Ever wonder how certain videos rack up thousands — or even millions — of views overnight? Going viral on TikTok and Instagram is a blend of creativity, timing and strategy. While there is no way to guarantee virality, here are a few ways to make your next posts reach a wider audience and create an ever-growing online community for your show:
1. Understand the algorithm
TikTok and Instagram prioritize content that has engagement (likes, comments, shares, etc.). Our friends at Meta tell us that “shares” and “saves” are becoming the leading indicators for the rise of popular content. You’ll want your content to be able to achieve these in order to really take off. As an example, when the Taylor Swift “1989” album was released, we created a series of images for “SIX” on Broadway that connected the musical to that pop album’s cover art. The post quickly took off, receiving 11,000 shares and 4,900 saves. We knew this post was headed for virality as, on average, we see around 565 shares and 438 saves on this account. It really met Broadway fans and Swifties at the cross-section of two of their favorite interests. In order to use the algorithm to your advantage, create content that resonates with your audience on a personal level and excites them enough to save or share it.
