After trying to go viral (2 million+ views!) for a few years with occasional progress – I have a theory on what makes a trend. What makes something go viral. Things that capture the imagination of a large group of people.
You may have heard this before from weddings.
Something old. Something new. Something borrowed. And something blue.
Something Old
The biggest trends encompass myths from the past with growing concerns of today
The nuts believe in the myths. Think of deeply entrenched myths you could build on. Think of old religions, and cultural myths, and stories. Tap into astrology or masculinity or purity. You could also just look at a viral video from 10 years ago.
In the case of SpaceX, that we want to live among the stars. Other space companies like Blue Origin didn’t market themselves as a mission to let us live on mars.
Something New
The innovators look for the future. This is the original thing that you have to provide.
It has to have some value to someone entertainment or otherwise.
Crocs provided a completely new footwear.
Something Borrowed
Look at other trends and subcultures that currently on the rise today and steal from them.
For example, tons of podcasts are co-op the “incel” or “manosphere” trend. Soylent took the neurodivergent tech crowd to a food extreme.
Make it yours.
Something Blue
Not literally blue. Blue as in offensive. Make your idea polarizing.
Half the people should find it exciting, half can hate it. The worst thing is no one caring and ignoring it. All publicity is good publicity.
Crocs looked ugly to some people. But comfy and waterproof to others.
In short
A trend uses old shared knowledge from a bit ago. With a new twist. It steals from another emerging trend. And polarizes its audience.
Some general guidelines for a viral funny project
I happen to want my projects to be silly. Here’s some guidelines that I found work:
- The whole situation needs to be immediately funny.
- Occupy a funny space. When you occupy a funny space, anything you add is funny. When you don’t it’s hard to come up with funny ideas.
- Create a world that doesn’t make sense and solve a problem that no one has.
- How would a 5 year old/alien solve this subculture/every day problem?
- An extremely complicated solution to a trivial problem
- Cheap and Messy is good.
- Use every day common items. A robot made of soup cans spilling soup everywhere in a dirty bedroom is funnier than a polished sleek robot in a warehouse. Limit your costs to under $100 per item.
- Exception: You can have one expensive item if everything else is cheap around it
- The viewer should take away something they can share to their friends.
- Its a joke for them to share, not you
- People are the most interesting part of any shot.
- You and the impact of a project on others.
- The outdoors, physical objects, and other real people make things feel real and important.
- A good story has an arc. Have and show the struggles.
- Take things to an extreme. Funny situations escalate.