No particular planetary alignment is required for a piece of content to work, but a minimum knowledge of the different platforms and a strategic use of their algorithms. For example, we went viral by combining high school diploma exams and DIY: this is how we did it.
The social media world has developed the concept of virality.
Why is it so important? Viral content allows you to exponentially increase your visibility, reach a much wider audience, increase brand awareness and engagement with your content.
We often hear about hashtags, trending sounds, instant or real-time marketing, all of which indicate how current events, constant updates and the search for the latest trend are essential for pop content. However, the key to virality, like everything else, is a mix of elements: the right trend at the right time, incisive creativity for the right target on the right platform.
The Eurobrico case by we-go: going viral on TikTok thanks to the Italian maturità 2024 🥵
Graduating from high school is such an important (and stressful) moment for young Italians that every year it generates reflections and online exchanges by girls and boys, professionals, politicians, psychologists. Especially on TikTok, the king platform for everyday life and real content, it has become a hot topic in recent weeks. In the run-up to the exams, users have started to support each other by sharing past experiences, story times, memes, study tips and ideas on how best to cope with the different tests.
How did we join the conversation? 🦊
The day before the first test, we published on Eurobrico's profile the possible topics of the Italian essay (bricolage’s version) and the content immediately started to get a positive response (and panic). TikTok not only knows its users very well, it is also an excellent search engine: we were able to intercept the final year students who the day before had been looking for information, spoilers, ideas about the possible themes for the first test. TikTok not only knows its users very well, it is also an excellent search engine: we were able to intercept the final year students who the day before had been looking for information, spoilers, ideas for possible themes for the first test.
Not everyone took it well 😇😈
There were those who saw the irony in the content and those who really thought that the text analysis was asking about the relationship between Dante and the do-it-yourself.
As much as stars can help, there is always a good dose of strategy behind successful content. Our video on TikTok was so successful because we were able to intercept and engage with the students by inserting ourselves into a conversation relevant to the target audience and by using the social network’s native modalities.
Watch the TikTok and read the comments from the poor final year students
