours is a team you want in your corner.
Storyful’s Top Tips to Make Your Videos Go Viral
Want to know how to make your videos go viral? Here are our top three tips for success.
- Plan your content wisely
You’re going to be posting about your chosen topic a lot; make sure it’s something you’re passionate and knowledgeable about. You might be met with audience feedback, so you’ll want to be as prepared as possible to engage if necessary.
- Know your audience
It’s essential to figure out who you are speaking to when you post, and cater your content to appeal to them. This also ups the chances of your audience returning to your page for trusted and valued content, which is your ultimate goal.
- Leverage trends
Check out popular hashtags and think about what you can add to the conversation. This helps you extend your reach, and increases your likelihood of connecting with your target audience.
The Future of Viral Video Content and Storyful’s Role
In order to go viral and achieve global reach, you have to remember the science behind widely-shared content. Timing and context make all of the difference when it comes to reaching your target audience, and you can always rely on Storyful to help you achieve all of your video-related goals.
Storyful is a trusted source for viral videos that are accurate and safe to share. To learn more about our role in UGC verification and how our team can support yours in daily coverage of major events, get in touch with our team today.
