In our experience, the key points of some videos that have gone viral are:

• Controversial statement. E.g. https://www.tiktok.com/@isabelevabohrer/video/7361719366217387297

• These shoes are obviously not sneakers. The Sarah Jessica Parker audio was also trending at the time, and Zendaya was wearing the Louboutin So Kates on repeat, so using timely topics also helps a video go viral.

• Something that a lot of people want to know or talk about. For example, this video about espadrilles, a lot of people were interested in (1) knowing what these shoes were called and (2) getting advice on where to get comfortable ones. https://vm.tiktok.com/ZNRp3vvf4/

• Something that you do not normally see, e.g. when I pushed a mini cart around the city in front of the Gucci store. Here is the link on IG: https://www.instagram.com/reel/DMNvUQasmkZ/?igsh=Y2s3ZXU0ODQ1dXQx

For Instagram, we track views and likes for reels and posts. But what is perhaps even more important is shares and saves, because if people are SHARING your content, they are doing half the work for you, sending it to their friends and family. SAVES will mean that they will come back later and re-visit the content, possibly to share it as well, resulting in more views. As for engagement, we also track comments. We have found that asking a question, especially on TikTok, is very useful to increase engagement.

Personal Tiktok: https://www.tiktok.com/@isabelevabohrer

My new's agency's IG: https://www.instagram.com/rooster_gnn/

Personal IG: https://www.instagram.com/isabelevabohrer/

My news agency: https://rgnn.org