Here’s why our Fentanyl awareness video went viral in 48 hours
Russell Herder’s use of the social media platform TikTok as a marketing vehicle has recently borne stupendously viral fruit.
Last month, we created our very first TikTok video on behalf of the High Intensity Drug Trafficking Area (HIDTA) grant-funded Know the Dangers Campaign in collaboration with the Minnesota Department of Human Services.
The second video we created reached two million views in less than two days. As of Aug. 2, it was now well on its way to getting three million views.
Russell Herder Senior Social Media Strategist Avery Mottla says that trying to determine how and why exactly a video goes viral can be nebulous. However, RH knew that youth 18-24 both form a strong demographic chunk of TikTok’s userbase and were the targets of the HIDTA campaign. Our preliminary research also indicated that a strong overlap would likely exist, Mottla says.
“When developing the campaign and working with high schoolers via focus groups, we knew that TikTok would be the perfect platform to reach our intended target audience in an organic and authentic way,” she says.
The TikTok userbase holds authenticity in high regard, so the most popular videos tend to be ones with lower production value that seem more raw.
“In 2023, the best performing content is generally something low production (shot on a smartphone),” she says. “When you’re a company trying to promote something or raise awareness for a campaign, it is important to make content that feels authentic, not sales based.”
Although the video went viral, RH’s job is far from over. Mottla says she monitors the user comments on the video, engaging with the constructive or curious comments and deleting the harmful ones. She also emphasizes that managing a successful TikTok account requires consistent posting, with ongoing effort and resources behind it.
The TikTok algorithm favors users who consistently post new content, Mottla says, so if a corporate entity is considering getting on the platform they should first make sure they have the time and staff power to sufficiently invest in their account. The content itself should appear organic to the greatest extent possible.
“People on TikTok don’t want to feel like they are watching a commercial,” Mottla says. “They want to be entertained.”
For more insights on how to make your messaging go viral – on TikTok or any other major social platform – Russell Herder can be your knowledge source.
