The Secret Behind 'Viral' Content

You’ve seen this video in your social feeds, right? It’s a bottle smashing its way down some stairs and it’s had more than 20 million views and over 15,000 comments in the last 10 days. But why? Especially when there are a ton of very similar videos on the creator’s profile that garner far less engagement… The answer tells us a lot about content creation in 2023.

Brain massages

At this point, ASMR is way more than a trend; it’s a “full-on cultural sensation”. People love micro relaxation moments that have no greater depth than the fact they are visually stimulating and more brands should tap into this.

Organised chaos

Do we also enjoy the slightly nerve inducing anticipation of waiting for these bottles and jars to explode? Like many of our favourite movies, we know what’s about to happen, but we still find it exciting.

The more I practice, the luckier I get

The previous versions on the same theme did well (hundreds of thousands of views) so the creator knew there was something here, even if he hadn’t cracked the magical first million. If there are positive signs, more brands should keep going with content themes to eventually nail the niche.

In conclusion? There is no secret. Success comes from paying attention to what’s starting to perform well and keeping going.