How to go viral on Instagram - with a podcast!
WE WENT VIRAL!
(It wasn't an accident, here's how we did it)
I remember uploading the video on December 6th, 2023 and thinking
"This is a good one"
I didn't think it was this good:
* 5.5 Million Views
* 90,000 Likes
* 2300 Comments
* 100,000 Post Shares
* 20,000 Saves
* 25,000+ Instagram followers
* 3,000+ YouTube Subscribers
* 10+ Worldwide News paper articles written about the topic we created
https://lnkd.in/gyGP3wAZ
We had recently changed the way we produced social content for our clients and internal podcasts by looking back over the course of two years, and over ten social media accounts, to see what worked and, more importantly, why. We began consistently and deliberately arranging each podcast's clips in a specific order after noticing trends and strategies for keeping listeners interested in the content.
How did we do it? How have we've done it again since?
Strong Hook
The first 5 seconds are the most important.
"Never EVER drink Champagne out of a flute"
It's perfect because it's intriguing, confronting and requires justification. We knew which content from the podcast we thought was strongest and then from that pulled the strongest hook to lead the video.
FYI this post has a strong hook, scroll up!
Sound design
What matters is what you're not even aware you're hearing. Play the video's opening audio. Did you notice the little "rise" in tension that anticipated his opinion's crescendo? Once we built this hook we knew people would stay for answers.
Authority
People want to disagree with what's being presented to them if it's conflicting with their own opinion until they realise the person that is speaking knows more on the topic then they do. Then guess what they do? Start arguments in the comments!
"I went to ACTUAL Champagne in France and they ALL served tastings in Flutes"
or
"SUCH BS! Just don't drink in a plastic cup!"
or
"What is a flute for then?"
My reply - "Making music" that comment received over 1000 likes in itself!
Key things to note:
- I knew the analytics of what time our audience was most active. Then I posted at that time.
- We gained so many followers because surrounding this one video were tens of informative videos of the same high quality. Have you ever seen a great skit and clicked on the profile of the person who made it only to see a morning smoothie recipe and photo of their dog either side of the clip? We have strong intention for our Podcast's Socials so when you click on our account you're greeted with hundreds of informative wine education videos aka what you would expect!
Going Viral can be a complete fluke and although I don't disagree, we got lucky hitting the algorithm, this wasn't by accident. Nor was the next video that got 120,000+ views and another which has 70,000+.
Flukes and Flutes are both out! 🥂🚫
If you're an authority in your niche - message me and let's create a happy accident!
Watch the video here and the full interview below
