After a dramatic end to last year, Suzanne Halls, Head of Communications at the Office for Statistics Regulation, discovered first-hand the power of going viral online.
I was walking with my dog on the Jurassic Coast, when I suddenly found myself at the scene of an unexpected rockfall!
Quick thinking by a friend ensured a few seconds of fascinating video was captured for the world to see, and I was soon getting multiple requests for the footage and interviews on what happened.
To “go viral” means a piece of online content (video, image, story) that spreads quickly and widely across the internet, is then shared rapidly by many people through social media, email, and other platforms, reaching huge audiences in a short time, much like a biological virus spreading.
By the next day both the story and video had gone from being regional to national news, and by New Year’s Eve, was trending as the third top story on the BBC’s main news site.
Following this, it got extensive engagement, with many thousands of comments, likes, shares and followers, generating significant attention. This fascinating natural event was hard to predict, but capturing the footage (where luckily nobody got hurt) was also hard to achieve.
While clearly in my case, the consequences of the event could have been very serious, it got me thinking more broadly about what makes things go viral. The key is content that captures attention in a way that sparks emotion, conversation, and sharing. A viral video spreads rapidly through social media, email, and messaging platforms, reaching massive audiences in a short time.
I think it acts like a digital chain reaction: one share leads to another, and soon, millions are watching, but what makes people stop scrolling and hit “share”?
Key is content that is short, topical and engaging, with three elements:
- Relatability: People share content they connect with. A video that reflects everyday experiences or emotions resonates deeply.
- Humour: While not always relevant, funny clips are among the most shared online. Laughter is universal, and humour breaks barriers.
- Shock value or surprise: Unexpected twists grab attention and make viewers want to show others.
Viral videos can turn everyday creators into overnight sensations, boost brand visibility, and even shape cultural trends. But here’s the catch: virality is unpredictable. You can plan, optimise, and hope, but sometimes events just happen and the internet decides what catches fire.
As Government Communications members, we all have a role in making our messages resonate. This blog highlights that while virality can’t be guaranteed, we can apply the principles behind it – relatability, humour, and surprise – to create content that captures attention and sparks engagement.
Think about how these elements could strengthen your own communications, whether it’s a campaign, a social post, or a press release. Let’s take these insights and use them to craft work that connects, informs, and inspires across government.
So, the next time you see a video dominating your feed, remember – it’s not just content; it’s a phenomenon that connects people worldwide in real time. As communicators we should all consider how to seize the power of going viral this year!